Hello and welcome to the bottom-up skills podcast. I'm Mike Parsons it as I'm the CEO of Qualitance. And today we're delving into the full funnel. This is part one that funnel. That growth marketing. Forfar it's so big. I got to break it into two parts because we can't fit it all into one episode. So today, part one, we're going to deal with the letter a three times awareness acquisition activation.
In fact, those are the first three steps. The first three parts of the full marketing funnel and this stuff is good. We're getting into three. Fundamental questions. So you've got a product or service, a business you want to launch it to the world. You want to take a growth marketing mindset. This growth marketing mindset [00:01:00] is all about.
First of all number one data insights throughout that full funnel, with a real focus on how much you convert your customers and trying to obviously improve those conversions. That's what growth marketing is all about. So the funnel that we mentioned has six steps. We're going to deal with the first three at the top awareness, acquisition and activation.
So. Awareness is all about how many people do you reach? This is big picture stuff. And then we're going to talk about acquisition, which is of all the people out there. How many actually come to you and we'll use a website as an example, uh, to explain growth marketing. And then we're going to talk about activation, which is all about getting them to, you know, for example, to sign up for something on your website.
That is the first three steps of the funnel. So let's get in it. And today it's this gonna start with this awareness thought, how many people do you reach? [00:02:00] And so we'll use the example, uh, actually of bottom line.io. And I'll share with you some of the things we do throughout the whole funnel. So as you're listening to this, you can actually look at the website and I can actually share with you the things we do to practice full funnel marketing.
So the best practices that I would recommend when you think about awareness, I mean, the ultimate goal here is that everybody can know about you to the best of your ability. Obviously won't be the whole universe, but you want to try and be everywhere. That's best practice. Number one, being Google, being all of the directories that review products and services in your industry.
But also be in all the social media platforms, um, create all of the different, uh, types of content. Now with a growth marketing hat don't want her, you don't have to like be in 25 different digital channels. You will [00:03:00] find that some of these ultimately will deliver you far better results than the others, but the big.
Advice that the best practices for awareness is experiment everywhere. So find out which of those channels. Usually you get three to five of the digital channels truly do work and have a real obsession about owning. Key words. So SEO focus. So if you're all about, you know, rare, exotic, organic bananas, when people type in organic bananas bananas in your market, you got to own that search phrase.
That's for sure. The start of great awareness. There's obviously lots of other things you can do in our case. We've got, you know, press relations, actually just very recently we announced the bottom app learning platform. We've got lots of press because it's obviously, as you probably all know, it's free to take all our masterclasses we're in all sorts of product [00:04:00] review sites, when you probably are very familiar with is, um, product hand.
And we're also in G2. And if you were to search different things, such as a Revolut case study, actually, you know, we're probably one of the top two listings that you will find for that. So that's an example of how we get awareness done for us. And we asked lots of questions to improve that. Uh, how can we be found, uh, for different phrases?
Um, have we got as many people linking to us as possible and trying to take a journey. Of someone looking for maybe a course, uh, you know, Cognito in Google and see how you might find your own company. And you'll be surprised sometimes that you're not always as lit, highly listed as you might expect. Okay.
So done a rip-roaring tour of awareness. Just a quick note here I am giving you just, uh, a touch, uh, a little intro to some of these [00:05:00] ideas. If you would like to go much deeper. We have a full, complete master class on bottom-up dot IO. There, you can go in, take your time, get the slides. There's a lot of information there, here today.
We're just introducing you to some of the best practices. Okay. Step two. In the funnel from awareness, we go to acquisition and that's really about if, if awareness was all about being in Google, step two acquisitions. How many people from Google actually come to you? And, um, particularly when they do come to you, one of the big focuses on acquisition is not only search, but how can you get the most out of the people that do come to you?
Some best practices, there would be, uh, something like Dropbox. We talked about that in the previous episode where they actually created incentives for customers to actually recruit other customers. Or you might do what PayPal and zoom have done, which is offer a fantastic integration to a much larger platform.
So for example, zoom made [00:06:00] integration with Google calendar, a top priority. And the rest, as they say is history. So those are great ways to drive your acquisition for us. Our big focus is that because we are there in the world, uh, really well-placed on, on awareness. We really focus on the journey from people landing in on our site, particularly on our blog content, which is a showcase of what's in our courses.
They go from the blog, they to go to a course landing page and from the course landing page, they go to a signup page. So we're always looking at that funnel, trying to optimize the steps through, keep it clean and simple, and really tweak the percentages. So that's how we fulfill on this second step. The second part of the funnel, which is acquisition.
Now, if you're a. Thinking about, Hey, we get a lot of traffic to our side, but we don't seem to convert much. You should really go and have a look at which channel, [00:07:00] uh, which is which sources delivering the best traffic. Um, so that might be in volume, but the best. Thing to do is ask which channel has the highest conversion rate.
So don't be fooled that a particular site drives a thousand clicks a month because maybe few of those actually sign up. So if you start from who signed up and from where did they come, you might unlock some new insights. Okay. So that. That we just did then together, that was acquisition. We've done the awareness.
So now what we can do is we can go to the third step of the marketing funnel activation. So it means you're out there in the world. You actually get people coming to you, but can you. Put forward a proposition that they are totally engaged with and are prepared to sign up with and complete that first step.
And that's a really important thing. Um, in fact, I think for activation, you could ask yourself [00:08:00] how good is the users or the customers. First experience is really essential here that people can sense. The magic that is in your product or service as quick as possible. So some best practices here would be to reduce any heavy signup forms with a gazillion different, uh, fields in the, in the form, make it light.
Um, maybe if you've got a free trial, get rid of credit card, like just get as, get them as quick as humanly possible to the good stuff, get them to the magic. So what do we do? Here at bottom map skills on our website. We know we're very lucky because we've made a choice to give away all our courses for free, however, but we're still thinking like growth marketers.
What we're doing is we're really focused on course completion. If you can finish that first course as quickly as possible, you get to the end and go. [00:09:00] Wow. I learned a few things there. This is really handled handy for my job for working in this sort of new digital era. This is great. All right. So, so that's what we're trying to design for.
So what do we do? We have a real, uh, powerful and really clear display of your course progress as you go through it. So we try and make sure that is really vs where you are and how many steps you have less left. How many more lessons inside. And of course, do you have before you complete the course and we'll talk about, about what we do after they complete it in another episode, but this course completion is a big number.
Now what's interesting here is that for e-learning courses, student, engagement's a real challenge. So, you know, students can abandon it any time because it's on demand. It's not like traditional in-person schooling and education, where you sit in a classroom, you have to turn up and say as well, do the work.
It's the opposite. People can just turn it off whenever they like. So we're [00:10:00] really tracking average days to complete a course. And what percentage of all students. Complete. So as you can see here were really starting to get almost into product thinking, but we're doing this with an eye for growth. We're looking to make sure of that.
We understand if customers bounce out of our service, why, and what's the, the, the patterns in the insights into things that are really working. How can we get them through to that first, second and third course, that's really, really important. Get them signed up, get them to the magic as soon as humanly possible.
All right. So that's part one of the funnel. I hope you've enjoyed it. If you'd love to go a lot deeper than we are just on the podcast, go over to bottom-up don't I, uh, where you can get our master class on growth thinking and plenty of others. For example, we have a whole master class on agile. That could be quite handy to say bottom up.
Don't I, uh, all right guys and girls that syrup. [00:11:00]
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