So you’ve already come up with your fantastic business idea, have your products ready and are raring to grab sales. One month in and you’ve tried tips and tricks you’ve learned on how to boost your search engine rankings. Read guides on building a digital marketing strategy for your firm and still aren’t able to achieve the kind of figures you want. This is where you need a marketing funnel.
Oft times, we’ve seen customers with fantastic products struggle to drive traffic to help them achieve sales. They’ve followed tips like having a catchy call-to-action on their advertisements, have attractive looking sites and were producing content that are of value to readers. Unfortunately, what many of these customers fail to realize was that they were lacking one crucial element! They lacked a well-designed marketing funnel that would help to convert these customers.
In today’s highly competitive online marketing environment, the emphasis for standing out amongst the clutter of competitors is more relevant than ever. In this article, we will be teaching you how to successfully create a marketing funnel for your business in four simple steps.
What Exactly is a Marketing Funnel?
The marketing funnel essentially describes your customer’s journey and experience with your company. It describes the whole process from the beginning stages of finding out about your company to converting them into regular returning customers. By dissecting and carefully analyzing your company’s marketing funnel, you will be able to identify the points of a customer’s journey where your company needs improvement. This allows your company to have a clearer view of what needs to be done at each of the stages of the funnel. The end goal is to ultimately use the knowledge you gain from the marketing funnel to create high conversion rates and stronger brand awareness.
If you already have a rough idea of what a marketing funnel is and are in need of services such as a FREE Search Engine Optimization audit, drop an enquiry for our gurus at MarketingGuru! Our gurus at MarketingGuru would be more than happy to help your company with an audit!
The 4 Simple Elements of a Marketing Funnel
The marketing funnel is made up of 4 simple elements. They are:
These elements of a marketing funnel fall within different parts of the funnel. Marketing funnels are split into three portions, the top, the middle and the bottom of the funnel. Now that you have a clearer idea of how the funnel works, lets move on to the elements that make these funnels!
Element #1: Awareness
Awareness is of course the most important aspect of gaining new customers for your business. This happens at the top of your marketing funnel. At this stage, people who have certain issues they have need to solve would be aware of your company as you might just be the one who could provide them with the solution they need. There are a multitude of ways in which this stage of the funnel could occur, be it from Google, Youtube or through some form of backlink from another site. Chances are people probably found out about your company through a search engine like Google, which is why we must put strong emphasis on search engine optimization as it helps create user awareness if you’re one of the top searches in your domain. Apart from that, there are other means in which awareness of your company could be created such as through YouTube advertising as YouTube happens to be the 2nd largest search engine in the world.
Now that you’ve had the users’ awareness of your company, the next step is to translate this awareness into attention. The reason why many websites (including ours of course!) are keen on delivering relevant, quality content like blog posts or YouTube video guides is because it helps to add value for visitors to your website and at the same time, show case your expertise for free! Think of it as a trailer to your company’s exciting Hollywood blockbuster. At this point, it is important to guide your users’ down the funnel into the next phase by offering them a call to action
Element #2: Interest
We have arrived at the interest juncture of the marketing funnel. Your customers have received a call to action to visit your website and have taken up that offer. While at your website, there are two important factors that they will consider and look out for. They will be actively trying to seek out for more information and in order to help them find out more, you must keep them interested.
To create and keep your customers interested in your products, the key is to deliver a top-notch user experience. There are numerous ways to craft such an experience for your customers. At the very core of it, you must understand and be clear about who you are targeting and what is it that they are looking for.
This will then allow you to plan your website. For a start, you could plan your website’s layout to be easily navigated by your users. By prioritizing visibility for pages that you know are important to your target users, they are less likely to bounce as it is easier for them to access what they need. Enhancements to their experience could be made through publishing relevant information on your site. Ultimately, the effort is meant to help capture their interest to the products and services provided by your company. So the key here is to be informative and at the same time make your site easily navigable and palatable for your audience.
Further ways to capture your target audience’s interest would be to create newsletters or e-books and guides. Having your target audience be interested in these value-added content could also help you in creating a lead magnet for your company. Sparking interests on a consistent basis for your target audience is particularly useful in remarketing.
Essentially, capturing of their interest will also reap additional benefits for your company such as decreasing the bounce rate of your website. Interest is an important part of the funnel because this is where you will determine whether or not your customers become potential converts.
Element #3: Desire
Your target wants the product that you’re selling and will compare it to your competitors’. DON’T JUST STOP THEM AT WANTING IT. Make them NEED it.
Inciting the desire in your customers is difficult no doubt. The desire part of the marketing funnel is where your customers will align the information you’ve provided about your products to their own unfulfilled needs. They want a solution and will seek out alternative ways to solve their problem.
The crucial task at this juncture as a marketer is to understand how to through content, show your consumers that your product is the one that they need. We recommend you to have quality content on your website such as video demos, blog articles or product comparisons. Case studies could also serve as an important tool in your arsenal to help the audience relate and understand the results that your products could bring
The essence of content marketing to incite desire is to show and not tell. For more ideas on the kinds of content you could be delivering to cultivate desire, check out this Hubspot article on content marketing.
Element #4: Action
Now that your customers have been sufficiently convinced that your products are right for their needs, it is time for the purchase decision. For them to be seamlessly put through the end of the funnel, your website must be designed in a way that makes it easy for them to finish the purchase.
Ensure that your checkout is seamless for your customers. Make it such that your website is mobile-friendly so that your customers wouldn’t have to switch to a desktop if they’re using their mobile to make a purchase. Another way is to allow for a simple guest checkout system to help users who might not want to leave the page to create an account. Having as little open form fields as possible also helps in creating a smooth checkout process. Keep in mind, you already have your customer wanting to buy your products, just make it easy for them and don’t lose them! The easier the checkout process is, the easier it is to bring them through the funnel.
After your customers have bought your product, you must also maintain good post sales support, building a relationship with your customers. Newsletters and updates on your company’s products could be sent to their email. They’ve already been through your funnel once so it’s easier for them to go through it again.
This article would give you a basic idea of how to break down your marketing into different sections. Thus, helping you identify your company’s marketing strengths or weaknesses. Having a marketing funnel clearly put in place is of principal importance in building the framework for your marketing efforts. It is often forgot about because of how we immediately look to advertisements and content when we think of marketing. Hopefully after this article, you are able to rethink and restructure your company’s marketing efforts through this marketing funnel framework!