Ever wonder how to get more people to read your email newsletters, engage on social media, or click on your ads? It's all about the marketing funnel. In this 40-minute class, join Skillshare VP of Marketing Cam Lay as he updates the classic marketing tool for the digital age, revealing how you can grow your business by carefully guiding your customers from first contact to final purchase.
Key lessons include:
- Essential marketing terms (and nothing but)
- Calculating true customer value for modern business models
- Analyzing common marketing paths (for companies like threadless and ClassPass)
- Crafting your own marketing funnel
- Improving your strategy and fixing issues
Whether marketing is your full-time job or one of many hats you wear, crafting effective funnels is a fundamental skill for anyone looking to succeed. After taking this class, you’ll look at marketing in a whole new light, allowing you to craft the right message, motivate your customers, and grow your business.
Create your marketing path!
Download the class worksheets and complete two assignments:
- Analyze the marketing path of a business other than your own. Ideally, click through the path yourself, starting from an advertisement, an email, or a social media post. What are the messages you're receiving, and the action they want you to take?
- Fill in your marketing path as it exists today, without changes or improvements. What are the messages you're currently sending to customers? What are the actions you're hoping they'll take?
- Share your worksheets in the Project Gallery for feedback, and to see what other students are discovering.
Things to keep in mind:
- Be as detailed as possible. Remember, the email subject line is a message, and clicking to open the email is an action!
- When in doubt, break up nodes into smaller chunks.
- Once your nodes are in place, look for places where customers aren't taking the action you want, then dig deeper to discover the cause.
