Digital Marketing Funnel: How To Build One That Converts

A step-by-step guide to digital marketing funnel: build one that converts. Learn the proven tactics that top contractors use to grow their businesses.

Neil Eneix on Uncategorized • September 03rd, 2020

There are many concepts and definitions that businesses need to keep up with in order to stay cutting edge when building a successful marketing campaign.

Smartphones and other internet-capable devices are changing the way many people search for products and services in their area. In addition to adjusting their strategies, business owners and marketers have to understand the different factors in play and how these can improve the results obtained. The marketing funnel is a great example of new concepts that you have to understand in order to leverage properly.

Funneling marketing is a highly-visual approach that allows companies to identify areas of improvement, resulting in an ultra-efficient overall marketing strategy. But, if you want to successfully develop a marketing funnel plan for your company, you need to have a deep understanding of a variety of elements, including how your customers behave.

The concept behind the marketing funnel was developed decades ago. However, learning about the different steps that your audience members take on the way to becoming customers allows you to develop better materials.

And, with 72% of buyers turning to Google multiple times throughout the buying process to make the best decisions, marketing your services online seems like a great place to start.

At Fannit, we’ve been implementing funnels into different parts of our clients’ strategies for years.

Our team understands how a solid approach can improve the results obtained without increasing expenses. In this article, we’ll define the marketing funnel, go over the different stages of the buying process, and discuss the different ways you can use this technique to promote your solutions.

More helpful resources:

• Color That Make People Want To Buy (Attractive Marketing & Sales Color Guide)
• What is Personalized Marketing for Websites (Meaning & Definition)

What is the Marketing Funnel?

What is a funnel in the marketing context? In simple terms, the marketing funnel is a representation of the buying process that the average customer takes before purchasing a product or service.

The reason why it’s referred to as a funnel is because this is the shape the process takes in a visual representation.

The top of the funnel is wide because the marketing content at this phase is designed to attract large volumes of visitors.

As it moves downward, the funnel turns thinner and thinner, which represents the customer journey. Likewise, the marketing content that a company produces follows a similar path.

This means that top of the funnel content is more general and bottom of the funnel materials lean towards more specific niches and companies.

Although these may vary slightly, there are well-defined marketing funnel stages that most customers follow before making a purchase.

We’ll explore these in detail later in this article, but it’s important to note that the initial funnel stages cover a large group of potential customers by design.

As the stages advance, the funnel becomes narrower because some prospects abandon the buying process, with only a percentage of the initial group making it to the purchase stage.

Marketing funnels are usually used for sales and quotes, but the process can be applied to any action you want customers to take.

For example, companies that want to monitor and improve the number of newsletter sign-ups can develop a tailored funnel to track this specific part of their marketing plan.

The Stages of the Marketing Funnel?

Now that we’ve answered the question “what is the marketing funnel?” it’s time to explore the different stages of this process.

Also known as the purchase funnel, the marketing funnel can have various stages depending on each company, niche, product, or specific application.

In order to develop the perfect funnel for your company, you need to evaluate your requirements, assess the resources at your disposal, and understand as much as you can about your client base.

With the above in mind, almost all marketing funnels share a few distinct stages that can be described in general terms.

The names may vary slightly, but these stages are commonly referred to as the awareness, interest, consideration, commitment, conversion, and delight phase.

For the purpose of this article, we will discuss each phase of the funnel in terms of sales, but keep in mind that these can be applied to any customer (as well as internal) process.

Awareness

It’s impossible to find a solution for a problem that doesn’t exist, but targeting customers when they are already looking for a solution may be too late already.

This is the reason why marketing funnels start with the awareness level, which is the moment customers realize they have a problem that needs fixing.

The awareness phase may last a long time if the problem is not urgent or an instant if the issue is severe.

For example, if a customer has a bad scratch on her car that needs a new paint job, that person may not realize it until someone else points it out.

