“Master the topic, the message and the delivery.” — Steve Jobs
Your opportunities are endless once you get to grips with a marketing funnel and how it creates interest, engages and converts clients, drives traffic, gets more business and highlights your brand.
Simply put, a marketing funnel is a system, a roadmap that is tailor-made to attract clients to your business. Ideally, once they have been hooked, they won’t look any further. Being strategically led down a funnel that has a number of stages, it guides a client on their journey.
There is no one-size-fits-all strategy and at any stage of the process there will be those who are lured by other brands and move away. However, if you have an irresistible product, add value, pique their interest, use logic to address their requirements and the most significant tool of emotionally capturing their attention, you are almost certain of a forever loyalty, passed on and shared with friends and family.
Marketing funnels generate sales and trace the client journey from awareness to action or conversion, and this could result in a number of ways such as subscribing to an email or purchasing a holiday. The process should be linear but that is rare and often clients jump in and out of the funnel at certain stages. Your goal is to maximise the potential of the funnel, ensuring a seamless client journey and a healthy conversion rate.
The Stages of a Marketing Funnel
1 Top of funnel (TOFU)
- Awareness (Visitors who set eyes on your site) Get people aware of your brand with massive exposure. This can be done in many ways, across as many marketing channels as possible – social media is often always a win. If people are looking for ways to fulfil a need, then your specific brand raises awareness of that need and provides the opportunity for your potential client to connect with your identity and achieve their desire. Look for what your clients are searching for with SEO and keyword research. At this first stage you will introduce your brand via a landing page or infographics, display your unique selling points, make yourself known on social media and use paid ads to a specific target market.
- Interest (Email sign up) Your clients have taken the bite and want to dig deeper into what you offer. This is the time to earn their trust and explore further into specific market segments. At this stage you will show your expertise, confirming they continue following you and craft your offering in a way that ensures they are always able to find your content. Constantly keep in mind how to exceed their expectations as these clients want a result.
2 Middle of funnel (MOFU)
- Desire (Click through rate) At this stage, the client has not necessarily chosen your brand 100%, and there is still the chance that they will search for another hook. This is evident if they are shopping around for something big, such as a bucket list vacation or a family getaway. You need to encourage your potential client to choose you and regale them with your unique selling propositions. This still may not be enough, but you will display your narrative, a story that aligns with their needs.
3 Bottom of funnel (BOFU)
- Action (The purchase) This is the final process, you have convinced your clients you are the ones for them. This is also a great time to upsell – going to Zimbabwe? Well, you simply must do a helicopter flip over the Falls. Attention, trust, relationship built – tick, tick, tick.
Now you can share social proof such as client reviews and testimonials to ensure an ever-lasting affair.
Don’t worry if a few won’t bite, or swirl all the way down your funnel – it’s inevitable that not everyone will be attracted to your offering, for whatever reason, the season, price, etc. You can give clients the opportunity to return by presenting various specials and Live Chat, the opportunity to ask questions and get answers immediately.