From the course: Marketing Foundations: The Marketing Funnel

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Improve the marketing funnel

Improve the marketing funnel

From the course: Marketing Foundations: The Marketing Funnel

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Improve the marketing funnel

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- Funnels require constant improvement, even ones that have been performing efficiently are susceptible to outside influences that change their effectiveness. The first step to improving your funnel is to deepen your knowledge of how consumers make that first step. The more you understand that entry point, the more you can tailor your marketing during the start of your funnel. The second step is to inspect your loyalty efforts. Do you have an active loyalist or a passive loyalist? That's to say, are your customers actively promoting you on their own or will they just give you a positive recommendation if someone asks? If they're not active, you'll need to start investing in strategies to develop this activity in that customer. That may mean spending money on programs designed to reengage them or incentives to increase your brand appeal. The third step is to evaluate your spend. Where is the money going? Are you top…

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