The marketing sales funnel is the way in which marketing efforts take prospective clients through various phases of influence – from first hearing about your brand all the way to them actually making a purchase of your products or services. Most marketing agencies worth writing home about use what is known as the AIDA system (Awareness, Interest, Decision and Action). This is the process of converting website visitors into paying clients, and is a vital strategy for any business operating in the current digital marketing landscape. Read on for the beginner’s guide to understanding the marketing sales funnel…
Like an actual funnel, the top is wide and tapers down to a small spout. In the marketing context, the ‘widest’ part of the sales funnel is the development of brand awareness. This is where your marketing efforts (blogging, social media, emailers) are ‘poured’ into the digital world and awareness is created around your brand and the services you offer. When developing awareness-generating social media content, think about a problem your potential client could have, and let them know how your brand can solve this problem. Your various awareness-generating marketing efforts should have one goal in mind – driving traffic to your website.
The ‘interest’ phase of the marketing sales funnel concerns your website and the content found on it. Potential clients looking for solutions to their problems will be taking to their preferred search engines (Google, Yahoo, etc.) with search queries relating to their specific need. If your website has quality content developed with the intention of solving your potential clients’ problems, you can expect to receive clicks to your website which could spark leads and ultimately sales. Having said that, the SEO (Search Engine Optimisation) of website content is a fine art – so consider using the services of trained SEO professionals when revamping your website content for maximum search engine exposure and positive search result ranking.
At this stage of the marketing sales funnel, your potential clients are deciding whether they want to use your services or not. You’ve made them aware that you have a solution to their problem, you’ve sparked their interest with curiosity-generating content on social media, emailers and blog articles – the ball is now in their court. You can aid their decision-making process by offering packages and deals that are better than your competitors. Timing your marketing sales funnel implementation with a sale of products or services is a great way to sway your potential clients’ decision in favour of your business, as they are able to get what they are looking for at a low price.
The fourth and final stage of the marketing sales funnel is when your potential client takes action and decides to purchase your services or products. If you’ve implemented the first three stages effectively, you will enjoy many clients taking action and making use of the services your business offers. At this stage, you are able to turn your sales funnel into a self-sustaining marketing system by requesting that your new clients share their experiences on their various platforms of social engagement. Thus, after your client moves into the ‘action’ phase, he or she can then feed your ‘awareness’ section with content for other potential clients to enjoy.
The marketing sales funnel is something that should be managed closely from inception to execution. We understand that it is not always easy for a business owner to manage an entire marketing system, and for this reason companies like Easy2Access are here to plan, implement and manage effective marketing systems on your behalf. Get in touch with our team of marketing specialists today for effective marketing strategy implementation and management – the AIDA way!