Marketing Funnel Stages: An Ultimate Guide for Driving Sales

Marketing Funnel Stages: An Ultimate Guide for Driving Sales

Are you familiar with the layout of your marketing funnel?

In that case, you can be missing out on leads and sales. 68 percent of businesses, according to Salesforce statistics, have not even recognized their marketing funnel. But those who do are likely to see outcomes. For instance, 72 percent of marketers who use “how-to” manuals as a top-of-funnel tactic succeed, according to Semrush.

The many stages of the marketing funnel and what you should do to improve leads and sales at each level will be covered in this blog post. Also, we’ll discuss marketing funnel advice that will help you convert more prospects.

What Are the Marketing Funnel Stages?

The steps of the marketing funnel vary widely among brands. For instance, the HubSpot Flywheel model has become more well-liked recently.

Below are the key phases of the marketing funnel for the sake of this article:

Top of FunnelAwareness/Attention
Middle of FunnelInterest/Consideration
Bottom of FunnelIntent/Action
Post FunnelLoyalty/Advocacy

1. Top of Funnel: Awareness/Attention

The first and most crucial stage of the marketing funnel is awareness. 88 percent of marketers believe content marketing is the most successful for raising brand awareness, according to a Content Marketing Institute poll.

Potential clients first become aware of your brand or product when they hear about it. They might stumble into your website in the search engine results, for instance, or one of your social media advertisements.

You should concentrate on bringing as many people’s attention to your brand as you can during the awareness stage. You can achieve this through practices like content marketing, paid advertising, search engine optimization (SEO), and social media marketing.

2. Middle of Funnel: Interest/Consideration

The interest or consideration stage is next in the marketing funnel. Potential clients are aware of your brand and are starting to learn more about it at this point in the marketing funnel. They might have read one of your blog pieces, seen a product-related video, or gone to your website.

You want to keep educating potential clients about your product or service at this point by continuing to offer them valuable content. This can be accomplished using blog articles, videos, infographics, case studies, ebooks, webinars, and videos.

3. Bottom of Funnel: Intent/Action

Intent or action is the third stage of the marketing funnel. Potential clients are considering purchasing your goods or services at this point in the marketing funnel. Consumers might put your product in their shopping cart or ask for a demo if they want additional details.

4. Post Funnel: Loyalty/Advocacy

Loyalty or advocacy is the fourth and last step of the marketing funnel. 78 percent of marketers believe that brand loyalty is one of content marketing’s most successful applications, according to the Content Marketing Institute Survey.

Customers have now used your product or service after making a transaction. It’s critical to keep giving your customers helpful material and support at this point. This will guarantee that they continue to support your company with loyalty.

4 Proven Strategies for Top of Marketing Funnel

Your goal is to increase awareness and interest in your product or service at the top of the marketing funnel. They are frequently known as TOFU strategies (top-of-funnel).

Semrush estimates that 95% of marketers concentrate on TOFU methods, making this phase of your marketing funnel the most well-liked.

At this point, you want to connect with as many potential clients as you can and pique their interest in what you have to offer.

Top-of-funnel KPIs include:

  • traffic sources
  • organic sessions
  • ad impressions
  • ad frequency
  • pages per session

Blog articles, social media material, videos, and paid digital ads are some of the greatest content forms for this stage.

Focus on raising awareness and interest while creating content for the stages at the top of the marketing funnel. This implies that your writing should be instructive and informative. To draw attention, you can also employ comedy and narrative.

Keep in mind that the objective at this point is to pique interest in your offering rather than to sell your product or service. At every point of your marketing funnel, you’ll generate more leads and revenue if you produce engaging and educational content.

1. Share the story of your brand on social media

The base of your marketing funnel is your brand story. It is the story you want customers to connect with when they think of your goods, services, and marketing.

According to studies, brand tales boost ROI. According to data from Headstream, 55% of individuals are more likely to purchase from a brand if they enjoy its narrative. Also, 44 percent said they would tell others about the experience in the future.

There are many different ways to tell your brand’s narrative. You can produce social media postings or blog entries that describe your company’s history. You can create podcasts or films that showcase the character of your brand.

Make sure your narrative is fascinating, relatable, and true when you share it. Provide anecdotes that illustrate the culture, values, and mission of your business.

For instance, the company Patagonia is well renowned for its dedication to environmental causes. Their tale is one of exploration, adventure, and conservation.

They have been able to draw in customers who are concerned about sustainability and the outdoors thanks to their brand story.

