Break down marketing funnels from top to bottom

The phrase “marketing funnel” may seem like a buzzword in the business world, but if you’re looking to increase your profits and work with a steady stream of customers, you need to prioritize it. This funnel serves as a concrete strategy to attract prospects and guide them through every step of closing the sale. When done right, you’ll be able to consistently meet (and exceed!) your revenue goals.

Unfortunately, those who don’t understand the marketing funnel are left with their wheels spinning and a scattered approach that sometimes works but is usually inconsistent. Unpredictability is best avoided in business, so you need to learn how to use each stage of the marketing funnel to your advantage as soon as possible.

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Whether it’s attracting your customers at the top or closing more deals at the bottom, it all starts with optimizing your messaging and building trust with the ideal customers. So if you’re hoping to deliver the right content at the right time, here’s what you need to know about the marketing funnel.

First step: awareness

In this first stage of the marketing funnel, your prospects become aware of their problems and educate themselves on how to solve them. This is the top of the funnel, where you’ll want to focus on attracting ideal customers for your business. It’s about showing them that you exist and that you are there to provide solutions to their problems.

At this point, your marketing efforts should encourage your audience to learn more about you. Therefore, it is essential to create captivating content that makes them want more. There are a few things you’ll want to do first when it comes to this part of the funnel:

  1. Develop a marketing strategy. Be clear about your ideal customer and what kind of offers they need. Define your brand message so you have a clear understanding of how to engage your audience. You’ll also want to set your sales goals to understand the results your efforts will help you achieve.
  2. Create your mailing list. Create a valuable lead magnet to attract new subscribers and create an account on an email marketing platform to stay in touch with them.
  3. Create an engaging brand. Develop a high converting website and ensure you have a strong and consistent visual brand across all marketing platforms.

It is important to note that this step focuses on education. You explain why your audience should work with you rather than someone else. Communicate the value you will bring to their lives and the transformation they will experience working with you.

Your prospects aren’t quite ready to buy a product or service in this part of the funnel. Instead, they just learn more about solving their problems and looking for someone to answer their questions. This is why you need to focus on presenting yourself as a potential solution during this phase.

Second step: login

The second stage of the marketing funnel, the connect stage, is about developing relationships with your customers. It’s about getting them to know you, like you, and trust you. Those who excel in this part of the funnel rarely struggle to sell.

Prospects enter the middle of the funnel once they know your brand – they can follow you on social media or have signed up for your email list. They explore their options as they have defined their problem and seek to research potential solutions. Strong marketing at this stage focuses on delivering high-quality content and continuing to engage with prospects.

Here’s what you need to do:

  1. Become a useful expert. From blogs to podcasts to YouTube videos, meet your customers where they spend the most time and deliver valuable content regularly.
  2. Engage constantly. No ghost here! Create a content calendar to ensure your ideal clients hear about you and begin to understand your expertise.
  3. Be social. Wherever your audience hangs out online, that’s where you need to be. Research which platform(s) will have the biggest impact on your sales and start sharing content accordingly.

High-quality content isn’t just about a pretty picture or two; it is developed with care and offers advice on how users can start solving their problems. This type of content is indispensable in the second stage of the marketing funnel.

Step Three: Sales

Now that they’ve clearly defined their problem and explored possible solutions, your prospect aims to make a decision. They have entered the final stage of the marketing funnel – sales. You’ve caught their attention and earned their trust, so it’s time to close the deal.

Use this part of the funnel to convert ideal customers into actual customers, giving them specific reasons to choose you over a competitor. You will likely need to resolve business objections that may be holding your audience back. Try to approach it by:

  1. Demonstrate authority. Sharing social proof such as testimonials and case studies is a great way to prove to others that you are the best choice. Tell a clear story about the problems you solve and how you solve them.
  2. Request the sale. Creating a sales process framework will help you sell to the right prospects at the right time. Document any sales objections you receive and note any patterns. This way you can approach them earlier in the marketing funnel.
  3. Harness the power of your mailing list. Ask subscribers how they heard about you and where they entered your funnel. You can also create specific sales sequences to sell to new and returning prospects.

Once you’ve developed content and processes for the entire marketing funnel, you need to be sure to measure the success of each step. This means analyzing the data to determine what works and what doesn’t. Then, when you carefully organize the content for all three phases, you can easily guide prospects through the funnel, ensuring they become loyal customers at the end!