Drive More Referrals with the New Marketing Funnel

In the first 5 minutes of this episode of The FWD: Thinking Show, John Jantsch — Founder of Duct Tape Marketing — said something that could shock a lot of marketers.

“As marketers, we’re not in charge of getting people to buy from us or creating demand,” said John.

But as he went on, his meaning became more clear.

“We need to organize our buyers’ behavior and create content that addresses that behavior.”

Jantsch created the concept of The Marketing Hourglass™ to explain how marketers can organize their buyers’ behavior in a way that improves their marketing strategy.

In this episode of The FWD: Thinking Show, Jantsch discusses how marketing has changed over the years, and how marketers can apply the new marketing funnel to gain audience trust, especially through email marketing. 

Episode summary

There’s no doubt marketing has changed over the last decade, but Jantsch explains the thing that’s changed most about marketing is how people buy. 

The stats speak for themselves:

  • 61% of mobile searches are more likely to contact a local business if they have a mobile friendly site.
  • 80% of potential customers won’t consider a business with low ratings.
  • 64% say watching a marketing video on Facebook has influenced them to make a purchase in the last month.
  • 92% of consumers will visit a brand’s website for the first time for reasons other than making a purchase.
  • 82% of small business owners claim their main source of new business is referrals.

Jantsch says that creating content that addresses customers’ and potential customers’ needs at each step of the customer journey ultimately drives more referrals and helps grow your business. 

Of course, a powerful part of creating and distributing valuable content is through email marketing. Listen to the rest of John’s conversation to hear his best email marketing tips and strategies for business growth. 

Podcast timestamps

3:40: Stats every marketer needs to know. 

7:45: As marketers we need to organize behavior.

9:00: Why referrals are just human nature. Create a journey so everyone who comes to learn about the company comes to be a referral source.

11:00: Content is one of the greatest ways to move people along the customer journey if you understand their goals and objectives around each stage.

12:00: What is the Marketing Hourglass™? 

16:18: What are some ways businesses can give value to people and use content marketing to build trust?

20:00: How do you transition from providing your audience value to selling?

21:45: How to find your customers’ pain points with interviews and reviews

26:30: How to make your buying experience seamless.

28:50: What role does email marketing play in creating an awesome experience and build trust?

32:00: How to make sure email automations feel personal. 

36:10: Why not everyone should be authentic.

38:15: The Self-Reliant Entrepreneur: a sneak peak.

Episode Resources

John Jantsch is a marketing consultant, speaker, and author of Duct Tape Marketing, Duct Tape Selling, The Commitment Engine, SEO for Growth, and The Referral Engine. He is also the founder of the Duct Tape Marketing Consultant Network. His latest book, The Self-Reliant Entrepreneur: 366 Daily Meditations to Feed Your Soul and Grow your Business, is a daily reminder to entrepreneurs that a better you makes a better business. 

Learn more about The Marketing Hourglass (and download the worksheet) here.

Follow John Jantsch on Twitter, and check out his company Duct Tape Marketing.

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