So your marketing funnel is everything you do to attract customers. It includes every bit of advertising, every touch point, your livery, signage etc. Ideally, you want to plan your funnel, put some structure in to it and also be able to measure results. You can read a lot more about marketing funnels and sales funnels from people like Neil Patel or Mike Killen , where you can learn to create your own bespoke funnels. Mikes big article on the topic is here and well worth a read.
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.
Most leads are not instant customers: They go through a process of researching, comparing and evaluating before agreeing to spend their money. This process is commonly called the purchase funnel or the sales funnel (whichever you prefer). Understanding the steps your leads go through will help you market properly so that you can convert as many of them into customers as possible. Here is a brief overview of what the sales funnel is and how it varies for B2B and B2C companies.
Additionally, you can conduct keyword searches to get an idea of what your content should revolve around. This also helps discover which search terms receive the most attention in your niche. This allows you to create appropriate content, the importance of which is highlighted by the fact that 93% of B2B companies believe that content marketing is far more effective than traditional marketing strategies when it comes to lead generation.
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.
Rather than initially send your prospect a huge case study once you’ve peaked their interest, perhaps it might be better to send them a single page containing a bullet point list of the results you’ve achieved for others. Yes, it might just take 30 seconds to digest, but it gives them what they want to know (not what you want them to know) and if they like what they read then they can start to evaluate you.
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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.
The link to the company’s website provides a way for the house owner to get further information about their services (the Interest section of of funnel). Here, as they’re prepared to invest more time they can research the results the firm has achieved, their average sale price, their average sale time etc. The website also offers a no obligation free valuation.
Several debates have been revolving around the applicability of marketing funnels today, where the fashion of purchasing is no longer linear. Prospective customers might not enter the marketing funnel in the first stage itself – they might join in on different levels of the funnel. This would hold true if they are suggested to buy a particular product from a particular brand and a particular site and hence might step into the funnel towards its ultimate stages. They might also conduct researches elsewhere and derive their conclusions on their own, without any help from the B2C’s intervention. Hence several alternatives to the marketing funnel are coming up, such as McKinsey’s circular model.
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.
Okay, so death rumours aside, the sales funnel is in good health and every argument I’ve heard suggest otherwise comes from someone trying to create a selling point for one of their products. What has changed in recent years is how marketers use the sales funnel because the number of interactions between brands and consumers along the buying cycle has multiplied.
The final and optimal stage to reach with customers is the Advocacy stage. Advocacy happens when your customers become something more than just customers: they become fans. Fans are usually so excited about something that they tell their friends and family all about it, they share positive reviews on social media, and they might even try to convince others to become fans as well. In other words, they are now helping you creating awareness just like at the beginning of this marketing funnel. When customers decide to become your own brand’s ambassadors, you know you are doing something right!
A Marketing Funnel is pretty much anything you do that promotes your product or service, your sales process. If done properly, it should lead people to your door. If done well it should all be a profitable exercise. But it does need some planning and measuring, rather than just a spray and pray approach. Tip: Any funnel should address one single pain point and deliver a solution to that one single thing.
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.

At this stage, you’ve convinced potential customers regarding your product’s value and its ability to deliver. Such leads are also referred to as marketing qualified leads. However, you’re not the only one in the industry providing such services which prompt the prospects to compare your business with the competition. The decision time will vary based on the nature of the product or service.
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At this stage, you’ve convinced potential customers regarding your product’s value and its ability to deliver. Such leads are also referred to as marketing qualified leads. However, you’re not the only one in the industry providing such services which prompt the prospects to compare your business with the competition. The decision time will vary based on the nature of the product or service.
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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.
An important term to understand when learning about marketing funnels is conversion rate. A conversion rate simply defines how many of one thing became another thing. In terms of our marketing funnel this could mean how many of the people who clicked on an ad became customers, or it could mean how many people who had a consultation went on to become customers.
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.
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.
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