Marketing can be a tricky concept to get your head around. When one person says one thing, another says something different. How do you find what’s right or wrong? Well, it all depends on your audience and what they need. The best way you can figure this out, is by following the marketing funnel process.
What is the marketing funnel?
A marketing funnel is similar to a consumer journey. It takes you from the starting point of your product ideas, through to the process of creating it and then promoting it. Your audience first need to learn about you and what you can offer. Then they need to be shown the product or service in action to confirm it will meet their needs. Finally, they may consider purchasing or signing up to your service. By evaluating your own marketing funnel, you could increase your reach and gain loyal customers.
The marketing funnel broken down:
Awareness – The potential client is aware of the problem they have. This may be a service they’re lacking or a product they need. They then look for a solution to this. In business terms, you would use this time to promote your product or business. You will need to do extensive consumer research to find out exactly what market you’re hoping to pitch to. Look into every social media avenue and get your name out there early to create brand awareness.
Interest – Your potential client will show an interest in particular products or services. This is where you will need to make sure you stand out above your competitors. Be present, make sure they find your brand before your competition. Use email targeting, adverts and different types of media to make sure you’re speaking to your client and their needs.
Consideration – What will make them consider you above others? What’s your USP (unique selling point)? How do you differ from the other brands they’ve looked at. These are things you need to consider and target within your branding.
Intent – So, they’ve thought about buying your products. They may have even added content to their basket or signed up to your website. However, often, the process can end here. It’s almost over before it’s started. This is where you need to ensure you grasp them before it’s too late. You don’t want them walking away and finding a different service. Perhaps you could email prompt them to remind them they have something in their basket, or that they’ve signed up recently to your website. Offer them a discount or a type of incentive to continue with their purchase.
Evaluation – Do they need it? Is it going to impact on their life? If they walk away will they forget about it? Think of all of these questions as your potential client and make them need to stay. Give them reasons through your marketing as to why they cannot possibly live without your service.
Purchase – This is the final action. They’ve decided it is for them, and they’ve continued with the purchase. It’s theirs. However, you can’t stop here. It’s brilliant they’ve ordered, but now is your chance to earn a repeat and loyal customer. Make sure your marketing is just as powerful after their purchase. Why not send them a discount code for next time to say thanks? Give them every reason to return.
How could the marketing funnel benefit you?
It can be tricky to get your head around, but once you’ve cracked it, it will become second nature. It’s important you get it right because it could change your entire marketing plan. Thinking as your potential consumer or client, rather than just from a business viewpoint is the best way to change your process. It needs to be tailored towards your clients rather than simply a sell sell sell ideology.
Once you’ve got it, you’ll be able to put it into practise each time you have a product change or your target audience grows. You’ll need to put your consumer to the front of your mind with each decision. After all, why would you promote to Instagram for the over 70s? It’s possible they’ll see it, but unlikely. If they’re on social media, it’s more likely to be Facebook. Whereas teenagers, well you really need to set yourself up on TikTok for a chance to go viral.
Put it into action within your own products and see it start to work. It will need adapting over time. Unfortunately it isn’t a quick one time fix. However, for powerful marketing from start to finish, it is really important you follow it closely. Building loyal clients is more powerful than you could imagine. They’re not only the ones that will keep coming back, but also they’re the ones that will tell all their friends about your services.
