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In digital marketing, we use a range of platforms to create ads that will be used on medias such as; Facebook, Linkedin, Youtube, Instagram, Google and more. You will find that most top marketing agencies will use the marketing funnel tool to target accurate consumers and ensure they are saying the right thing, at the right time to the right person.
Once audiences are created, meaning the type of consumers we are to target, how do we decipher which ads to show and to who? That’s where the marketing funnel comes into action.
This article will discuss what a marketing funnel is, why it is important in marketing, and perhaps why you should consider using it.
What Is A Marketing Funnel?
A marketing funnel describes your customer’s journey with you. It also helps you to understand what actions you might need to take to turn a potential customer into a loyal purchaser. The marketing funnel has been widely used in the marketing world since the 1900s and has barely changed. The saying goes, ‘if it isn’t broke, don’t fix it’ and in this instance, it’s precisely that.
Although we have a generalised funnel, these stages may change depending on what marketing segment it is used for or the company that acquires it. For example, email marketing, social media marketing and google search marketing can all prioritise different parts of the funnel depending on the context of the marketing goal.
The different stages of the marketing funnel go as such:
- Awareness
- Consideration
- Conversion
- Loyalty
- Advocacy
Every stage of the marketing funnel works in unison, starting from the top to the bottom. This means the customer has to flow easily through each step for the customer journey to succeed.
Top Of The Funnel
Think of the top of the funnel as the coldest section or, how we like to put it – cold campaigns. These advertisements will work to target brand-new customers who have never purchased or visited your site. Within these ads, you will want to make these new potential customers aware of your brand, the features, advantages and benefits. This will hopefully lead them to want to learn more about what your business offers, visit your website, or even make a purchase.
Middle Of The Funnel
It’s getting warmer, and so are your ads. These advertisements will be directed at customers who have considered buying from your brand but perhaps have not made it past the checkout stage. They already have a sense of familiarity with who you are, but it’s best to remind them of what they’re missing. Spark interest in their minds about the products they were once considering and sell them a reason to go through with purchasing products or services you offer.
Bottom Of The Funnel
These ads are piping hot! Your hot campaign ads are shown to customers who have purchased more than once from your brand. They know you better than any of your other consumers and will likely continue buying from you without much persuasion. You’ve already gained their interest, so these ads should focus on being direct and getting straight to the point, as they are already loyal customers.
To Conclude: Why Is It Important To Use?
The marketing funnel simplifies your customer journey and makes it easier for companies to follow. If you didn’t know what stage your customers were at, how would you know the best way to target them? Consider the marketing funnel a better way to understand your customers without actually knowing them. In the long run, using a marketing funnel is a vital tool when strategising how you will build on traffic, conversions, leads and more. Every successful business uses the marketing funnel in one way or another.
You may also like: How to Optimize Your Sale Funnel to 2X Your Conversions?
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