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CATT Marketing Funnel: how to grow your business?

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Content, Attention, Trust & Transaction marketing funnel when used with integrated marketing improves the effectiveness of your marketing efforts exponentially

In this ever-expanding internet world where you’ve so much to catch up with, individual prospecting is not scalable. You identify leads, spend energy & resources in convincing them, and if they’re not impressed your efforts are wasted. So, you’re left with no choice but to start from scratch. 

Marketing doesn’t work this way anymore. You can not waste time trying to convince just one person. Instead, you need a system that builds mass trust on its own. 

Today, you will learn how the modern CATT marketing funnel when used with integrated marketing improves the effectiveness of your marketing efforts exponentially.

What is a CATT funnel?

CATT stands for Content, Attention, Trust & Transaction. Here’s what each step means and what actions you should take. 

Content

In this step, you create content to build authority in the market. The goal is to teach the target audience about your existence. You will create content (or product) and share it using blogs, webinars, ebooks, social media, and other channels.

Attention

Once you have created content you will need to show it to your audience. Methods like SEO, paid ads, and social media work but you will use those that work for your audience. You might have already figured out who is your target audience and where they spend their time. Include major platforms in your strategy but spend more time building those you’re confident about.

Trust

With so many options available to choose from, why would your target audience go with you? They might not remember you in the first interaction. To hook the visitor you need repetitive engagement. By asking them to subscribe to your email list, follow you on social media, or retarget using paid ads you can keep nurturing them.

Transaction

Once they start trusting you, the final step is to present your offer. But you still need to clear some last-minute doubts. Social proofs, client testimonials, and more help them make the final decision. And that’s when the sale happens.

So this is how the CATT funnel works. Combining it with integrated marketing will help you use it to the fullest. 

What is integrated marketing?

Digital marketing is a vast topic. And its subtopics like content marketing, email marketing, social media marketing are big topics on their own. You can’t get massive results if you use just one or two of them. Instead, you must combine them all. This is called integrated marketing.

In integrated marketing, all steps work on a loop such that you do some work and the system works by itself. Here’s how it works:

  • You drive traffic from SEO, social media, and paid ads to the content you create. 
  • When your audience interacts with the content they also subscribe to your email list or follow you on social media.
  • You keep building trust by sharing social media updates or sending regular newsletters. 
  • Once they trust you, they’re ready to invest.
  • But since the process is automated, new visitors will keep landing on your content and the cycle runs on its own.

This is how combining the CATT funnel with integrated marketing decreases the workload. 

Why use CATT funnel with integrated marketing?

CATT funnel and integrated marketing work with each other’s strengths and help you increase revenue by doing minimal work. Here are some more benefits of using them together:

  • Focus on the right things – By automating the process you will avoid the constant urge for content creation. And you will focus on things that matter such as product creation or tracking the funnel results. 
  • Automation is easy – By using automation tools you can automate most of the steps such as emails and social media.
  • Brand positioning – Having a consistent brand story across all channels will help you build a strong brand image. 
  • Reach larger audiences – By using various channels together you reach more people and grow your customer base.
  • Works on its own – The system works on a loop such that new leads keep entering the funnel and moving ahead.

How to use CATT funnel with integrated marketing?

It’s not difficult to use them together because the CATT funnel is automatically applied with integrated marketing. Here’s how both of them work together.

integrated marketing and CATT funnel

Image Source: DigitalDeepak.com

 

Content

Content marketing is an effective marketing strategy that generates long-term results. No doubt, creating quality content is the backbone of the entire process. Because you will get benefits like social media shares and search engine rankings only if your content is worthy. Quality content helps you build trust and authority. Therefore, you must always focus on providing value through your content.

But content alone won’t do wonders for your business. You still need people to read it. 

Social Media

Social media is the best place to market your content with the potential to reach billions of people. Only quality content and a consistent brand story can help you position a strong brand on social media. Here are your goals with the two:

  • Content should be engaging so the audience shares it and helps you increase your reach. 
  • A strong brand story should be consistently shared across all platforms.

Related: How to use LinkedIn for Business?

SEO

Social media requires constant effort. But, SEO brings quality traffic for free. Therefore, SEO must be a part of your strategy. Optimize your content with on-page SEO practices and use social media signals to gain better search engine rankings. Avoid manipulative SEO strategies at all costs if you don’t want to get penalized.

Paid Ads

Paid ads coupled with the above methods speed up the process. Whether social media ads or Google ads, use them to increase traffic or email subscribers. Overall, they’ll help you in making more revenue. 

