Recently I have spent a lot of time creating Dynamic Behavioural Response Marketing campaigns for my customers (and myself).
When you normally talk to people about funnels they think about sales funnels.
You know…Sell an item to a customer and then immediately offer and up-sell and then maybe another up-sell or down-sell trying to extract the most amount of money from them while they are a hot prospect.
And although I use these techniques sometimes myself I think you need to think about the customers experience first.
Dynamic Behavioural Response Marketing is moving your customer through a “Pre-purchase” funnel based on their actions when they first enter your funnel.
There are others out there promoting this idea Ryan Levesque “The funnel Specialist” (Check out his “ASK” formula) as another example.
It’s a way to create and “Individual Universe” for anyone who joins your list.
Let me give you an example.
What normally happens is that someone signs up to your list after visiting your website, or seeing and add or reacting to a free offer.
You add them to the list then start sending them emails.
If your like most marketers you send the same message to everyone who joins the list.
Every potential customer gets the same message.
Now of course many companies have put a lot of work and research into these messages trying to get the best conversion they can.
But here is the problem…
We all know that people that join our lists are different.
Some people just want free stuff.
Some will buy immediately
Some want to know more.
Some have questions
So a linear path (one email after another) is not always the best way to sell.
If you have ever been trained in sales you will remember that every “yes” you hear gets you closer to a sale.
You wouldn’t start talking to a potential customer and just keep talking no matter what they said and keep saying “Buy now”.
Of course you wouldn’t but that is what happens in a normal email sequence.
Everyone gets the same email no matter what they are thinking or wanting to say to you.
But what if you instead changed the message based on the actions they took?
That’s what funnel marketing is about.
You ask a customer to take an action and then you change the message based on whether they took that action.
Survey questions are a typical example of this…
“Excuse me you seemed interested in our product but you didn’t buy why was that?”
Depending on their answer you send them a new message.
More to come…