Marketing as a layer cake.

Marketing online is viewed as bringing prospects and guiding them into a funnel. If you think about it for a moment you realise what a leaky funnel that would be.

Let’s think of it as a mountain, ok that’s no fun either. let’s think of it as climbing a layer cake. Our goal is to get people to buy your product or service. That’s the real cherry on top.

But now not everyone you encounter online is ready to buy. According to google’s white paper That you can see here.

Here Buying is a messy process. At least, in the minds of the consumer.

it's broadly divided into two main aspects when he is constantly evaluating new options and then cutting them down to narrow his preference to the one he wants to buy. And this is just the prospect who has committed to that purchase. Because you know he or she needs to be sure if this is the best offering out there which fits his or her needs.

Now as this goes on in the minds of the prospect, what we need to do to be visible is to provide him with the ease to make that comparison. Sure! You have features X. Y and Z but are you able to solve his or her pain points A, B, and C ? Do you provide enough information about yourself so that he can compare you to the L, M, and N in the market? And most importantly are you a brand that believes in the same things or has the same value systems as him or her? Is it easy to communicate and converse with you if he needs to know more or is unclear about something? Are you proactive? do you also provide information on O, P, and Q which the people who are looking for solutions for A, B, and C also look for?

I know it is tiresome to cover all bases and be present and proactive on all platforms but all of this has a simple process to it. Once set it acts as a well-oiled machine that guides the people you want onto the cherry. The sale.

If you are with me so far, simply put online gives us a chance to dynamically interact with people, start a conversation, keep them involved and in the meantime get familiar with their needs and truly listen.

In their different stages of purchase-exploration or just plain casual browsing. Here is another interesting article on the phases of customer purchase the See-think-do model linked here. Here

Also here is an interactive model on what we do on various stages of the purchase. grabbing their attention, getting to know them, informing them, giving them helpful tools and tips, being visible and well… making the sale, now that’s the real cherry on top.