How to Attract Customers to Your Online Business Using the Marketing Funnel
An introduction to this basic, but vital, marketing concept
In the never-ending rat race of finding customers online, sometimes you can feel overwhelmed. So much information exists on the Internet, it’s exhausting!
Worst of all, you could waste SO MUCH TIME trying everything you read before really discovering what works for your online business.
I’m a big believer in working smarter, not harder, which is why I always say you need to start with strategy. That’s where the Marketing Funnel comes in.
What is the Marketing Funnel?
The Marketing Funnel is a basic concept of marketing, especially digital marketing. It will help you find customers and gently draw them into your business until they make a purchase. Here is what it looks like:
AWARENESS is the concept of letting potential customers know you exist. This is the largest part of the Marketing Funnel and resides at the top. Using “awareness” tactics, you’ll reach a broad range of potential customers, but not all of them will eventually make a purchase. You can write articles and post them on LinkedIn, implement SEO strategies, or conduct free speaking events at target organizations to accomplish the “awareness” phase of the funnel.
CONSIDERATION is the next stage in the funnel. It involves “hooking” people from the awareness phase into something more targeted. An example might be getting them to sign up for a free newsletter (such as Public Perception). These sign-ups now become something called “warm leads.” You’re slowly warming up potential customers to your knowledge, service, or product, and therefore building trust.
CONVERSION is the official sales phase. This is the key moment when a warm lead buys something from you. You have now “converted” them into a paying customer. Often times, a special offer or discount can push a warm lead into the decision to buy.
LOYALTY is the final, and the narrowest, phase of the Marketing Funnel. It refers to repeat customers and brand evangelists. If you provide exceptional service to those who have become paying customers, you may turn some of them into loyal customers. These are the people who will talk up your business to their friends and colleagues and spread word-of-mouth. They will also go back to your business again and again. The “loyalty” customers should always be rewarded the most.
If you don’t know where to start, begin with the “awareness” phase of the marketing funnel. Determine where your customers live online and start there.
For example, if you’re a photographer, you might want to start establishing a presence on Instagram. If you’re an interior designer, Pinterest might be a good place to begin. Or if you’re a business consultant, get writing on LinkedIn.
From there, you’d want to slowly filter some of those potential customers into the “consideration phase” of the funnel. This might look like getting them to sign up for a free newsletter, which allows you to stay top-of-mind. Eventually, when they need your product or service, they might move into the next stage of the funnel, which is “conversion.”
The marketing funnel will look different for every business depending on its products, services, goals, and target audiences. However, the funnel’s concepts are universally the same.
With that in mind, good luck! If you want to start a content marketing strategy using the Marketing Funnel, and you want more advice from me, feel free to shoot me an email: publicperception.substack@gmail.com.
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