Image Development

*HOT OFF THE PRESS* The latest edition of Norfolk Director Magazine is out now! ‘TEAMWORK’ is the theme for this edition and Matt Sykes, Managing Director at Salescadence is our lead interview. Lessons I have Learnt is with Chris Reeve from Reeve Social Media, and our Spotlight is with Carole Burman, FCIPD MIoD from MAD-HR Ltd. The hard copies are about to land on readers’ doorsteps, but if you can’t wait, head over to our website to download the flip magazine and take a look at the great content from Charlotte Bate, FCIPD at MAD-HR Ltd, Mark Hinds from Charles Stanley & Co. Limited, James L. at Larking Gowen, Aimee Konieczny 🦢 of Indigo Swan, Jane Cattermole at Bay Tree VA, Matthew Newnham of Birketts LLP, IJYI | Software Development • Data & AI • Cloud, Paul Andrews from Family Business United, Angela Brett at The Sounding Board.org, Nathan Munt of Lucas Fettes Financial Planning, Anglian Demolition and Asbestos Ltd, Alex Cosham of Image Experiential, Alison Sefton at Norwich High School for Girls GDST, Katie Olma from PSG Health - Insurance Consultants, Lucy Moore of Ensors Chartered Accountants, Norfolk Showground & Events Centre, Rent Direct Car & Van Rental and Dipples. Click here to read! 👇 #norfolkbusiness #b2b #businessnews https://lnkd.in/eQWHQ2_y

It's not often you'd look to Drake for marketing advice, but "started from the bottom, now we're here" is a good guide for how to fix your funnels. Assuming your funnel has gone beyond the textbook concepts, it should be setting out how your customers are interacting with your brand, on the way to the desired end result. This could be a purchase, it could be a sign up or subscription, it might even be a level of advocacy where they recommend or refer you. In any case, it should be relative to you as a juicy strategic goal you're striving for. It makes sense then, that the bottom of the funnel is pretty important. Ironically it can often be one of the last places marketers look to drive value for the business. Instead the gaping maw at the top of the funnel regularly sucks up far more attention, time and effort. That's where Drake comes in. Starting at the bottom, or as near to it as relevant, means more of what you're pouring in at the top makes it through or 'converts' to the final stage. In other words, if you're great at getting attention but fumbling converting it to anything else, the focus should be to fix the latter before you top up the former. The added benefit is that this bottom up act often has an effect seen far faster and more tangibly on the bottom line, layering up with all the stages of your funnel that preceded it. A frustrating example for me comes from just up the road at my local PureGym. After being immersed in all manner of multi-channel advertising across January, the focus (and spend), was clearly to enlist more members during a key period. Nothing wrong with that at all. I'd guess a long term business aim is to retain a good chunk of these members beyond 1 to 3 months, perhaps reaching a key saturation point before considering another location in the region. Maybe. Sadly, I'd imagine more hard earned members will more swiftly consider alternatives after experiencing a month of overlooked basic repairs and missing equipment. A leaky funnel that depends on a generous nozzle to keep filling it up, and most likely results that leave the purse for improvements and repairs looking a little lean. Rarely is it a case of 'this or that', but rather 'as well as' that works best. In the case of funnels, it's a case of prioritisation to drive more profitability. It might be that Puregym have done the calculations and are happy with the conversions they achieve. But for myself and many other businesses little or large, I know that fixing funnels from the bottom up remains one of the surest ways to deliver strong customer experience, retain more clients and keep marketing spend as efficient as possible. Fix your funnels bottom up, the bottom line will thank you. #Marketing #Brand #Business Image Development Eleanor Loveday Denise Burnett

📣 Avani is delighted to announce a new sponsor for MD Amanda's Kenya charity bike ride in 2024! 👉🏻 𝗜𝗺𝗮𝗴𝗲 𝗗𝗲𝘃𝗲𝗹𝗼𝗽𝗺𝗲𝗻𝘁 is a refreshingly simple brand consultancy, combining marketing, psychology, and creativity. Image Development helps businesses cut through noise and nonsense to reach the results that really matter across their marketing. Brought to you by the great people at Image Experiential ---- ❗️There are only 2️⃣ opportunities left to sponsor Amanda's cycling jersey including the big one! Get in touch to learn more about sponsorship options by emailing info@avanisolutions.co.uk 💜 Alternatively, you can make a donation via the JustGiving page https://lnkd.in/eeKSZbdK ---- 🙏🏻 THANK YOU to our sponsors 𝗙𝗶𝘃𝗲 𝗜𝗻𝘀𝘂𝗿𝗮𝗻𝗰𝗲 𝗕𝗿𝗼𝗸𝗲𝗿𝘀 𝗟𝗶𝗺𝗶𝘁𝗲𝗱, 𝗽𝗮𝗿𝘁 𝗼𝗳 𝘁𝗵𝗲 𝗕𝗿𝗼𝘄𝗻 & 𝗕𝗿𝗼𝘄𝗻 𝘁𝗲𝗮𝗺, independent insurance brokers, and 𝗖𝗵𝗲𝘀𝘁𝗻𝘂𝘁 𝗚𝗿𝗼𝘂𝗽, award-winning pubs with rooms in the East of England. #pedalpower #JustGiving #hospitality #brewery #sponsorshipopportunities Amanda Thomson Michael Harper . Only A Pavement Away Licensed Trade Charity