Many marketing teams practise a conventional digital marketing funnel. Publishing content and services at every stage like this example is not the right thing to do for every marketing team’s objective. However, the brand’s marketing strategies will include parts listed on the funnel for specific purposes.
The aim of the funnel is to provide services or content to support consumer decisions to buy from a brand. A well planned and targeted marketing funnel can be a competitive advantage for the brand in gaining customers.
A marketing funnel when used correctly can be an effective tool in challenging and competitive markets when completing for customers. The marketing funnel ‘framework’ gives marketing teams a strong base to work from to provide ways to support the customer decision journey.
The three stages of the marketing funnel from the point of view of the customer and brand.
Awareness stage (Top)
Customer – The beginning stages of making a purchase. Customers are looking for basic information. Customers can be possible persuaded toward the brand at this stage.
Brand – Components of internet services like websites, email, search engines and ads contribute effectively to this stage. The brand must have all in place and optimised.
Evaluation stage (Middle)
Customer – The customer wants more specific information to affirm the begging of the customer’s decision. Customers may need more persuasion at the point to make it to the purchase stage.
Brand – Content on digital components. Specific information like reviews etc is an example of content that demonstrates to customers the value and quality of the products and affirms purchases decisions. Content is a useful resource that has the ability to further persuade customers to purchase decisions.
Purchase stage (Bottom)
Customer – Ready to make a purchase or may need slightly furthermore convincing to purchase.
Brand – Depending on products free trials, consultations, and (live or recorded) demonstrations give customers first-hand experiences on the product in ‘try before you buy sense.
Marketing funnels can boost leads and awareness and are imperative for brands to adopt.
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Robert Fogarty 