The Basics of Marketing Funnels

Photo by Austin Distel on Unsplash

What is a funnel?

Funnels are a mystery for many but what they really represent is the reflection of the customer journey (to brand loyalty).
When creating a funnel, the objective of it all is to take the customer journey and create a path, to drive people gently to a purchase or, even better, to a repeat purchase.

Things are everchanging

Some time ago marketers and brands could afford to be more pushy with sales, however, things have changed now.
Consumer behaviors have changed and people in fact became a lot more guarded when it comes to parting with money or with pieces of personal info such as their email.
What does this mean? As marketers, we need to become a lot more crafty and strategic.

Funnel structure

Funnels are a map of the customer journey and they create the journey to turn potential clients into real clients.
All funnels have an entry point (that could be a Facebook Ad or a webpage)
and become longer the more intangible or expensive the product is.

  • Consideration — In this stage the funnel’s objective is to bring people who have seen but haven’t considered buying, to finally consider a purchase
  • Conversion — In this stage the funnel’s objective is to bring the possible customer to a purchase
  • Advocacy — In this stage the funnel’s objective is to use the customer’s power to go out and promote your brand as a means of potentially generating more revenue.

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