What is the marketing funnel? πŸš€ πŸ”₯ Bogota - Colombia

What is a marketing funnel?

As he mentioned, a marketing funnel is a visual representation of the travel his customers divided into a series of stages.

Funnels serve as a plan to connect with your audience throughout the marketing cycle, starting with tactics that create awareness, and then involve stakeholders interested in the point of purchase and beyond.

Traditionally, marketing funnels ended at point conversion. In this days, Funnels now include follow-ups after purchase, higher sales, cross-selling and advocacy programs aimed at increasing retention.

According to a study Social Sprout, businesses lose collectively to $ 1.6 trillion annually by the loss of customers, and brands that make retention and defense a top priority to see the biggest gains.

Having said that, there is no definitive model that all companies use to define their strategies universally. Some marketers prefer to funnel three stages, “TOFU-MOFU-BOFU” or the top of the funnel, half of the funnel and the bottom of the funnel.

curiously, this idea of ​​the marketing funnel is not exactly new. At the end of the nineteenth century, Elias St.. Elmo Lewis developed a model that disaggregate the various stages in the relationship of a client with a business.

What are the stages of the marketing funnel?

It is difficult to establish an official list of the stages of the marketing funnel. Many vendors today say that marketing funnels consist of five stages: awareness, consideration, conversion, loyalty and defense.

The original funnel, as defined Lewis, It is known as “AIDA” and is broken down as follows:

  • Awareness. In this stage, the prospect is aware of the problems they face and is in the early stages of finding a solution.
  • Interest. Then, prospects begin the research process and begin to indicate interest in various products or services.
  • Wish. In this point, the potential customer has made a list of options and is evaluating the solution of a particular brand.
  • Action. Finally, the prospect decides whether to become a customer.

Despite all the new tools and technologies that have added to the marketing process over the past century, the basics of the funnel have remained about the same.

Is he dead funnel marketing?

Does the marketing funnel is dead or not?

A quick search “Is he dead funnel marketing?” It reveals that there is no real consensus, as you can be seen in the example below.

Supporters of killing the funnel make some convincing arguments. On the one hand, the digital path of the client is made up of many different points of contact, which it makes it incredibly difficult attribution, even when it is evaluating their efforts one step at a time.

While digital technology has changed the whole picture of marketing over the past two decades, there are a couple of things that suggest that the underlying framework of the marketing funnel remains largely the same.

On the one hand, the intention of the customer increases as they continue on their path to purchase. On top, It is directed to a passive audience, and toward the bottom, targets high-intent prospects about to make a purchase.

Secondly, as it increases the intention, people leave the funnel, hence the wide mouth at the top and narrow opening at the bottom.

As a last resort, it seems that much of the “discussion alive or dead” It is reduced to the form and the complexities of the journey of the buyer today compared to what appeared in 1898.

Funnels are changes in shape

A simpler way of thinking about the new marketing funnel is to turn it into a loop, or if that's too radical, double funnel end including the following steps:

tensioning

  • Awareness
  • Commitment
  • Consideration
  • Purchase

Buy back

  • Adoption
  • Retention
  • Expansion
  • Advocacy

So, will move from a top-down model to a side design is thus:

Compare marketing funnel design

Comparison source design marketing funnel Source

How do you build a funnel marketing?

Here, I guide you through the mapping process funnel under basic marketing using AIDA, with stages after purchase aggregated to account for the full experience of the customer.

Later, I delve in some more specific examples.

Before starting, you must obtain a understanding deep your audience . Here are some questions you must answer:

  • What are the weaknesses of their customers?
  • What to expect from a service provider?
  • What topics interest them?
  • What are your goals?
  • What frustrates other solutions or existing solution?
  • What use social networking platforms?
  • What content formats prefer?

While questions vary depending on your audience and what they offer, you understand your audience will allow you to do the following:

  • Learn where to find your audience.
  • Position your brand / product / services in a unique way.
  • Addressing pain points with language and emotional triggers that resonate with your audience.

Use social networks to show new products

While RedBull has ruled the marketing scene for almost three decades you, recently they conducted an awareness campaign on Instagram to launch an energy drink tropical Australian customers.

The campaign presents the drink, but the focus is on creating a “feeling” general. Brand yellow filters used to create a summer and used the hashtag #thissummer to reach 1.2 million consumers .

Use social networks at the stage of awareness of the marketing funnel

Use social networks in the sensitization stage of the marketing funnel Source

Show your personality. Old Spice uses his sense of the unique humor to create memorable viral ads that go beyond leave an impression on the public. include actions, which in turn, drive sales.

Note that the focus of the humor works only if it aligns with your brand identity. For example, If you are a B2B software brand, Old Spice channel may confuse the public.

How does the content with the approach of the steering wheel?

The steering wheel design keeps the customer at the forefront of all marketing activities.

It is worth noting that use the same strategies of content here as you would in the funnel. Nevertheless, the three stages you do not include an official point of conversion. Delight, The phase “final”, It encompasses the desire, action and subsequent steps to purchase a more traditional funnel.

Here's a breakdown of what strategies belong in which part of the steering wheel:

  • Attract. This stage involves the application of tactics like social networking ads, high-level content, SEO and PPC ads to generate potential new customers on your site that can benefit from your product / service.
  • Contract. Once visitors arrive at your site, You must engage in hopes of turning them into potential customers. To do it, Encourage them to sign up for an email list , chat with a bot or register for push notifications. From there, You want to continually nurture those contacts with contextually relevant communications based on past behavior, demographics and interests.
  • Delight. In this stage, will use a variety of tactics such as email marketing, Blog Posts, Conversational marketing and video content to continue building a relationship with your audience. The content should educate and inspire lasting brand loyalty.

marketing Embudos B2B vs. B2c

Vendors B2B and B2C marketers operate with different goals in mind and have different relationships with their customers.

When B2B aim to build relationships one to one with your audience, B2C boost loyalty to the providing positive associations and emotional connections to transactional experience another way.

While the stages in the marketing funnel are more or less the same, B2C and B2B customers are looking for different information at each stage to advance your trip.

This table provides a general example of the types of content that each type of buyer can be found along your journey.

B2B marketing funnel vs. B2c

Raising awareness

His first business is to develop a strategy to help people know about your business.

In this stage, the aim is to capture the attention of your audience so they feel compelled to visit their website for more information.

Content Types:

  • Guest Post
  • PPC campaigns
  • paid social ads
  • Landing page optimization
  • SEO
  • Marketing of influence