How to optimize your marketing funnel
If you have already searched for information regarding your marketing funnel, you have surely come across different sources, stages and tools about the marketing funnel, and you will wonder which one is correct?
We believe that the funnel is a tool that adapts to your business process , not your process to the funnel, it works as a frame of reference that focuses on communication and customer acquisition actions.
So a funnel is not designed or created, it adapts to the communication and sales process of each business model to obtain the most benefit in communication efforts.
What is a marketing funnel like?
Imagine that you are about to buy your first house or apartment, to get to this point you first had to have done an extensive investigation regarding the location, cost benefit, etc. as well as financial planning and knowing the best financing options.
If you were at this point, I assure you you will have the necessary information to feel sure that you are making the right decision, because the marketing funnel is that process that a person goes through to reach a goal, in this example buying a property.
In our own words the marketing funnel is:
A process that regulates the flow of information to initiate and nurture a relationship that creates value.
How to adapt a marketing funnel to my business?
Let's clarify something, your business already has a funnel, call it marketing, sales, conversion, etc. Identifying how this process develops is the way to start optimizing it.
simplifying the stages of the funnel into 3 parts.
- TOFU Top of funnel
- MOFU Middle of funnel
- BOFU Bottom of funnel
TOFU Top of the funnel
At the top of the funnel is where the discovery of your product or service occurs, at this stage people may not be thinking of acquiring it, and they may not even know you or have heard from you.
In this stage the objective is to awaken the interest of your potential audience to create an exchange of value between your business and the people with the interest of your product or service.
What actions can you take at this stage
- Check list
- User manual
- Landing page
The objective of generating the highest visibility to attract traffic and arouse the interest of your audience, this can be achieved through organic or paid traffic, as well as promotional banners on social networks etc.
MOFU Middle of funnel
At this stage, the public that already knows you or is interested in your products or services becomes a prospect once an information exchange is carried out, that is, the person sends a request for a quote, download some material, request a demonstration, etc.
The results in this stage are measured in conversions, from this point on, optimization depends on your business model and the way you interact with people, taking into account what they see, feel and hear, and how it is given to them. Follow up to feed your interest.
Since it is totally different to carry out negotiations when you sell business to person (B to C) than when the deal is business to business (B to B).
At this point you can work with the following materials
- Demonstration videos
- Study cases
- Product or service use guide
- More content that educates the user
The objective is to keep interest awake by nurturing the relationship by making accessible the content that the person may need to solve their doubts and make a decision.
BOFU Bottom of funnel
At the bottom of the funnel only prospects fall in love with your products or services and are waiting for you to convince them or for the time to be right.
At this stage, people have already been informed and compared other options, so promoting the decision is key.
Examples to motivate closure
- Free trial
- Introductory or discount offers
- Custom consulting
- User guides
At the end of the tour, the goal is to continue measuring and optimizing the business process, in a nutshell what works best and how we improve it.
How you can observe optimizing the marketing funnel is directly related to how the commercial process develops in your business, so there is no specific starting point, it depends on your knowledge of how daily activities are developed and what your business objectives are. .
If you want to know more about how to optimize your business process
We leave you this guide with the key concepts and some examples.
3 digital marketing tactics to attract customers to your business
In this guide you will find the 3 marketing tactics that you can apply to attract clients to your practice.
- Defining your audience's online demand
- Demographic and specialty segmentation
- 3 digital marketing tactics
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