Many businesses set up believing that having a good product or being good at performing a specific service is enough. When business owners approach us for digital marketing strategies, we have to let them know gently that in today’s online environment that they need to approach things differently.
That is when we use the marketing strategy of a marketing funnel. This requires that we have a good think about the service or product we offer.
A marketing funnel implemented correctly is like a salesperson working for you twenty-four hours a day three hundred and sixty-five days a year. All the business owner needs to do is either follow up with the leads the next morning or fulfil the service and ship the product.
The sales or marketing funnel is designed to take people that hold up that hands to show interest than taking those people through a conversion process. It can be designed to educate and build a relationship with prospects without the business owner having to be involved.
You will still need to work on traffic generation techniques to get potential customers to the top of your funnel. Without those potential customers, a marketing funnel will be a waste of time and money. Search engine optimisation (SEO) is one of many strategies that can be used to drive people to the top of your funnel.
There is a known flow or set of processes that people go through when looking to purchase products and services. Your marketing funnel can be designed and built to match these stages of the buying process.
These four stages are as follows:
Awareness – this is the very first stage. Potential customers need to be aware of your product or service. The objective here is to educate and talk about the problem some more and how they can potentially solve it. The beginning of the journey may start with a search on Google or YouTube.
Interest – at this stage potential customers are closer to making a purchase and they want more information on the problem and how you can solve it. That may look like a more specific search that they type into Google.
Consideration – by the time your potential customer has got to this stage then understand the problem they have, they know you provide a solution but they are not sure whether you are the right person to solve it for them. This stage is about building trust, demonstrating experience and showcasing reviews and testimonials.
Conversion – at this stage your potential customer is almost ready to buy. You need to have a compelling product or service package. Give them reasons to act now, demonstrate clearly what you do differently to your competitors.
Hopefully, you have a better understanding of what a marketing funnel is and how it can help you in your business.
Have a think about your product or service and draft out a rough guide for your first marketing funnel!