The Importance of A Clearly Defined Funnel
Funnel? I hear you say. What’s that?
If you’re relatively new to marketing, you may not know about the concept of a marketing funnel.
Marketing funnels are how you get your client or customer to purchase your product or service.
Each piece of content you create should relate to where each customer is on their journey.
Assuming you already know who your customer personas are, you’ve done your research and know where they hang out. Now you should target them with your copy.
For example, let’s say a new customer has never heard of your business, and what you offer.
This means they are at the awareness stage, also called the attention stage. ❓
At this level, you want to introduce them to your product or service. You want to get them familiar with who you are and what you have to offer.
A great way to do this is with a video or with an organic social media post.
The content should speak directly to their pain point - what problem or issue are you solving for them?
For example, if you were setting up a premium glamping business for busy executives:
‘Here at Orchard View, we know it’s important to take that time out to recharge. So we offer six perfectly formed bell tents in the heart of the idyllic Derbyshire countryside, equipped with your every need. Take a look for yourself. <video> #unplug #taketimeout’
Now you’ve got your audience intrigued. Is this for them? You’ve whet their appetite with some pretty visuals and an explanation of why they might want your product or service, and now they’re at the interest stage. 💭
These are a smaller subset of people who have taken the next step in their mind. You’ve hooked them in with your first piece of content or communication, and now they want to know more.
Think of it like a second date with someone. You’re definitely interested, but there’s a few more things you need to know.
So this is where you delve into the details. You want to get your readers to click more, to get invested in who you are, and what you’re offering.
An interest piece of content may be a blog post which is a feature about your glamping site. It could be something like ‘This Is Why We Chose This Spot For Our Beautiful Glampers.’
Here you want to tell a story. Maybe you talk about taking your dog for a walk over the peaks and you noticed how that part was the perfect spot to watch the sunset. You want to get your audience emotionally invested in what you’re about, and get them picturing using your product or service.
Next, comes the consideration phase, which can also be called the desire part of your marketing funnel. 🤔
This group are an even smaller part of your funnel. Maybe they’ve clicked on your website, read your blog post, and have now signed up to your email list for news and discounts.
These people are clearly interested in what you have to offer - but haven’t yet took the action to purchase.
Content that can move them down the funnel can come in the form of social proof here, so think stats, case studies, and testimonials from those happy customers. These work especially well on your landing page.
‘I absolutely love Orchard View, I’ve been three times now. From the moment you get there, you just feel this sense of serenity. Myself and my husband instantly relax as soon as we step foot inside, and we know that for the next two days, we don’t have to think about a thing’ - Claire, Cardiff.
Of course, your social proof has to be authentic. Get your customers to comment, like or share their views by engaging with them regularly. Get to know them. Understand them, and find out what really pleases them about your product or service - and vow to communicate that to your potential customers.
In your potential customers mind, all the evidence is now mounting to one thing - that making this purchase will improve their life in some way. It could make their life easier, more enjoyable, less stressful, give them knowledge, help them with a problem - but whatever it is, you’ve answered all of their potential objections along the way.
It’s now time to convert. 🛍️
Here, it’s all about those glittering CTA’s (Call To Action). You want them to take action.
Your call to actions should be subtle at first (maybe a ‘find out more’ at the awareness stage), but when it comes to your conversion content, you want them to ‘Book Now’ or ‘Shop Now’.
This could come in the form of a Facebook ad that you’re retargeting to customers that have already visited your site. Maybe they’ve filled in the booking form, but for one reason or another haven’t yet completed their purchase.
An enticing, beautiful ad with the strong call to action ‘Spaces filling up for April - Book now for 2019’ leads them directly back down your funnel, and into becoming your customer.
When you create content, make sure you have it all defined throughout each stage of the journey.
Attention ❓ - Interest - 💭 Consideration -🤔 Conversion 🛍️
also known as:
Awareness - Interest- Desire - Action
Map it out. Know not only who you’re speaking to, but what stage they’re at in their customer journey.