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.
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.
Typically in your content marketing, to generate traffic, you will use a website, blogging, SEO, landing or squeeze pages, Google Adwords or PPC, Social Media Marketing, perhaps influencer marketing(see more below) and the old fashioned mediums of TV, Radio and Newspapers or Magazines. It involves creating engaging and useful or interesting content to promote through the various mediums, videos, guest posts etc. Likewise you want to get the technical aspects right, any transaction pages need to be as simple as possible, contact forms, shopping carts and search filters. If you lose people during the process, you can remarket through Facebook and Google, to draw them back.
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.
It’s important to note that there is not a single agreed upon version of the funnel; some have many “stages” while others have few, with different names and actions taken by the business and consumer for each. In the diagram below, we’ve done our best to pull out the most common and relevant funnel stages, terms, and actions so this information is useful to as many marketers as possible.