Are you following all your marketing strategies right but not getting the desired results? Don’t you feel frustrated sitting there and wondering where exactly you went wrong? Why are the people visiting you not hitting the checkout buttons? The problem might be with the whole method you’re using. Chances are, you haven’t created the right marketing funnel. And today, we will tell you how to create a marketing funnel and get the best out of it.
What Is A Marketing Funnel?
Marketing funnel is the process of turning the general visitors into valuable customers – a more filtered traffic. In fact, through a marketing funnel, you condition your potential customers to processes that may turn them into customers. Moreover, you also design your strategies in a way that fits the stage of the visitor is in and helps them move forward and take action.
Marketing funnels get you results. Even if you target a small number of people – the revenue will be high because of targeting the right people.
The Stages of the Marketing Funnel
As well all now, funnels are shaped like inverted pyramids. This shape actually conforms to the number of customers before you reach the result – a filtered customer base. The top of the tunnel is the widest, followed by the middle, and finally the bottom, the narrowest.
Each stage of the funnel requires different strategies and metrics. Further, these strategies also differ based on the type of business you conduct. Effective marketing funnels can offer results beyond expectations.
Let’s Get To Know The Stages In A Better Way
The Top of The Funnel: The top of the funnel comprises random, roaming visitors who land on your page. They may be looking for similar content or product with or without wanting to purchase it. In fact, most of them may just be looking to learn something about the product or things relating to it.
The more people in this stage – the greater customers you’ll have in the last phase. However, you can’t ask any action from the top of the funnel audience. You have to talk about a ton of things without asking for any commitment. People who find it useful will proceed to the next stage.
Here, the key is to keep a light and wide range. In this case, you don’t have to put a ton of effort into marketing. All you must do is reach more people.
The Middle of the Funnel: This stage of visitors want to know more. They either need more information or want an actual product. The audience here smaller than top of the funnel, but they are actual potential customers. Serve them right and you might get a customer.
You don’t want to give away the meat without a return, right? Ask for their contact information – email preferably – because then you can send more tailored messages regarding the products these people might take interest in.
Considering their options, they can either choose to purchase or not.
The Bottom of the Funnel: These are the people who actually buy, and your goal is to keep them as long as you can. In future, offer similar products at better prices, keep them updated about developments.
They aren’t prepared for broad marketing strategies, but for the ones that are specifically made for them. And since they’re so small in number, customizing becomes easier.
How To Create A Marketing Funnel: The Steps
1. Create your product or service-specific content
Before you start attracting potential customers – you have to have something to provide them. Half-decent, shallow content just won’t cut it. Remember, even if they leave your site, make sure they leave with what they came to get.
That’ll project your integrity – if the will stay or not. First, you have to select the products and/or services you want to offer. After that, explore the informative areas these products or services cover.
Create content that’s so compelling that your visitors just can’t refuse. Start with broad topics alongside links to an even greater discussion on small topics that come with the broader topics. Lastly, link your product or service to the content as well.
After you have taken care of this step, you’ve created a base to stand on. Now, the amount of customers you can get depends on the effectiveness and efficiency of your marketing funnel.
2. Start with broad marketing strategies
In order to attract potential customers, first you must let them know you exist. Therefore, the first step is to reach far and wide to tell people about your existence. This strategy falls under the top of the funnel stage.
One thing you must ensure is – targeting the right group of people. Also, you need to be careful not to offer them everything you own. Give them access to the broad content other sites can provide too. Keep the specifics and deeper ones away. Here are some strategies to help you –
Social Media Marketing: People spend hours on social media and take interest in anything they see. So, if your target group is looking for something you offer – do them a favor by advertising on social media.
Emails: Quick warning – don’t go around sending emails to everyone you know. List down the people you’ve worked with or you know who would be interested in a service or product like yours. After that, let them know about you and what you offer.
SEO: You’d get substantial results if your offer shows up in the top of the search engine results.
Influencers: These people already have a huge following, so striking a contract with them means more reach.
There are many other ATL and BTL techniques for this stage of the funnel – choose the suitable one for your target group.
3. Focus on the specific and few
Before giving target group what they want, you need to grab what you want. If they want to know more about your products and services, they must pay the price – the email address.
If they want to read more about a topic, gain knowledge or even take a course – they need to fill a form or sign up. This can help you send emails that are relevant to their searches. So, if there’s a product or service they’ll surely buy – you’d let them know that you have it. Here are some strategies to do that –
Mini-Courses: You can create knowledge-crammed mini-courses that attract customers. Seeing how knowledgeable your business is – they’ll keep your products and services on the bright side of their minds.
Free Trials: Similar to relationships, people who are afraid to commit, people at this stage want to try you out before the commitment. Free trials are great for converting such prospects into actual customers, however, make sure you don’t give away too much for free.
Remarketing: If your customer searched for something on your site, don’t let them forget about it. Remarket it by following them with the offer everywhere they go. This is a passive role, therefore, the visitor might end up buying it.
4. Keep the Customers
Someone has already bought your product, BUT, don’t let it stop there. Nobody wants to let go of first time buyers easily. Try to keep the by building a good customer relationship. Here are some strategies to help you –
Discounts: Discounts are the best to be on someone’s good side. Always update your existing buyers about the discount products/services they can grab.
Bundle Offers: Combine a number of similar products and offer them at a reasonable price.
Communicate: You have their email so keep them updated about what may benefit them. Share content, give value.
5. Measure and Improve
There are a number of performance metrics to help you determine the effectiveness of your strategies. Plus, the metrics are different for each stage.
For example, for the top of the funnel – you want the visitors to stay. Bounce rate, traffic amount and such are metrics you can use to see if your site is performing well.
For the middle group – you want the purchases to start here. So the number of purchases can be a good indicator.
Finally, you want the bottom customers to stay. So, the lifetime value, revenue per customer, etc. are things you can measure.
If these don’t satisfy you – change your tactics and do better –measure again and adapt.
Marketing is an easy task only if you’re doing it wrong. Finding effective strategies is one of the hardest tasks out there. Even the testing period incurs costs. And marketing funnels come handy to make the process easier and more systematic. All that said, go ahead and create a marketing funnel that suits your business and start banking like King Midas.