When you run a marketing strategy for a particular business, you shouldn’t do it anyway. Currently, a fundamental technique for getting better results nowadays is called the marketing funnel.
Here’s what a marketing funnel is, how to make one, and its importance to a marketing strategy.
What does a marketing funnel mean?
Gone are the days when Marketing was full of invasive practices and a sales process forced on the customer. In fact, some techniques are still used and work, but it is necessary to assess whether they are suitable for the type of business and target audience.
With the internet, the market became more competitive and the consumer better informed. Therefore, companies increasingly need to establish solid relationships with their customers. It is essential to bring marketing and sales together to be successful in your business.
One of the current trends in Marketing is called Inbound Marketing or Attraction Marketing, which consists of attracting, converting and delighting customers. The focus becomes the customer’s need, not the product or service.
The idea is not to persuade the buyer to purchase a product or service but to provide all the information he needs to make a purchase decision and solve his problem. This solution, of course, includes what the company wants to sell.
Content Marketing is another trend. It works together with Inbound Marketing and is based on the production of relevant and valuable content in order to engage and expand the company’s customer network.
It is in this context that the concept of a marketing funnel is applied. Also called the sales to funnel, it is the strategic process of leading and following the potential customer throughout their purchase journey, from the first contact with a company’s content to the purchase decision.
To better understand the marketing funnel, it is necessary to know the three stages of the process and the characteristics of each one of them.
Top of the funnel
Thinking of a real funnel, the top has the largest area and therefore the most receiving capacity. In the marketing funnel, this first step is where a high number of potential customers are attracted. Therefore, it is necessary to invest in strategies that include channels, such as blogs and social networks, due to their high reach.
Here, potential customers are still not looking for solutions to their problems, because most of them don’t know they have one. Therefore, the top of the funnel intends to identify this problem and arouse interest in the solution.
The content produced at this stage is more introductory and general, with an easy language, without technical terms or too much depth on the subject. Most likely, your potential customer is now aware of your company, product or service.
Middle of the funnel
Following the funnel analogy, the middle is where the initial volume decreases as the container narrows. In the second step of the marketing funnel, some of those early prospects already drop out of the buying journey halfway through.
This can happen for many reasons. And it’s normal. However, a part of them must go ahead. Those who are actually attracted will have more doubts about their problem and will want to find a solution.
The middle of the funnel serves to qualify this person and turn him into a lead (potential customer). The contents can now be more focused, as the idea is to resolve any doubts that may still arise and present possible solutions. A tip here is to make webinars, for example.
Every funnel ends with a tight passage through which a small volume selected from that total at the beginning passes. So, too, is the third and final step of the marketing funnel. At the bottom of the funnel, those potential customers already lead and are closer to making a purchase.
They have already recognized their problem and looked for solutions. All that remains is to choose the best option. Now, we can talk more about the company and what it has to offer as a solution to the customer’s problem.
This is the moment of the purchase decision, it is necessary to show that your company is the best choice for the customer. It is recommended to show success stories. Rich materials with longer production times, such as ebooks, can also be used.
How to make a marketing funnel?
There is no single way to build a marketing funnel. Each company prepares its own, according to the reality of its market and the behaviour of its audience.
Therefore, the need for research that results in data to guide each company’s marketing strategy.
However, it is possible to point out some points that are so important that they are always present in the construction of a marketing funnel.
The first step is to know what product or service you want to sell. From there, you will know the solution that will be offered to the customer, so that he can solve his problem, at the end of the marketing funnel.
Building the persona
A persona is a fictional character that represents your business’s ideal customer. It should be defined based on reliable market research. It is fundamental for the elaboration of the marketing funnel as it will guide how the content will be produced and the strategy as a whole.
Content creation and dissemination is responsible for drawing the person into the marketing funnel and getting them to convert. The content fits every step of the marketing funnel. We’ve already mentioned which formats are best suited for each step.
To help keep the potential customer within the marketing funnel, communication is essential. It is necessary to automate the sending of messages according to user action.
In this case, email is the main way to do this and a good example of marketing automation.
Email marketing tools allow you to organize an automatic email flow according to user behaviour.
The landing page is the page made to carry out the customer conversion. It usually appears at the end of the funnel for making a purchase, but it can be useful at other times, such as sending content or acquiring leads.
Metrics are the numbers and data obtained from running a marketing funnel. This data needs to be evaluated frequently to see what is working. Thus, it is possible to change what is not working and improve the strategy periodically.
The Importance of the Marketing Funnel
Working with the marketing funnel, when properly used, in your strategy can bring great benefits to your company. Therefore, it is essential to obtain data (phone, email, age, profession) of potential customers in order to locate them, contact them and send relevant materials.
With the funnel, you can send the right content to the right audience at the right time. Thus, you avoid spending time and money sending content to someone who is not a potential customer or is not yet prepared to be.
So study your persona, understand how it works, apply the marketing funnel and produce relevant content for your potential customers.
With the marketing funnel, you will not only gain more customers and increase your sales, but also help educate the market and make your company a reference in your field. Don’t forget: linking marketing and sales is very important, and the funnel must embrace this pair.