Marketing Funnel Stages
In a nutshell, a marketing funnel outlines a customer’s buying journey, starting with brand awareness through to their conversion into being brand advocates. By effectively mapping out marketing funnel strategies, companies can guide customers throughout their brand journey and convert them into sales leads.
Although a marketing funnel vs sales funnel may appear similar, there are slight differences between the two. While a marketing funnel intends to promote a product to give customers a reason to buy, a sales funnel is designed to help ensure that leads do not only make a single purchase but become lifelong customers.
In general, customers’ journeys in the marketing funnel can be traced based on four key stages: Attention, Interest, Desire, and Action. This is referred to as the AIDA model. Knowing the stages of the marketing funnel can assist businesses in effectively planning out their marketing campaigns.
The first stage, Attention, is all about grabbing the attention of potential buyers. This metric assesses a customer’s capacity to recall a certain brand. Companies must build brand awareness among customers before launching marketing initiatives, especially for brands that are just getting started in the market.
The second stage, Interest, involves piquing the customers’ interest as they consider their buying options. This can be done by communicating the benefits of a particular product or brand. Having great content is one way to attract the interest of potential buyers. Customers may be enticed to learn more about a brand after reading about unique product features or watching engaging video clips on a website.
The third stage, Desire, means stimulating a “want” in the minds of the customers by demonstrating a brand’s benefits over its competitors. Customers who express desire are already planning to buy, but their decision may be influenced by other factors such as emotional brand attachment, as well as market offerings from other brands that might bring more added value.
The fourth and final stage, Action, occurs when a potential buyer becomes a customer and completes a transaction, such as purchasing a product or signing up for a trial. Before completing the desired business action, a consumer may evaluate and examine all accessible options, such as pricing, payment options, and after-sales service, among other things.
Companies may utilize the Demandwell platform to ensure that their buyers’ journey includes thorough research at each level of the marketing funnel, resulting in qualified leads.
Digital Marketing Funnel Stages
A digital marketing funnel strategy differs from a typical marketing funnel in that it takes a nonlinear approach to the purchasing process. Customers who purchase online have access to a variety of competing brands from all over the world via multiple digital platforms.
In digital marketing, customers may skip various steps in the marketing funnel based on their buying preferences and purchase criteria. As a result, brands may need to step up their game and engage with customers on a more personal basis. In addition to advertising their products, businesses may need to develop an authentic, tailored experience for their customers.
Companies may benefit from looking at digital marketing funnel examples and learning from best practices so they can build their own successful digital marketing funnel. Additionally, a digital marketing funnel template can be used to acquire ideas on how to create a digital marketing funnel to convert sales. A digital marketing funnel template provides a general structure for developing digital marketing strategies that span customers’ entire lifecycles. By carefully charting out customer journeys, marketers can better understand consumer buying behavior and influence their purchasing decisions.
Demandwell can provide businesses with coaching and software solutions to improve their digital marketing lead generation strategies. Demandwell’s Need-to-Lead Funnel is a tool that companies may use to obtain a comprehensive pipeline report and effectively measure their search engine optimization (SEO) content marketing for business growth. By providing a holistic view of the metrics that are essential for organic growth, Demandwell’s Need-to-Lead Funnel can help companies improve their website visibility, improve their organic rankings, and convert customers into qualified leads.
Consideration Stage Marketing
In the awareness stage of marketing funnel, the goal is to provide information that will draw the attention of target customers and raise awareness that a brand or a product can potentially solve a newly identified problem that they may have.
During the consideration stage, customers look into all possible options for meeting their specific requirements. At this stage, companies should provide potential customers with relevant content on how their products can provide solutions that buyers might be looking for. This marketing technique is called content marketing, or the process of creating and disseminating quality, relevant product information – through blog entries, user-generated content, social media posts, videos, and others – to engage customers and convert them into qualified leads. Marketers and content creators can get content ideas from consideration stage content examples and marketing funnel consideration examples available online.
