What Is A Marketing Funnel
If you’re new to marketing, or just looking for a refresher, you may be wondering, what is a marketing funnel? This concept is vitally important to understand as it encompasses all the main goals of marketing. If your funnel is not being successful, your marketing is not successful. Today, we’re going to explore what a marketing funnel is, how it works, and how Demandwell’s unique SaaS solution can help take your marketing funnel to the next level.
A content marketing funnel is a model. We use models like this to help visualize and externalize concepts that can be somewhat difficult to understand. The funnel is an image of the customer journey as they go from external prospects down the funnel to internal customers and repeat customers. We always assume that there are more people out there who don’t know about your product or service which is why the top of the funnel is wide. It narrows as prospects become customers and eventually form relationships with your business. A B2B content marketing funnel is much the same, but instead of individual customers and prospects in the funnel, we’re talking about other companies and businesses. Either way, the strategy is much the same. It’s about trying to find out how we can get people (or organizations) from a state of ignorance about our product or service to purchasing it and being satisfied with it?
At each point along the customer journey, the prospect is at a different stage of the decision-making process. These are the content marketing funnel stages. Because there is no fixed standard for funnels in marketing, if you look at any content marketing funnel template, you may see different names for the stages. This is also because each product or service is going to have a different customer journey depending on the industry the product is in and several other factors. However, they all tend to start with a stage like “Awareness” which refers to the customer becoming aware of your product or service. Then, the stages go down the funnel with names like: “Intent”, “Evaluation”, “Engagement” and usually ending with something like “Action” or “Purchase” and perhaps even “Loyalty”. From these stage names, it’s easier to see what the objectives are of full-funnel content marketing. The idea is to create specific pieces of content for each stage of the funnel so that you are always encouraging prospects to go all the way through the funnel and become customers.
This is where a service like Demandwell can be so helpful. We track the complete SEO performance funnel of your content so that you can garner insights on exactly how your content is performing at different stages of the funnel. There are different strategies you can build off of your funnel as well. Some organizations opt for the marketing funnel messaging strategy where they use SMS texting to gradually guide their prospects into becoming full customers.
Marketing Funnel Examples
If you’re looking for marketing funnel examples, the easiest way to do so is simply to run a Google search for digital marketing funnel examples, or search “marketing funnel strategy example”. Looking at these can sometimes be a great way to learn how to build a sales funnel from scratch. One of the first things you’ll have to know is that there are many types of sales funnels. For instance, you could design a funnel for the sole objective of securing additional leads. This often takes the form of a landing page online which offers something to your customers in exchange for their contact information. You could also build a funnel to encourage past customers to leave reviews. In this case, you might use feedback surveys and questionnaires to move your customers to your chosen review platform.
The whole point of marketing funnels is that they set a destination for a target audience and then lay out a step-by-step journey for them to get from their current state to that new destination. One funnel that Demandwell excels at is the content funnel. This is a type of marketing funnel wherein the customer’s final destination is to arrive at your site or follow a certain call to action. A content funnel is all about analyzing what content you’ll need to generate more organic traffic that can then be converted into leads and even sales.
What Is A Funnel
Still wondering: what is a sales funnel? You can check if there is a “what is a sales funnel?” Wikipedia page. They’ll probably go over much of what we have already discussed in terms of the different types of sales funnels, as well as the various funnel uses. The point is that a funnel is merely a business model that helps organizations better understand the logical steps a person or company needs to take to move from one state of being external to the company to interact with the company in one way or another. The idea is to convert leads into value by walking with them step-by-step until they reach the destination you’re after.
One question we haven’t answered is this: “What is a funnel builder?”. A funnel builder is an integral part of the marketing funnel world. They know the answer to the question: “What is a sales funnel and how does it work?”. Basically, funnel builders design and build the web pages that are used as strategic points along the stages of the funnel. Web pages are almost always a major part of any kind of funnel and often provide the entry point allowing the customer to start the journey you have plotted out for them. When asking the question, what is a funnel? The answer almost always includes a web page as at least part of the funnel. Some funnels are entirely made up of one or multiple web pages alone. This is the definition of a digital marketing funnel.
Marketing Funnel Awareness
Implementing a sales funnel strategy can lead to tremendous rewards for your marketing efforts and organization at large. One of the important aspects of building a successful sales funnel is the word “awareness”. Marketing funnel awareness means that your team is fully aware of the need for a funnel and can then begin working on building one. Awareness is also almost always the first of the many sales funnel stages. This is where a journey-to-sales funnel begins. This stage is where the prospect finds out that your product or service exists. At this point, the relationship (if it could be called one) is at its most fragile state. That’s why it is so important to ensure that your marketing funnel is designed so that your strongest hook is at the earliest stage of the funnel to really bring customers in and make them more aware of how your offering can help them achieve their goals.
Marketing Funnel Stages
So, we’ve already discussed the marketing funnel stages at a high level, but let’s get a little deeper. One of the most common divisions of a marketing funnel is made up of four stages: attention (or awareness), interest, desire, and action. This is often referred to as the AIDA model. These digital marketing funnel stages are designed to reflect the different stages a customer should pass through so that they reach the desired destination. First, they are made aware that your product exists, then, because your service is effective and solves their problem, desire is created in the mind of the customer.
This desire is built up until it leads to the customer taking action which most often takes the form of buying your service or product. Effective marketing is full-funnel marketing because it looks at every single stage of the customer journey. The marketing funnel stages in the B2B world are exactly the same and follow the same general principles. In the end, the goal is to use this marketing funnel to increase sales, whether the customer is an individual or an organization.
Marketing Funnel Consideration
The marketing funnel consideration stage is a specific stage that deserves taking a closer look at. This stage follows awareness and is the point at which your prospective customer is seriously considering investing in your solution. At this stage, you’ll want to look at some consideration stage content examples to know exactly what content best fits in this scenario.
Full-funnel marketing means that you will want to assess your awareness consideration conversion marketing strategy. We’re talking about moving from the awareness stage down to the consideration stage and thence to the action stage at the end. That’s the point of good consideration stage marketing. It’s important not to get so focused on the top that you forget lower-funnel marketing.
Marketing Funnel Strategy
The purpose of this discussion has been to explore some of the aspects of a marketing funnel strategy. We’ve looked at the different 3 stages of marketing funnels, what a digital marketing funnel strategy means, and briefly discussed lower-funnel marketing. Remember, lower-funnel marketing is about getting people who already know about your product over the hurdle and into your customer database. Hopefully, this has answered your Google search for “marketing funnel explained” as well as demonstrated the key marketing funnel objectives. We strongly encourage you to learn more about how Demandwell can help you with your marketing funnel strategies and drive more organic growth to your company’s site.