The marketing funnel is a model that illustrates the customer journey from becoming aware of your brand to taking action, such as making a purchase or becoming a loyal customer. It helps businesses understand and strategise how to attract, engage, and convert potential customers.
Here’s a breakdown of the stages:
1. Awareness (Top of the Funnel)
Objective: Attract attention and introduce your brand to a broad audience.
Tactics:
- Social media ads
- Blog posts or informative articles
- SEO for high-traffic keywords
- Paid search campaigns
- Video marketing (e.g., YouTube, TikTok)
Goal: Make people aware of your product or service and get them interested enough to explore further.
2. Interest (Middle of the Funnel)
Objective: Build interest and educate potential customers about your offering.
Tactics:
- Email marketing (e.g., lead nurturing sequences)
- E-books, guides, or whitepapers
- Case studies and testimonials
- Webinars or live Q&A sessions
- Retargeting ads
Goal: Engage prospects by addressing their needs, pain points, or desires, and showing how your product or service can help.
3. Consideration
Objective: Help leads evaluate your offering against competitors and move closer to a decision.
Tactics:
- Free trials or demos
- Pricing guides
- Comparison charts
- Customer success stories
- Product explainer videos
Goal: Demonstrate value and address objections to build trust.
4. Conversion (Bottom of the Funnel)
Objective: Drive action, such as making a purchase, signing up, or booking a service.
Tactics:
- Discounts or promotions
- Limited-time offers
- Personalized consultations
- Seamless checkout processes
- Strong call-to-action (CTA)
Goal: Get the lead to commit and convert into a paying customer.
5. Retention (Post-Purchase)
Objective: Ensure a great customer experience to encourage repeat business and loyalty.
Tactics:
- Onboarding emails
- Loyalty programs
- Surveys for feedback
- Customer support
- Exclusive offers for returning customers
Goal: Retain customers, reduce churn, and increase lifetime value.
6. Advocacy
Objective: Turn customers into brand ambassadors who promote your product or service.
Tactics:
- Referral programs
- Social proof (e.g., reviews, user-generated content)
- Community engagement
- Incentives for sharing or recommending
Goal: Create a network of loyal advocates to amplify your reach and attract new customers.
By understanding and optimising each stage, you can guide prospects smoothly through the funnel and maximise conversions while building long-term customer relationships.
