Flipping the Funnel with Joseph Jaffe
The 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?
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