A successful marketing campaign begins with generating traffic and then engaging those leads to become sales. One viable method of accomplishing these goals is the marketing funnel. A marketing funnel is a way of thinking about how your prospects move through the customer lifecycle, from the first point of contact as new traffic all the way to the point of nurturing existing customers—and all the points in between.
What is a marketing funnel?
Think of the marketing funnel like this:
It’s a controlled system that utilizes multiple types of marketing (website, social media, direct mail, etc.) to attract customers to your brand to generate leads, and then engage visitors, nurture prospects and customers, and convert sales.
Identifying the lead’s needs
But not all leads are the same, right? You wouldn’t treat a brand-new lead the same way you would a repeat buyer, would you? The marketing funnel helps you think about each stage the customer goes through as they encounter your business. Then you strategically approach customers through engaging, nurturing behaviors that help to eventually convert sales.
Sounds like a perfect plan, doesn’t it?
In truth, it’s not too good to be true. It really works.
The secret ingredient
That’s because the marketing funnel marries a strategic approach to customers with the psychology of buying. This marriage is key, and it refers back to the way you treat or approach traffic to convert them into leads.
At the top of the funnel, traffic is just learning about your brand. This is the awareness phase. Here, you’ll use strategies and marketing methods to attract people who are in need of your products and services, but haven’t yet found a solution (or a provider) who can help them.
The middle of the pack
In the middle of the funnel, consumers are already aware of your brand. Now, they need to learn why you’re the service provider worth turning to. Marketing materials here should showcase your expertise and background helping like-minded consumers.
Keep ‘em coming back
Finally, at the end of the cycle, with marketing that convinces consumers to buy, you’ll change your approach once again to target those customers who have the potential to become repeat buyers.
It all starts with the right foundation. A marketing funnel that plans for each stage of the customer lifecycle and strategically meets that customer’s needs at every stage of the game is one that helps businesses get leads that convert.
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