While any new business will require an ample amount of marketing, the direction that you take with this could end up reaching the wrong target market – and even if you are hitting the right people and / or businesses with your offer, your company could be falling short of its true potential if you aren’t taking your potential clients through the proper marketing funnel.
A marketing funnel is defined as a “consumer focused marketing model that illustrates the theoretical ‘customer journey’ towards the purchase of a product or a service.” In its most basic sense, a potential customer will go through specific stages of the marketing funnel, on their way to ultimately committing to a purchase.
These stages will typically include the following steps:
First, an individual must become aware of the product or service that is available. And, if it is perceived by the individual that this product or service offering may be beneficial to them, they will then move on to the next phase.
Next, the individual will express an interest in the product or service offering. When a business is providing its offering online, then an individual may express interest by opting into an email list and / or providing their contact details so that they can receive emails regarding how the offering works, and how to move forward with obtaining it.
Interest can then lead to desire to own the product or service. In this phase, the individual will either request details on how to purchase the item or service, or contact the business in order to commit to the purchase.
In the action phase, the individual actually takes the next steps – such as providing their credit card number or other payment information – so that they can purchase the product or service from the company.
Depending on the product or service that your company offers, you may need to “tweak” your message to the potential customers that you are trying to reach. That way, you have a better chance of attracting your target market.
Need some help with guiding your target customers through the marketing funnel that best fits your company’s needs? <Join the Startup Forums.> Here, you can chat with other business owners, and learn more about what has, and has not, worked for them in moving their companies forward.
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