I will pretty well guarantee that the first time you bought something, or asked for something to be bought for you, whether it was in the supermarket with your Mom or Dad or after a soccer game or when you were given money to buy something yourself without supervision – YOU DIDN’T BUY SOMETHING YOU HAD NEVER HEARD OF.
Some kid at school told you it was good. Or you saw it on TV. Or one of the cool kids on your team was drinking it or wearing it.
That is how people come around to buying things, and this is how it works. Basically we are just going to flip our Customer Loyalty pyramid upside down and give the layers some different names.
And not to get too pyramid power on you, but you can start to see how these two pyramids start to connect:
Some people (in my experience usually accountants who think everything about life can be measured in numbers) think that if you just pour enough stuff into the top of the funnel – Never Heard Of You – that you will end up with more in the Sale point.
What your marketing and branding and positioning has told you is that you are not going to waster your time on the Never Heard of Yous who aren’t ever going to care if they heard about you. You are going to increase your chances of success by starting with those you evaluated in your positioning as the ones that WOULD BE INTERESTED IN YOU.
So let’s get started on that. And, like it or not, the place to start is facebook.
But before we do that, let’s look at how to avoid the trap of ‘I’ll just make the top of the funnel as big as I can”.