The largest pool of leads is always the least qualified, but every one of them is still a potential customer – one that might shop with one of your competitors if you don’t get them first. So, to maximise your marketing funnel conversions and keep your rivals in check, you also want to guide as many of these potential buyers towards the finishing line as possible.
If you’re searching for further clarification on it, you’re not alone. In theory, the marketing funnel is straightforward: It’s the representation of your buyers’ journey from prospect to customer, combined with the tools and processes you use to gracefully guide them through. But in practice, constructing a marketing funnel is far more confusing. What do the building blocks of a successful one look like? What processes ensure the maximum number of leads become customers that stay loyal to your brand?
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.
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A standard marketing funnel would usually contain some simple tools, but you do have to create these for your toolkit. So there is content creation involved to get copy and images and landing pages or forms etc. Whilst we use websites as a big part of the marketing funnels we create, you may not necessarily use one. We create a lot of content around the planning for a business website and then the development or build of a business website and then the marketing involved in making it deliver leads.
Why is the set of steps to conversion called a “funnel”? Because at the beginning of the process, there are a lot of people who take the first step. Then, as the people continue along and take the next steps, some of them drop out, and the size of the crowd thins or narrows. (And even further along in the process, your sales team gets involved to help close the deal.)