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<\/p>\nThe term re-funnel is related to a concept called marketing funnel. A marketing funnel is a model which describes the journey of a customer or lead right from the time he becomes aware of the product\/service to the point he purchases it. It is also known as the Purchase Funnel.<\/p>\n
It shows a pathway the leads follow as soon as they enter the first stage i.e. Awareness. Not all leads make it to the end of the funnel. Therefore there is a difference in the number of people who enter the funnel and make it to the last stage. There may be various reasons for them having to drop out of the funnel. However, it is very important for marketers to re-funnel those dropouts as generating new leads every time is a difficult task. Also the dropout leads have already gone through some content before actually deciding to drop out. Therefore the time and effort required to convert them would be less compared to new leads.<\/p>\n
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Following are the top 7 strategies to Re-funnel those dropout leads:<\/p>\n
Marketers must create content that convinces leads about a special opportunity they may be missing out on. Marketers must convince about the opportunity their product or service offers to the leads. It is important to make prospects realize about the opportunity they can grab by making a purchase.<\/p>\n
For example, in the month of November, when the Prime Minister of India announced demonetization, newspapers were filled with e-wallet advertisements. They convinced people about the advantages e-wallets offered and influenced them to opt for their services to continue with their lifestyle uninterrupted. Users also got convinced about the opportunity since arranging cash was a big problem then and these e-wallet companies saw a huge rise in their number of subscribers.<\/p>\n
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Instructions about the product or service must be clear. If the prospect is unclear about how a product or service works, there is a high chance of them dropping out. Therefore marketers must educate about the usage by providing clear information to reduce dropout rates due to lack of usage information. There should be no uncertainty about the product in the minds of the prospects and marketers must convey all information effectively.<\/p>\n
For example, Lenovo launched a hybrid laptop called the yoga pad. To demonstrate how it worked and the various functions it performed, a creative was made to educate people about its usage. Had it been just one picture of the laptop, nobody would have understood the functionality of the laptop unless they visited the store, which was highly unlikely.<\/p>\n
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Every person has certain barriers or questions that stop them from making the purchase. It is important for marketers to understand and remove those barriers and gain the prospect\u2019s trust. A prospect will not end up being a customer until all his mental blocks are removed. Every business will have different barriers and marketers must make sure that they cater to each of the barrier effectively.<\/p>\n
For example, an e-commerce company may have customer barriers related to the quality of the product, therefore they offer 14-day replacement\/refund policies to gain trust. Also for people reluctant to share their card details online, cash on delivery services are offered. Thus it is made sure that there is no barrier left that stops a prospect from becoming a customer.<\/p>\n
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