On the other hand, if your HVAC stops working at the beginning of winter, you know exactly what to do in a split second.

Therefore, you need to look at your product or service and discern the duration of this stage of the funnel.

Interest

The interest stage begins once the problem has been clearly identified. However, keep in mind that not all customers in the interest stage are at the same level.

A customer who is just entering this part of the buyer’s journey may not even know about all of the solutions available. The longer potential customers spend in this stage, the more knowledgeable they become, which allows them to make better decisions.

In this stage of the funnel, customers are usually willing to explore different alternatives, so they are open to reading and learning about any solution they find interesting.

Furthermore, consumers are extremely engaged, which makes it a crucial time in terms of content delivery.

Consideration

When researching options during the interest stage of the funnel, customers will naturally filter out the solutions they definitely don’t want.

However, the consideration stage is where the race to the finish line truly begins. In most cases, this is the last stage before consumers start reaching out to different companies, so customers start narrowing down the options to their top choices.

Customers who are in the consideration stage evaluate the different options they deem as viable.

This includes a comparison of features and prices, but your business’ branding and online reputation also play a crucial role in this stage.

Commitment

The commitment stage is the beginning of the end in terms of marketing funnels, but keep in mind that some buyer journeys may skip this stage altogether.

Customers in the commitment stage are looking to contact companies in order to get quotes, free trials, or find other ways to test the solution without making a purchase

This phase is referred to as commitment because, if you have the right marketing materials, customers feel as if they are pretty much choosing your business.

They just need to test out the solution and get more specific information about how much it will cost to make the final decision.

Conversion

Customers move on to the conversion level once they have evaluated all the different options and have found the right alternative.

In a lead generation marketing funnel, the conversion phase is where customers purchase the product.

But, remember that in some funnels the conversions may represent newsletter sign ups, form submittals, or quote requests.

It’s important to maintain customers happy throughout the conversion phase, especially if you have the chance to market additional solutions to your audience.

That said, you should always give your target audience time to enjoy the first purchase in order to avoid creating a pushy sensation.

Delight

For a handful of industries, the funnel may end with conversions.

However, in the vast majority of cases, companies can either up-sell, cross-sell, or get recurring business from old customers. In these cases, the funnel has an additional phase - delight.

As we mentioned in the last section, keeping customers happy is essential in order to get business from your current client base.

But, making sure they are satisfied with your level of service can also create a good experience for your clients.

The best part about the delight stage is that clients don’t always expect to receive great treatment after they have bought a product.

Most companies don’t focus on pleasing customers after they have made a purchase, so following up and offering additional value can yield a more engaged and satisfied audience.

More helpful reading

• 4 Ways Visual Content Can Improve Your Ecommerce User Experience
• How to Use HubSpot: 5 Keys to Help You Setup & Implement HubSpot Successfully

How Do Customers Behave in Each Phase of the Funnel?

Creating a marketing sales funnel is a good first-step, but you have to learn how to transform this information into actionable data that helps you create better promotional materials.

In order to do this, you have to study how customer behavior changes during each phase and what approach you need to take when developing content for each level of the funnel.

Remember, you need to assess each outcome and learn how to interpret each action that users take in your digital marketing funnel.

For example, customers dropping out of the funnel is normal, but if you notice that you lose most leads in one specific step, you can evaluate the materials you’ve created and come up with ways of improving that specific content.

Let’s take a look at how customer behavior can change during each level.

First Stage - Problem Identification

Because they may not even be aware of the issue or how bad it is, customers don’t always opt for the most effective solution to their problem the first time around.

For example, many people attempt to research DIY solutions if they don’t understand what’s really causing the setback because they may think it’s an easy fix.

To get the right result, companies have to develop content that helps users identify the problems they’re having.

Home repair companies may create marketing resources that tell clients if the mold in their homes is due to poor insulation, ground-level flooding, or a fault with their plumbing system. By using these materials, clients can learn more about their options and start evaluating different alternatives.

