- Importance of marketing funnel for the customer journey
- Stages of the marketing funnel
- Platforms to aid conversions along the marketing funnel
- Heatmaps can help you understand how people behave
- Session recordings can help you better understand specific user journeys
- Use on-site polls to get feedback from real people
A marketing funnel, also known as a purchasing funnel, is a visualization of a consumer-focused marketing strategy that depicts the hypothetical customer journey toward a product or service purchase.
If you know your target audience’s habits, this works effectively. When you understand your audience, your marketing funnel adds more value to your marketing strategy because you can plan informed decisions to enhance the customer experience as they progress through the funnel.
Importance of marketing funnel for the customer journey
Marketing funnels (also known as the “customer journey”) are essential because they assist in converting prospects into customers. They’re called funnels because you throw a wide net at the start of the process to attract many potential clients. Some people progress to the next step, while others “drop out” until only those who take the desired action remain (like making a purchase).
Every level of the funnel symbolizes a mental state. Some folks know what they want and are looking for the best deal. Others are unsure of what they want and require the perfect pitch.
The way we shop has evolved. Social media, influencer marketing, and brand promotion have all influenced how, where, and why we buy. Marketers must continue developing leads, pique attention, nurturing decisions, and motivating action. However, they do not have to be in that order. Prospects can now enter the marketing funnel at any point in the process. As a result, you may need to step up your game.
Attention, Interest, Desire, Action (AIDA) is the conventional top-down marketing funnel formula. It’s been around for decades because it’s proven to be effective.
Here are five strategies to make your marketing funnel more effective to obtain the outcomes you want.
Be aware of your target market
It may seem self-evident, but knowing enough about your prospects is required to improve your sales funnel. Understanding your target market can craft more effective marketing messages and increase conversions.
Create buyer personas, which are semi-fictional depictions of your ideal clients. When creating buyer personas, you’ll need to think about demographics (age, gender, household income, etc.), buying behaviors, lifestyles, aspirations, and motivations. From content production to sales follow-up, everything you do will be guided by your buyer personas.
To be easily recognized in the marketplace, Start with a logo, you must build your brand logo utilizing a logo design so that your audience can recognize you and associate you with your brand. A logo generator will allow you to customize your logo according to your demands, take your time to choose the best logo idea for your brand, and tailor it to your audience or the type of audience you want to target.
Examine your successful competitors as well. Try to check out what works best for them. Analytics software can assist. They’ll provide you with information about your competitors’ traffic sources and top-performing content so you can figure out what’s working for them.
Make use of an Omnichannel strategy
Today’s consumers want a consistent and tailored shopping experience across all platforms. It is for this reason that Omnichannel marketing is so crucial. To execute an effective Omnichannel marketing plan, you’ll need to get your entire team on board, including sales, marketing, product development, customer service, and public relations.
Every connection you have with a potential lead, whether it’s via email, your website, or social media, is an opportunity to provide a tailored marketing experience and learn more about them.
Disney is an excellent example of a business that has mastered multichannel marketing. The well-designed website is mobile-friendly, and the My Disney Experience function allows you to organize your trip ahead of time. Visitors can use the mobile app to find attractions and wait times in the park. The Magic Band wristband, for example, allows you to check-in at Fast Pass doors, charge food and merchandise purchases to your account, and enter your hotel room, among other things.
Fortunately, you don’t need Disney’s vast financial resources to give your audience a fantastic Omnichannel experience. All you have to do is find the services of a reputable digital marketing firm.
Make excellent content
Sales are aided by valuable content. It is supported by research. Consider the last time you purchased anything or subscribed to a service. It’s likely that you read or watched some educational, entertaining, or otherwise engaging content that influenced your decision.
Good content is unique, purposeful, answers questions, and is entertaining. It assists people in resolving their issues, sparks their imagination, and is easily read, spread, and discussed.
YouTube product review videos are a great example. If you’re considering a product, chances are there’s a review video with thousands of views that have helped (directly or indirectly) sell more of it.
Return to your buyer personas. What are their aches and pains? What solutions would they find appealing? Use the answers to these questions to develop relevant blogs, videos, and other information that will assist them in resolving their problem, issue, or need.
For purchase conversion, divert the attention from transactions to relationships marketing funnel
Building relationships is how you convince customers to buy a product, sign up for a service agreement, or join up for a newsletter, regardless of your purpose. It’s also how you get customers to come back and become brand evangelists. Consider how you might assist in nurturing leads at each stage of the client journey.
Use targeted material, remarketing, or even customized films to get creative. Nowadays, marketing funnels have two sides. Your goal is to develop loyal customers and brand evangelists, not merely to earn a sale. It’s no longer just about the “sale”—it’s about the long-term value that a customer may deliver to your company, and it all starts with a connection.
