What is it? Nothing scary! Don’t worry! Quite simply, a marketing funnel is the set of steps a visitor needs to go through before they can reach the conversion. Your funnel is the journey a person takes from being part of your target audience, to become a paying a customer.
A lovely example that you will be familiar with is Amazon;
- Visit Amazon.co.uk
- View a product
- Add a product to the basket
The great thing about the funnel shape is that you can plan your content marketing and lead generation activity according to the interest level at each stage – all the way from initial awareness at the top to the decision to purchase at the bottom.
Awareness stage: Blog posts, PPC, SEO, referrals, events, trade shows, infographics, research reports, how-to guides and social media activity related to your industry, designed to attract visitors to your website and turn them into leads.
Consideration stage: Content marketing, videos, drip campaigns, social media, newsletters, e-books Comparison white papers and expert guides about your product or service, designed to turn those leads into marketing-qualified leads (as well as filtering out those with a passing interest).
Decision stage: Case studies, demos, trials and product literature, designed to turn that qualified lead into a customer.
Depending on your product or service, each stage will vary in level of detail and information required. For example, if you are selling your services as a carpenter, there is no need for white papers or infographics. But if you are selling double glazing, technical information is a must and event planners will need to provide data on previous events, size of venues, footfall etc.
And I need this because?
It’s a way of organising all of your marketing activities into a logical, targeted and successful approach. You wouldn’t want someone at the first stage to be bombarded with so much technical information that you scare them off!
Once you have the data from your funnel, you’ll be able to see where you are losing customers..
You aren’t limited to using your funnel strictly for signing up and/or purchasing. You can put funnels all over your website to see how visitors move through a specific website flow.
For example; You may want to track newsletter signup (Viewing newsletter signup form > Submitting form > Confirming email) or a simple page conversion (Viewing a signup page > Submitting signup). Figure out what your goals are and what you want visitors to do on your site, and you can create a funnel for it.
Let’s a software business as an example – you see their adverts everywhere “sign up for a free trial”. Here’s how a funnel may look for them:
Signed up for a trial
Upgraded to paying
Should use the product before paying? They don’t, and depending on your business, it’s not always possible, but it’s a good idea to track it so you can see if it’s a roadblock for them.
How can I track my funnel?
You can use Google analytics to track your funnel or sign up with a specific software provider. Or you can let DP Marketing Communications do this for you!
If you want to know how effectively are you moving clients down your marketing funnel then you will need clear planning and direction from an experienced professional. To get this, just complete the form below for your FREE 1 hour Marketing Planning Session for 2017 or contact us as above – whatever floats your boat!