So you are stuck at your computer writing the subject line of the best email in history. And you realize you have absolutely no time left to write the content. Having an amazing subject line means nothing right now. There is no content, the „meat“ of your email.
We can describe this as poor planning, and if your overall marketing strategy hangs on good emails, then your whole business is probably a bust. You have to be aware of the fact that your potential buyers need to be ready to buy your product and that you cannot send emails which describe your product in detail to a person who does not have the inclination to buy yet.
That is where a marketing funnel, this clever tool, comes in.
What is a marketing funnel?
The best way to explain a marketing tunnel is to imagine a path a buyer has to take, from the birth of an idea that the buyer needs a product to the final goal: a sale. The main reason this path is represented through a funnel is the fact that the buyer will increase his interest in the product with every stage of the funnel. If his interest decreases, he is exiting the funnel the way he came in. Many potential buyers enter the funnel, but only the ones who show the most interest stay long enough to exit on the narrower side, which represents a completed sale.
Let us put it this way. Your website has 10.000 visits. 50 people out of these 10 thousand visitors buy something. And out of these 50, only ten decide to leave feedback, a few nice words about your business. The key is to increase the number of people entering the funnel and decrease the percentage of those who decide to back out and exit.
Marketing funnel stages
Marketing experts usually name five stages in a marketing funnel. These are awareness, considerations, conversion, loyalty, and advocacy. In the awareness stage, potential buyers are still strangers. They do not know your brand, your company, your mission. At this stage, your job is to present yourself as a leader and to build a relationship of trust with your buyers. It is only the initial stage where abstract messages mean more than specific product related information. So do not burden your potential customers with detailed content. Try to demonstrate value.
No. 2 step is a consideration. Here the potential buyers become interested and consider a purchase. He is willing to learn more and „dive“ in the funnel. Next up is conversion. This step is when the crucial moment happens, the decision to buy. Once the potential customer knows the value of what you have to offer, he is ready to become a buyer. At this stage of the funnel, you can go into specific details of your products. Step 4, loyalty, means a buyer returns for more, choosing your company over others based on positive experience. Finally, advocacy is a form of free marketing. It is when your buyers recommend your products to other potential buyers.