The ultimate goal of any business is to generate sales. The more, the better. People who do marketing do promote their businesses so that they can have more sales. However, things turn wrong when businesses directly ask their customers to buy the products. Things don’t work this way.
Buying something isn’t just buying; it’s the whole journey from researching their problem, finding solutions, and then choosing the best solution. How can you expect someone to buy your products/services when they don’t even know your brand?
You have to be with your customers through the buyer journey to introduce yourself and make customers comfortable to convert with you.
To make this abstract thing accomplishable, the concept of the marketing funnel is used to make you easily drive new customers and facilitate their journey in the appropriate manner to result in final conversion.
What is a Marketing Funnel?
The marketing funnel represents the different stages of the buyer journey. Each level depicts different user intent, which makes marketing easy. You need to use a unique marketing strategy for each stage of the funnel to nurture people to become your customers. It is also called a sales funnel that helps businesses to better understand the customers and forge a marketing strategy accordingly.
The sales funnel has helped many businesses to have more qualified leads and increase conversion rates. It’s crucial for all businesses to work on their sales funnel to have better conversions and sales.
Let’s learn about the different levels of marketing funnel and strategy for each level to nurture the buyer journey and roll in myriad sales.
Top Of Funnel: Awareness
In this stage, your only focus is to get the maximum audience exposure and make customers aware of your brand. The target audience of the funnel is the people who are researching their pain points and finding possible solutions.
You shouldn’t be promotional while approaching your target audience because people aren’t ready to buy yet. So, it’s better you address their pain points and provide some valuable content that benefits them. This way, your potential customers get to know about your brand.
The awareness stage is all about spreading brand awareness in a subtle way. You always have to offer something that benefits people to entice and engage your target audience.
Content for Awareness Funnel
- Blog Articles
- YouTube Videos
- Detailed Guides
You have to generate traffic for your business so that people can engage with your content most and get to know about your brand. You should utilize all possible channels to drive traffic to your content and nurture them to move to the next phase of the funnel.
Marketing Techniques for Top of the Funnel
SEO: People mostly use search engines to get any information online, and that’s the prominent place you must focus on gaining maximum visibility. The first page of the results gets the majority of the traffic, and you have to appear on the first page to get a plethora of traffic to your content. SEO is the technique used to optimize and promote your content according to the search engine guidelines to win the first page rankings. So, make an SEO strategy for your top-funnel content, so people engage with your content and know your brand.
When you are curating content to educate or inform your audience, it’s fruitless if your content can’t reach the audience. Content marketing is promoting your content across various digital channels to attract traffic. You can use social media, paid ads, emails, newsletters, etc., to promote your content to the target audience. Your content marketing must have a strong message that encourages people to interact with your content and enroll in the first stage of the marketing funnel.
Email marketing is often overlooked, but it is highly effective if done right. Your targeting should be laser-focused in email marketing to shoot the highly relevant email to your audience and get people on your content. You can use the pain points as the hooks to grab the attention of people in a flash and make them open and go through the email.
So, drive traffic to your business with email marketing and nurture them to be your customers.
Social Media Marketing
Most people use social media, and that’s why it is a crucial platform where you should do your marketing to generate traffic for your business. You can make a social strategy to promote your content or share some fruitful insight through social posts to be the helping hand of your customers. Social media has a gigantic amount of content, and the attention span of people on social media is in milliseconds, so you have to be catchy. Catchy doesn’t mean clickbait. Show something that interests the customers in the most creative way, and here you go.
It is the most impactful way of making a brand introduction. People highly consider the recommendations of influencers, and you can get the leverage of it. You may approach the influencer that has your target audience as followers for your brand promotion.
Even a formal intro by the influencer can direct huge traffic to your business. So, utilize influencer marketing to spread brand awareness to a vast audience.
Whether it’s search engines or social media, you get the option of advertising. It’s a quick way of reaching your potential customers and conveying your brand message. You can use Google ads, Bing ads, Facebook ads, Instagram ads, etc., to increase the brand awareness of your business.
You should leverage all these channels to drive relevant traffic to your content that fulfills the informational intent of the audience and make an impactful but formal brand introduction.
Middle of Funnel: Consideration
In this stage, people are exploring the available solutions to their pain points or problems. They look for a reliable source to get the solution and convert. People aren’t ready to buy, but comparing options to select one and buy.
In this stage, you have to show your authority and reliability to earn customer trust and make them consider your brand. People don’t believe you when you just say you are the best. You should have content to show and support your statements to gain trust.
You have to help your prospects with their research and represent yourself as a viable option.
