Marketing is far more serious than just creating attractive ads. Look at the marketers and you will find them stressed and aware all the time. At one point, I thought the job of marketers was easy. And wondered why they were paid so much. Turns out, I was dead wrong. I realized that when I factored in the main aim of marketing – attracting prospects and making them loyal customers. And for that, the simple representation of the marketing processes is the conversion funnels. Let’s dive deeper into that.
What Is A Conversion Funnel?
If you have funnels before – understanding the conversion funnel would be easy for you. It mainly shows the decreasing number of people at different stages of the marketing process. The topmost part of the funnel is the widest, meaning that the number of people you cater to is the highest here. After that, the number decreases gradually in the middle and last parts. The ones to make through are loyal customers.
The main aim of a conversion funnel is to reach out to most prospects and convert them into a few valuable, loyal customers. Here, we will talk about the top of the funnel and the content relevant to it.
The Top of the Funnel
The top of the funnel has one main job – Awareness. When you start a business, if you just sit there and wait for people to find you, you won’t see any traction.
Let’s say you just opened a restaurant where people tend to go to walk and return fast because there’s no place to sit.
Now, people don’t really go there as they had the idea that they can’t just sit and relax there for a while. But once you spread the word about your restaurant, you will start getting eyeballs.
Even if people only wanted to walk there, and came across a restaurant, chances are, soon they will sit down to order a glass of juice at least.
Thus, you could advertise your restaurant with opening lines like:
“Tired of walking the beautiful road and wish you could just sit and consume nature? Give us a visit – we will make it worthwhile!”
With this ad, you tell people they could come and sit at your restaurant, even if they’re not up for a walk.
This is the aim of the top level of the funnel- to get as many people aware of the business. Now, there are correct and incorrect ways of doing it. Let’s check out some of the common tactics used in this phase of the funnel.
1. Pick The Right Audience
Your marketing idea can be top-notch – but it will still fail if you don’t get the first stage of the process right – choosing the right target market. If we continue the example above, who will be your target market? Chances are, they will be health-conscious youth aiming to stay fit while enjoying with friends.
Based on this target audience, you have to find your marketing idea. Further, not everybody watches or has access to everything, so you have to find the right medium for the target audience to reach the majority. Also, your content has to be cut out for the target audience.
2. Pin Down Everything About The Product Or Service
In order to convince people about the benefits of your product or service, you must be well aware of your products or services. So list down all the benefits and setbacks your product / service comes with. Then figure out what problems it can solve and what sets it apart.
After that, you can choose to focus on one main benefit or a number of benefits to the market. However, you have to do it from a customer’s point of view. You have to create a scenario relevant to the customer, and present them the solution.
“Take a step back when tired with healthy food. Your rewards are essential to power you through hectic days.”
This won’t just convince visitors to slow down, but persuade them that it is essential to reach their ultimate goal – a healthy meal that’ll give fuel more energy to work harder.
3. Create Content
After determining your idea, it is time to create the content for prospects. It can be a write-up, television commercial, banner, newspaper advertisement, social media ad, and so forth. Whatever it is, the content should spark interest, awareness and send a clear message about the brand and what it is up to.
If you are writing a blog, cover topics relating to health, fitness, lifestyle, and so forth. You must come up with new and interesting content every day. This is to build a long term relationship with your prospects. Not all of them will need your product all the time, but they may trust you enough to buy from you when the time comes. Because you were giving them amazing content all along.
4. Make It All Attractive
You won’t find brands lacking information when you search the Internet. But for how long do they hold the prospect’s attention? Not long enough.
First, you have to attract the prospect’s attention with color, design, interesting or provoking words. And when you first gain their attention to read something or watch something you made will they dig further.
So, whenever you show something, keep a tone that the prospect just can’t ignore.
5. Choose The Right Medium
You know who you want to reach and what you want them to see. Now you have to deliver it. But sharing an ad full of irrelevant won’t get you far, would it? You need to spread the knowledge through newspapers.
If you’re trying to reach the youth, it would be best to utilize social networks. You can advertise on sites like Facebook and Instagram. You should also maintain blogs, no matter what kind of business you run. A blog will show your expertise in the area you work on.
When you use a blog to create awareness, make sure you use the right keywords so that people can find you easily. Apart from that, you can use YouTube, and many other different ways to reach as many people like you. You can collaborate with influencers so that you get a great reach.
6. Use Google Analytics Or Some Other Tool And Analyze
When you plan and implement something, it is necessary to check if it is working. If you have started a blog, you must check if the readers are actually sticking around and entering the next level of the funnel. How do you do that? By measuring performance.
If it is a blog, you can measure the bounce rate (the rate at which people are leaving your site form the very first page), time spent on your site, and much more. All these will signal if you’re on the right path. Is your marketing strategy creating genuine value for prospects? Are the prospects noticing you? Are you standing out?
Basing on results, you can change a few things in the whole process and measure results again to see if it improves. In fact, dealing with the top stage of the funnels is a constant, ever-going process. And you must always pay attention to it.
You can now tell marketing isn’t easy – especially when you’re trying generating ideas and making decisions. One wrong decision can cause a huge loss. So you must be aware of each stage of the funnel. It might even be different for many types of businesses. Cater to each stage well and you will find success is inevitable.