How loyalty funnels can help you visualise your audience

I worked with loyalty funnels a lot when I was leading audience strategy for Reach Plc's North West and North Wales news brands, and found they helped me understand audiences better and what I needed to implement to help them grow.

Editorial audiences may have different needs to those of non-profits but the principle is the same - your audience members become more loyal as they move down the funnel. Those at the bottom are worth a lot more to you than those at the top and encouraging them down it is all about building community.

I've put together this graphic to show how this relates to non-profits - and the sort of content you should be thinking about for each section of the funnel.

When I shared this on LinkedIn, a wise audience development expert suggested there should be a colander on the top of the funnel for "The Casuals who just happen to see your content in their feed or click on a search link"- which makes sense, and a colander is the perfect metaphor for all the people happen upon your content but are barely engaging with it. One encounter is not enough to move them out of the colander and into the funnel - you need many more on different platforms and using different types of media.

Here's each stage of the funnel in more detail, with more detail of their needs and how you can create a content strategy that meets them.

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