01 Feb Creating an Exceptional Marketing Funnel
Creating an Exceptional Marketing Funnel
A marketing funnel describes your customer’s journey with you. All the way from the “awareness” stage (when they first learn about your business) to the “purchase” stage (when they are ready to buy your product or service).
This journey of the potential buyer to a customer goes through a funnel that is wide at the top and narrow at the bottom. You begin by attracting a huge number of interested visitors, only some of them will move down the various Marketing Funnel Stages and end up purchasing your product or service.
This is a useful way to describe a complex process and it is a good visual to imagine the entire process from start to finish.
Every business needs and should construct a digital marketing funnel as it automates the marketing process and saves time, energy, and efforts.
The days of spending hours over the phone convincing your customers are over!
Now, you can map out a series of actions to be taken and appropriate information to be shared at each of the marketing funnel stages so that your customers can slide down smoothly via awareness, consideration, and conversion stages, resulting in their conversion to paying customers.
Stage 1: Awareness
The customer’s Intent at this stage is to search for information regarding a need or a problem he is looking to solve.
Your objective is to let these potential buyers know that your business exists. You can create this awareness by sharing informative content such as blog posts on your website, social media updates, and advertisements.
Stage 2: Interest
The customer is interested in your product or service but wants to make an informed decision. This leads to further exploration of your business’s products and the solutions you provide. The customer is beginning to know and like your business and is ready to share their contact information in exchange for your gated content.
Now that you have the customer’s interest, this is an opportunity for lead generation and share valuable and actionable content to demonstrate your expertise and build the customer’s trust in you as a helpful industry expert. This can be done by creating easily consumable lead magnets like white paper, checklists, cheat sheets, or a mini-course over email.
Stage 3: Consideration
Here, the potential customers have converted into a marketing qualified lead.
Someone who has shown interest in your business’s offers has engaged with your content in some manner and is now likely to become a buying customer. They tend to explore your competitors at this stage to ensure they choose the best solution.
You need to nurture the trust of your leads at the consideration stage and develop a relationship with them. You can do this by sending them targeted content to position yourself as the best choice like case studies, comparative reports, email newsletters, free trials, ongoing or upcoming offers, etc to help them ‘consider’ your business further.
Stage 4: Intent
The prospective customer does some specified activity at this stage like purchase-related queries, putting the product in the shopping cart, etc. which demonstrates that they intend to buy your product or service.
This is the stage where a conversion can possibly happen, so you need to focus on handling product related doubts and objections effectively. You can also show other related products or add-ons to the customers to facilitate their decision to purchase your product or service.
Stage 5: Evaluation
The buyers make a final decision at this stage whether to buy your product or not. They evaluate the product, price, and offer and look for a hassle-free purchase. The customers expect a glitch-free buying experience, secure payment gateways, and options to choose different payment methods.
This is the marketing funnel stage where sales and marketing must work together closely, with sales taking the responsibility to help the customer finally decided to buy your product. Any objection not handled effectively, or any glitch faced by the customer at this marketing funnel stage may hinder the conversion.
Stage 6: Purchase
This is the final stage of your digital marketing funnel where a potential buyer has turned into a customer. A positive experience during conversion will result in product recommendations, positive reviews and brand endorsement by the customer that can further fuel your digital marketing funnel to repeat lead generation and conversions.
Having successfully tickled down the awareness consideration conversion stages, your customer wants to feel that they have made the right choice. You need to nurture their trust in your company with a great post-sales experience. A smooth onboarding process, personalized emails, and sharing the resources they might require using your product efficiently would go a long way to turn them into repeat customers.