Do you offer a great product or service that no one seems to be buying?
You did your research, you are confident of the quality, there is enough demand in the market, your offer compares very well with your competition, yet you’re still struggling with conversions and sales? It sounds like you need a Marketing Funnel.
So, what is a Marketing Funnel?
A Marketing Funnel (sometimes called a purchasing funnel) is a visualisation that represents the process of converting leads to customers. In other words, It’s the theoretical journey the user takes to transition from a prospect to a customer.
The theory is that convincing anyone to become a customer takes more than a single action, it’s a process. We initially show ads to a wide range of people. Sometimes a campaign’s reach can be in the millions, but seeing an ad is very different from purchasing.
As you grow awareness and generate more interest, some of your audience will turn cold and disengage with you, and others will warm up to you. Developing those audiences into prospects by providing engaging, relatable content that is compatible with the stage of the marketing funnel they are at, with the purpose of motivating them to take action and move along to the next Marketing Funnel stage, is key to increasing sales.
The 6 stages in the Marketing Funnel (Purchasing Funnel):
In the awareness stage, the prospect has just found out about you or your offerings for the first time. The main goal for this stage is to show the value of your product or service, deliver quality and valuable content and increase awareness of the prospect in you.
Do: Provide quality, well-researched content and get in front of your target audience.
Don’t: directly sell or inundate the prospect with too many details about your products/services.
Once the prospect is aware of you, they move on to the interest stage, where they learn more about the company, company values, its offerings etc. The main goal at this stage is to strike a connection with your site visitor and build a deeper relationship with them, inform them of your product/service and nurture them with targeted content.
Do: Provide valuable and educational content tailored to your visitor, deliver content that is product specific, provide value, explain use cases of your products or services, maintain nurturing interest.
Don’t: Avoid aggressive sales techniques.
The remaining leads have now absorbed most of the readily available content about you, and now they’ll complete some form of action, it could be requesting a quote, adding to a cart, contacting you with questions, any action that can signal they’re considering purchasing your product/service. The main goal at this stage is to convince your website visitor to complete a predefined action on your website, such as sign up to your mailing list or contact you through a contact form.
Do: Educate the prospect, explain your company and the benefits of using your product or service, incentivise further engagement with your website or brand. Create engaging content.
Don’t: Overwhelm visitors with sales assets and sales calls.
To reach the intent stage, prospects must indicate they are interested in completing a sale and buying your product or service. This can happen in a survey or questionnaire, after a trial period, after an in-store demonstration or when the product or service is placed in the shopping cart. This is an opportunity for marketers to make a strong case for why their product is the best choice for a buyer. The main goal at this stage is to convince your target customer why they must act fast and complete the sale.
Do: Highlight your target customer’s problem that can be solved by your product. Take the values of your product/service and convert them to benefits. Create a sense of urgency to compel visitors to purchase soon.
Don’t: Overwhelm visitors with sales assets and sales calls.
During the evaluation stage, buyers are making a final decision about whether to buy the product or services. Typically, marketing and sales work together closely to nurture the decision-making process and convince the buyer that their brand’s product is the best choice. The main goal at this stage is to reassure your target customer that you really are the best solution for their problems.
Do: Talk about the advantages of your product or services, outline the unique selling propositions that separate you from the competition, provide customer testimonials and social proof, use case studies to exemplify your product in real use-cases, and provide reasons to more choose you.
Don’t: Overwhelm the visitor pushy and aggressive sales calls
Congratulations, you made it! This is the last stage in the marketing funnel. The prospect has decided to buy and transition into a customer. A positive experience during the Purchase stage can lead to the buyer referring you to their network. Referrals are THE best method of lead generation. According to Nielson.com study 83% of people trust recommendations from people they know.
Referrals fuel the top of the marketing funnel, and the process begins again. The main goal at this stage is to provide an enjoyable sales experience and reassure the prospect of their investment.
Do: Show off your product/service, offer discounts and promotions to convince purchases, create a sense of urgency, create a community or at least a sense of community, make your prospect feel rewarded for purchasing from you.
Don’t: Have negative feedback about your product readily available on the internet (i.e. bad reviews. In addition, stay away from bombarding your target customers with remarketing ads or immediately pushing to sell them more services or products.
Professional Marketing Agency in London
If you enjoyed this article and would like to discuss your Marketing Funnel, or you need help in creating a Marketing Funnel, we are happy to help.
We are a full-service London branding agency that focuses on start-ups and small businesses with big ambitions. We offer value, experience, free support, and a personal team that adjusts its approach according to your preferences.
Whether you need new Marketing, Advertising, Branding or Rebranding, turn to Yasmeen Creative today.
Contact us at +44 20 451 90 900 for your free one-hour consultation.