Do you have a great product or service, but no one seems to be buying? Lose the pushy sales tactics and build yourself a marketing funnel. A great marketing funnel is a system created to drive traffic, convert people into customers and make them fall in love with your brand. In this blog we take a look at how they work and why they are important for your business.
We can use various interactions to capture prospects at various different stages of the consumer journey, allowing us to prioritise which of those are most important and guide them closer to conversions.
The basic step by step process of a marketing funnel looks a little something like this:
Awareness > Interest > Consideration > Intent > Evaluation > Conversion
This is the first stage where potential customers are drawn into the funnel through marketing campaigns. As information is collected, any leads pulled in need to be nurtured further down the funnel. It is your prospects goal to find a solution to a problem they are trying to “fix.”
So you have the consumers awareness, now is the time to offer more information about your business. It’s the duty of a marketer to nurture the lead by arousing his interest. This could be in the form of: Content marketing, case studies, white papers, videos, drip campaign emails, social media, newsletters and ebooks. It’s the duty of a marketer to nurture the lead by arousing his interest. Allow them to learn more about your products. Only the most interested buyers will move further down your funnel.
In this stage, which can take days, weeks or sometimes months for your prospect to reach a decision, it is your responsibility to provide crucial information to guide them with content. In this time the consumer may read reviews and compare products to help them reach a decision.
The intent stage is when the prospective customer may make purchase related queries, for example putting the product in the shopping cart etc. this is the time for the marketer to start with remarketing and other strategies. The lead has almost made up their mind about purchasing.
By this point you’ve nurtured a lead, built a relationship and hopefully established trust between the audience and your brand.
Evaluation is arguably the most critical point in the buyer’s journey as this is where prospective customers start eliminating other options. The focus should be on showing them why your product is their best solution giving them clear benefits.
The tip and narrowest part of the marketing funnel. This is the last step and hopefully leads into a complete sales conversion. Once the prospect has decided that they want your product, it is up to you to make it as easy as possible for them to make a purchase. This may be to eliminate distracting features and make the path to the check-out page as clear and simple as possible.
Now we’ve taken a look at the process of the marketing funnel, you may ask yourself the question, why is it so necessary?
The importance of a marketing funnel is not to be overlooked. Not only does it help companies to strategise their inbound marketing efforts more efficiently, but at their simplest they are a way of giving huge amounts of value to a potential client. A good marketing funnel will help meet the needs of the customer as well as building trust and relationships.
Not sure how to get started with your own marketing funnel?! Contact the friendly team at Vast, to kick start your marketing journey today!
Published by: Vast Digital in Journal