Marketing funnels are an extremely powerful strategy for success in any business. They allow marketers to understand the journey of their customer and make decisions based on what they know about them at each stage. Marketing funnels help you create targeted marketing campaigns that speak to your specific audience, making sure that your message is resonating with them at every step of the way.
This blog post will take you through how to build a marketing funnel in three easy steps:
Start With Research
Before you begin to create your funnel, it’s important that you understand who your target market is and what they want. This means conducting a lot of research about their demographics, browsing habits, where they hang out online etc.
This will allow you to build up a profile of the customer walk through for each stage in the marketing funnel. In this step don’t worry too much about details- just get all the information down on paper or into an excel spreadsheet so that when we move onto step two everything is clear.
Determine the Right Funnel for Your Business
There are five main types of marketing funnels that you can use to increase your customer base and get more customers in general: Awareness, Consideration, Decision, Loyalty and Referral Marketing Funnels. For each one there is a different journey that potential customers take depending on their stage within it- this should be determined by where they are with regards to purchasing from you at any given time.
Potential Customer doesn’t know who you are or what products/services do but might become interested if exposed through relevant channels (with persuasive messaging). This means putting together a much targeted campaign which speaks directly to them without being pushy or off-putting.
Potential Customer has heard of you, but doesn’t know who you are or what products/services do. They will be researching your product and looking for information to help them make a decision which means putting together an exploration campaign that provides the right kind of information at each stage in their journey towards purchasing from you (which is where we’ll get onto step three).
This is when they have decided to buy- this may just mean one purchase, but it also might indicate potential long term loyalty if they believe in your brand message enough. Once these customers turn into advocates marketing funnels can be used as referral tools via social media channels etc., sharing with friends how great using your service was. Decision Marketing Funnels are the most lucrative.
Customers who have been with you for a long time and want to stay loyal mean that your marketing efforts should be focused on retention campaigns which aim to keep them from leaving or trying out any other competitors in this stage of their customer journey. This might include discount offers, loyalty rewards etc.; it really depends what they’re looking for at this point in time.
- Referral Marketing Funnels
These funnel depend on existing customers going above and beyond to spread word about your business through social media channels or offline means such as word of mouth advertising/viral videos etc., helping you grow exponentially by getting new people interested in using your service/buying from you via referrals (which is the best kind of marketing out there).
- Build Your Funnel
Now that you have done your research and know what type of funnel would work for your business, it’s time to put everything together! You should be looking at a customer journey map which shows exactly how potential customers will move through the different stages towards purchasing from you- this is sometimes referred to as a ‘Customer Decision Journey’.
You can do this by using one of many funnels built on software such as Unbounce or Leadpages; alternatively if you’re not great with new technology then stick with tried and tested traditional methods like creating an AIDA (awareness, interest, desire, action) sales letter. This means writing down all the possible things that potential customers will see before they purchase from you at any given time, what information is relevant for each stage in the journey and how it should be presented.
Then build your funnel on this basis- having a clearly defined set of goals to work towards with regards to marketing campaigns that are specific makes them more likely to succeed as well as being measurable which means you can track success over time via metrics such as conversion rates etc., making adjustments along the way if necessary.
That’s all! You have now learned three easy steps on how to build marketing funnels so you too can start increasing sales/engagement today.
Are you interested in trying out new funnels? Pro Speaker Funnels is here for you, offering ready-made funnels in the US to grow your business! Contact us today and see how we can help you.
If you need some help getting started or want one-on-one training I offer many services including coaching sessions where we can discuss your business goals and how to achieve them.
John Lawson is one of the most trusted and experienced eCommerce professionals in the industry. John is the founder of The Ecommerce Group, which he started in 2011 to share his knowledge with other entrepreneurs in the industry. It’s the oldest eCommerce group on Facebook with over 8,500 members from around the world!
John speaks at conferences all around the world, including Retail Global, South by Southwest, Etail, Digital Summit, Hubspot Inbound, Ad-Tech and more. He also writes for several international publications such as Power Retail, Small Business Trends and Disrupt Magazine.