Second Stage - Search for Answers

Clients in the interest phase are actively searching for answers, so they start using tools like Google and social networks to assess the different options available.

As a general rule of thumb, the higher the price tag on a product, the more time consumers spend researching, so you should design your promotional resources based on this notion.

This is about the time where companies want to start delivering value to clients in the form of actionable information that comes with no strings attached.

Instead of simply describing the issue, marketing resources for clients in this phase should contain detailed information about how the product or service in question will help solve the problem.

Third Stage - Comparing Alternatives

After clients have conducted extensive research, they start comparing their findings head-to-head.

This process varies depending on the product and industry, so some clients will simply look at costs or convenience while others will take a more detailed approach.

Different clients value distinct features, so this is where the creation of buyer personas comes in handy.

By developing fictional descriptions of your ideal clients, you will understand exactly what the different segments of your audience look for.

This will help you highlight the right features in order to attract the best type of customer for your company.

Fourth Stage - Try Out the Main Solution (And Move On if It’s Not Good Enough)

Before making the final decision, some clients will want to try out your solution or learn more about what it entails.

For SaaS platforms and other software solutions, this can mean providing a free trial, whereas legal advisors and similar businesses can offer a free consultation.

This isn’t always an alternative, but you should definitely find a way to give your clients a sneak peek if possible.

If you can’t necessarily offer a preview of your product, you can always find ways to give clients a better feel for what to expect.

Businesses that offer physical services or products can provide detailed price quotes, free in-house visits, or create virtual resources like videos that help bring their solutions to life.

Fifth Stage - Completing the Purchase

Customer behavior in this phase is pretty self-explanatory, but it’s you should remember that clients like to feel appreciated.

After all, there are many alternatives they could choose, but they decided to do business with your company.

To create a positive experience, you can develop resources that make the purchase experience more delightful, like a thank you email that’s sent out once the solution has been bought.

You should also make it convenient for clients to complete the purchase to avoid looking at many prospects in this stage.

If you only offer limited payment options, for example, you may deter potential clients from doing business with your company.

Instead, offer various alternatives and always invite users to contact you if they encounter any problems.

Sixth Stage - Grading the Solution

Even if they received a free trial with all the features of your solution, clients will start evaluating how well it works as soon as they purchase it.

This is important because happy clients result in better up-selling and cross-selling opportunities.

The good news is that the delight phase can be used to ensure that clients are happy with the quality of the service received.

You can organize follow-up calls, help clients understand your solution, and show them that you won’t stop working until they are completely satisfied with their purchase.

Customer Acquisition Cost: What Is CAC & How to Calculate the Formula

Developing Marketing Materials for Each Stage

So, we now understand the customer funnel and how prospects think in each level, but what type of content do you need to create? Which formats should you choose? And, more importantly, how do you distribute this content across the different parts of the website funnel?

Like the buyer’s journey, the strategy and content you implement can be divided into the different stages within the marketing funnel.

Keep in mind that you don’t necessarily have to invest resources into all the options available. To have a more profound effect, look at your customer base and figure out which type of content is more beneficial to them.

Once you’re created a set of basic materials, you can work on adding to your resources depending based on the results you get.

Below, we’ve put together examples of some of the types of content you’ll want to produce to boost brand awareness and move prospects down the funnel.

Awareness Stage Materials

The awareness stage is all about identifying the problem, so you should develop materials that allow clients to figure out what the issue is.

From a reader’s perspective, the content should discuss the signs that customers are experiencing.

For example, if there are foul or musty odors emanating from the basement or attic, home restoration companies can create content explaining why these are signs of mold and what can be done about it.

Blog Posts

Blog posts are a great way to attract new clients and educate them about the different solutions available. They are usually found at the top of the funnel, but they can be used in all stages of the buyer’s journey.

