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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Alright, at this point in the funnel you’re going to be working with fewer leads than you started with. But that’s ok! Because those that are still with you are a higher quality lead, and are more interested in what you have to offer. They’ve also taken some form of action or micro-commitment and are a lot more open to what you have to offer next. It’s at this stage that you want to begin the follow-up process and really bring the value. Continue to nurture your leads by providing more valuable and helpful information but at the same time, don’t be afraid to ask for the sale. If you’ve done a good job at guiding them along their journey up until this point the next logical step should be your core offer, product, or service. When your “warm” lead buys and exchanges their money for your product or service they become “hot”.
The intent stage is a ringing bell for a possible conversion. The evaluation stage is the final stage before the purchase decision. This stage involves customer to evaluate the product, price, and offer provided by the brand and makes his decision upon them. The sales team is more involved than the marketing team in this stage of the marketing funnel.
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.
An increasingly common practice for marketing, sales, and customer service and experience managers is to “flip the funnel” into a customer experience funnel. This funnel outlines the process of turning customers into advocates, which in turn refuels the top of the marketing funnel by driving awareness and lead generation. Here’s our diagram of the customer experience funnel:
At this stage of the funnel, the value of your product is still unknown; customers won’t be engaged by sales material or product specifics. Instead, try to establish value through educational promotions. Here, customer information is gathered as leads are pulled into the first phase of the funnel. It’s interesting to note that 65% of businesses claim that lead generation is their biggest marketing challenge which only emphasizes the need for developing creative marketing strategies.
Finally the customer will make a decision to either buy or not buy from you. Important to note here is that the one making the decision does not allows have to be the same person as the one purchasing the product or using the product. Think for example of a child who wants a Nintendo console from the toy store. Even though the child might become the user, it is the father who might decide whether he will get one, whereas the mother might be the one who will have to go to the store and purchase it. It is crucial to keep that in mind when targeting your marketing efforts to certain groups of people. The child for example should be targeted with news about the amazing games you can play on the Nintendo, whereas the father should be informed about the relatively cheap price and the durability of the Nintendo console.
Any entrepreneur who is growing their business has come across the term funnel, whether it's marketing funnels, sales funnels, or just funnels in general. One of the biggest mistakes I see entrepreneurs making is that they think they need a website before all else, when in reality, having marketing funnels first allows them to be in direct communication with people all across the web from the start.
UThis is a Lead Generation system that takes people who are possibly unaware of their problem and you lead them through to becoming aware of the problem. Then displaying the solution to that problem, educating them on how the solution works and encouraging them to take action on your offer by making contact by telephone or email or making a purchase through a sales page or visiting their physical shop or event.
Now that you have the consumers’ attention, you want to create some interest. The goal of this stage is to show who you are and what your brand stands for. You are trying to build a relationship with your potential customers and gain trust. Give people valuable information, but don’t focus too much on selling your product yet. Throughout this stage potential customers begin to develop attittudes, opinions and hopefully interest in your company. Content creation is often used for this stage. Think about blogs, webinars, infographics, free e-books, newsletters et cetera. Keep in mind that customers can also develop negative feelings towards your brand, so be careful with what kind of messages you convey to potential customers.
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The interest stage is followed by the stage of consideration where the lead gets converted into a marketing qualified lead. The prospective customer is now considering to buy the product and hence marketer needs to give more attention and communicate to him elaborated information about the product, offers, and discounts. This information is communicated through free trials, basic services (if applicable), targeted emails, newsletters, phone marketing, and other direct interaction strategies
Marketers should tap every opportunity to develop a relationship with the buyer at this stage. This is often done through monitoring reviews of the products, testimonials from previous customers, inbound marketing, having a great graphic interface to draw attention, delivering more information to the customer, etc. This is a crucial stage of the marketing funnel as it is chiefly at this stage that the prospective buyer would want to remain in or leave the funnel.
You want to create initial awareness of your existence, then encourage interest or ‘traffic’ and eventually a conversion or purchase plus repeat purchases from happy customers. Your ‘funnel’ as such, can get lots of people interested, but many will drop off along the way through the process. This happens for a variety of reasons, price, availability of funds, a clunky website or interface, information overload, poor customer service and so on. By the time a person gets to the bottom of the funnel the numbers are considerably lower. And here you need to be consistently optimising the conversion rates, as in helping people decide to contact you or buy something – a result.
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I’ve heard a lot of talk over the last couple of years about the sales funnel being dead. What a load of nonsense. It’s not that long ago these sorts were telling us SEO is dead or – more recently – that web design is dead. Jackie Chan has also died multiple times over the last couple of years but I have my doubts about this, too, unless he has at least one identical twin who also happens to be versed in multiple forms of martial arts.