Make the most of favorable feedback and testimonials
Reviews, testimonials, and customer anecdotes can all help you gain the trust of potential customers. According to one study, showing customer evaluations on websites and landing pages can increase conversions by 270 percent. Don’t be concerned about the less-than-favorable reviews. According to the same survey, while favorable ratings are beneficial, too many (or solely) 5-star reviews make consumers skeptical. It turns out that some negative evaluations are beneficial since they increase the credibility of a product or service.
Conversions can be boosted by posting reviews on your website or other platforms, especially if you’re selling higher-priced things.
Stages of the marketing funnel
The typical funnel model is linear, starting at the top and terminating when your prospects convert at the bottom.
The problem is that marketing funnels don’t usually function in practice.
The marketing funnel is nonlinear, just like people’s real-life buying behavior, which is why it’s critical to understand the customer journey from awareness to conversion. Understanding how each stage of the traditional marketing funnel works is a big part.
Prospects recognize your brand and engage with it at the top of the funnel (TOFU). Because they may not know much about your product or service yet, this stage focuses on making content and marketing materials to raise brand awareness.
Once a potential consumer has interacted with your business in a significant way, by subscribing to an email, following you on social media, or signing up, they reach the middle of the funnel (MOFU). Use this stage to engage with prospects and acquire their trust, as well as to distinguish your brand.
It is the final step in this stage. You’ve piqued their interest, gained their trust, and established a rapport with them. This stage is used to convert prospects by giving them particular reasons to select your brand over competitors:
Platforms to aid conversions along the marketing funnel
You now know that focusing on measuring quantitative data (i.e. numerical data) without considering qualitative data (i.e. how customers interact with your marketing funnel and how they think or feel along their customer journey) is a mistake.
You need to know how people use your website (beyond traffic and conversions) and why they behave a specific way while browsing or shopping to gauge the performance of your marketing funnel. Then, you can improve your marketing funnel to increase conversions at each stage of the customer journey.
Here are three platforms that will provide you with qualitative data to aid conversions along the marketing funnel:
Heatmaps help decipher user activity.
Session recordings help gain a better understanding of individual journeys.
Surveys are used to gather feedback from users.
Heatmaps can help you understand how people behave
Heatmaps display the most popular in red and least popular places in blue and items on your page, as well as how users move around and interact with it. Analyze website heatmaps to see which page elements are effective in driving visitors through your funnel.
Once you better understand how users behave on your site’s primary pages, you can concentrate on making changes that will have the most significant impact on increasing conversions—and either abandon or A/B test less lucrative initiatives.
A top-of-the-funnel (TOFU) heatmaps example: examine heatmaps on pages that are part of your TOFU strategies, such as your blog and landing pages.
Session recordings can help you better understand specific user journeys
Session recordings record visitors’ activities on your website, such as mouse movements, clicks, tapping, and scrolling, so you can see how actual people interact with your site from place to place.
Insight from recordings can help you uncover obstacles and spots customers encounter on your site, such as broken elements, website problems, or a confused design, which may explain why visitors abandon the funnel at a certain point.
A middle-of-the-funnel (MOFU) session recording example: utilize session recording segments and filters to discover recordings of pages that are part of your MOFU plan, such as category and product pages, manuals, and how-tos, research papers, and comparative.
Consider the following scenario: you want consumers to add a product to their checkout process from your product comparison page. Still, the page has a high exit rate and minor conversions. Users are aggressively clicking on a non-clickable element and departing out of anger, according to a session recording. In that case, you may try deleting or making the element clickable to make the page more intuitive to how real users engage with it.
Use on-site polls to get feedback from real people
On-site surveys are one of the quickest and easiest methods to gain direct feedback from actual website visitors: learn what’s preventing them from converting or poll customers who’ve recently converted to learn what works.
Surveys allow you to interact with real visitors at each stage of the funnel, allowing you to understand how to enhance the customer experience and boost conversions.
An example of an on-site survey for the bottom of the funnel (BOFU): On pages, part of your BOFU strategies, such as how-to or demo pages, categorization and product pages, and checkout process or payment pages, used on-site surveys. Customer happiness is measured through NPS and post-purchase surveys, which allow you to learn from customers who have previously converted.
Marketing funnels guide you in assisting prospects through each stage of the purchasing process. The traditional marketing funnel is approached in various ways, but the key to a successful funnel understands your clients. Make no mistake: following the steps outlined above to create a sales and marketing funnel is no easy task. Creating a marketing funnel isn’t an easy task, but it’s one of the ways you can increase your efficiency and efficacy when completing business.
It isn’t a project you’ll finish in an afternoon; it’s a quest you’ll want to pursue throughout the rest of your company’s existence. Using the tools and methods we’ve discussed above to combine quantitative and qualitative information will help you create a better funnel that speaks to your customer’s specific requirements and, as a result, boosts conversions.