Social Media Posts

Social media posts are similar to blog posts in the sense that they are used to attract new clients and educate them about the different solutions available. However, they are usually shorter and more visual than blog posts.

Infographics

Infographics are a great way to present complex information in a simple and easy-to-understand format. They are usually found at the top of the funnel, but they can be used in all stages of the buyer’s journey.

Videos

Videos are a great way to engage clients and educate them about the different solutions available. They are usually found at the top of the funnel, but they can be used in all stages of the buyer’s journey.

Interest Stage Materials

Once clients are aware of the problem, they will start looking for solutions. This is where interest stage materials come in handy.

Ebooks

Ebooks are a great way to provide clients with detailed information about the different solutions available. They are usually found in the middle of the funnel, but they can be used in all stages of the buyer’s journey.

Whitepapers

Whitepapers are similar to ebooks in the sense that they provide clients with detailed information about the different solutions available. However, they are usually more technical and in-depth than ebooks.

Case Studies

Case studies are a great way to showcase your expertise and demonstrate how your solutions have helped other clients. They are usually found in the middle of the funnel, but they can be used in all stages of the buyer’s journey.

Webinars

Webinars are a great way to engage clients and educate them about the different solutions available. They are usually found in the middle of the funnel, but they can be used in all stages of the buyer’s journey.

Consideration Stage Materials

Once clients are aware of the problem and have explored different solutions, they will start comparing their options. This is where consideration stage materials come in handy.

Product Comparisons

Product comparisons are a great way to help clients compare your solutions with those of your competitors. They are usually found at the bottom of the funnel, but they can be used in all stages of the buyer’s journey.

Testimonials

Testimonials are a great way to showcase your expertise and demonstrate how your solutions have helped other clients. They are usually found at the bottom of the funnel, but they can be used in all stages of the buyer’s journey.

Free Trials

Free trials are a great way to give clients a sneak peek of your solutions. They are usually found at the bottom of the funnel, but they can be used in all stages of the buyer’s journey.

Demos

Demos are a great way to showcase your solutions and demonstrate how they can help clients. They are usually found at the bottom of the funnel, but they can be used in all stages of the buyer’s journey.

Commitment Stage Materials

Once clients have compared their options and are ready to make a decision, they will start looking for ways to test your solutions. This is where commitment stage materials come in handy.

Free Consultations

Free consultations are a great way to give clients a sneak peek of your solutions. They are usually found at the bottom of the funnel, but they can be used in all stages of the buyer’s journey.

Price Quotes

Price quotes are a great way to give clients a clear idea of how much your solutions will cost. They are usually found at the bottom of the funnel, but they can be used in all stages of the buyer’s journey.

Case Studies

Case studies are a great way to showcase your expertise and demonstrate how your solutions have helped other clients. They are usually found at the bottom of the funnel, but they can be used in all stages of the buyer’s journey.

Conversion Stage Materials

Once clients have tested your solutions and are ready to make a purchase, they will start looking for ways to complete the transaction. This is where conversion stage materials come in handy.

Online Stores

Online stores are a great way to allow clients to purchase your solutions directly from your website. They are usually found at the bottom of the funnel, but they can be used in all stages of the buyer’s journey.

Payment Gateways

Payment gateways are a great way to allow clients to pay for your solutions using their preferred payment method. They are usually found at the bottom of the funnel, but they can be used in all stages of the buyer’s journey.

Order Forms

Order forms are a great way to allow clients to place orders for your solutions directly from your website. They are usually found at the bottom of the funnel, but they can be used in all stages of the buyer’s journey.

Delight Stage Materials

Once clients have purchased your solutions, they will start looking for ways to get the most out of them. This is where delight stage materials come in handy.

Customer Support

Customer support is a great way to help clients get the most out of your solutions. It is usually found at the bottom of the funnel, but it can be used in all stages of the buyer’s journey.

