The Marketing Funnel: How to Streamline your Success
Marketing. It’s a pretty vast ocean and it can be hard to find your sea legs in order to get the best results; and with everything being digital now, the marketing game has evolved completely. Things like social media, email subscriptions, and digital content have become crucial to a brand’s survival. It’s hard to keep up, right? If only there was a way to streamline your clients, in order to make your business easier. Except there is. It’s called a marketing funnel, and you should absolutely have one if you haven’t already (we chat about digital marketing in more detail in our blog if you want to learn more).
To put it simply, a marketing funnel is a four-stage process that takes customers through the whole client journey, ultimately converting them from customers into clients. It starts off with getting your name out there and ends with sales. The marketing funnel is essential because it ensures that you will be present at every touchpoint for the client, nurturing that relationship and pushing them along through the process. Let’s break it down.
Stage One: Awareness
This is your opening gambit. It’s the stage where people will first learn about your business, so this is the time where you start to attract potential customers. They’ll get to know who you are and what you have to offer them, which is how you’ll pique their interest. It’s at this stage where people will pay the most attention because they’re checking you out and looking to learn more about you to see if you’re worth their time. This is the moment where you’ll need to start convincing them that your products will be a good investment.
They may not be ready to buy anything from you just yet, but you’ll be on their radar and they’ll think of you when they’re ready. So how do you create awareness? At this point, it would be a good idea to have an offer or a good deal to get their attention, and from there they’ll know about you.
Stage Two: Engagement
So, what’s next? Once they know about you, you’ll want them to be receiving regular updates from you and what you’re up to. This is where having a blog, an active social media presence, and good PR come in. If you can provide them with an email subscription that’s great too. Any form of communication that you can keep regularly updated, so that you can keep dropping little reminders into their day that you exist and that you have a lot to offer.
You’ll need to be creating valuable content in order to position your brand right where you want it to be: as a professional and knowledgeable business. Your content needs to show them that you’re the best there is and that your services are worth investing in. In this way, you’ll start to build trust with your customers, pushing them further along the funnel.
Stage Three: Conversion
So, you’ve got their attention and nurtured a relationship with them. What comes next is known as conversion. This is when potential customers become official clients. After seeing what you’ve got to offer, they’re finally ready to take the next step and invest in your services. They have now made an official purchase from your business. There are a couple of ways to ensure this step and automation can really help you out here.
Let’s say a customer has been browsing your website and has been looking at what you’ve got on offer. Perhaps they put something into their basket, but they’re not ready to take the plunge yet. Automated follow-up emails can send reminders to bring them back to your site and convince them to make that initial purchase. Having an automated system helps you to keep track of client behaviour. It shows you data like where they’re coming from, which allows you to target them better. Automation also takes care of the system for you so that you don’t have to, and it regulates your output. You can also use introductory offers and discounts in order to convince them to make that initial purchase.
Stage Four: Advocacy
This final stage is actually just as important as the previous ones and is often forgotten! So, you managed to usher your client down the funnel and converted them to make a purchase. That’s great but the work doesn’t end there. What is essential after that is catering for those first-time clients, to encourage them to buy from you again and again and again.
The clients who have just bought from you can potentially offer you the most value, so it’s a good idea to make sure you take care of them and offer them an incentive. To do this you should use tools like email campaigns or your website to encourage repeat purchases. Have you ever received emails from a company you bought something from, offering you a personal discount? Or even telling you that they miss you? That’s advocacy.
They’re looking to show you that you matter to their business, and that even after your first purchase, they still have a lot to offer you. Your social media presence is also important here. You’re not only using it to convert new clients, you need to present valuable content to your current customers too. Things like loyalty cards offer this function too. Giving clients a reason to keep coming back in order to get a discount after a couple of punches on their card is a good incentive.
Each of these stages is crucial to streamlining customer behaviour and ensuring that you’ll have new clients coming to you and sticking around for the long haul. Once you’ve got an automated system in place, and great content mapped out, you’ll be on your way in no time and the system will run itself. Need some tips? Contact us now to learn about how we can help you strategise your marketing funnel and reap the benefits for years to come.