Creating content with a purpose is important to build an effective content marketing funnel. This means that a call to action is considered when engaging an audience. By using a content marketing funnel, companies can create personalized content to cater to the needs of their customers and improve their overall customer experience.
By implementing a content plan, companies may develop the type of customers they want to attract and engage and drive revenue for their business. Demandwell’s Content Plan tool generates SEO-friendly keywords based on real-time SEO data, giving businesses important advice on how to create content that follows best SEO practices.
Marketing Funnel Explained
The purpose of a marketing funnel is to track customers’ journey, from being completely unaware of a particular business to becoming brand ambassadors. Creating a marketing funnel can help eliminate choke points that could slow down the sales conversion process.
Generally speaking, customers go through various marketing funnel stages before deciding whether they will make a purchase or not. The first stage, marketing funnel awareness, falls under high funnel marketing. This stage involves spreading brand awareness and drawing the audience’s attention.
Each customer has different levels of product awareness and understanding. For instance, some people may be completely uninformed of the existence of a brand or may not be looking for a specific solution to a problem. Some customers are conscious that they have a problem but are unaware of the solutions that would benefit them. Other customers might be aware of the solutions available and could be weighing which product will best solve their difficulties. Customers who are familiar with a brand may put off making a purchasing decision to examine various factors, including product cost and features. Finally, clients who are well aware of the value of a certain product can be easily converted into qualified leads.
Another important stage is marketing funnel consideration, which happens when people consider engaging with a business or a brand. This stage falls under mid-funnel marketing. Marketers would benefit from developing content that promotes more conversions by providing buyers with the knowledge they need to create emotional engagement with a brand.
Lower funnel marketing, on the other hand, includes the decision stage in the buyer’s journey. Lower funnel marketing aims to turn customers who are already in the buying process into loyal repeat customers.
Marketing Funnel Stages B2B
When it comes to B2B – or business-to-business – brands, a B2B lead generation funnel maps out a B2B customer journey from awareness to purchase. In contrast to B2C – or business-to-consumer – enterprises, which communicate with a larger audience base, B2B businesses typically interact with a niche audience or a specific industry and focus more on establishing personal brand relationships with business clients.
Companies may use a B2B sales funnel template and refer to sales funnel examples to design a blueprint for their B2B sales funnel.
Similar to the B2C sales funnel stages, there are also different stages of B2B marketing. In a B2B transaction, progressing customers from one funnel stage to another might be a challenge for sales and marketing teams. Before making a purchase decision, B2B customers need to consider many things, including getting consensus from multiple decision-makers within an organization.
Companies can better measure how they can meet their revenue targets if they have a clear estimate of the conversion rate between each level in their B2B sales funnel. Although industry benchmarks for B2B sales funnel conversion rates may appear overwhelming, such datasets can assist businesses in leveraging their sales funnel to attract and nurture leads.
Marketing Funnel Examples
Companies may refer to different types of sales funnel and digital marketing funnel examples to help determine which sales funnel strategy is right for their business. For instance, a click funnel example can provide companies with ideas on how they can optimize the different sales funnel stages for maximum conversions.
Marketing Funnel Strategy
When it comes to marketing funnel strategy, companies may need to have specific marketing funnel objectives to increase brand perception and engage customers. This means having a clear understanding of the different marketing funnel stages, from higher funnel marketing to lower-funnel marketing.
As part of their digital marketing funnel strategy, marketers would benefit from creating SEO-optimized content to engage customers. Companies may also explore various digital channels to reach their intended audience and build seamless, immersive experiences for their customers.
In a digital marketing funnel, lead generation involves attracting prospective buyers. Marketers can better understand their target customers by looking at their buying trends, and understanding changing consumer preferences. Capturing the attention of target customers, or people who are likely to find value in a product proposal, and building a sales pipeline is the ultimate goal of lead generation.
Demandwellcan assists businesses in developing a successful lead generation strategy by providing software tools and consulting services to convert leads into revenue as customers progress through the sales funnel. By understanding what drives traffic and having the right set of tools, businesses can create an SEO plan to rank higher in search engine results pages and improve organic traffic.