“Make sure you’re always testing. Never be satisfied with your marketing funnel, even if it’s exceeding expectations.” – Stuart Davidson
After the first stage of the marketing funnel, the Awareness stage, the customer continues on their journey to become your biggest fan. Possibly.
2. The Consideration stage
The next stage in the marketing funnel is the consideration stage. After the awareness stage, the customer moves on to this stage if you kept their interest. Here you have the opportunity to build a deeper relationship with them.
By the time they reach this stage, they are willing to consider your business and your products or services for a purchase. You need to provide them with more specific information about your products or services without being too pushy or too salesy. Determine what exactly they are interested in by tracking which pages they visited etc. so that you can show them that you can offer them a solution.
You can achieve this by sending them more targeted information, for example, access to a live video series or success stories from previous customers. This is where remarketing/retargeting is very useful to remind them of you.
3. The Conversion stage
After the customer was willing to consider your business, you need to convince them to make the purchase. If the customer feels like there is something in it for them to choose your business instead of one of your competitors, they will be more likely to be converted.
Here you can start to tell them why your product or service is better than that of your competitors. Focus on the benefits of your product and not just the features. They need to feel that they will truly benefit from it.
Don’t overwhelm them with sales emails or calls – rather offer them something valuable and create a sense of urgency. You can offer them a special discount that is only valid for a set time, or even free trial periods or samples.
This is the narrowest part of the funnel because you are the most likely to lose potential customers at this stage; but if they make it through this stage, they are very likely to come back!
4. The Loyalty stage
By the time the customer reaches the Loyalty stage, you need to put in all effort to retain the customer. Remember what we said earlier – it’s much more valuable to service existing customers than new ones.
Customer loyalty isn’t a given – if you ignore them they will move on and you possibly won’t see them again. Which would be a shame, because they stuck around through the narrowest part of the funnel. And that means that you pretty much wasted your marketing efforts form the earlier stages.
You need to give them something back and show them you care, and the best way to achieve this is to have a plan in place. You can offer them a subscription to a loyalty programme, a discount or special offer for their next purchase, or updates about and reminders to use your product or service.
5. The Advocacy stage
If you can get your loyal customers to recommend them to their friends, you have reached the final stage in the marketing funnel. People trust the word of people they know much more than any marketing initiative you can dream up.
Collect feedback from your loyal customers to see how and where you can improve, and ask them to refer your business to their friends. You can even reward them for their referrals.
To get feedback, you can use online survey tools like Survey Monkey. By this time you should also have a personal relationship with your loyal customers – reply to their emails personally and interact with them on social media.
Implement your own funnel
Now that you know what the marketing funnel is and why it is important, you can go ahead and apply it to your own business. You won’t regret it!