Knowledge Bases

Knowledge bases are a great way to provide clients with self-service support. They are usually found at the bottom of the funnel, but they can be used in all stages of the buyer’s journey.

Community Forums

Community forums are a great way to allow clients to connect with each other and share their experiences with your solutions. They are usually found at the bottom of the funnel, but they can be used in all stages of the buyer’s journey.

Follow-Up Sequences

Besides a thank you email, you should create a follow-up sequence that encourages clients to share their experience with your company.

In case they are having issues, you can also encourage them to reach out to the support team in order to solve the problem.

Once you know for sure that each customer is satisfied, you can send each one of them a link to your profiles on review sites and ask them to leave feedback for your company.

Remarketing Materials

Businesses that focus on creating remarketing materials exponentially increase their chances of getting more business from their existing clients.

These are designed to promote additional solutions that benefit clients, but they need to have a friendly tone rather than sounding too promotional.

How to Qualify Leads in Your Funnel

After you know what your funnel looks like, how clients behave in it, and which pieces you need to create there are only a couple of steps left before you’re ready to implement this strategy.

The first of those two steps is to determine when and how the leads will be qualified. It doesn’t matter if a company is working with an inbound marketing funnel, affiliate marketing sales funnel, full funnel marketing, b2b marketing funnel, or another approach.

The main goal in this step is to determine when your leads will be passed from the marketing to the sales team.

In most cases, leads cane be qualified as:

• Marketing Qualified Leads (MQLs): A marketing qualified lead or MQL is a prospect that has shown some potential for becoming a customer.

• In these cases, individuals require more grooming by the marketing department, so they are not ready to speak to the sales team. After the lead has been through a few stages in the funnel and the marketing team members know that it has real potential, it moves onto the next step.

• Sales Qualified Leads (SQLs): Sales qualified leads or SQLs are prospects who are ready to speak to the sales team because they have entered the final stages of the funnel.

• But, one of the most important aspects that companies tend to fumble is the handoff or transition from marketing to sales.

If the sales team doesn’t request enough information or if the lead isn’t at the right level, the prospect will likely reject any interaction from the sales team.

Having a customer management system (CMS) can create a seamless transition, but you need to know how to implement this tool and create the right workflows is imperative.

A seasoned search marketing firm can provide support during the CMS set up process as well as other parts of your promotion strategy.

Tracking the Right Metrics

As with other areas of your online marketing plan, there are many different metrics you need to track to monitor the success of your funnel. And, in addition to giving you a detailed analysis of its performance, you’ll also be able to identify areas of your funnel marketing approach that need improvement.

Some of the key metrics you want to track include:

• conversion rate: The conversion rate measures how many prospects register a sale, form submit, or other type of conversion. This metric is commonly found in PPC campaigns as well as other approaches but it serves the same purpose, which is to measure the success of the technique.
• Lead Source: Not all platforms that send traffic to your site are the same, so it’s important to understand where leads come from. The lead source allows you to see where each prospect comes from, so you can identify the channels that provide higher-quality traffic and focus on these in the future.
• Time Spent on Each Stage: The time spent on each page allows you to measure how effective your content is at every stage. Keep in mind that the buyer’s journey has different lengths depending on your industry, so you need to figure out the specifics for your company before making any assessments.
• Content Engagement Rate: Content engagement rate is another marker for how well the marketing materials are performing at each stage.
• Poor content engagement rates may be a sign that the materials need to be adjusted or completely redesigned.

Develop a Tailored Marketing Funnel for Your Company Today

Developing a robust marketing funnel is a great way to organize your strategy and make improvements that have a positive impact on your efforts.

At Fannit, we specialize in creating funnels and developing promotional strategies for companies in all industries.

If you want to learn more about funnel marketing or how our team of experts can help, contact us today and our team will be glad to assist you.

• https://www.forbes.com/sites/theyec/2020/03/30/how-to-implement-effective-digital-marketing-funnels/#74ef7a9136bf