Content for Consideration Funnel
- PDFs and eBooks
- Free Courses
- Free Trials/Demos
- Review Videos
- Comparison Blogs/Videos
- Case Studies
- White Papers
Marketing Techniques for Middle of the Funnel
Lead Generation: Lead generation campaigns are quite effective to know the interested customers so that you can nurture them further and make your customer. You can do the lead generation by offering freebies when your users fill your form or sign up for the newsletter. Moreover, you give free courses or trials on the signup. This way, you can collect the data of the potential customers and make further strategies to convert them.
Email Marketing: You can use email marketing for various things, and one of them is brand promotion. You can reach your customers with email promoting your products/services in an appropriate way. You have to show the features, USPs, and reasons to choose your products to take into consideration. Be promotional but on some rational ground. Vague and non-informative sales emails get no conversions.
Remarketing Ads: Remarketing is for reaching customers interested in your products/services or abandoned cart without check out. Remarketing ads help you approach such customers to make them resume their buyer journey and complete the purchase. You can make some offer/discount or show how right choice you are to encourage people to make the decision.
Listing and Citations
People can try digital products and services, but not physical ones. Review and ratings are the only way to scale the quality. You should make your business listings on popular directory or citation websites. This way, new people will get to know you, and your customers will rate your services. Reviews have a significant impact on sales, and you must serve quality service to earn good reviews and ratings. You can even showcase the good reviews on your site to brag your quality to your potential customers.
You may also focus on the social media reviews as well and use those social media proofs to attract new customers.
Referrals have the highest consideration, and you must promote referrals to earn new customers. You should promote your business on other websites to get referral traffic. When your favorite website recommends something, you definitely take that thing into account. The same way it goes with your business. Get the recommendations from influencers and popular websites to have a better conversion rate.
Consider all these techniques, and convey to your customers that they’ll get the best experience if they choose you. Moreover, when you assure the best experience, you must give it to earn good reviews and encourage new people to convert. And the cycle goes on.
You may show all the possible solutions and represent yourself as the best solution for your customers, so they consider you as a conversion-worthy source.
Bottom of Funnel: Conversion
Most of the businesses focus on this stage of the funnel only to get the sales. However, when you don’t nurture your customers from starting, then the chances of conversion are negligible. Your audience is unaware of your brand, which deter them from converting with you. That’s why this whole marketing funnel is crucial for the businesses so that you can make a relationship with the customers and make them convert.
In this stage, you have to give that final push to the customers to purchase your products. You can be promotional here, but always show the values customers get with you. You can offer some discounts or price drops to this funnel audience to ensure their conversion.
Most of the optimization efforts will go on your website to facilitate sales.
Content For Conversion Funnel
- Sales Page Copy
- Launch Emails
Marketing Techniques for Bottom of the Funnel
At this stage, the audience is conversion-ready, and you shouldn’t give any chance to your competitors to take away your conversions at the last moment. Hence, it’s a viable option to offer some discount or free delivery to the users to encourage conversion.
Limited Time Offers
Limited time offers, or stock promotes scarcity, and encourages customers to place their order quickly. It is an effective way to boost your sales. It’s a human tendency to respond to scarcity, and you can use it for your sales. You can run limited-time offers and flash deals to take the leverage of scarcity.
You can use it to increase the revenue from a customer. In this scenario, you make an offer after conversion or shortly after conversion for the next purchase. This way, you give a plausible reason to the customer to convert with you again. So, you must use the upsell technique to have a better conversion rate and earn more revenues from your customers.
When you have multiple products, you can club your relevant products and sell them at relatively lower prices. This way, you make a reasonable deal for the customer while still managing your profit margin. This tactic can surely increase your product sales and aid the conversion rates.
Utilize all these techniques to facilitate the conversion of your bottom-funnel audience. As earlier mentioned, most of your marketing efforts will go on the website or app itself. So, it’s crucial to stimulate the best browsing experience and promote your brand in an effective way to smoothen the buyer journey and land the conversions.
This is all about the marketing funnel and strategies that you have to follow for each stage. You must have a sales funnel for your business to have better sales and profitable business. So, work on your marketing funnel and drive a plethora of sales.
If you face any problem or need any consultation, then you may reach a digital marketing agency for further help or services.
Moreover, if you have some additional insights about the marketing funnel, please forward them to me over Twitter or LinkedIn.
Gajendra Singh Rathore is a digital marketing expert and associated with a digital marketing agency. He is always eager to learn, experiment, and implement. Astronomy is his escape from the outside world.