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How does a Marketing Funnel work?
The basic principles of the marketing funnel are essentially the same as ever, but the most effective tools and strategies for using them are very different today.
In this post, we’ll take a look at what the Marketing Funnel really means for marketers today, and how you can use it to increase online sales.
The marketing funnel basically describes the key stages that a consumer must go through before buying something. People don’t wake up and decide to buy a new television for no reason.
Similarly, people don’t always wait until they really need something to buy it. Let’s face it, people buy all kinds of things that they don’t need. And one of the key reasons people buy things they don’t need is because the best professionals understand the consumer journey. Not only that, but they know how to start this journey and guide consumers through it.
The AIDA funnel
The most basic funnel is based on the AIDA principle, and can be represented like this:
- Awareness: people can’t buy something they don’t even know exists.
- Interest: Once people know about your offer, you must turn this awareness into interest.
- Desire: With the interest of the consumer, the next stage is to establish an emotional connection that inspires the desire to make the purchase.
- Action: Finally, you show consumers how to make that wish come true (sign here, click here, sign up, etc.).
This basic sales funnel offers a simplistic view of the consumer journey and the stages shoppers go through before making a purchase. You can use this funnel as a basic template for your marketing strategy.
For example, create brand / product awareness campaigns to build an audience, target this audience with ads to generate interest, and deliver content to generate emotional desire before hitting them with the big CTA.
How is a funnel marketing today?
Today’s marketing funnel also considers consumers after the initial purchase. This is really important because it aims to keep your current customers buying from you and also help you attract new customers.
The current funnel marketing stages are:
- Awareness: the moment a user discovers your brand, product, offer, etc. for the first time.
- Consideration: They are interested but not ready to buy now, perhaps comparing with the competition or waiting for a special offer.
- Conversion: when a user finally makes the decision to buy (hopefully with you).
- Loyalty: Users who buy from you regularly and find it difficult to go elsewhere.
- Advocacy: Users who actively recommend you to potential buyers.
We will have to apply specific strategies at each stage of the marketing funnel, for example: at the top (for example, driving traffic to the web), in the middle (for example, CRO, capturing leads), or in the middle-lower (e.g. lead nurturing, lifetime value optimization, etc.)
Either way, it is very important to define an overall strategy to focus marketing time, energy, and budget.
Sales funnels allow you to guide your potential customers on their customer journey through your website and digital channels. In this challenge, you will be able to create your first funnel very easily. Do you dare to try? Access the One Funnel Away Challenge here.
So, are you interested in starting marketing funnels in your online business?