Consumers purchase from them because they trust Patagonia as a brand rather than just because their items are high quality.

2. Become an advocate for causes that your customers and brand care about.

Values-based communication is as powerful as product-based communication at influencing purchase intent, according to a study by Edelman Earned Brand.

This means that you are more likely to win your clients’ business when you support issues that they care about.

For instance, Toms is a business founded on the concept of giving back. They give grassroots groups working to bring about long-lasting change a third of their profits.

Toms has grown to be a billion-dollar business by targeting consumers who desire to improve the planet.

Finding causes that are important to your target market and promoting them through marketing campaigns will allow you to achieve the same result.

Anything from social justice to environmentalism is possible.

The crucial stage is to direct your marketing efforts towards issues that are dear to your target audience and demonstrate that you share their passion.

This increases the likelihood that they will conduct business with you, increases the possibility that they will support your brand, and recommend your company to their friends and family.

Do you know the causes that matter to your target audience?

3. Run Paid Ads

The funnel you use for your digital marketing must include paid advertisements. They not only assist you in reaching a larger audience, but they may also focus on particular demographics, interests, and even geographic areas.

In fact, according to eMarketer research, paid advertising is a surefire strategy to raise brand awareness.

For your top-of-funnel marketing approach, you have a number of paid ad possibilities, such as:

  • Podcast advertising
  • Social media Advertisement
  • Ads on YouTube
  • Ads on Google

Consider where your target audience spends time online when deciding which platforms to advertise on. With the help of this study, you may avoid squandering your marketing dollars on ineffective advertisements.

For instance, if you want to reach young folks, concentrate your paid advertising efforts on Instagram and Snapchat. But, Facebook and LinkedIn would be better choices if you’re aiming to reach an older market.

Design your advertisements with brand recognition in mind after deciding which platforms to use.

This can entail developing an advertisement that conveys a narrative or utilizing emotive language. In order for potential clients to proceed farther down your marketing funnel phases, you need to pique their interest in your product or service.

4. Create blogs with good SEO

According to studies, 60% of consumers believe that blog postings are helpful at the beginning of the marketing funnel.

Because you can showcase your subject-matter expertise and draw readers who may not be familiar with your brand, blogs are a good approach to creating leads.

In the text of your blog entries, use pertinent keywords to increase their effectiveness.

By doing this, you’ll raise your blog’s search engine ranking, making it easier for readers to locate it when they’re looking for information on the subjects you write about.

Include calls-to-action (CTAs) all throughout your blog content as well.

A call to action (CTA) is a suggestion that persuades readers to carry out a certain activity, like going to your website, signing up for a newsletter, or downloading a white paper or e-book.

You may move readers along your marketing funnel phases by incorporating CTAs, which will direct them to the following stage of their buyer journey.

Check out these blog ranking suggestions to raise your blog’s position even higher.

4 Proven Strategies for Middle of the Marketing Funnel 

The goal of the middle stage of your marketing funnel is to nurture leads and move them toward making a purchase. Also, it involves eliminating leads that aren’t suitable. This phase is also known as MOFU (middle-of-funnel).

Your KPIs are now centered on cost efficiencies. Your placements need to be more individualized because you don’t want to bombard someone with content who isn’t interested.

Among the middle funnel KPIs are:

  • App installs,
  • Direct message replies,
  • Downloads, and
  • Lead volume

You should consider strategies for luring repeat business from clients.

During this phase, the following tactics can be used:

  • producing lead magnets, like white papers or ebooks, which demand an email address to download.
  • providing free product samples or demonstrations.
  • Create email marketing programs to maintain lead engagement.
  • constructing retargeting advertisements for site visitors who did not convert.
  • The middle step of your marketing funnel can be filled with additional leads and sales by using the following four tactics.

1. Create FAQ Content

For content marketing in the middle of your marketing funnel, frequently asked questions are essential.

FAQ pages not only respond to user questions and queries, but they may also be a terrific tool to target particular search terms.

With keyword research tools like Ubersuggest, you can discover the queries your target clients are posing.

You can also search for inquiries being made on discussion boards and social media sites for your industry. Find those questions by searching famous industry hashtags. Another source of inspiration is found in the “people also ask” sections of Google.

Start thinking of relevant questions that your target customers might ask now after you’ve created a list of queries.

You can then produce blog entries, infographics, or even movies that provide the answers to these queries. On your website, you may also create a standalone FAQ page.

In addition to drawing leads further down the marketing funnel, FAQs can also help you draw organic search engine traffic.

