Sundae Cones 🍦 Are The New Coffee Toppings
McBassett, Korea’s viral ice cream latte trend.
At the start of lockdowns in 2020, South Korea came in clutch and saved us from boredom with their dalgona coffee. Fast forward to 2021, they once again saved the day with their latest coffee ☕️ trend, the McBassett. It is essentially an ice cream latte made with McDonald’s soft serve and latte.
What is an Ice Cream Cone Marketing Funnel?
The marketing funnel is the path that users take on their journey 🛣 with you, from introduction to conversion, ideally. You are trying to get users to a specific destination 📍, and to get them, you will have to leave signposts and rest houses along the way to keep them on track.
Let us be honest here, funnels can be terribly boring 🥱(unless we are talking about the delicious Roti Tisu). This is why we are using an ice cream cone for the marketing funnel! For those of you readers losing interest, stick till the end because these are all about tasty treats you will not want to miss 😉.
Top 🔝 of the funnel: Getting people interested in you
On top of our ice cream cone funnel, it is all about seduction 😈- whipped cream and chocolate sauce - that is all just to attract customers. In marketing, enticement 😏 comes in the form of fun and informative free content. Media for this content at the top of the funnel may vary depending on your industry.
Here are some examples of content at the top of the content funnel:
🍦 Engage marketing videos 🎥
🍦 Informative ebooks and how-to articles
🍦 Pinterest-style of picture 📸 quotes
🍦 Listicles
Still, only having your top level content is not enough. No one is going to go crazy 🤪 over that delicious ice cream cone if they do not even see it. To present your top content to your audience, you will need to get involved in:
🍦 Social media : To grow 🌱 your audience on social media and distribute your awesome content on social media.
🍦 Pay-per-click (PPC) and Search Engine Optimisation (SEO) : To attract 🧲 users to your content via organic SEO and paid Google searches (with super clickable headlines).
Now, you have users interacting with your main funnel content. The next question is: how do you get them further down ⬇️ the funnel? We want them to keep eating that ice cream cone!
Exchanging 🔁 information for content
Nothing in this world is free, and users understand that they will have to hand over information in exchange for high quality content. For high-value resources, ask 🗣 users for their contact information (an email address is ideal) in exchange for your content.
Middle of the funnel: Raise the bar with more targeted 🎯 assets
In the middle of the funnel, you will start to nurture the leads you have obtained through your previous high-end content efforts. This promotion is often carried out through email 📧 marketing, using contact details that you have obtained previously to send targeted content to users.
Nurturing is about building your existing relationship with users. They have sunk their teeth 🦷 into your ice cream cone. Now is the time to help them explore its flavours.
Slowly, when you are in the middle funnel, you will want to sink in targeted content more closely related to your product or service. Purchasing guides or how-to’s are an example. It can be difficult to hit the right target because you want to promote high-value content. However, you do not have to sound too commercial.
Imagine you are selling coffee grinders. An idea at the top of the funnel might be to detail the differences between light and dark roast coffee. The middle of the funnel may involve content on why freshly ground coffee is better than pre-ground coffee. Then, you do not directly present your product yet, so you explain why a coffee grinder might be useful instead.
This part of the funnel is also why you can consider quietly 🤫 promoting user testimonials and user generated content. You can gently direct your users to reminders about why you rock, without rubbing it in their faces.
Bottom of the marketing funnel: It is game time 👊
When you have finally reached the bottom of the funnel, it is time to sell! When people are ready to buy, their behaviour changes:
🍦 They use keywords with high commercial intent
That is why you should bid high with a PPC information-rich site that delivers 🚚 exactly what they want. Think about Shopping ads and other extensions and formats that provide a great deal of product and price information, as well as images.
🍦 They can call you directly ➡️
Make sure you are using Direct calling in your mobile announcements, especially with call 📞 tracking in order for you to know where the calls are coming from. At the bottom of the marketing funnel, you will give a lot to your sales team. Your sales team have helped 🤝 in your research to grow some of your high-value content in the middle of the funnel, like buying guides. However, they will take the reins by reaching out and contacting mature prospects for selection now.
By using lead tracking software, such as Salesforce, you should be able to see 👀 which offers users have taken advantage of and which they are interacting with you. If they have engaged with some of your most valuable 💰 content, it is time to reach out and promote your product. Some actions at the bottom of the marketing funnel include demos, free trials, reviews, and promotional offers.
Marketing Funnel Conversions & Perspectives
We hope your bottom funnel actions will be enough to get users to convert. However, it does not mean that your job is done ✅ . You should ALWAYS work to retain your customers and ideally get your new customers to promote you to their friends and family.
Take note that 92% of customers say they trust word of mouth 👄 more compared to any other form of online. You can consider setting up a referral program to encourage current customers to prefeel new users.
Remember to stay on your customer's good side by continuing to provide value-added and top-notch 👌 customer service. Finally, this is how you create a great marketing funnel that will get users to lick 👅 all the way to the bottom of the cone.
At AK47™, we know how to get our customers lick all the way from the top to the bottom of the ice cream cone. Are you unsure of how to work through the marketing funnel? Slide in to our direct messages, and we will lend you a hand with that 🤩😎!
References:
Hebergement Webs. 2020, November, 14.
Lin, L. S. 2021, April 6. The McBassett Is Korea’s Latest Viral Coffee Trend; You Can Make It With McDonald’s Soft Serve & Latte. TheSmartLocal.
