Audible is an Amazon-owned producer of audiobooks and spoken-word entertainment. This platform builds awareness and brings potential subscribers into their sales funnel by partnering with authors of books featured on the platform to promote their audiobook using a free one-month trial for the service. When users sign up for the free trial, they are given 30 days to use the service before being automatically enrolled in a monthly subscription.
As you can probably imagine, this sort of thing is particularly frustrating if you’re selling an expensive product or service, but you can even see it happen with something as simple as deciding where to go for lunch. For example, if you’re hungry and in a hurry, you might pick the closest restaurant. But, if a friend asks where you’re going and says, “Oh, that’s where I got food poisoning last week”, there’s a good chance you’ll end up going somewhere else.
Newsletters: Another effective engagement tactic is a regular newsletter. It’s typically delivered via email and focuses on delivering helpful information with a mix of incentives to encourage additional purchases. The newsletter conveys less of a salesy feel than email marketing content, so it can be a more inviting way to stay connected to your customers. Email marketing software, such as Mailchimp, can be used to execute both email marketing and newsletters.
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Depending on what you’re selling and who you’re marketing to, you might answer that question in a number of different ways. For example, if customer service is a big deal to your potential customers, you may want to focus your marketing on how great your customer service is. You might want to include testimonials about your customer service, awards your customer service department has won, statistics about response times…you get the idea.
In marketing automation, Ryan Deiss, co-founder of Digital Marketer, often describes the sales funnel as a multi-step, multi-modality process that moves prospective browsers into buyers. It's multi-stepped because lots must occur between the time that a prospect is aware enough to enter your funnel, to the time when they take action and successfully complete a purchase.