marketing funnel 101, marketing funnel definition, stages, and best practices
marketing funnel 101, marketing funnel definition, stages, and best practices. What is a marketing funnel and how do you use it?
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Did you know that only 2% of the purchases are made at the first contact moment? This percentage is even only 10% at the fourth contact moment. On average, a customer needs between 5 and 8 contact moments before a purchase is made. These moments together form the customer journey and this journey is different for every customer. That is why it is very important to respond well to this with your communication, so that potential customers get the right information at the right time. The process towards a purchase is called the marketing and sales funnel.
Why do I need a funnel?
As mentioned in the introduction, a customer needs between 5 and 8 contact moments on average for a purchase. Annoying? On the contrary! It offers opportunities to brand your company and product or service in such a way that the customer can not miss you in any way.
The contact moments that lead to a purchase together form the customer journey. There are countless models written for this by marketing gurus and experts, but certainly the most used one is the AIDA model. This model contains the following phases:The AIDA model
Attention: the customer has a certain need, is aware of it and knows your product or service
Interest: the customer begins to show interest in your product
Desire: the customer has the need to buy your product
Action: the customer buys your product
Each stage of the model needs his own unique approach and messages. It does not make any sense to start communicating prices and packages, when the customer is not yet aware of your product and certainly does not have the need to buy it.
Time and effectiveness
A well-equipped funnel ensures an effective distribution between sales and marketing and saves you or your employees a lot of time. An automated funnel ensures that your website and communication provide a constant stream of leads 24 hours a day. The marketing department can focus on the communication within this funnel and the sales department can effectively spend its time by focusing on prospects that are in the last part of the customer journey and thus your funnel.
Advising and informing
Consciously or unconsciously, customers have the need to be informed and advised by experts when purchasing. They want to be helped to make sure they make the right choice. A sales and marketing funnel offers the opportunity to meet this need and at the same time put your company and product as the solution that the customer needs.