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Getting Them Through The Funnel

Every organization, regardless of industry, is working toward the same goal. Conversion.


Whether you're working to grow your website, digital media presence, or walk-in business, the intended result is an increase in consumer support. You want consumers to take action.


When a consumer does something that you want them to do, it's called a conversion. In short, you've converted them from a visitor to a buyer.


The Marketing Funnel is used to describe the set of steps we use to convert that customer.


Consider an online sales platform. The consumer will go through these steps in a basic funnel:

  • Visit the website.

  • View the product.

  • Add the product to their cart.

  • Purchase the product.

Of course, there are additional steps a consumer can take along the way. They may visit your 'About' page or your 'Contact' page. Those are important actions and serve to drive business in other ways, but they are not necessary steps in a funnel.


What is a Marketing Funnel?


At the beginning of the process, a lot of consumers will take the first step. They will visit your website or enter your store. Along the way, some consumers will drop off. As the process continues, the original crowd of visitors will narrow.


That's where the process of marketing comes in to play. That is, closing the sale.


You may think, I don't have a large sales team. I can't keep up with each step in the funnel for each potential buyer. This is where advertising comes into play.


Step One: Lead Generation


We can define the first two steps of a marketing funnel as lead generation. This is engaging in Marketing Campaigns and creating Brand Awareness.


In short, this is advertising your business. Through processes like content marketing, referrals, search engine optimization, public relations, and more, you generate leads. You build interest in your business. This is what gets the customer in the door, so to say.


Step Two: Lead Nurturing


In the second portion of the funnel, we look to lead nurturing. That is defend as Interest and Evaluation. This is working to educate the customer and solidify their interest in the product r service.

This is usually done through things like content marketing, videos, drip campaigns, social media, and more. The purpose is to really let the customer know why your product or service will serve to benefit them, how you can add value to their life.


Step Three: Closing The Sale


In the third and final phase of the funnel, you have sales. This is what you've been building towards. You have the customer interested, they see a need for the product, and their interest in purchasing is at its height.


The final step is identified as a commitment and a sale.


Beyond this, you repeat the funnel. Successful business leads to a growth in consumers.


Key Takeaways


As any business owner will understand, a sale isn't always as simple as a customer coming through your door and purchasing a product. If your business relies on online sales, that notion is magnified.


Before you can get a customer inside the funnel and down to the commitment and sale, you have to attract them through lead generation.


That's advertising and public relations. You have to answer the question that a potential consumer has already asked: "Will this benefit me?"


It's all about value addition. That is, are you adding value to a consumers life. Is the product and service something that will truly help them. And in today's marketplace, that notion extends to the value of your business.


Are you running an organization the consumer is willing to support? Through the three following steps, you can answer that question.

  • Community Based.

  • Civically Minded.

  • Sustainable Business Practices.

These are what Millennial and Gen Z consumers are looking for.


To wrap this up, the marketing funnel begins with, well, marketing. Being active on social media through a variety of marketing principles will attract a potential consumer and get them in the funnel.


Having assets to rest on, like content marketing, video, etc is what shuffles them through.

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