The process of lead nurturing by which customers transfer from awareness to purchase are not including the marketing funnel anymore. Why? Most of the business owners want to escape from it because it is defined as too mechanical to describe how they capture and nurture leads.
But besides those opinions, marketing funnel can be still a useful way to describe the complex process of lead generation from start to finish.
What is a marketing funnel?
We can define marketing funnel as a way of breaking down to pieces the whole customer journey – starting from awareness (the first stage), to purchase (the last and most desirable stage for business owners).
Building the marketing funnel
Before building the marketing funnel, you must ask yourself some important questions:
- What is the best way for customers to find me at each stage?
- What kind of information do I need to provide to make it easier for them to move from one stage to another?
- What is the best way to find out if they converted from one stage to another?
How to create the marketing funnel?
1st Stage – Problem
In this stage, it is recommended to work on driving traffic to the website and present the company as trustworthy and industry expert.
2nd Stage – Search for information
- Where are my prospective customers in the information search stage?
PPC and SEO & Content Marketing can be most appropriate strategies in the search stage.
- What kind of information do customers at this stage need?
Blog posts that most appeal to the visitor’s frustrations can be a great way to engage the visitors on your website. Also, content that introduces the company as trustworthy by adding a few reviews on the website can be a plus.
- How will I know if customers have moved from the information search to the evaluation stage?
This depends on the way the business represents itself. For example, those people that are already interested can subscribe to your newsletter to get the latest news and updates or maybe ask for a copy of the guide that you put on your website.
3rd Stage – Finding alternatives
- What kind of information do customers need at this stage?
Here, you can include the things that differentiate your product/service from the others. Also, you can include the benefits people will have if they use your product/service. Case studies and reviews are also an important part. With white papers, you can explain to your potential customers why they need to buy your product/service.
4th Stage – Make a purchase
- What kind of content do customers at the purchase stage need?
Once the purchase stage has begun, you need to make customers be comfortable with the purchasing process and at the same time make the process as easy as possible.
Marketing funnel metrics you should track:
- Entry sources
- Sales funnel conversion rate
- Time in stage
- Content piece engagement rate
- Exits from stage
- Opportunity arrival rate
- Close rate
Do you want to dive deeper? Contact us at email@example.com or visit our website at causewayconnect.com