Email

Email marketing is the most important part of the system because it helps to nurture your audience. No one purchases within their first interaction. Email marketing can help you make that constant communication to build trust. 

Social media, SEO and paid ads will help you grow the email list. Then all you need to do is to hook the subscriber, either by sending them nurturing emails or free quality content, so they become your loyal fans.

Sales

When you have established trust, that’s when they make a sale. Or think it this way, when you provide valuable free information that’s when they trust to invest in your paid content.

So this is the integrated marketing process that is built on automation in such a way that each step has many leads and the funnel is working on a loop. 

However, it depends a lot on testing as businesses have different marketing needs. Once you’re successful in enabling a working system you’ll notice benefits like better brand positioning, email list growth, revenue, and more on autopilot.

Final thoughts

Integrated marketing and the CATT funnel work together to create an unbeatable strategy. The best part is you’re targeting many people at one time. Of course, quality content is the heart of all. If you can create valuable content then only the other steps work. 

This process, too, is no overnight success, you will have to keep your marketing efforts consistent to reap the best results. Just by tweaking a bit, you can convert a tiring process into a masterful automated strategy that works for you even when you don’t. 

So, what are you waiting for? Build a marketing strategy combining the CATT funnel and integrated marketing and increase your sales!

Ekta Swarnkar is a professional copywriter and content strategist. She helps online businesses optimize, startups build a presence online, and aspiring bloggers grow a blog. She shares her best tips on her personal website EktaSw.com.

Marketing

David Beckham partners with Stella Artois for new campaign

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A billboard featuring English footballer David Beckham
The first commercial for the new partnership, featuring David Beckham, was released earlier this month

Stella Artois has enlisted global sport and lifestyle icon David Beckham as an official ambassador for the new “A Taste Worth More” campaign, celebrating our premium brand’s distinctive taste and genuine moments of connection with friends.

The “Worth More” platform builds on Stella Artois’ famous “Reassuringly Expensive” advertising campaign that helped define the international premium beer segment globally from 1982 until 2007.

“While the Reassuringly Expensive line was pure creative genius – a great example of understanding consumer behavior and then transforming it into powerful advertising with an irreverent twist – it was almost three decades ago and the codes of premium have changed,” says Tim Ovadia, Global Vice President of Marketing for Stella Artois. “Being ‘premium’ is no longer just about the price tag, brands now have to prove their worth to consumers at both an emotional and functional level.”

Richard Oppy, Global Vice President of the Premium Co. at AB InBev, said David Beckham was tapped as an official ambassador for the brand because, “Not only does he embody modern premium values, but he is also a beer consumer and Stella Artois lover – an authentic connection that builds strong partnership. This is a big moment for the Stella Artois brand that we believe can kick off a powerful wave of growth around the world.”

The partnership is also a key pillar in AB InBev’s global megabrand strategy and mega-platform approach that hones in on relevant consumer passion points and developing meaningful consumer connections through rich occasions to fuel love for our brands and drive growth.

“I’m pleased to partner with Stella Artois and excited to celebrate the importance of genuine moments with family and friends. The brand and its distinctive taste has been a favourite for years,” said David. 

The first commercial for the “A Taste Worth More” campaign was released earlier this month, which satirically positions the taste of Stella Artois as worth more than a chance encounter to meet David, one of the world’s most recognizable men. The commercial is part of a new year-long campaign and will run alongside digital and out-of-home advertising in the U.S., Canada, Argentina, Brazil, Chile, South Korea and South Africa. 

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Samy Alliance enters Nordic market with social media agency acquisition

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Samy Alliance enters Nordic market with social media agency acquisition
With new acquisition, Samy Alliance continues its international expansion that started in 2019

SAMY Alliance, an integrated, social-first technology and data-enabled digital marketing company, has begun a new chapter on its tenth anniversary with the acquisition of Kurio, a social-first creative agency, headquartered in Helsinki, Finland.

Since being founded in 2013 SAMY Alliance has experienced sustained growth year-on-year, consolidating its position as a leading global player in its sector. The company is currently present in Europe, the United Kingdom and the Americas.

Kurio was founded in 2012 by Jari Lähdevuori and Elli Tuominen, is a social-first creative agency which has worked with brands such as Microsoft, Unilever, Accenture, and Fazer.

“Our goals align perfectly with SAMY’s in both ambition and direction. We share a common desire to serve our clients both locally and globally as a leading ‘social-first’ agency, leveraging data and technology to enhance our offering. This partnership marks a significant milestone in our journey, and we are excited about the possibilities it opens up for us and our existing and new clients in the Nordics and globally,” says Tommi Opas, CEO at Kurio.

