How Should Your Marketing Funnel Look?


What steps do you take before sending out a marketing email, or posting on social media? Do you strategically plan out in advance ways to promote your brand, or do you create a post spur the moment when you find time? If you wait until the last minute to send out information about your brand, you’re probably losing potential customers willing to learn about your product. You could spend hours developing and writing campaign ideas; but if your ideas aren’t catching the interest and attention of subscribers, then you’re just wasting valuable time.

Your digital marketing campaign needs to be strategic, with a focus on targeting potential clients, expanding your brand awareness, and leading customers to buy your products. Luckily, there’s already a structured outline for planning a detailed digital marketing campaign. The marketing funnel is a six-stage process detailing the path a customer takes to buy a product: awareness, acquisition, activation, conversion, retention, and referral.

6 stages of the ideal marketing funnel:

1. Awareness
The first stage of a marketing funnel is pretty straight-forward: increase brand awareness through content marketing, events, informative videos, direct email, educational articles, infographics, social media, and more. In the awareness stage, it’s imperative to show the value of your product of service, provide educational content, and build a relationship with customers. You’re simply trying to get information out about your company.

You should also optimize your website content for search engine visibility. Optimization will help establish your site as a trustworthy resource and will boost your leadership in the industry. The goal of the awareness stage is to start building trust with your customers and create content relevant to their interests, while they learn about your brand and products.

2. Acquisition
The second stage of a marketing funnel continues providing education to potential customers and delivers customers with the encouragement to participate with the business. In the acquisition stage, you need to demonstrate the value of your product through free educational content, like videos, blog posts, email newsletter series, how-to guides, links to stories on Facebook, etc. You want to keep information short and concise, but add more value than the information in the awareness stage.

3. Activation
In the third stage of a marketing funnel, you’ll start to increase the number of sign ups and subscriptions to your brand. You should begin to customize email messages based on the level of interaction with potential clients. For example, sending out A/B test emails will help determine which style receives more interactions to help dive into customer’s preferences on design, layout and copy of the email. Google Optimize is a great source to figure out different ways to attract customer’s attention. Customer interaction will help determine the business’ course of action moving forward.

4. Conversion
The fourth stage begins when potential clients are finally convinced to become customers and purchase the product of service. Companies can use case studies, product demos, and customer testimonials to influence potential clients toward buying their products. Social media influencers are also a great tool to market the dependability of the product.

5. Retention
The retention stage consists of keeping customers who have bought your product, and gaining suggestions and opinions to help improve your product. You should continue to offer helpful content and send regular informative email to help remain a resourceful company. You should also accumulate client feedback so you can preserve customer satisfaction.

6. Referral
The final stage in a marketing funnel is leading current customers to refer potential new clients to your company. Acquiring brand advocates to promote your brand will help wring in new clients. For example, you can offer exclusive events or content to existing clients and their guests, ask clients to post a review or testimonial, or fill out a customer satisfaction survey; anything to help spread the satisfaction of your product.

Without a deliberate plan, your marketing efforts won’t capture the attention of potential customers or lead them to purchase your products. Developing a marketing funnel to help guide your digital marketing campaign is essential to gaining new customers and retaining current ones. A marketing funnel will expand the awareness of your brand, reign in new clients, and keep them coming back for more.

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