Marketing

CATT Marketing Funnel: how to grow your business?

Published

10 months ago

January 24, 2023

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.

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.

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!

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Ekta Swarnkar

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

JCDecaux extends advertising concession with Madrid Metro for 10 years

Published

1 month ago

October 30, 2023

EuroNewsWeek Staff

An image of advertising displays at a metro station in Madrid

Modernisation: a new type of large-format screen created exclusively for platforms will be installed in 39 key stations in Madrid

JCDecaux, the number one outdoor advertising company worldwide, has announced that following a competitive tender it has renewed and extended its advertising concession with Madrid Metro. The partnership with the transport network carrying, on average, five million daily, makes it the most digitised JCDecaux-marketed metro in Europe and the first 100% data-driven advertising space in Spain. The digital transformation of the oldest Spanish metro network has started in August and will be completed by the end of the year.

The 10-year contract covers 3,100 traditional displays as well as more than 460 new, larger, sharper and more energy-efficient digital screens, extending their life cycle and making metro stations more efficient and sustainable. The new contract aims to deliver a
high-quality media space and to modernise Spain’s capital metro with up to 2,000 sq m of screens. It includes innovative and high-impact displays such as large-format screens and columns with an anamorphic effect, twin curved screens as well as “cinema formats”, a new type of large-format screen created exclusively for platforms, 142 of which will be installed in 39 key stations. A brand-new network of digital screens will also be created with nearly 300 high-definition screens across 100 strategic locations, mostly within the M30 perimeter, ensuring maximum coverage and visibility.

“We are delighted to have been awarded this strategic contract to digitise Madrid Metro, continuing our long-term partnership which started in 2007. JCDecaux has rolled-out an in-depth media transformation plan, including the introduction of large and iconic digital media opportunities to create memorable brand experience while offering one of the major communications-platform for brands. It will participate to enhance the Madrid Metro environment, further raising engagement and ultimately generating revenue to invest in delivering an even better commuter experience. It is one of our most ambitious projects to date in Europe and we want it to become a benchmark in terms of digitisation and sustainability”, says Jean-Charles Decaux, Co-Chief Executive Officer of JCDecaux.

This new contract will also enable JCDecaux to introduce programmatic buying opportunities into the metro environment for the first time, following its launch in street furniture and shopping centres.

Marketing

How to create social media content for small businesses

Published

3 months ago

September 7, 2023

EuroNewsWeek Staff

A man scheduling content on social media

Between April 2022 and April 2023 there were 150 million new social media users – a 3.2% increase year-over-year | Photo: Austin Distel

Mastering the art of creating useful and engaging social media content is essential for any small business – but just like most of the tasks, it is easier said than done.

Accord to recent data released by the Search Engine Journal, there are 4.8 billion social media users worldwide, representing 59.9% of the global population and 92.7% of all internet users. And companies not able to catch up with the fast-paced digital world are already facing sales and branding problems given how many new people turn to platforms like Facebook, Instagram, Twitter, and LinkedIn, on a daily basis, to discover products and services: between April 2022 and April 2023, there were 150 million new social media users – a 3.2% increase year-over-year.

Small businesses have a unique opportunity to connect with their target audience, boost brand awareness, and drive growth through social media. Here we explore key strategies to help entrepreneurs how to create engaging content that can make a significant impact.

Know Your Audience

Before diving into content creation, it’s crucial to have a deep understanding of your target audience. Who are your customers? What are their preferences and essential interests? Carefully study your audience’s demographics and behaviours to understand where you are in order to create an effective social media calendar with clear goals.

Set Clear Goals

Define your social media objectives. Are you looking to increase brand awareness, drive website traffic, boost sales, or engage with your community? Setting clear, measurable goals will guide your content strategy and help you track your progress over time. Take small steps. There is no point in aiming for 1 million new users and an absurdly high turnover overnight. When it comes to social media, you will have to learn to play the long game.

Content Planning and Calendar

You must create a content calendar to organize your posting schedule.

Consistency is key in social media, and a calendar can help you maintain a regular posting cadence. Plan your content themes, topics, and post types in advance, taking into account holidays, special events, and industry trends.