2. Case Studies Should Be Included On Websites

13 percent of marketers, according to HubSpot, list case studies as one of the key types of content they employ in their marketing plan.

Case studies now rank fifth in terms of popularity, just behind visual content, blogs, and ebooks.

Use case studies on your website right away if you haven’t already.

By giving concrete instances of how your product or service aids organizations in achieving their objectives, case studies nurture customers in the middle of your digital marketing funnel.

This builds credibility and trust, all of which are necessary if you want to turn leads into paying clients.

To further boost conversion rates, you might incorporate case studies into paid advertising efforts.

3. Make use of retargeting

If they haven’t gotten in touch with you first, how can you find interested leads?

Remarketing, also known as retargeting, is a marketing strategy that involves displaying your adverts to customers who have already interacted with your brand. They may have looked you up online or followed you on social media.

Installing a pixel from an ad platform on your website will enable you to follow visitors as they browse the internet, which is necessary to make use of this method. Here is a starting point for Google AdWords and Facebook remarketing.

The ability to generate personalized adverts that follow your leads as they browse the web is available once the pixel has been deployed.

For instance, you could run an advertisement marketing your product to website visitors who left without making a purchase.

Alternatively, you may provide those who recently visited your website with a discount.

A very efficient technique to keep your brand at the top of your funnel is to install pixels on your website. Also, it might enhance the likelihood that prospects will return to your website and become clients.

4. Showcase Customer Stories

According to research, 40% of consumers follow brands because their friends or relatives told them to. Also, 91% of people examine online reviews prior to buying.

It is social proof’s influence at work. Using client testimonials is among the finest strategies to provide social proof.

They can appear as reviews on product pages or as testimonials on your website.

Also, you can develop more in-depth case studies that demonstrate how your good or service aided a client in achieving their objectives.

For instance, ClearVoice’s website has a special Customer Stories page with in-depth client interviews about how they use the platform to achieve results.

This tactic not only strengthens your social proof but also boosts your authority and trustworthiness.

In addition, prospects will be more willing to conduct business with you if they perceive you to be a reliable and trustworthy organization.

4 Proven Strategies for the Bottom of the Marketing Funnel 

The goal of bottom-of-funnel tactics, or BOFU, is conversion.

Your objective at this point is to persuade potential customers to take the desired action, which could be joining your email list, signing up for a free trial, or completing a purchase.

At the base of the marketing funnel are KPIs like:

  • Conversions
  • Sales,
  • retail visits, and
  • customer lifetime value

The bottom of your marketing funnel can be filled with conversions using the following four tactics.

1. Make a Video Demo of Your Product in Use

As soon as a customer reaches the bottom of your marketing funnel, they ought to be able to clearly understand the value you offer.

They are probably interested in trying your product, but they might be hesitant to buy it without first seeing it in use.

Making a demo of your product in action might help allay their worries and boost conversion chances.

The experience of utilizing your product can be simulated through a movie or an interactive tool.

For instance, if you’re selling apparel, allow the customer to view how it appears on their body. Gucci utilized Snapchat’s augmented reality (AR) filters to demonstrate to buyers how their shoes would appear when worn.

Customers are more likely to buy your goods if you provide them with a genuine glimpse of what it looks like and how it operates.

2. Publish Highly-Targeted Blog Posts

You should concentrate on giving your audience as much value as you can at the bottom of your marketing funnel.

Publishing blog entries that are specifically tailored to their needs and interests is one approach to this.

You may publish a blog article discussing the value of data tracking in marketing, for instance, if you sell software that assists marketing teams in tracking their customer data.

You may generate leads and sales from this step of the funnel by using this as a wonderful resource for marketing teams that are thinking about using your software.

You could even go a step further and specifically discuss how your solution has relieved a customer’s problem.

You may make it more likely that your audience will buy from you by adding value and catering to their particular demands.

In addition, research demonstrates that marketers who prioritize blogging are 13 times more likely to receive a favorable return on investment.

3. Offer Coupons or Discounts

In order to enhance conversions, coupons and discounts are frequently provided in the middle of your marketing funnel.

According to data, six out of ten free trials end in paid subscriptions. This close rate is significantly higher for B2B companies, at over 66 percent, or 2 out of 3 trials converting. B2C typically hovers around 57%.

But what if your buyer hasn’t used your product long enough to convert?

Even though they might make a purchase if they stay longer, should you revoke the discount and make them leave?

Obviously not.

If you believe the consumer may just require a short period of additional time, there is nothing wrong with extending a voucher or discount.

