“Funnel marketing: who was he?” Don Everyone’s crazy about funnel Abbondio would ask in 2018. A little research on the internet would be enough to find the answer, but from here to understanding how funnel marketing works, why it is so Everyone’s crazy about funnel important for every type of business and how to apply it correctly is another matter.
A funnel is therefore a “container” where visitors to your website enter.
Today we want to get straight to the heart of our marketing guide and clear up all your doubts about this famous funnel and its countless applications.
Everyone’s crazy about funnel marketing. Why it’s essential in your sales strategy
Maybe we exaggera: the marketing funnel will not teach you to live happily. But it will certainly increase your sales, which is no small thing.
It’s all about understanding how this process works and how to structure it correctly depending on the goal you want to achieve.
What is a funnel?
A funnel! Yes, in English the word funnel actually means funnel, and it is obviously a very explanatory image that helps to understand how the process works. At the end of this funnel, however, only buyers will come out , that is, those who have complet the conversion.
There are different types of funnels: sales funnel, purchase funnel, marketing funnel… all variations of the same process, which essentially consists of taking your customer by the hand and accompanying them to your goal.
Latest Mailing Database provides reliable fax lists for successful fax marketing campaigns. Our targeted fax marketing lists include accurate contact information for businesses in Global City, Texas. Reach decision-makers in the Western region effectively and enhance your brand’s visibility with our up-to-date and verified fax lists.
Did you miss the previous episodes?
And it is not only valid in the online world: funnel marketing can also be appli to other types of communication. The fundamental difference is that, in the online world, the funnel is traceable and its results are measurable. Only in this way will you have the real perception of how much you have spent and how much you have earn with a certain operation.
This does not mean that there are no funnels relatto physical purchases: any store can apply it. Simply put, in a fruit and vegetable store, a simple sign with the offer of the day is the equivalent of an ad on Facebook, just as the offer of fresh artichokes to the customer is an upselling.
It may seem counterintuitive, but with funnel marketing at each step you lose users who are not interest, to reach a much smaller but quality audience.
How a funnel is structur
Now that you understand what a funnel is, you ne to understand how it is structured. It is true that it is in fact a process: the marketing funnel is therefore composed of different “blocks” or steps, each of which performs a specific action and has a defin objective .
There are many ways in which a car ownership data funnel can be divid: you can consider the objectives achiev, the segment of the audience or take into account other criteria.
One of the most common bhb directory representation methods divides the funnel into three parts:
Before you smile, know that we are not encouraging you to eat more protein!
The three acronyms simply stand for Top of Funnel, Middle of Funnel and Bottom of Funnel.
TOFU and Inbound Marketing
We said that a funnel is a funnel: this means that the upper part, the TOFU, will be the widest. In fact, this is the point where you try to take into consideration a very large audience, to test their interest and bring them to the next step.
It would actually be more appropriate to take a step back and specify that even before the start of TOFU there is another level, the one that actions aim at .
All content marketing strategies that attract visitors without putting up any kind of barrier are in fact the preliminary step of any type of funnel. Only after having hook this audience can you start with the actual marketing funnel.
So here we begin to put up the first barrier.
Imagine that your product to sell is a sweet girl at the top of a tower: the prince (the customer) to get to the princess will have to face a series of tests, one more difficult than the other. The first barrier of the funnel is therefore the easiest test. But what does it actually consist of?
The same type of business and funnel will suggest the correct action: in the case of a purchase funnel, that is, a funnel that has the purchase as its ultimate goal, the first barrier can be represent by leaving your email (which will allow you to acquire the famous leads): only a truly interest user will do it and continue.
The motivation that pushes the user to leave their email is call lead magnet : it is a “little gift”, which can consist of a discount, a free lesson, an in-depth study, something for which the user can be grateful. Obviously, the only way to take advantage of these contents will be to leave your contact details!
MOFU and BOFU
As you go down the funnel, more and more people will get stuck: some will fail to climb the mountain, some will get trapp in the bramble forest, and some, just before the end, will fail to defeat the dragon.
This simply means that users who are not really interest will not move forward in the process, and this is not a bad thing at all, on the contrary: it is a sort of natural selection to get only the leads that really interest you.
MOFU and BOFU therefore provide more significant barriers, through the use of longer videos, ebooks, case studies and more, up to demo versions and coupons, reserv only for the most daring!
AIDA
No, we don’t even want to take you to the Verona Arena…
The acronym AIDA is another type of funnel subdivision, bas in this case on the action that that particular step proposes.
AIDA therefore stands for:
- Awareness
- Interest
- Decision
- Action
The nurturing
On the journey from TOFU to BOFU, you will not only have to set barriers, but also reward users for their actions with gifts. This process is call nurturing, or “care” for the user.
Once the user has left their email (unless that is the final goal of the funnel) you will finally have a direct communication tool, which you can use to continue your work of persuasion. The best way is to create a system of automatic emails that can offer interesting content, curiosities, anecdotes, anything that can be useful to make the user think: “This company treats me so well, I almost want to buy the product they link at the end of each email”.
The ultimate goal
We said that with funnel marketing you can achieve different results. This does not mean that, once you have reach your goal, you cannot create a new funnel and push yourself further.
If with the first, for example, you have acquir leads, you could create another one that has the goal of selling. And, even further, push your customers to become ambassadors of your brand. Much depends on the tools available: if your site does not have an , for example, it will be difficult to monitor the sales results.
There is always room for improvement
The great thing about this web marketing technique is that you can intervene at any time to make changes and make the process more streamlin.
After receiving a sufficient amount of data, in fact, you can analyze what you did and understand where you went wrong.
Very often clients tell us: “A lot of people visit my site, but few of them buy. I want more visitors!” This is not one of the best approaches.
If there are already a lot of visits, it means that the problem is in the lower part of the funnel, that is, the part where conversion is generat. Maybe the site loads slowly, or it is not well visible on mobile devices, or it is too confusing, or the landing page you built does not have a clear call to action, or the text is not well construct, the colors are not the right ones…
The best way to overcome these problems is A/B testing: make two versions of the same content available with a very small variation and see which one performs better. Then proce with another variation and so on, until you arrive at the perfect content!
If, however, the problem encounter concerns the few visits, and is therefore upstream of the funnel, other actions will be necessary, which concern the actual site and the usability of its contents.
To sum up:
- Build an effective website or landing page that users can easily navigate
- Facilitate visits to the site or landing page through SEO optimization work and targeted ads
- Create a lead generation system through forms
- Schedule sending interesting content to warm up your audience with email automation
- Offer the sale with a simple system that does not discourage the user
- Thank them after the purchase and continue to pamper the user to build loyalty and encourage them to recommend your product.
Funnel marketing is such a vast topic that we can say we have only touched the tip of the iceberg. In fact, we have not addressed the topic of what to do with emails that are not read, what is the best time to propose the sale, how to choose the lead magnet.
