Funnel marketing plays a vital part in the sales process. But what is this technique all about, and how can you use it to your advantage?
Funnel Marketing: A clear-sighted way to visualise the customer experience
The "funnel" refers to the "sales funnel". It is a term used by marketing gurus to model how customers transition from visiting your website to becoming aware of your services to making a purchase.
The idea is that customers progress through a funnel structure. As they pass from stage to stage, customers are subtly directed to the sale's final destination.
It is visualising the sales process can be helpful for online businesses. The funnel idea allows them to work out the best way to intervene so that customers receive the best information and support.
For example, when a customer fills out an information request form, you should contact them promptly. You can direct them to take a further step in the funnel, which you hope will eventually result in a sale.
The Mechanics of Successful Funnel Marketing
At the first stage of the funnel, you are dealing with generalities. At this stage, customers decide what broad category of products they require.
As a marketer, you need to work out how to attract search engine users and position your brand using digital marketing, social media and traditional advertising. At this level, the funnel is broad. It would help if you were trying to attract the most significant possible number of visitors.
After that, the funnel narrows. Your potential customers will be starting to decide which brands to explore and which products might meet their needs. Information becomes critical here, as does strategic messaging. It would help inform potential buyers of how your products can add value to their own lives.
High-quality support is necessary to direct purchasing decisions. Social media takes on added importance in creating a community of potential customers.
Perfect your Sales Funnel to Retain Customer Loyalty
The sale comes next, but the funnel doesn't end here. A well-designed sales funnel will always promote brand loyalty, whether by providing regular blog updates, special offers or loyalty schemes.
Once in the funnel, you should encourage customers to climb back to the top and re-enter. If the experience is well-designed, this should be a smooth transition.
With a well-configured system that involves marketing, content creation, sales and support teams, small and medium-sized businesses can easily create efficient customer management strategies.