A well-structured marketing plan that covers all stages of the funnel is essential not only for capturing the attention of potential customers but also for tailoring messages based on the moment and stage in which the user is within that funnel.
Loss of Customer Acquisition Opportunities
A well-structured marketing plan that covers all stages of the sales funnel is essential not only for capturing the attention of potential customers but also for tailoring messages based on the moment and stage in which the user is within that funnel. Without a clear and, above all, precise strategy that encompasses the awareness, consideration, decision, and post-purchase phases, companies risk losing valuable opportunities to attract, convert, and retain consumers.
“Don’t show me a video about the product’s excellence if I’ve already decided I’m going to buy it: I saw it a week ago. Just tell me what I care about now: price, delivery times, warranties, and everything else related to that.“
We must therefore be precise and able to locate our potential customer according to the stage of the funnel (upper, middle, lower) where they are. If we start from the top down – beyond circular approaches – the lack of a comprehensive marketing plan is initially manifested in a lack of visibility. If a company does not use adequate marketing techniques to increase its online (and offline) presence, potential customers may not be aware of its existence. Targeted advertising campaigns, content strategies, and search engine optimization are fundamental to ensuring that the brand is positioned correctly in the market and captures the attention of its target audience. We must exist for potential customers: who we are, what “pain” or problem we are solving, and why we do it differently from current satisfiers (there are always).
Less Qualified Leads and Loss of Engagement
Additionally, without a structured marketing plan, it is very difficult to generate qualified leads in a relevant volume. Companies need to identify and segment their target audience to create personalized messages that resonate with their needs and desires. Without this specific focus, marketing efforts can be ineffective, resulting in a low number of qualified leads. Strategies such as content marketing, email marketing, and social media campaigns must be aligned to nurture prospects throughout the sales funnel.
Another consequence of not having a proper marketing plan is the loss of engagement. Today’s consumers expect to interact with brands in a continuous and relevant way. Without a strategy that maintains the interest and participation of the customer throughout their journey, the company is likely to lose connection with them. This can lead to a decrease in the conversion rate of prospects into loyal customers, as well as make it difficult to retain current ones. In that sense, neglecting the middle funnel often disrupts the natural and expected flow of the customer through the funnel
In summary, the absence of a well-defined marketing plan can severely affect a company’s ability to acquire customers. Lack of visibility, the inability to generate qualified leads, and the loss of engagement are just some of the many ways in which customer acquisition can be negatively impacted.
“It is surprising to ‘slip up’ in that part, having so many means (web, apps, social networks…) and formats to reach our potential customers. But we already know: having the strategy does not guarantee its correct execution, just as transitioning from the recipe of a succulent but difficult dish to its creation for the first time usually only succeeds in the ultra-assisted world of kitchen robots.“
Lack of Customer Loyalty
The marketing funnel does not end with the conversion; customer loyalty and retention are crucial components that determine a company’s long-term success. Without a marketing plan that considers the post-purchase relationship, it is very likely that contact will be lost with customers once the sale is made. This disconnection can lead to a significant reduction in customer retention and loyalty, negatively affecting customer lifetime value (CLV).
The lack of a loyalty strategy results in the loss of repeat customers, which in turn decreases long-term revenue. Customer retention is cheaper than acquiring new customers, and loyal customers tend to spend more and recommend the brand to others. However, maintaining this loyalty requires continuous effort and specific strategies to maintain the customer relationship.
“In terms of methodology to apply, many times it is not necessary to reinvent the wheel. Working under RFM models (Recency, Frequency, Money) is a good starting point to segment our database and adjust not only the offers or proposals we make to our customers, but the entire relationship itself.”
Content marketing is an effective tool for keeping customers engaged. Providing relevant and useful post-purchase content can help solve problems, offer new ideas, and maintain customer interest. Loyalty programs are another key strategy; these incentivize customers to buy again by offering rewards and exclusive benefits. Email marketing campaigns also play a fundamental role in customer retention, allowing for direct and personalized communication that can include special offers, product updates, and educational content.
Implementing these strategies not only helps keep customers satisfied but also strengthens the long-term relationship. A comprehensive approach that covers all stages of the marketing funnel, including post-purchase, is essential to maximizing CLV and ensuring business sustainability. Ultimately, a loyal and satisfied customer is the most valuable asset for any company, and a well-structured marketing plan is the key to achieving it.
