Mastering the Marketing Funnel - Boost Your Business!

1. Reach Your Audience

A marketing funnel is a model that shows how customers move toward purchase. It begins with broad efforts aimed at a large audience (known as the Awareness stage or ToFu), narrows to a smaller audience during the Consideration phase, and then focuses on serious buyers during the Decision/Action phase.

The best way to reach your potential audience is to identify their pain points and needs. Then, use tools like Semrush to evaluate competitors’ pages and find keywords that match. This will give you ideas for top-of-funnel content.

In the Awareness stage, you should create social media campaigns, blog articles, newsletters and other shareable assets that promote your business. Use these to drive traffic and encourage visitors to fill out a form or sign up for your email list. You can also use paid ads at this stage to increase your visibility.

The next step is to nurture your prospects through educational content that helps them make a buying decision. In the Consideration phase, you should compare your product or service with similar ones and explain why yours is better. For example, you could create a comparison table or offer a free trial period. Then, when people enter the Decision/Action phase, they should know that you can deliver on your promises. This will help them trust you and buy from you.

2. Attract Leads

If you're not already using marketing funnels to help you plan and execute your customer journey, now is the time to start. These digital solutions simplify the process and bring visibility to every stage of connecting with prospects.

The top of your marketing funnel is all about attracting prospects and nurturing them through the sales process. The most important thing you can do is provide information that answers prospects' questions. For example, a prospect who is considering buying a mattress may search for "what is sleep apnea?", or "how do I choose the right size mattress?"

At this stage, the goal is to move your prospects from awareness to interest. Then, you can convert that interest into a sale. This step can be achieved through content such as how-to guides, product overviews, or case studies. It's also helpful to have a live chat or phone number available so your team can answer questions.

As you nurture your prospects through this stage, they will become sales-qualified leads (SQLs). SQLs are ready to talk to a sales rep and have expressed an interest in purchasing. Keeping tabs on your SQLs ensures you can connect them with the right person as quickly as possible. The marketing funnel has been around for over 100 years, but new models are emerging that highlight how different parts of the customer journey influence each other. One popular model is the marketing flywheel, which emphasizes how improvements in one area can speed up progress across the entire funnel.

3. Convert Leads

Once your leads are interested in your business, it’s time to convert them into customers. This process requires strategy and cross-team collaboration to recognize the behavior that suggests purchase readiness. For example, Michael notices a hair care tip on an out-of-home advertisement and provides his email address to subscribe to the mailing list. He then receives weekly emails with tips and haircut ideas from HighCountry Barber. Over time, this builds up his desire to visit the barbershop and become a paying customer.

A marketing funnel visualizes your consumer’s journey with your business from awareness to conversion. It also shows the best ways to influence consumers at each stage of the funnel. To maximize your marketing ROI, you must identify and optimize each step of this path – from internal SLAs to lead management tools like monday sales CRM.

After converting your leads into customers, it’s important to retain them. This requires a strategic, long-term plan that includes cross-channel communication. Providing consistent value will build trust and loyalty, leading to repeat purchases. To keep customers happy, you can provide personalized recommendations, special discounts, and more. In addition, you can use analytics to analyze your current customer base and target your communications accordingly. This will ensure that your efforts are optimized to increase retention and boost revenue. After all, repeat customers spend 67% more than new ones!

4. Retain Customers

As a tried and true business strategy, the marketing funnel helps Lancaster County businesses think about how to turn visitors into leads, leads into purchases, and purchases into repeat customers. The model can be as simple or elaborate as you want: some use the TOFU-MOFU-BOFU approach, while others add in extra stages like awareness, consideration, conversion and loyalty.

At the top of your marketing funnel, you need to build brand awareness to attract potential customers. For example, if you sell wedding preparation tips, your content strategy should be focused on getting people to visit your website and sign up for your newsletter. You can use content marketing, social media posts, email and retargeting ads to reach this stage of your funnel.

After someone has signed up for your newsletter, they become a lead and are more likely to buy from you. You can nurture them with curated content emails such as roundups of your best blog posts and customer testimonials, or video content that showcases your products in action. Amanda suggests you also use a loyalty program and create customer accounts to make repurchasing more convenient.

Once a prospect has converted to a customer, you need to retain them. You can do this through email interactions, offering discounts and loyalty rewards, creating referral programs and providing exceptional service. Ultimately, you want to increase purchase frequency and average order value. To measure this, you can use data from your ecommerce store.