Back to Basics: The Marketing Funnel

News Back to Basics: The Marketing Funnel

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You might have heard marketers talk about funnels, lead generation, or customer acquisition strategies.

Essentially they all mean the same thing: getting your target audience to spend money with your business. Not only that, there are many different frameworks that marketers use to make the funnel sound even more impressive… Anyone heard of AIDA or RACE?

For most businesses looking to generate new business and leads – you can simplify your marketing and sales approach to three areas. You’ll need different tactics and tools to appeal to buyers in each of the stages.



The top of the marketing funnel is awareness. No one can buy from you if they don’t know you exist, can they? There are lots of ways to get your name out there. Some tactics are more costly than others, like paid ads, but they get your brand seen instantly. Other tactics, like SEO and content marketing, take a while to gain traction but can be cost-effective in the long run.

When it comes to generating awareness, don’t underestimate the power of social media. With paid and organic options, it’s a must-have tool for all businesses – just make sure you pick the right platforms that make sense for your target audience.



So now people know who you are, why should they buy from you and not your competitors? The 2nd stage of the marketing funnel is consideration. There are so many different ways to showcase the benefits of your product or service, but ultimately your consideration tactics will come down to your overall brand strategy.

If one of your benefits or values is a sense of community, try creating a Facebook page for your brand so that customers can form relationships digitally with each other. People love to feel like they belong.

However, if you’re more service-based as a business, show how you have helped customers. Can you create case studies that show how happy current customers are? Or are there common pain points your customers face that you can turn into a content marketing strategy to educate people on your business’s solutions.



The ultimate goal – a new customer! For an eCommerce site, there are lots to consider with the user journey: is it simple to navigate, do people know what to do next, and is the checkout process streamlined? If there are unnecessary steps to the buying journey then users are likely to get frustrated and go to a competitor’s site.

For B2B clients using their site for lead generation, are the contact details or next steps clear? Also once someone has enquired through your website, or by emailing or calling in, what’s your process to follow up? Make sure the leads find themselves to the appropriate person and that person responds promptly. Leaving a lead waiting too long will cause them to look elsewhere.

If you’d like help with creating a marketing strategy that will convert new business – get in touch with us at [email protected]

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