If you have ever been a little confused as to how strangers become customers, the answer is super simple: the marketing funnel. This concept – although simple in theory, is actually quite powerful as you can map the entire customer journey from first discovery to final purchase and help aid targeted strategies at each stage.
What is a Marketing Funnel?
A marketing funnel is a graphic representation of the steps buyers take to purchase from you. It is named a funnel because of the idea that you are placing all kinds of potential prospects in at the top and then, as they pass through to make their purchase (bottom), many will fall away or exit while being engaged with your product. Breaking down the stages of each potential customer allows us to recognise that not everyone will buy from you, but if we figure out all those individual stages maybe more people can get through.
Stage 1: Awareness
In the beginning of the funnel, nobody knows who you are. Your goal here is visibility. That is the purpose of content marketing, social media, SEO and advertising. You are spreading the word, getting your brand out to as many of the right people in a very broad way. You can use the stages as a guide to what you should be sharing, i.e. regular news items (not just about your company but industry related), blog posts, social media content or useful resources work really well at this point in time because they attract attention and are not pushy. For Marketing Strategy Consultants, visit reallyhelpfulmarketing.co.uk/specialist-services/marketing-strategy-consultant
Stage 2: Interest
This is the research/compare phase. Customers read your website, follow your social or possibly sign up for the email list. And you need to create information that finds solutions for them and maintain it regularly until they become a customer. To nurture interest and confidence: include case studies, deep guides, e-mail newsletters.
Stage 3: Consideration
Now, leads are in fact considering making a purchase. That’s why they’re sizing you up to the competition, researching your reviews and digging for that social proof which confirms you produce results. This is where things like testimonials, product demonstrations, free trials and consultations work well. This is where you handle objections and answer why you are the best decision.
Stage 4: Conversion
Moment of Purchase: Make it as easy as possible. You need to easily convert these interested prospects into paying customers with clear calls-to-action, simple checkout processes and compelling offers.
Why It Matters
The funnel stops one from making the marketing mistakes that trash many common marketing strategies. Just as you wouldn’t propose marriage on a first date, you also shouldn’t expect people to buy from your business before they even know who or what it is that you do. Different types of content and strategies work at different stages.
