• Lindsay

Your Marketing Funnel

Have you ever explored a marketing funnel? It’s used as a way to track prospective clients and move them through a range of steps until they take action to buy. Most people are great at getting leads to the top of the funnel, but it’s getting them down it to actually buy that’s tricky. However, if you use the idea of the funnel to enhance your marketing in a much smarter way, the trickle down could turn into a continuous flow.


The image below shows a typical marketing funnel.

  • Firstly, you need to make sure that people know your product or service exists. Quite simply, if they don’t know you exist, you have no hope of selling to them

  • When they know of your existence, next you have to grab their interest. Entice them to explore more about you

  • Following that, we have desire. This is where they’re seriously considering you. This is where they’ll ask for a quote and show real intent to buy

  • Then, finally, they take action. Whether it’s buy your product, join your course or use your service, they take the decision to work with you


Whatever we’re buying, we tend to go through these stages. We find out about something, and if it sparks our interest, we look more into it. And then if we consider it might be right for us, we do that more in depth evaluation before we part with our cash.


That’s all great, but it’s very generic. It’s the job of the marketing and sales teams to ensure that people get pushed down from Awareness at the top, to Action at the bottom. However, if you don’t know what this looks like in reality - the actual journey your clients go on - then it will always stay generic and your job to push them through will be a whole lot harder.


Your Funnel

To break it down, you need to plot the customer journey. And then you need to make sure your marketing pushes people in the right direction. You need to explore what your own funnel is and optimise every inch of it.


Awareness

First and foremost, literally plot how people are finding out that you exist. List every single avenue. It’s not that they’re visiting your website, as that is showing interest. You need to realise the very moment that people go from not knowing you exist to being aware of you. That could be finding you on a search engine, meeting you at a networking meeting, seeing you on their social media feed or reading about you in the local newspaper. Whatever it is, list it out.


Now ask yourself: is that good enough? Is it easy for people to find out about you, or are you really limited in your brand awareness activity? From what you learn, decide what action to take.


Interest

When they know you exist, you now need to spark their interest. You need to encourage them to find out more about you. How, in real life, is this working? Are they visiting your website? Looking on your social media? Asking for 121 meetings with you? And, more importantly, why are they doing this? What has enticed them? Furthermore, how easy are you making it to find out more about you? Again, work out the reality and decide how and if you need to improve it.


Desire

So, they’ve looked into you and they like what they see. What are they doing next? How easy is it to get a quote? Do they need more caretaking at this stage, or is it all about dazzling them with offers? How can you keep nudging them in the right direction? Don’t let it go at this point. But also don’t hound them. Get them excited so they’ll move down to take action.


Action

You made it. They bought. But that’s not job over. You can’t just tick them off your list now. How are you now going to keep them loyal so that they keep buying from you? A lot of people focus on new business and overlook the importance of current customers. Make them love you. Not only will that get you more business in itself, but your loyal customers will be more likely to recommend you too.


Happy customers can be your best sales people. How can you take advantage of that?


If you’ve never plotted your own customer journey, I highly recommend doing it. But make it a very proactive task. When you’ve plotted customers’ steps, then plot how you can maximise every one of them, ensuring you move people down to take action as swiftly and as easily as possible.


If you need any help with this, or any part of your marketing, please don’t hesitate to get in touch.



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