How important is the marketing funnel to generate conversion? – WAU
The market has become increasingly competitive. Those companies that insisted on forced sales are losing space, and the need to create a channel of knowledge and information is only growing. Entrepreneurs saw the great opportunity to pass on knowledge to their potential customers from the first contact with the brand to […]
The market has become increasingly competitive. Those companies that insisted on forced sales are losing space, and the need to create a channel of knowledge and information is only growing.
Entrepreneurs saw the great opportunity to pass on knowledge to their potential customers from the first contact with the brand until the purchase decision. And this whole path is optimized with the marketing funnel.
Essential in the era of digital transformation, with competition increasingly fierce.
If you want to educate the market, achieve a prominent position and increase your sales, you need to understand the importance of the marketing funnel. For this, check out our post and answer your questions:
What is the marketing funnel
Marketing has changed a lot recently. Companies invested in invasive techniques, in which the consumer was interrupted in his activity to view an advertisement.
Especially on television, the ads were placed in the middle of a program with a high audience, forcing viewers to know a product or a service.
In fact, this type of marketing still exists and brings results, but it is necessary to follow trends and invest in inbound marketing.
Inbound marketing is a strategy that puts the customer’s need as the focus, and no longer the product or service.
It is necessary to understand the consumer’s need and offer solutions, attracting him on a voluntary basis and providing all the information for him to make the purchase decision. But, until it comes to that, you have to go through several stages.
Thinking of a real funnel, the top has a larger area and narrows, until a smaller volume reaches the end. The marketing funnel follows this idea: it starts with a high number of possible customers and, in the end, it manages to extract the most qualified ones.
To explain the marketing funnel, we need to demonstrate each stage. This is what we will do now:
Top of the funnel
In the 1st stage of the marketing funnel, potential customers are not yet looking for a solution. In fact, most don’t even know they have a problem. So, the objective of this step is to identify this problem and encourage the search for a solution.
To achieve this goal, it is necessary to invest in strategies with a wide reach, such as blogs and campaigns in social networks.
It is important to stress that your potential customer is not yet used to your products or services. Therefore, it is useless to use technical terms or create in-depth content.
All the material produced for the top of the funnel must be general, with easy to understand language, that helps the reader to identify a problem and to visualize the opportunities that a solution offers.
An important point for the efficiency of the marketing funnel is to collect data from consumers in order to be able to contact and send relevant materials.
Also look for information to help create a audience segmentation according to your needs.
Middle of the funnel
As we said, at the top of the funnel there are a large number of possible consumers of your brand, but not all of them will be interested in the proposed solutions.
However, those who were actually attracted and accessed the content will start to have more doubts about their problems and to seek solutions.
So, in the middle of the funnel the goal is qualify potential consumers of the brand, making them leads (potential customers who have already recognized a problem and are looking for a solution).
The content generated here may already be more technical and specific, as the idea is to clear up any doubts that may arise.
If you followed the tip at the top of the funnel, to get data about potential customers, you can now segment them by sending relevant content. This way, you will send the right material, to the right audience, at the right time.
Up to the middle of the funnel, its contents will highlight the problem and possible solutions. Now, at the bottom, you must present what your company has to offer.
The leads are already qualified, that is, they have already recognized the problem they have, sought and chose the solution they will take and now seek the best offer. Your job is to place your brand as the main choice in the purchase decision.
At this stage, invest in techniques that encourage the lead to know your solutions. One technique that helps a lot in the purchase decision is to present success stories.
Show those looking for the best deal what your loyal customers have achieved with your products or services.
Disseminate the results obtained and, if possible, ask your customers to show, in a natural and sincere way, how the experience with the solutions was.
The importance of working with the funnel
In a search made with B2B companies, 98% of marketers said that content is the heart of their strategies. This data already shows the great importance that has to work with the marketing funnel.
The funnel concept makes it possible to segment your target audience and understand their needs at all times. If you want to invest in knowledge, but do not think about each stage, you will end up sending little or nothing relevant content to your potential customer.
And remember: if online sales opportunities are growing, so is competition! If your company does not prioritize your customer, another one will.
So, study your persona (created from your target audience), understand each stage of the funnel, produce relevant content and search for the necessary information.
Build a path rich in information, allowing the future customer to have access to the necessary data, from knowledge to the purchase decision.
An example of the marketing funnel strategy
For the avoidance of doubt, let’s build a case, applying the funnel and showing how the contents should be programmed.
As an example, imagine that your company works with 3D printing technology, an advance that has been gaining prominence in the market. The contents will be:
Top of the funnel
Broad articles, with the objective of showing what 3D printing is, how this technology can be used by people or companies, the main applications and the gains obtained.
Remember not to use technical or in-depth terms. Produce content with up to 500 words, with easy and pleasant reading.
Middle of the funnel
More specific articles, showing how to choose a 3D printer, how to choose different materials, how to apply in your business.
The texts can be bigger, with a thousand words and more specific terms. Take questions from readers.
Show success stories. Create texts with the results obtained by your customers or known companies. For example: “How company X reduced the cost of production by 30% with our 3D printer”.
Create bigger texts, like e-books with 2 thousand words. Here, you can and should advertise your company.
The marketing funnel and increased sales
Understanding and applying the marketing funnel is directly related to increasing conversion, generating profit and market reference for your business.
Evaluate each stage of the funnel, produce the right content and disseminate it to potential customers. That way, you will optimize your strategies and achieve success!
Now that you know the marketing funnel, check out our post on how to make your video content more attractive and increase your conversions!