{"id":8979,"date":"2022-01-18T11:04:32","date_gmt":"2022-01-18T11:04:32","guid":{"rendered":"https:\/\/www.dopinger.com\/blog\/?p=8979"},"modified":"2024-09-27T06:23:10","modified_gmt":"2024-09-27T06:23:10","slug":"marketing-funnel","status":"publish","type":"post","link":"https:\/\/www.dopinger.com\/blog\/marketing-funnel","title":{"rendered":"How to Create a Marketing Funnel"},"content":{"rendered":"\n

The relationship between brands and customers is more sophisticated than what one usually tends to imagine. That’s why marketing funnel has gained a lot of importance. The most challenging part is probably its implementation. Have you ever noticed some of those companies that seem doomed to failure despite their remarkable range of products? In the most typical scenario, they have a website looking dull, almost lethargic, with zero marketing impulse. They seem to wait for the goodwill of providence that would make ‘rain’ customers on them out of nowhere. We also notice the extreme opposite for some other companies. Those are literally the harassers of the market, bombing their audience frenetically with a plethora of promotional content 24\/7. The end result is not any better than with the sleepy companies. People eventually get annoyed and turn their back on the intrusive attempts. <\/p>\n\n\n\n

You may be targeting an audience that truly needs your products or services. You may also be commercializing something that people don’t necessarily need but would buy anyway, just for fun or vanity. Either way, any brand should be aware that nowadays, consumers are spoiled with a multitude of choices. So they won’t waste their time with companies that treat them poorly or adopt the wrong approach. That’s why your overall marketing strategy should be based on an ingenious dosage. And that’s what today’s article will be about. We will inspect the most effective ways to create a marketing funnel. We will first explain what it means. Then we will enumerate the phases it should include. At the same time, we will show its role in customer relationship creation and maintenance. <\/p>\n\n\n\n

<\/span>What Is a Funnel?<\/span><\/h2>\n\n\n\n

Are you already familiar with the terms marketing funnel, sales funnel, conversion funnel, purchase funnel, purchasing funnel<\/em>? That’s right, some of them are synonyms. Some others are not but yet used interchangeably. However, they refer to different parts of a larger mechanism. So let’s take them up one by one to avoid any further misunderstanding. <\/p>\n\n\n\n

The primary definition of the word funnel<\/em> is a cone-shaped instrument with a wide top and a narrower bottom. It’s generally used for transferring a substance (liquid, powder, etc.) from one container to another. Note down the idea of transfer, <\/em>which is important in our context.<\/p>\n\n\n\n

The term also refers to the process of sending or redirecting something from one place to another. As you see, we have a process of transfer here again. Sometimes the word can also signify that something is converted<\/em> from one state to another. <\/p>\n\n\n\n

How do we ‘translate’ all this in the field of marketing? The funnel-y words we mentioned so far all derive from a hierarchical model known as AIDA. A stands for Awareness, I for Interest, D for Desire, and the final A for Action. The model was born from the conceptualizations of American advertising advocate Elias St. Elmo Lewis in the early 20th century. It still provides a solid basis for the current studies on brand\/consumer dynamics. So with that being said, here’s what we got: <\/p>\n\n\n\n

<\/span>Funnels in Marketing<\/span><\/h2>\n\n\n\n

A marketing funnel <\/em>is often described as the journey of a consumer from the discovery of a product to its purchase. To be more exact, it’s the strategical ensemble through which a brand manages to convert leads into actual (and, if possible recurrent) buyers. There’s a transfer<\/em> from one state (awareness<\/em> of the leads) to another (action<\/em> taken by the customers). And this is where the analogy with a funnel (as an instrument) makes sense. There’s indeed a wide\/large\/vague situation in the beginning (discovery), which progressively becomes narrower\/more specific until the end (purchase). Since leads are converted into customers over time, the whole process is also called a conversion funnel. <\/em>However, there’s a slight distinction to be made here. Conversion funnel marketing <\/em>is <\/em>a term more particularly used in the context of eCommerce.   <\/p>\n\n\n\n

A sales funnel<\/em> is also known as a purchase funnel<\/em> (or purchasing funnel<\/em> according to some sources). It’s considered to be one of the integral parts of a marketing funnel. So much so that it becomes tempting to use the two terms as synonyms. Now, is this amalgam totally incorrect? We don’t think so. Let’s specify that while a sales funnel focuses more on selling, a marketing funnel also cares about the overall brand awareness. Don’t worry; the difference will become clearer as we will be going through marketing and sales funnel details in the next sections.  <\/p>\n\n\n

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<\/span>Creating a Marketing Funnel<\/span><\/h2>\n\n\n\n

As we said in the introduction, advertising and customer relations are everything but a piece of cake. Having the ‘right’ products and designing catchy campaigns can’t suffice on their own. There’s rather a whole system comparable to a tapestry with different elements to weave together in a coherent way. That’s the purpose of funnel marketing. Let’s break down the stages that one has to go through. By doing so, we will figure out what to include in a typical marketing funnel template. In brief, our objective is to both design a document and apply its instructions to concrete marketing practice. <\/p>\n\n\n\n

Top of the Funnel (TOFU)<\/h3>\n\n\n\n

This is the initial wide opening of our funnel (remember the analogy with the instrument). It’s the stage during which marketers will attempt to create awareness, <\/em>as mentioned in the AIDA model. So at that point, you are introducing your brand or any other service\/solution you aim to provide. You can use various means to do so. You may prefer an entirely digital marketing funnel comprised of:<\/p>\n\n\n\n