For any brand, it’s important to get yourself in front of the right people at the right time. The best way to do this is by building marketing funnels to suit your different audience segments.
Not a clue what any of that means? That’s ok – here’s a guide to break things down for you…
Marketing funnels are ways to visualise and plan how your customers move through your buying process. Within each different step of a funnel, customers have different needs. Very simply:
Each part of successful marketing funnels should have a different function to suit the particular stage your potential customer is at.
Every business will have its own marketing considerations, depending on your audience and product/service on offer. You can have people dropping in and out at different stages, too. It’s not always a linear process, although the visual image of a funnel can help you to focus.
Also known as the awareness stage, the ToFu purpose is to reach as many people as possible to spread brand awareness.
Another way to think of this stage of the marketing funnel is your prospect has a problem, but they don’t know how to solve that yet or aren’t ready to. They need more information to take that decision any further.
For ToFu, your content needs to be more educational than sales driven.
People will be looking for answers to their questions, searching for information relating to your product/service, such as comparisons, reviews, how things work, how much it costs, ways to reduce their problem, how to deal with their problem, etc.
How do you address these queries to build awareness stage content?
Well, there are different ways to get in front of new audiences using content targeted towards ToFu leads, such as –
When leads are at the awareness stage, they don’t know you. The content you share must build trust and encourage people to take the next step.
Another name for the MoFu is the consideration stage. The potential customer now knows of you, but they don’t yet trust you enough to buy.
On average, it takes eight touchpoints before a prospect makes a purchase.
That could be much higher if you have an expensive product/service that’s considered a big investment or a luxury. On the flipside, it could also be much fewer touchpoints if you sell a cheaper product that’s classed as an essential item.
During the MoFu stage, your customer needs to decide who they are buying from. They might also be considering your competitors and working out the best solution for them.
To build great brand awareness, you need to nurture leads from the awareness stage through the consideration stage by positioning yourself as the ‘go to’ company to solve their problem.
You need to build trust and credibility. Do that with –
Searches for you vs your competitor might come up for people in the consideration stage. Give your customer a non-biased review on the differences between you and your top competitor. It might sound counter-intuitive, but it builds trust and gives them the answers they’re looking for.
Your lead is finally ready to buy! They are almost a customer, but don’t celebrate too quickly! Any potential leads at this point, also known as the purchase stage, still have an opportunity to back out.
You may have a prospect who’s been following you for a while and has a great brand awareness level. But there are also people who are searching for your exact product/service and skip the ToFu and Mofu stages. This is called having a high purchase intent.
During this stage, your content should be direct and to the point. Your job is to persuade the reader to buy from you. Reduce any potential friction. Be the easy and right choice for people.
To make the most of leads in the BoFu stage, you should –
For high ticket offers, lead people to landing pages with testimonials and persuasive sales copy to convert people to become a customer.
Through all the marketing funnel stages, you can retarget people through paid ads who’ve visited your site.
Having consistent visual and verbal messages through your marketing funnels reinforces your brand awareness. Build the know, like, and trust factor.
When you get your marketing funnels right, your sales process will run more efficiently, and you’ll build more loyal customers more easily. Make a Brew can help with your visual brand identity, brand strategy, and brand building. We also offer Creative Marketing Director services if you don’t have the time for marketing yourself. Let’s book a virtual brew to chat about your branding needs.