The Magic of the Marketing Funnel

Marketing is part science, part art, and part magic.

It takes time for a brand message to lead to sales because customers have to continue to move forward through each stage of the marketing funnel. There are many variables involved in the funnel process such as product price point, proper consumer targeting, and more. However, below are the 5 common stages of the funnel and how to work through each as a brand.

Keep in mind that each phase must happen in order.

1.) Awareness

If a customer doesn't know about your brand there’s no way they can buy what you’re selling. Your message needs to surround your target audience multiple times in order for them to really hear what you’re saying. As the old saying goes (it’s really not an old saying…I kinda made it up), would you rather have one prospect hear your message ten times or ten prospects hear your message one time? The answer is always the former. One and done doesn’t work in marketing. You must surround your target audience from every angle to keep your brand top of mind and move them to the next phase.

2.) Consideration

Now that your customer knows about you, you have to connect with them and inspire them to want to choose your brand over your competitors. What makes you different? What problem are you solving for them? How will their life be better with your brand in it? Part of the consideration phase includes talking to friends, visiting your website, doing online research, and more. Making sure to answer the previous questions through your marketing and social media storytelling will make their move to the next phase easy for them because they’ll have convinced themselves they can’t live without your brand.

3.) Conversion

OK, now they know about you and they’re convinced that you’re the one for them. Time to make the conversion. The key to making the conversion process memorable is to make it an experience instead of a transaction. This is not just an exchange of money. This is someone saying, “Yes, I trust what you’re selling!” Considering there are likely many competitors for them to choose from, this is a big compliment to what you’re offering. Let them know that you appreciate their business at this phase. It will go far.

4.) Loyalty

This is the phase of the funnel that many brands ignore. They’re simply satisfied with the sale and move on to the next one. What they forget is that keeping loyal customers costs less than it does to acquire a new one. Show gratitude to your customers through messaging, loyalty programs, exclusive discounts, and more. When you do so, they’ll have no hesitation moving on to the next phase.

5.) Advocacy

Word of mouth is a double-edged sword for brands. On one hand, it’s extremely powerful when it’s positive. On the other hand, it’s extremely powerful when it’s negative. If customers have had an exceptional experience with your brand, they’ll be more than willing to tell others to consider your brand, too. Thus, starting the funnel all over again for someone new. Referral reward programs are a great way to encourage your customers to spread the word for you.

Abracadabra! That’s marketing in a nutshell…er…funnel.