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Flipping the Funnel with Joseph Jaffe

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Flip the FunnelThe days of controlling your marketing message and interrupting your prospects to tell it are over. Today, your message is what your customers and prospects say it is. And the marketers who win are those who listen to and empower their customer base to evangelize their brand.

That's exactly what Joseph Jaffe talks about in his new book, Flip the Funnel. I had a chance to sit down with him at the MarketingSherpa Email Summit last month and talk about the ideas in his book. Below is the full interview, along with a few highlights.

#SherpaEmail Interview: Joseph Jaffe on Flipping the Funnel

Interview Highlights

  • Customer retention is the new acquisition. Why are you spending all your time on talking to tons of strangers? Focus on the people who are already engaged with you: your customers. By listening to and empowering your customers, you will in turn earn their respect and affection, and they will become evangelists and attract new customers.
  • Empower your customers to become evangelists. Your users are your most important influencers. Empower them with the tools and process to share their experience with others.
  • Flip the funnel. The traditional funnel centers on AIDA: Awareness, Interest, Desire, Action. If we flip that funnel on its head, we get ADIA: Acknowledgment, Dialogue, Incentivization, Activation. This flipped funnel focuses on rewarding and empowering your customers to talk about you.
  • Embrace new media in order to communicate with customers. New media channels allow you to communicate with your customers directly and allow them to share their experiences with their networks in a new, more public way. Jump right in and start building these key relationships.

How are you flipping the funnel?

How to Generate Leads for Small Business

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Learn how small businesses can level the playing field and generate leads efficiently by leveraging inbound Internet marketing strategies and tools.

Download our Lead Generation for Small Business Webinar.

 


Posted by Ellie Mirman on Mon, Feb 01, 2010 @ 01:28 PM

COMMENTS

It is concept of this book makes me realize that I am in the correct business looking toward the future. Coming from a small business berkshirewatergardens(dot)com, I started focusing on my existing client base verses attracting new clients last year.  
I received more ROI from a $100 letter mailed to my clients than $50,000 invested in yellow pages, magazines, postcards, HOME SHOWS, etc, over the previous 2 years. 
I get wonderful emails and notes from clients happy to always hear from me and for keeping in touch. I surely have had more client referrals since changing my strategy in the Spring of O9. Great book.

posted on Monday, February 01, 2010 at 9:20 PM by Jeff Mansen

What a great post! One of our biggest clients is a consumer brand and we have been implementing lots of social media efforts to reward customers. The efforts have paid great dividends (http://bit.ly/d7DZUV)! 
 
 
 
Our next concern is being able to effectivley "rank" our customers ... and then how to approach the right customers to build an "evangelist" relationship!

posted on Monday, February 01, 2010 at 9:26 PM by Michaleen

I agree with everything but I would suggest that the effectiveness of social media depends on your audiences acceptance and usage of social media - and for some industries, businesses and audiences, social media is not the most effective communication channel today. 
 
Should a business be aware of social media - most definitely. But the key is to have effective communications, a dialogue - and that may require other communication channels so know your audiences' preferences.

posted on Tuesday, February 02, 2010 at 6:16 AM by patmcgraw

This bears a startling resemblance to a book of the same name written by Seth Godin in 2006. Jaffe has always been a regurgitator rather than an original thinker but this is ridiculous...

posted on Thursday, February 25, 2010 at 10:57 AM by Copy Right

Comments have been closed for this article.