The ‘Day in the Life’ Funnel
In the crowded world of B2B and prosumer marketing, standing out is a constant challenge. While many marketers rely on traditional funnels, there’s a powerful narrative approach that’s often overlooked: the “day in the life” funnel. This method not only showcases your product’s value but also creates a relatable journey for your prospects.
Why Narrative Funnels Are Underrated
Most funnels focus on features and benefits, but they miss the human element. A narrative funnel connects with your audience on a personal level. Instead of just listing what your product does, it tells a story – one that highlights the struggles without your product and the ease with it. This emotional connection can lead to higher engagement and conversions.
Mapping a Day Without You vs. With You
The first step in building your day in the life funnel is to map out a typical day for your target audience. Start by identifying their pain points, routines, and challenges. Then, create two scenarios: one without your product and one with it.
Example: A Project Management Tool
Let’s say you’re marketing a project management tool. Here’s how you might storyboard a day:
- Without the Tool:
- 8:00 AM: Arrives at the office, overwhelmed by emails.
- 9:00 AM: Spends an hour searching for project updates across multiple platforms.
- 11:00 AM: Attends a chaotic meeting with unclear agendas.
- 1:00 PM: Works late to catch up on tasks due to poor prioritization.
- With the Tool:
- 8:00 AM: Starts the day with a clear dashboard of tasks and priorities.
- 9:00 AM: Quickly checks project statuses in one place.
- 11:00 AM: Attends a structured meeting with agenda and updates at hand.
- 1:00 PM: Finishes work on time, feeling accomplished and organized.
Touchpoints Across Email, Social, and Ads
Now that you have your narrative, it’s time to identify the touchpoints where you can engage your audience. Use a mix of channels to reinforce your story.
Email Campaigns
Craft a series of emails that walk your audience through the day you’ve mapped. Start with a “What if?” email that highlights the struggles of a day without your product. Follow up with an email that presents the improved day with your product. Use testimonials and case studies to back up your claims.
Social Media Posts
On social media, share snippets of the day in the life. Use visuals, like graphics or short videos, to illustrate the before-and-after scenarios. Engage your audience by asking them to share their own experiences, creating a sense of community.
Targeted Ads
Run targeted ads that highlight the pain points of a day without your product. Use compelling visuals and direct language to capture attention. For example, an ad could show a stressed-out professional alongside the tagline, “Imagine a day where everything is organized.”
Real Examples
Let’s take a look at a couple of companies that have successfully implemented the day in the life funnel.
Example 1: Slack
Slack often shares stories about how teams communicate more efficiently with their platform. They highlight the chaos of email threads and missed messages, then contrast that with the seamless collaboration Slack provides. Their blog posts and social media content tell these stories, making the benefits tangible.
Example 2: HubSpot
HubSpot’s marketing often revolves around the daily struggles of sales and marketing teams. They present scenarios where teams struggle with lead management and follow-ups. Then, they showcase how their CRM simplifies these processes, leading to more productive days.
Storyboard a Simple Version for Your Own Product
Ready to create your own day in the life funnel? Here’s a simple process to get you started:
- Identify Your Audience: Pinpoint who you’re targeting. What are their daily challenges?
- Map the Scenarios: Create a realistic day without and with your product. Focus on emotions and pain points.
- Choose Your Channels: Decide where you’ll share this narrative. Consider email, social media, and ads.
- Create the Content: Write the emails, design the graphics, and plan your ad copy to reflect the story.
- Test and Iterate: Launch your campaign and monitor performance. Adjust based on engagement and conversion data.
Building a day in the life funnel takes effort, but the payoff can be significant. By connecting with your audience through relatable narratives, you can drive engagement and boost ROI. Start mapping out that day – you might just find a new way to convert prospects into customers.