Marketing funnel – how to use it?

Internet marketing must be based on an appropriate action plan. It is important to define a goal and KPI, as well as a list of tasks that will help us achieve success. A marketing funnel is nothing more than a default checklist that helps in organizing marketing projects. It is also a model of your customers' purchasing process. It shows step by step the path a potential recipient takes to get to know the brand and purchase the product or service.

What does a marketing funnel look like?

A marketing funnel, as the name suggests, has the shape of a typical funnel. However, due to the selection of segments we want to reach with our advertising, we distinguish various divisions. The marketing funnel for companies targeting their products or services in the B2B is much larger than the one used for B2C .

What is the difference between a B2B and B2C marketing funnel?

A significant difference between a B2B funnel and a B2C funnel is the length of the purchasing process as well as the number of people involved in it. In the case of B2C, the purchase decision is made by one person, i.e. our customer. However, in the case of B2B, this process often passes through many departments of a given company.

An additional difference is certainly the fact that B2C means that we address the offer to a person who does not actually need to have direct contact with us to make a purchase. In B2B, however, contact between enterprises is inevitable.

Most often, in B2B activities, the purchasing process ends with a purchase of much greater value than in the case of B2C.

Read also: Remarketing strategy in B2B: how to effectively attract customers?

The appearance of the marketing funnel

The B2B funnel is divided into 5 parts, including:

  1. A problem that occurs for our recipient. 
  2. Interest in our proposed solution to this problem. 
  3. The part where the process of reflection occurs.
  4. Purchase intention. 
  5. Purchase.

The B2C funnel consists of 3 parts, i.e.:

  1. TOFU – gaining the recipient's attention and interest in our product or service. 
  2. MOFU – maintaining contact with the recipient, including: through remarketing campaigns.  
  3. BOFU – the customer's decision to make a purchase.

Benefits of creating a marketing funnel

The marketing funnel allows us to understand the purchasing process of our potential customers. Thanks to it, we are able to select further marketing steps that will not only distinguish us from the competition, but above all, interest us and attract the attention of our recipients for a longer time.

However, the basis of the marketing funnel is an effective strategy . Without it, we are unable to determine our target group and select appropriate tools for them. This makes our marketing activities much more systematized and there is no unnecessary chaos.

Thanks to the marketing funnel, we can plan subsequent tasks and steps as well as maintain consistency. This is especially important in the case of graphic identification and marketing action plan .

Knowledge of the customer's purchasing process allows us to additionally automate our marketing activities. We can then understand customer behavior and respond to it in the form of further, improved marketing tricks.

Without a funnel, the marketing activities you undertake in your company are very scattered, unclear, incomplete and uncertain. Thanks to it, you are able to keep the attention of potential customers and ensure that an informal loyalty relationship is created between them and your company.  

What does a marketing funnel look like in practice? (CASE STUDIES)

The basis of the marketing funnel is to create a strategy that will attract traffic. However, this movement should not be random. When acquiring new customers, we focus on a specific target group. Therefore, we adapt all activities to the purchasing process of our potential customers.  

For one of our clients dealing with legal issues, we created a three-stage marketing funnel that included several different marketing campaigns on Facebook. 

The basis of the marketing funnel is to create a strategy that will attract traffic. However, this movement should not be random. When acquiring new customers, we focus on a specific target group.

First of all, we wanted to attract the attention of the target group and interest them in an offer different from other companies. For this purpose, we created content on social media based on a given topic. Our graphics department designed a key visual, based on which we created a template for graphics for posts. These posts had a link to the client's landing page, where a contact form is also available.

After sharing the posts, we started a campaign to promote them. Thanks to this, people who belonged to the target group specified in the strategy noticed our profile and became interested in the content.

As soon as the reach of the campaign increased, we created a remarketing ad directed to the group that performed the activity under the post, as well as a separate remarketing ad directed to people on the client's website.

We then made the campaign available with a contact form to people who had not yet submitted it on the website.

Due to the fact that the client's business involves legal aspects, and these directly involve financial ones, we were aware that the decision-making process may be extended.

However, this is still a B2C business, so our funnel has been divided into three parts. The result of its construction and planning of subsequent steps was a significant increase in interest and the number of leads obtained.  

Read also: How to increase B2B sales? B2B customer purchasing process

Summary

Therefore, a marketing funnel is not only a good choice for systematizing activities, but also when our activities do not result in a significant number of purchases or conversions. 

If you need help creating a marketing funnel for your company, contact us ! Our specialists will make every effort to formulate the perfect marketing process for you.

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