Understanding your business\u2019s marketing funnel is key to a successful marketing campaign. Thanks to tools like Google Analytics, it\u2019s easier than ever to see how your customers go from being curious prospects to loyal patrons. Still, there are common beginner mistakes people make when they\u2019re new to the world of marketing funnel strategies.<\/p>\n\n\n\n
These mistakes aren\u2019t always fatal. However, fixing them is necessary to unlock your funnel\u2019s full potential.
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The marketing funnel is a helpful way of visualizing how people make the decision to purchase (or not) a product or service.<\/p>\n\n\n\n
The idea is to imagine how customers approach the business at three different stages in the purchase process: the awareness, the consideration, and conversion stages.
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Why visualize customers using the marketing funnel? Because each different stage calls for a different marketing strategy. Customers at the top of the funnel are easier to reach, but they need convincing before they\u2019ll buy. There are fewer customers in the conversion stage, but they\u2019re the ones who are most receptive.<\/p>\n\n\n\n
Your marketing efforts will generate better returns when you understand where to find people at each stage in the funnel and what resonates with each of them.
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A marketing funnel strategy involves tactics to target potential customers at different points of the marketing funnel and move them closer to making a purchase. Data on user activity from platforms like Google Analytics and Facebook Insights can help you understand what\u2019s working (and what\u2019s not) at each step along the way.<\/p>\n\n\n\n
However, even a robust strategy backed by good data is susceptible to a few common mistakes.<\/p>\n\n\n\n
Keep these points in mind when you\u2019re working on your winning marketing funnel strategy.
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What happens at the end of the funnel?<\/p>\n\n\n\n
Ideally, the person converts, whether that means buying a product, hiring a service, or taking some other action that benefits the business. The prospect becomes a customer.<\/p>\n\n\n\n
What next? That customer doesn\u2019t just vanish \u2014 they become one of the business\u2019s biggest assets.<\/p>\n\n\n\n
Assuming the product or service met their expectations, those customers more receptive than anyone to the business\u2019s other offerings. They can become loyal fans and advocates for the business. Finally, they\u2019re going to spread the word about their experience, so it\u2019s in the businesses interest to keep them happy.<\/p>\n\n\n\n
It\u2019s a mistake to forget about customers after the conversion stage. Instead, use what you know about their needs and preferences for effective customer retention.
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When potential customers are close to converting, don\u2019t be afraid to give them an extra \u2018nudge\u2019.<\/p>\n\n\n\n
Many businesses make the mistake of focusing only on acquiring leads at the top of the marketing funnel, since people at the bottom are already close to converting. But conversion is not a guarantee.<\/p>\n\n\n\n
It pays to invest in appealing to customers at all points in the funnel, especially the ones who are already eager to buy.
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Just because a prospect left without buying doesn\u2019t mean they weren\u2019t interested. There are dozens of reasons why someone might bounce. It could be they forgot what they were doing, wanted to check out competitors, or needed more time to think before making a decision.<\/p>\n\n\n\n
With tools like AdWords and Facebook\u2019s Pixel, you can retarget these potential customers and bring them back.<\/p>\n\n\n\n
Retargeting is a fundamental marketing funnel strategy. Use what you already know about the customer to deliver a message that reminds them of your business.
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Content plays a big role in moving prospects through the marketing funnel. People don\u2019t like ads, but they\u2019re willing to consume content that delivers something of value: humour, entertainment, authenticity, information, empathy.<\/p>\n\n\n\n
Blogs are a great example. Blog posts can raise customer awareness at the top of the funnel and provide ongoing value to those who have already converted. For example, an orchard could publish seasonal recipes that get people craving Ambrosia apples; an agency could share insider tips on their areas of expertise.<\/p>\n\n\n\n
Don\u2019t think of content strategy and marketing funnel strategy as two worlds. The marketing funnel gives content direction. Content is the current that ferries customers along.
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Marketing funnel strategy is not a one-time effort.<\/p>\n\n\n\n
As technology evolves and customer habits change, your approach should pivot along with them. Ten years ago, mobile e-commerce was an emerging trend. Now, it accounts for $1.4 trillion in annual sales and 58% of e-commerce worldwide<\/a>. Businesses who caught on to the change and optimized their strategies for mobile devices reeled in the benefits (see: How to Make Sure Your Site is Ready for Mobile<\/a>).<\/p>\n\n\n\n Keep track of the changing ways customers are discovering and interacting with your business. Otherwise, your funnel won\u2019t be in the right position to catch the stream of potential customers. In sum, remember these tips to avoid the common beginner marketing funnel mistakes:<\/p>\n\n\n\n Need a hand? Send us a note<\/a> and we\u2019ll be happy to help you out.
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