Get More Customers Using the Marketing Funnel
Business owners and marketers in all stages of business should well-acquaint themselves with the marketing funnel (also referred to in some contexts as the sales funnel). The marketing funnel illustrates the buyer’s journey in a step-by-step, detailed process that you can use to capture more customers.
Being aware of the different stages of the marketing funnel will help you to tailor your marketing strategy for prospects at each stage.
Below we outline the three major tiers of the marketing funnel, as well as the goal of each tier and different materials that you can focus on to draw customers to that stage.
Top of the Funnel: Awareness
All purchasing decisions begin with a prospect becoming aware of your brand. This is where prospects of all shapes and sizes (figuratively speaking) encounter your company. Whether they are in need of your product or service will be the filtering of whether a prospect will make it to the next tier of the funnel.
Goal for the Top of the funnel: Attract
When it comes to raising awareness, the top tier of the marketing funnel is attracting prospects to your business in the first place. This begins with education. Your potential customer likely already has an issue and is seeking answers, but they are not sure where to begin with resolving it.
Informative content like blogs, social media posts, and infographics can educate your customers about the issue at hand, as well as the different steps to go about resolving it.
Unfortunately in this stage, it is important to realize that not every single person reading your blog, social media post, or ebook will become a paying customer.
At this point they are trying to narrow down their options and figure out what exactly they need to do, and so you want to educate them well. Depending on how well you educate them, they could be moved to subscribe to your newsletter, follow your social media pages, or even head onto your site to learn more.
Middle of the funnel: Consideration
Once you have successfully made a prospect aware of your business through attraction, the next tier of the funnel is where they engage or interact with your company, product, or service in a meaningful way. Examples of this include following one of your social media pages, subscribing to your business’s newsletter, or leaving their contact information on a lead generation ad.
Practina makes it simple for businesses to run lead generation ads where your prospects can easily leave their contact information so that you can follow up with them.
Goal for the Middle of the Funnel: Engage
In moving prospects to consider your business, you have to engage them by showing them how and why your product or service stands out from your competition.
At this point, they acknowledge that they have a problem that needs to be addressed, and even further that they could purchase something from your company in order to address the issue. Now you have to go in for the kill that will move them to purchase from your company specifically, as opposed to your competitors.
This can include incorporating your sales team to give them an offer that they cannot refuse, or by developing a strong email campaign to show them the solutions that your company has and how they can benefit as the consumer.
Bottom of the funnel: Decision-making (Conversion)
The overall purpose of following the necessary steps along the marketing funnel is for prospects to become paying customers, which finally takes place in the decision-making (or conversion) tier at the very end. All of their options are on the table, and now they simply have to make a decision. It sounds easy enough, but this is where you need to delight your prospective customer.
Goal for the Bottom of the Funnel: Delight
Sometimes delighting your customers can be as simple as preparing price comparisons with your biggest competitors, so they can visually see the noticeable difference. Other times, a trial or demo can be helpful for your prospects to see the system. Ideally, they close with you, which is a victory on your end.
This goal of delighting your customers comes full circle, however, where you encourage them to not just purchase from you once, but to come back to you time and time again, and even better, refer many others to your product or service.
The strong relationship that you have built with your customer up to this point will be a meaningful gauge to determine how delighted he or she was, which will be reflected in their behavior of coming back to your business (or not).
If you were frivolously posting content without awareness of the marketing funnel, now is your chance to turn around and do things differently. Your business can capture far more prospects and turn them into customers by utilizing the tools outlined above.
If you’re having a hard time populating your social media account as the result of focusing on other forms of marketing content, look no further than Practina. The intelligent social media marketing tool creates informative and captivating content in your industry and posts to your social media accounts automatically.
Simplify your marketing with Practina today.