Just like an actual funnel, Marketing funnels represent a buyer’s journey from awareness to the actual purchase of the product. The concept marketing funnel revolves around is that marketers spread a vast lattice to catch hold of as many leads as possible and then gradually foster prospective customers through suitable schemes, even though the numbers lessen with every passing stage.
Many businesses fail to develop and implement an effective customer loyalty plan which results in lost customers and a waste of marketing efforts. For many businesses, repeat customers is what brings in the real money. A welcoming onboard process, personalized attention, and access to resources play a crucial part in convincing the customer that they’ve made the right choice.
Facebook is particularly good at capturing these leads, thanks to its targeting options. You can narrow down on users based on their demographic info, interests, online behaviour and previous purchases. AdWords also has a role to play here, letting you target lower-intent searches like “how often should I audit my website?” and getting these users involved with your brand.
Now, before we begin I should state that this funnel is for illustrative purposes only. There is no such thing as a marketing funnel as drawn above, only a series of interactions people go through with your company (and other companies) as they make their way from being a complete stranger to a loyal customer. In short, each marketing funnel is unique.
For example, the choice of having either Indian food or Chinese food is fairly straightforward and requires minimal time whereas offering managed IT solutions requires an investment costing thousands of dollars. Due to the differing time frames and value of the product, the prospects are more than likely to request for content during this consideration stage. A high number of competitors can lead to longer evaluation time, something experienced by 48% of businesses.
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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.