Tell Your Story

Share the story behind your business. Customers connect with brands that have a compelling narrative. Highlight your company’s history, values, and mission. Showcase the people behind the scenes, your team’s expertise, and the dedication that goes into your products or services.

Visual Appeal

Visual content is highly engaging on social media. Invest in high-quality images and videos that represent your brand. Use eye-catching graphics, infographics, and animations to convey information creatively.

Educational Content

Position your business as an industry authority by creating educational content. Share informative blog posts, how-to guides, tutorials, and industry insights. Provide value to your audience by answering common questions or addressing challenges in your niche.

Engage with Your Audience

Social media is a two-way street. Respond promptly to comments, messages, and mentions. Foster a sense of community by actively engaging with your followers. Encourage discussions and user-generated content, and listen to customer feedback to improve your products or services.

Embrace User-Generated Content (UGC)

Encourage your customers to share their experiences with your products or services. Repost UGC with proper credit. This not only showcases satisfied customers but also builds trust and authenticity around your brand.

Analyse and Adapt

Regularly review your social media analytics to gauge the performance of your content. Identify what works and what doesn’t. Adjust your strategy based on the data to continually improve your social media presence.

No matter where you are, creating compelling social media content is a vital aspect of a small business’s digital marketing strategy. By understanding your audience, setting clear goals, planning your content, telling your story, embracing visual and educational content, engaging with your audience, and adapting based on analytics, you can craft a powerful social media presence that helps your small business thrive in the online

Marketing

LG launches campaign to spread optimism

Published

3 months ago

August 28, 2023

EuroNewsWeek Staff

A London red bus showcasing the new LG's campaign in the UK

LG 'Takes Over' Famous Landmarks to Kick off Its Life's Good Campaign With More Dynamic and Youthful Visual Identity

LG Electronics (LG) has launched its brand-new Life’s Good global campaign, carrying out various brand reinvent activities to introduce its more dynamic and youthful brand identity.

The company, which rolled out its Life’s Good global campaign on August 22, unveiled digital out-of-home (OOH) advertisements at some of the world’s most iconic landmarks, including locations in Dubai, London, New York, Vietnam and Seoul. Each image and captivating has been crafted to showcase LG’s renewed visual themes.

Along with introducing its updated brand and visual identity, the new campaign aims to share the company’s philosophy and values and the true meaning of Life’s Good.

LG’s latest advertisements can be seen at Dubai’s Burj Khalifa, the world’s tallest building, the Landmark 81 skyscraper in Vietnam, the company’s digital billboards in New York’s Times Square and London‘s Piccadilly Circus, LG’s LED outdoor screen at Óvalo Gutiérrez in Peru, the KP Tower in India, as well as in select spaces in South Korea, seizing the attention of global audiences. The campaign also extends to London’s beloved red double-decker buses, which currently feature LG’s Life’s Good slogan – visually revamped as part of an innovative brand reinvention strategy.

The advertisement videos showcase the “Face of the Future,” the smiling face formed by the letters “L” and “G” engages and entertains; nodding, bobbing and showing off a range of different emotions. The video is also imbued with the youthful exuberance of LG Active Red, the latest addition to the company’s core color palette.

The company also plans to release collaboration contents with various influencers and brand films through LG’s global social channels to convey the meaning of Life’s Good and core brand values to customers more authentically.

LG has partnered with a collection of global influencers, all embodying the spirit of “brave optimists” and confidently carving their own paths, including American singer and actress Willow Smith; Australian national swimmer and singer-songwriter Cody Simpson; and Nigerian-Korean fashion model Jenny Park. Through these meaningful partnerships, LG aims to amplify the Life’s Good message, fostering inspiration and hope among customers around the world.

“LG is committed to actively communicating and providing innovative customer experiences that evolve with the times, recognizing the changing needs of customers,” said Lee Jeong-seok, head of LG Electronics’ Global Marketing Center. “We aim to enhance our communication with customers by sincerely sharing our core value and the message of Life’s Good. Filled with optimism, this message will be delivered to customers worldwide at various customer contact points.”