A complex marketing funnel is made up of several different low-value steps. An example of a complex marketing funnel would be if you run an ad that takes users through to a landing page where they are asked to complete a specific action. After a visitor completes that specific action they will be taken to a success page where there’s another chance to get them to make a purchase or complete a second action. A complex funnel is not ideal because there are a lot of places for people to fall off, reducing the chances of getting them to convert.
At such a point, work on making the potential customer feel confident in their decision to buy your product. Let’s take the previous example of a fitness center. Here, develop a case study showing a customer’s success story including before-and-after pictures along with testimonials. This can be related to either weight-loss or gaining substantial muscle-mass—whatever’s appropriate based on the client.
Alright, at this point in the funnel you’re going to be working with fewer leads than you started with. But that’s ok! Because those that are still with you are a higher quality lead, and are more interested in what you have to offer. They’ve also taken some form of action or micro-commitment and are a lot more open to what you have to offer next. It’s at this stage that you want to begin the follow-up process and really bring the value. Continue to nurture your leads by providing more valuable and helpful information but at the same time, don’t be afraid to ask for the sale. If you’ve done a good job at guiding them along their journey up until this point the next logical step should be your core offer, product, or service. When your “warm” lead buys and exchanges their money for your product or service they become “hot”.
Now that your brand has made it to the Consideration set, customers are likely to evaluate the options based on some personal criteria they might have. Even though selection criteria may vary from person to person, you might be able to find some general patterns by looking at the most often used criteria. Continious customer feedback, surveys and focus groups will help you figuring out what customers in general find most important about a certain product. Once you are aware of these attributes, you could guide your marketing efforts in such a way that you highlight these features when showing off your product. Often used attributes that customers use to evaluate products are: price, quality, appearance, durability and after-sales service.
Your goal: Here, your goal is to show leads exactly how you can solve their specific problem and help them decide which product best meets their needs. While the consideration portion of the funnel focuses on proving your authority and ability, this one focuses on solving their problem in detail.If your product is software, free trials and demos allow leads to try before they buy to ensure a solution is practical. If you’re a service-based business, this is where a one-on-one consultation can prove you’re capable of solving a client’s unique problem. If you have a physical product, this is where social proof like detailed testimonials and case studies will persuade leads to click the “buy” button.
The actual purchase phase has been kept separate from the decision making phase because of two reasons. The first one has to do with the difference between the buyer and decision maker as explained above. The other one is because potential customers might still decide to NOT purchase your product even after they decided to actually purchase your product. This could for example happen when a customer is searching online for your webstore and has trouble finding it. Or because they have issues with the payment options on your website’s check-out page. Once your prospects have decided that they want your product, it is up to you to make it as easy as possible for them to make the purchase. In case of a webstore, try to get rid of unnecessary and distracting features and make the path to the check-out page as clear and simple as possible. This will help you to boost the conversion rate.
A customer is made aware of the product through Marketing and advertising campaigns, consumer research and discovery. The awareness is followed by gathering information in some form from him. This process of gathering information is called lead generation and the information is further used in the lead management system to nurture it down the system.
The marketing funnel is a great tool that helps visualizing the customer journey or the path that prospects take as they become more familiar with your company and products, from awareness to purchase to (hopefully) the advocacy stage. It allows marketeers to map out the marketing campaigns that need to be considered in a more structural approach. Keep in mind that this is a general version of the marketing funnel and that you might need to adapt it somewhat to fit the business you are in. Let the marketing begin!
So the obvious approach to funnel marketing is to focus on high-intent users who show all the behaviour of someone ready to buy. And your best weapon for this is AdWords – the only platform that allows you to target people itching to buy. People turn to Google when they’re about to jump from consideration to conversion and AdWords is the only channel that allows you to target high-intent search queries that have “next customer” written all over them.
That was an interesting article. I was looking on your page of scheduled webinars, and what about offering a webinar on segmenting your list? It seems that to use the marketing funnel idea you need to segment subscribers, so you’re not sending new subscribers something that should go to your “Advocates”. I’d love to see a webinar that really goes over how to use the funnel & segmenting together. Thanks.
Once the prospective customer is made aware of the product, it’s the duty of a marketer to nurture the lead by arousing his interest in buying the product and make him consider it over other products. This involves marketer to tap several other channels, improve its public relation strategies, and include affiliates and partners who promote the product.
A Marketing Funnel is pretty much anything you do that promotes your product or service, your sales process. If done properly, it should lead people to your door. If done well it should all be a profitable exercise. But it does need some planning and measuring, rather than just a spray and pray approach. Tip: Any funnel should address one single pain point and deliver a solution to that one single thing.
The interest stage is followed by the stage of consideration where the lead gets converted into a marketing qualified lead. The prospective customer is now considering to buy the product and hence marketer needs to give more attention and communicate to him elaborated information about the product, offers, and discounts. This information is communicated through free trials, basic services (if applicable), targeted emails, newsletters, phone marketing, and other direct interaction strategies
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This is stage with the most potential to grow your marketing funnel, and ironically, it’s the one you have to work the least in. The “advocacy” stage is your reward for all the work you put into the stage before. When you keep your customers happy, they’ll not only remain loyal to your business, but they’ll recommend you to friends and industry contacts facing a similar problem to the one you solved. They’ll brag about how easy life is with your product or service and how hard you work to keep them happy. The result is not only a bigger marketing funnel, but the chance to get a head-start on your competitors.
Mary Wroblewski came of age as a reporter and editor in some of Chicago's scrappiest newsrooms but softened up long enough to write nine children's books as well as one nonfiction tome. She has a master's degree in communications and teaches college-level courses at a Chicago area college. You'll see her work in a wide variety of publications, especially those in the business, education, health care and nutrition genres.