Marketing Funnel Overflow – How To Align Your Campaign Strategy

Put each marketing funnel feeder into the magic hat. Shake it around and pull out a consistent message

A common problem in SMB’s (small to medium businesses) is something I like to call Marketing Funnel Overflow – where the traffic pouring into your business is coming from competing rather than complimentary sources.

When you have multiple small teams in your marketing department, campaign messaging can break down unless there is a strong and cohesive strategic direction. Consider the following marketing sources that commonly have teams in the marketing department:

• Direct Email – often run by an email marketing team
• Banner Ads – often designed by the communications design team
• Affiliates – handled by the affiliate marketing team
• Paid Search (such as Google AdWords) – set up by the internet marketing team
• Social Media – a mix of bloggers, and social networking practitioners

Despite the intention to run a single campaign with a single message, the moment it gets split up into these 5 potential avenues, the delivery of that message can change. Not to mention the limitations that certain media place on your messaging (140 characters on Twitter, limited line length in AdWords etc.)

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