Sequence Over Strategy Filling the Engagement Gap
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Oct 10, 2024 Explore how marketing campaigns often succeed in grabbing attention but struggle in converting that interest into sales. Discover the essential engagement strategies that can bridge this gap. Learn about the interconnected stages of awareness, engagement, and sales, along with practical examples to foster meaningful interactions. Get insights on building trust and guiding potential customers through an effective marketing sequence.
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Three-Stage Marketing Sequence
- Michelle Warner views marketing as a three-stage sequence: awareness, engagement, and sales.
- She emphasizes that engagement, where trust is built, is often overlooked, leading to ineffective campaigns.
Bridging the Gap with Engagement
- Engagement is crucial, especially in relationship-based funnels, as it bridges the gap between awareness and sales.
- It's not about providing more information, but helping the audience apply existing information.
Backpacking Analogy for Engagement
- Using a backpacking analogy, Michelle explains that after an "aha" moment, audiences need to orient themselves like finding their location on a map.
- Engagement helps them process this new information before receiving more.