With this operation, Samy Alliance continues its international expansion that started in 2019 with the acquisition of the British company SHARE Creative – an agency with over 50 employees. Additionally, Samy Alliance acquired AnyGivenDay and Nobox, creative agencies specialized in social media based in Miami. These acquisitions brought a portfolio of highly relevant clients, including Netflix, Reebok, Microsoft, Diageo, and The North Face, among others.

The founders and the international management team will continue to lead this new growth phase, now hand in hand with Kurio, with the objective of attaining over €100 million in revenues in the coming months.

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Marketing

How to become a news outlet contributor

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A reader flicking through pages of a special feature printed on a magazine
Consider your areas of expertise and unique perspectives when approaching a publication to become a contributor writer | Photo: Austin Distel

With the risk of sounding old and grumpy: a writer or blogger who can’t even put together a half-decent pitch to introduce themselves to a publication they want to contribute to should not be allowed anywhere near a brand or a newsroom.

Pitching to write for a publication requires time to craft a compelling proposal that showcases your expertise, aligns with the publication’s audience and content, and highlights the value you can bring as a contributor. It is also about being transparent with your intentions: do you want to become a contributor writer to share your knowledge and enhance your digital authority, or are you simply after a venue to plug a client’s press release and get free publicity?

Here are six key things to consider before reaching out to any publication to try to become a news outlet contributor.

Research the publication

Before reaching out to a publication, it’s crucial to thoroughly research what they do and how they do it. Take time to dive into their website, read recent articles, and get a feel for their tone, style, and audience. Understanding the publication’s preferences and audience demographics will help you tailor your pitch to fit seamlessly into their content lineup.

Identify your niche

Consider your areas of expertise, passions, and unique perspectives that you can bring to the table before approaching a publication. Your pitch should reflect your knowledge in a specific field or topic area while also aligning with the interests of the publication’s audience. But narrow things down even within a niche; For example, if you are a travel writer, keep in mind that travel is a massive field to cover. Unless you suggest some specific articles that you genuinely want to work on for a publication (and they are truly unique), it is unlikely you will stand a chance.

Be clear and concise

Crafting a compelling pitch is the key to grabbing the editor’s attention. Start with a captivating subject line that entices the editor to open your email. Introduce yourself briefly, highlighting relevant experience or credentials that make you well-suited to write for the publication. Then, present your article ideas concisely, focusing on topics that align with the publication’s content and audience. Be sure to include a unique angle or perspective that sets your pitch apart from others.

Personalize Your Pitch

The trick of referencing a specific article or sections of the publication that resonate with you is an old one, so make sure you mean it. Personalizing your pitch is essential for building rapport with the editor and demonstrating your genuine interest in contributing to their publication. However, editors receive hundreds of pitches on a monthly basis from people wanting the same chance to become a contributor writer, so publications can be choosy. Never use a template that sounds too perfect or desperate. Write your own copy, well-tailored to the publication you want to be working on.

Say who you are

Anyone can pitch an idea for an article. But you are unique and that is what editors will look at in the first place. Make sure to introduce yourself and to provide your social media handle and things you have written about within the niche you are pitching for. When signing a message as a potential writer, also add your surname and LinkedIn. The only three people on the planet allowed to sign a message to a stranger with a single name are Madonna, Rihanna, and Adele – and none of them are writers.

Provide Samples

Show straightway that you can deliver a good copy by providing links to, at least, three of your best and most recent articles online. Very important: work samples that don’t feature your name, as the writer, have zero value.

If you don’t have published samples, consider writing a whole article to give the editor any editor a sense of your writing style, knowledge and approach. Regardless of the format, your samples should align with the topics and tone of the publication you are pitching for.

Be transparent and upfront

When offering a writing service, even if at no charge and with the intention of creating a writing portfolio, be clear about what you expect in return and how it will benefit you. If you have a flat fee for every 1000 words, highlight it and also mention how many revisions are allowed within the fee. If you work for a brand and the brand is likely to be featured within your content, you must disclose it at the very start of the negotiations to become a contributor writer.

Flexibility is key when pitching to write for a publication. Be open to feedback and revisions from the editor, who may have suggestions for refining your pitch or article ideas.

One thing that very few people remember to mention when applying to become a contributor writer for a publication is how flexible their schedule are. Willingness to negotiate terms such as deadlines, word count, and compensation if a pitch is accepted should be highlighted as part of your initial outreach if you want to increase your chances of establishing a successful partnership with a publication.

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