How To Develop A Marketing Funnel?
The marketing funnel is a marketing concept Inbound representing the process of a marketing team from the time when a promotion is launched until the user becomes a qualified lead.
That is, the objective of the marketing funnel is to attract as many users as possible, and filter those who may be most interested in the company’s products or services, with the aim of obtaining the highest possible conversion rate.
What Is A Marketing Funnel?
A marketing funnel is a process that leads a user to become a customer and goes through different phases. Marketing departments aim to get as many qualified leads as possible so that later the sales department gives them the final push to make the purchase. Throughout this path, the concept of funnel marketing is especially important.
What Are The Phases Of The Marketing Funnel?
Funnel marketing is divided into three main stages: TOFU (Top of the Funnel), MOFU (Middle of the Funnel) and BOFU (Bottom of the Funnel). Let’s see what each of them consists of.
The TOFU (Top of The Funnel) refers to the initial part of the marketing funnel. At this stage, the user begins to know that he has to satisfy a need or solve a problem, but he still does not know anything about our company. It is, therefore, an attraction phase, in which it seeks to impact the user to turn him, in principle, into a cold lead.
The middle part of the funnel is MOFU. In this maturation phase, the user has already decided that he wants the product or service and knows our brand. However, you have not yet made a purchase decision and are still evaluating other alternatives. This phase is essential for the final conversion of the user and they have to be convinced that we are the best solution to their problem
The Bottom of the Funnel is the final part of the funnel, and also the narrowest. This means that many users will have been lost along the way, but in return, those who arrive here are already qualified leads who have many more options to become end customers. This decision phase is essential to finish maturing the leads, and then pass them on to the commercial department.
How To Develop A Marketing Funnel?
The main thing is we have to know who our buyer person is. This could be defined as our ideal client. Their age, tastes, interests, desires, level of training, etc. All these possible characteristics that allow us to identify who would be our perfect client. Based on the buyer persona, different user profiles can be segmented, with their own characteristics.
Another fundamental part is to study keywords. What terms are the most searched for in search engines? Which ones have less competition? Based on this, content related to the most relevant searches for our target audience should be offered.
It is also necessary to prepare the website or online store to facilitate the entire conversion process. And not only that, but also establish other channels (email, social networks, etc.) to get in touch with users. This is where creating original content, placing CTAs, sending newsletters or eBooks, landing page design, etc.
As mentioned in the above, it is necessary to constantly test to know what type of content works best. In this sense, the A / B tests work very well. For example, to find out what colour, typeface or design works best on a landing page.
But, none of these actions would make sense without an analysis of the results that are obtained. It is essential to know where our visits come from, how long they stay on the site, the bounce rate, the reasons why they leave our website or when they left the purchase process.