- What Are the Elements of a Marketing Funnel
- Why It Is Important to Design a Marketing Funnel from the Ground Up
- Does a Marketing Funnel Need to Be Complicated?
- The Seven Pillars of a Marketing Funnel for Maximum Conversions
- The Characteristics of a High Conversion Marketing Funnel
What Are the Elements of a Marketing Funnel
As I have mentioned a few times, there is no set definition of sales or marketing funnels; many people talk about them but not many of them can explain what they stand for. Traditionally, most marketing agencies use the AIDA model, which is a good structure. A stands for Awareness. I stands for interest. D stands for demand and A stands for Action. However, this is not the full picture, and the model doesn’t provide you with the know-how you might need to set up a successful, high conversion campaign. You need a sales funnel expert to connect the dots and help you tie all the activities together.
The Top of the Funnel
The top of the funnel is all about letting your target audience or your ideal client know that you exist and you can help them. This takes care of the awareness and interest stage of designing a marketing funnel.
At the top, your goal is to create an emotional connection between your brand and the client, nothing else. If you try to sell at this point, you will either scare off people or you will waste your advertising budget. That’s why if you don’t have the foundations of an irresistible offer and a strong brand, you might not be ready for a sales funnel yet. You can easily find out whether or not you should start at this stage or build your brand first by using our online sales funnel quiz.
The Middle of the Marketing Funnel
When you have the awareness and interest taken care of, you might want to start focusing on the special relationship with your prospects. This is also often called lead nurturing. You can drop a few hints about what you offer, but no hard sales should take place. That’s to be left for the bottom of the funnel.
Building relationships can be automated, and this is good news for business owners who are too busy to follow up with every single potential customer. We are ActiveCampaign partners, and this means that we can create a follow-up sequence that will:
- Maintain interest
- Qualify your leads
- Generate reciprocity
- Trigger positive emotions
Of course, you can also segment the leads at this point to ensure that you are not sending irrelevant messages to them, and you can score them based on their level of interest. For example, you can create a list segment of people who often click on the links in your emails, which indicates that they are interested in what you have to offer. They will be your most valuable leads during the final stage of the campaign.
The Bottom of the Funnel
It’s all about getting a yes or a no from prospects at this stage of the marketing funnel. You will need to ensure that you are focusing on people who are most likely to buy from you. That’s why you have to do the qualification and scoring first.
At the bottom of the funnel, you need an answer. The more irresistible your offer is, the better your conversion rates will be. A well written sales page with social proof, such as written and video testimonials will push qualified leads through the final stage and get them to commit. That’s the final “A”: Action. There is no point building a funnel if you don’t get to close the sale.
Beyond the Traditional View of a Sales Funnel
Of course, we have covered the traditional definition of the sales funnel stages only. It should go beyond the initial sales, though. You want people to leave reviews, send you feedback, and give you recommendations. That’s how you grow a business faster with less energy and resources. The good news is that existing customer relationships can also be nurtured using marketing automation tools. At the end of the day, you want your clients to become raving fans of your brand shouting about the great service they received from the rooftops.
Why It Is Important to Design a Marketing Funnel from the Ground Up
If you fail to plan, you plan to fail, according to an old saying, attributed to so many famous people. The bottom line is that you have to design a marketing funnel from the bottom up and from the ground up. You should always start with your end goal; what your ideal outcomes would be.
- Your sales target
- New customer acquisition
- Customer retention
- Number of upsells
- Conversion rates
Once you have a target in mind, it is easier to design the sales funnel to reach your goals.
Ideally, you will want a positive return on marketing investment, and that means you have to take into consideration the cost of advertising, sales funnel development, web design, and the rest. If you spend 7K on a funnel and only make 50K sales with 10 percent profit margins, there is simply no point starting the project.
Find out whether your sales funnel could be profitable by using our sales funnel calculator online.
Does a Marketing Funnel Need to Be Complicated?
The simple answer is no. Of course, you need the technical knowledge to connect the dots, but simple automations will do the job.
To start with a sales funnel development project, you might want to set up a lead magnet, an autoresponder sequence, and a few sales pages.
Of course, you should also make sure that you test the sales page conversions, so AB testing might be needed in the beginning. But yes, you can get away with a simple, 3-step marketing funnel that generates enough sales to fill your boots. Of course, it all depends on what you sell, how competitive your offer is, and how good your copywriting is, above all.