If you want your company’s sales process to function as smoothly as possible, you must perfect your marketing funnel – the strategy of turning a guest or user into a paying client.
Some company owners are moving away from the word “marketing funnel” because they consider the lead nurturing sequence by which buyers progress from awareness to buying is too mechanistic or simple. I still find it beneficial to convey a complicated process, and it is a wonderful visual to envision the whole process from beginning to end.
What Exactly Is a Marketing Funnel and what is its purpose?
A marketing funnel is a method of breaking down the customer journey from the “awareness” stage to the “purchase” stage. Post-purchase follow-ups, as well as cross- and up-sells, are frequently included in funnels.
Marketing Funnels allow you to map a purchaser’s journey to various phases. You may then design marketing tactics at each step to target buyers. To achieve the greatest outcomes, funnels helps to organize your marketing efforts considerably more closely. This allows you to contact the appropriate individuals at the right time with the correct marketing strategies.
Marketing funnels may help you save time, money, and energy by focusing and targeting your activities. As a result, using funnels to increase your marketing ROI is a fantastic idea. Another advantage of employing marketing funnels is that they work. Marketers all around the world can attest to the efficacy of employing marketing funnels to increase conversions. They may assist you in attracting and converting more consumers by guiding qualified leads down the funnel.
You now understand the significance of marketing funnels and how they may assist you in maximizing your marketing ROI. The only thing left to do is build a funnel and observe the outcomes firsthand.
A Step-by-Step Guide to Creating a Dynamic Marketing Funnel
1. Assess Your Target
Understanding your target demographic is the first step in creating a marketing funnel. Before you can design a marketing funnel to target and convert people into clients, you must first identify who you want to reach.
You may learn about your target consumers through a variety of methods. Direct input from existing consumers, surveys, social networks, and site analytics data are examples of these.
The goal is to learn not just who your target consumers are, but also how they engage with your website and content. Their online behaviors can assist you in determining how to structure your funnel and which phases to include.
For example, you may have a website that receives the majority of its visitors through your blog. Your objective now is to guide this traffic to product or service listings. This implies that the blog will be a top-of-the-funnel marketing technique for you, with CRO (conversion rate optimization) being the following step.
The first step in creating a marketing funnel is to know how your users react online and engage with your business to create a consumer journey map.
2. Determine the Number of Stages in Your Funnel
You can identify the different phases in your funnel after you understand a typical buyer’s journey before acquiring your items. After all, a marketing funnel is simply a method of directing more people on their journey in the right direction. As a result, the stages of your marketing funnel will be formed based on your customers’ journey map.
To simplify things, consider a three-stage marketing funnel. Most marketing funnels are divided into three basic stages:
- Awareness and Interest (Top)
At this level, the aim is to reach out to more individuals, keep them informed of your brand and products, and pique their attention. Some marketers choose to divide this into two steps to create a more specific and targeted funnel.
The initial impression a customer has of your business is formed when they hear about it for the first time. You need to attract as many customers as possible at this point because the number will continue to decrease as they travel down the funnel.
- Desire (Middle)
This is the second stage, in which the customer is aware of your brand, is intrigued, but is unsure whether or not to buy a product. This is the stage at which you must persuade your targets that your items are superior to the competitors.
The marketing strategies used at this stage are intended to enlighten the prospective client about the value you give and what distinguishes you from the competition. They will advance to the next step if they acquire purchasing intent. Otherwise, they will simply leave.
- Action (Bottom)
This is the funnel’s last step when the customer has already expressed a desire to buy and you only need to seal the transaction. This is the point at which you must put the last nail in the coffin and guarantee that your customers buy the product.
3. Each step should include marketing tactics
After determining the stages of your marketing funnel, the following step is to identify which marketing techniques to employ at each level. Note that you may create a marketing funnel that is as big or as short as you think is appropriate for your target consumers. After that, you may begin to think about each stage in greater depth.
Here are among the most common marketing strategies employed at various phases of a marketing funnel.
The following are some prominent marketing techniques for this stage:
a) Social media marketing is used to drive more social traffic to your website.
b) Influencer marketing programs to increase brand recognition and attracting a larger audience.
c) Paid advertising campaigns that reach your target demographic quickly and precisely.
d) To increase organic search traffic, create blog entries and other relevant material. 73% of B2B marketers believe that blog articles are most successful in the early phases of a buyer’s journey.
e) SEO strategies targeted at increasing organic and referral traffic to your website.
f) Hold freebies and competitions to attract more customers and gain your brand’s online presence.
This is the point at which your leads will either interact with your content further or depart. Here are some prominent marketing strategies that you may use at this phase.
a) Influencers’ product reviews or unpacking and trial videos are quite successful at this point.
b) Case studies that demonstrate how you assisted other clients or anything else that demonstrates the advantages of the product or services.
c) Use user-generated content to create social validation and increase brand equity.
d) Ebooks and whitepapers are also effective in engaging consumers and increasing their buying intent for B2B items.
e) Invest in conversion rate optimization for your website to keep visitors on your site for an extended period and to guide them to the appropriate product or service pages.
Only leads with high buying intent are present at this stage, all you’ll have to do is correctly guide them. Here are a few bottom-of-the-funnel marketing strategies to assist you in closing the transaction.
a) Make offers and discounts to entice customers to buy. Limited-time promotions generate a feeling of urgency and are a proven sales strategy.
b) Use remarketing to reach out to customers who browsed your website or connected with your business but did not make a sale.
c) Free product trials and demos are another effective approach to entice customers to sign up for and begin using your services before asking them to make a purchase.
d) Creating scarcity by displaying that just a limited amount of product is remaining is another method that has proven effective for numerous merchants.
Final Words on Formulating an Efficient Marketing Funnel
Make no mistake, building a sales and marketing funnel following the process outlined above is a difficult task. This isn’t a job you’ll do in one day; it’s something you’ll want to work on as long as your firm is in operation. It is not an easy task, but it is one of the few possibilities you have to significantly increase your efficiency and productivity while completing transactions.
Aiozium assists organizations in creating strong marketing funnels by utilizing proven and tested digital marketing and growth hacking methods. Contact us right now if you want to get your business where your customers are.