A marketer focuses to tap the entire set of potential customers in the beginning. This involves making them aware of the product by the use of effective advertising, marketing, public relations, and other communication strategies. Awareness is followed by generating a lead by acquiring customer information in some sort. This information is then pulled into a  lead management system to nurture further down the funnel.
This is simply the process of trying to get people through your marketing funnels to a point where they buy something or engage with you. The aim may be to get to a sale or it may be to get an appointment or some other form of engagement, such as signing up for a trial or completing a survey. We might use Google Ads to attract visitors and then convert by getting them to submit their details to start a dialogue with us. Then we would ask them to complete a short questionnaire, then armed with some relevant information to prepare for a meeting, we can meet, then we send a quote, then they invest. So we have a number of stages and conversion points during the process. Along the way we could lose people because they are not ready to invest or are overawed by the amount of work they will need to do or the amount of the investment required to do a good job, or the amount of time they personally need to commit to produce the required content. Much like having a filter, this helps us get the clients for whom we can definitely deliver value. They get to know us and evaluate us and see how little risk is involved. We would have goals or objectives along the way to help potential clients make small commitments as we go, that lead to a final decision. As you progress through the funnel you can add value or show how you would add value.
The chances are that you are doing this already, but is there any structure to it? Do you have a content library or matrix to use in your promotions? Do you have these emails formatted? Do you have landing pages, squeeze pages and thank you pages created? Is there a flow? Do your YouTube videos back up your mailshots or Facebook adverts? Is it all connected? If not, then it is time to look at creating a proper funnel for your generating the right leads for your business, rather than just hope that business will come in the door.
The actual purchase phase has been kept separate from the decision making phase because of two reasons. The first one has to do with the difference between the buyer and decision maker as explained above. The other one is because potential customers might still decide to NOT purchase your product even after they decided to actually purchase your product. This could for example happen when a customer is searching online for your webstore and has trouble finding it. Or because they have issues with the payment options on your website’s check-out page. Once your prospects have decided that they want your product, it is up to you to make it as easy as possible for them to make the purchase. In case of a webstore, try to get rid of unnecessary and distracting features and make the path to the check-out page as clear and simple as possible. This will help you to boost the conversion rate.
A marketing funnel is a model describing the customer journey from awareness of the product to the actual conversion. It has long been a topic of contest and conjecture. We call them funnels because the probability of sales and proceeds gradually decreases at each step. Some people opt out, some lose interest, and some choose another portal. Had this not been the case, terming it as a marketing cylinder would have been better! In an ideal situation, all leads would turn into customers – ten on ten returns. The job of the marketers, hence, is to make sure that most of the leads are turned into customers so that their marketing funnels could distort its ways and turn into a marketing cylinder.
For example, 1-800-DENTIST increased conversions 23% by sequencing friction at the very beginning of its funnel. Originally the dental referral source asked for ZIP code, dental need and insurance/payment info on a form right at the beginning of the funnel. Dental need and insurance/payment info were moved to steps three and four in the funnel, respectively, leading the company to increase conversions.

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Once the customers’ interest in your company has grown, they might be willing to consider purchasing your products or serivces as well. In order to establish that, you first have to help them realising that your product is meeting a need or desire that they might have. Furthermore, you have to explain that YOUR product is the best option for meeting that need. This stage is therefore all about positioning and showing off your unique selling points (USPs): what extra value do you have to offer to customers compared to competitors? People usually consider only 3-5 different brands before purchasing one, so you want to make sure your brand is among those. Persuasion skills and a good sales team can be very helpful during this stage.
Once the customers’ interest in your company has grown, they might be willing to consider purchasing your products or serivces as well. In order to establish that, you first have to help them realising that your product is meeting a need or desire that they might have. Furthermore, you have to explain that YOUR product is the best option for meeting that need. This stage is therefore all about positioning and showing off your unique selling points (USPs): what extra value do you have to offer to customers compared to competitors? People usually consider only 3-5 different brands before purchasing one, so you want to make sure your brand is among those. Persuasion skills and a good sales team can be very helpful during this stage.
If we were comparing this point in the customer journey to a real-life human relationship, it’d be the honeymoon stage and beyond. Your new customer is excited to have a tool to solve the problem they’ve been struggling with, but after that excitement dies down, they want to know they can rely on you to help them get the most out of their purchase. If you don’t provide the support they need, they’ll abandon you for a business that can.
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The sales funnel we looked at from AWeber before may be a simplified version of what most brands are looking at these days, but the same principles apply. The only thing that’s really changed over the years is that we now need to pick up leads at every stage of the funnel in order to maximise conversions. We now put more focus on lead nurturing and optimising each stage of the consumer experience to prevent leads slipping away and buying elsewhere.
However, as much as I loved helping others, I wanted to find a better way of doing so. More freedom, more money, and more flexibility were what I was searching for. I just didn’t know how to find the perfect career that ticked all the boxes. That was, until I discovered that becoming an entrepreneur was indeed the dream occupation - in every conceivable way!
In addition to vocational occupations where I was able to do what I loved most - helping people, I have developed game apps and undertaken a variety of freelancing projects - amongst other things. But none of these jobs gave me the fulfillment I craved. I needed something bigger and better. So, I started a journey of self-education in a variety of different areas and began investing time and money. This enabled me to gain a deep understanding of the science and strategy that underpin marketing funnels, social media marketing, and different types of business models. 
Awareness: Awareness is the uppermost stage of the marketing funnel. Potential customers are drawn into this stage through marketing campaigns and consumer research and discovery. Trust and thought leadership is established with events, advertising, trade shows, content (blog posts, infographics, etc.), webinars, direct mail, viral campaigns, social media, search, media mentions, and more. Here, lead generation takes place, as information is collected and leads are pulled into a lead management system for nurturing further down the funnel.
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