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Do³±czy³: 02 Lis 2024
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 Wys³any: Sob Lis 02, 2024 10:05 Temat postu: Marketing Funnel: Stages, Strategies, and How It Works |
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While everyone’s marketing strategy is different, there is one thing that should be in every marketing plan: a marketing funnel. Understanding the marketing funnel is key to determining the best content and strategies to move customers along the path to success.
What is a marketing funnel?
The marketing funnel is the journey of a consumer from not knowing about its existence to becoming a buyer. It is often divided into four different stages, but the number of stages and the names of these stages vary. One of the most common sets of stages looks like this:
Awareness
Interest
Wish
Action
Not everyone who learns about a business, product or service will complete the journey to becoming a customer. The idea is to maximize that number.
Why is a marketing funnel important?
The marketing funnel is shopify website design important because most people are not ready to buy right away. This has always been the case, to varying degrees, across industries. But it is more relevant now than ever because consumers have so many options and even more tools to research and test.
Let's look at why the marketing funnel helps explain this type of customer behavior.
Because customers have different intent at each stage of the customer journey, the content that will most effectively reach them at each stage will be different. With a marketing funnel, you can create a content marketing funnel that will help move potential customers along the entire journey.
Increases conversions
A marketing funnel increases conversions because without it, people are forced to make a huge leap from brand awareness to becoming paying customers without guidance. This rarely happens, so conversion rates with this approach will be very low. Each subsequent offer requires a little more commitment and support than the last.
Identifies problem areas
A marketing funnel takes a single conversion action (becoming a customer) and breaks it down into a series of smaller steps. This way, you can set conversion targets at each step, allowing you to track and adjust accordingly.
What are the stages of the marketing funnel?
Let's look at the different stages of the funnel and the best types of marketing strategies for each stage.
Familiarization stage
In the awareness stage of the marketing funnel (also called “top of the funnel” or “TOF”), the consumer is aware of their pain points, but is unaware of the business. They may not even be aware of the product or service being offered. The goal is to help them understand the problem behind their symptoms, learn what solutions are, and become aware.
What the consumer does: Searches the web for information about their pain points. Their keyword is informational, so they search for questions like “how to increase/decrease/improve X” and “why is X happening.”
Best Strategies: Offer advice, be helpful, and educate people about the main problem in the content. You can use blog posts, e-books, PR, events, newsletters, guest blogs, social advertising for guides, display advertising, and more.
Interest stage
At the interest stage of the marketing funnel, the customer recognizes the underlying problem behind their symptoms and that there are solutions to address that problem. The goal is to get them interested in the solution. This doesn't necessarily mean a brand, it's just a type of solution.
What the consumer does: Look for the best solutions to their problem. Their keyword is still informational, but it speaks less about symptoms and more about solutions.
The best strategies are: Introducing different solutions and offering content that illustrates why the solution is the best. You can try free trials, product guides, explainer videos, buying guides, and search advertising.
Desire stage
At the stage of forming the marketing funnel, the client is aware of the problem and is interested in a specific solution. The goal is to convince him that the brand is the best provider of this solution.
What a consumer does: evaluates a business, compares it to competitors, asks friends, and reads reviews. Their keyword intent is commercial, meaning they search for terms like “reviews,” “comparison,” “cons,” “alternatives,” and “best.”
Best Strategies: Show what differentiates you from your competitors. This can be done through one-pagers, comparison pages, case studies, testimonial pages, internal battle cards, and reviews.
Action stage
At the action stage of the marketing funnel, the customer is already confident that he has found the best solution to his problem. The goal is to instill in him enough confidence to make a purchase right now.
What the consumer does: evaluates the specific offers you offer, compares packages, calculates prices and makes a final check. The purpose of using keywords is navigation (they return to the site and browse platforms) and transaction (they want to know how and where to buy).
Best strategies: Offer promotions, use compelling calls to action, and write compelling copy that sells.
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