Keep them in your marketing funnel so they can eventually convert rather than let them go completely.

If done at the appropriate moment, extending coupons and discounts can be a terrific strategy to boost conversions. You run the risk of losing possible profits if you extend too soon.

If you give the consumer an extension too late, they might have already made up their mind and moved on.

Maximizing the efficiency of your marketing funnel requires striking the ideal balance.

4. Make pricing understandable and flexible.

Your customer will start looking for pricing information once they have reached the bottom of your marketing funnel.

This is when things could become a little challenging. A conversion can succeed or fail based on price. A customer might switch to a rival if they think your price is too expensive.

Yet, if your price is too low, people might doubt the caliber of your offering.

Being as honest as you can with your price is the best way to deal with this problem.

Make sure your website or marketing materials clearly display all prices. Make sure to include any discounts or free trial choices you provide.

In order to ensure that clients receive exactly what they need, you should also provide them the option to customize their order.

According to studies from the CXL Institute, designing your pricing page from high to low has also been proven to enhance conversions.

The last thing you want is for a consumer to get perplexed or disinterested by your pricing once they have reached the bottom of your marketing funnel.

Being open and truthful about your costs aids in avoiding problems and boosts conversions.

4 Proven Strategies for Post Marketing Funnel

You still have work to do after a consumer converts. Making sure consumers are satisfied at this point will encourage them to return and suggest you to their friends.

Here are four tactics for fostering long-term growth.

1. Take Surveys to Discover More

Finding out where and how your customers get stopped is one of the finest strategies to enhance the phases of your marketing funnel.

You can gain important insights into customer behavior by incorporating surveys into your plan, whether they are conducted on your website, through email marketing, or following a conversion.

A post-purchase survey, for instance, can gauge consumer happiness and reveal what elements of your marketing funnel are effective.

If a customer cancels their subscription or requests a refund, for example, you may find out what went wrong and fix it to make the customer experience better by conducting a drop-off survey.

As in this example from Nordstrom Rack, you can also use a post-visit survey to find out how a consumer felt about their time spent in the store.

You can segment your audience and develop marketing personas using surveys as well.

By doing this, you may more effectively focus your marketing efforts and improve the outcomes of your campaigns.

2. Implement Session Recordings

Consider using session recordings if you want to learn more about how to enhance the user experience on your website.

Session recordings allow you to see how users interact with your website, enabling you to spot any points of confusion or annoyance.

All you need to get started is a recording program like HotJar or Mouseflow.

You can start analyzing the records of your website traffic once you have them to make your marketing funnel more effective.

3. Include the Referral Program in your plan

Customers are probably already utilizing your product or service at this point in the marketing funnel.

Offering them rewards through a referral program is a fantastic approach to motivate them to carry on doing so.

For each new customer they recommend to your company, you may give them a discount on their subsequent purchase.

A loyalty program that offers prizes for recurring business is another option.

Both you and your clients benefit from this because they are compensated for promoting your company and you gain more leads and sales.

This kind of program helps you grow your consumer base through word-of-mouth advertising in addition to keeping your current customers coming back.

4. Make Customer Service a Priority

You might believe that your job is finished once your consumers convert.

It is not true.

Customer service plays a key role in making sure customers are satisfied with their purchases.

Your consumers are more likely to return to you and refer you to others if you provide exceptional customer service.

On the other side, providing subpar customer service will probably result in you losing clients and tarnishing your reputation.

In actuality, 68% of consumers are willing to pay more for goods or services that provide excellent customer service.

86 percent of customers claim that positive customer service experiences make them loyal brand supporters.

Making customer care a top priority is crucial if you want to improve leads and sales coming from your marketing funnel.

Here are some suggestions for enhancing your customer service:

  • Your staff should receive training on how to manage client questions and concerns.
  • Be prompt in your customer service responses.
  • Provide a variety of customer service methods, including phone, email, live chat, etc.
  • Customers’ comments should be taken seriously and used to enhance your offerings.
  • By implementing these suggestions, you can make sure your marketing funnel is functioning properly and that your clients become ardent brand promoters.

Conclusion: Marketing Funnel Stages

It’s time to start developing your strategy now that you are aware of every stage of the digital marketing funnel.

Understanding who your customers are, what they want, and how to give them that experience is the first step.

Create content to lead them through each stage of the marketing funnel starting there.

For optimal impact, remember to adjust your marketing message and methods for each level of the marketing funnel.

You can generate more leads and increase revenue the sooner you get started.