Purchase Funnel | Sales Funnel Explained

The purchase funnel is a consumer-focused marketing model that illustrates the journey your buyers take. Most leads are not instant ... PurchaseFunnels:WhatYouNeedtoKnow Mar10,2021 ContentMarketing,SEO TimDugan Thepurchasefunnelisaconsumer-focusedmarketingmodelthatillustratesthejourneyyourbuyerstake.Mostleadsarenotinstantcustomers;theytraveldownthefunnelresearching,comparing,andevaluatingbeforedecidingyourproductorserviceistheonetheywanttouse.  Understandingthestepsprospectivebuyersgothroughwillhelpyoumarketcorrectlytoconvertasmanyofthemintocustomersaspossible.AtZeroGravityMarketing(ZGM),weunderstandthathavingapowerfulmarketingfunnelandgettingitrightiscriticalinrunningyourbusinessefficientlyandsuccessfully.HereisabriefoverviewofthepurchasefunnelandhowitvariesforB2BandB2Ccompanies. ThePurchaseFunnelExplained Thepurchasefunnelisasimplewaytovisualizethecomplexprocessofgarneringleadsandconvertingthemintopayingcustomers.Breakingitdownintothisformathelpspeopleunderstandwhatitisandhowtoimplementitintotheirbusinessplan.Afterall,acquiringandconvertingnewleadsiskeyforafull-funnelmarketingcampaign.Herearethesalesfunnelstepsandeverythingyouneedtoknowabouteachstage:  Awareness  Thisstepisreferringtoeffortsthatfocusonbuildingawarenessforanewproductorservice.Beforeanyonecanbecomeacustomer,theyhavetoknowyouexist,sothefunnelbeginswithpeoplebecomingawareofyourcompany.Inthisstage,youhavetobuildtrustandestablishthoughtleadership.Thisisusuallyaccomplishedthroughtopoffunnelmarketingstrategies;however,sometimes,consumerswillfindyouthroughtheirresearch(andyoursearchengineoptimization(SEO)efforts,ofcourse)! Youcanalsoimplementwhitepapers,advertisements,emailmarketing,socialmediamarketing,andmoretoengageprospectivecustomers.Withthesestrategies,leadgenerationoccursasinformationiscollectedandleadsarepulledfurtherdownthefunnel.Toincreaseyourtopoffunnelcampaigns,youshouldincorporateaudiencesegmentation,propertesting,andeducationalcontent,too.  Awarenessstagecontentexamples: Blogtopic:EverythingYouNeedtoKnowAboutGasBBQs. Emailsubjectline:HaveYouSeenTheSneakersEveryoneIsWearing? Adcopy:StillDealingWithThatOldVacuum?MakeRoomForOurAll-NewVersion. Interest  Afterleadshavebeengathered,theybegintoresearchandgrowtheirinterestinwhatyouhavetooffer.Inthisstageofthesalesfunnel,brandsshouldbedevelopingrelationshipsandbuildingtrust.Forthis,youcanretargetyourvisitorsonsocialmediaplatformswithmoreinformationonthepagestheywereexploringintheawarenessstage.ByworkingwithSEOexperts,theycanutilizetoolssuchasGoogleTagManagertotagandtrackvisitors’activitybasedontheirprevioussearches. Intereststagecontentexamples: Blogtopic:10ReasonsYou’llNeverGoBackToYourOldVacuumAfterUsingOurs. Emailsubjectline:Aren’tSoldYet?TakeALookAtOurSneakersInAction. Socialpost:We’resohappyyou’reheretojoinourexclusivecrewofgrillmasters! Consideration  Atthispoint,leadsareveryinterestedinyourbrand,buttheystillhaven’tentirelymadeuptheirmind.Automatedemailcampaigns,freetrials,andtargetedcontentaregreatmarketingtoolstouseduringthisstage.Itcantakeweekstomonthsforprospectivebuyerstoevaluateabusiness’sauthorityandwhethertheirproductorservicecansolvetheirproblem.Here,youwillwanttoworkcloselywithleadsandprovethattheyshouldchooseyourcompany.Usecasestudiesandwebinarstoattractnewpeopleandhaveexpertsfollowkeymetricssuchasopenemailratesandcostperlead(CPL).  Considerationstageexamples: Blogtopic:FiveWaysOurBBQGrillsBeattheCompetition. Webinar:HowOurSneakerBrandIsChangingtheRetailIndustry. Casestudy:ACloserLookAtWhyTheseBusinessesOnlyUseOurVaccum.  Intent  Bytheintentstage,prospectswilldemonstratethattheyintendonbuyingyourproductorservice.Thiscanbebyansweringasurvey,demoingaproduct,orevenplacinganitemintotheirshoppingcart.Now,itisyourjobtomakesuretheydon’tgetaway.Theintentstageisafantasticopportunitytoexpresswhyyourcompanyisthebestandwhytheyshouldn’ttaketheirbusinesselsewhere. Intentstageexamples: Emailsubjectline:YouLeftTheseSneakersBehind!Don’tForgetToTieUpLooseEnds. Socialpost:Don’tjusttakeourwordforit—takealookatwhatourcustomershavetosayaboutourvacuums. Customerserviceautomation:Hithere!HaveanyquestionsaboutourBBQs?We’realwayshere,readytohelp.  Evaluation  Atthepurchasefunnel’sevaluationstage,customersarejustaboutreadytocommit,buttheywanttomakeonelastcomparisonbetweenyouandyourcompetition.Thisiswhennurturingyourcustomerisvital.Althoughprospectivebuyerpatternsvary,youorthedigitalmarketingteamyou’reworkingwithmayhavebeenabletopulldataandfindpersonalcriteriaonselectivesearches.  Onceyouareawareofyourleads’generalpatternsorattributes,youwillwanttoguideyourmarketinginthatdirection.Forexample,ifyoufoundprospectivebuyersareinterestedindurability,runadsandcontentthathighlightthosefeatures.  Evaluationstageexamples: Socialpost:Interestedinlightweightvacuummodels?You’reintherightplace. Adcopy:Iscomfortyourthing?Wethoughtyou’dlikethispair,too. Emailsubjectline:Wesawyoulookingat3Burnergrills…Checkthesemodelsout. Purchase  Aftermakingtheirwaythroughtheentiresalesfunnel,yourleadhasfinallyconvertedintoacustomer.Congratulations!Iftheexperienceisapositiveone,youwillnowgetreferrals,beginningatthetopofthepurchasefunnel.Youcanthenintroducethebottomoffunnelcontenttohelpyourcustomersfeelconfidentintheirdecisiontobuyyourproductorservice.Usecasestudiesshowcasingpreviousorcurrentconsumers’successandallkindsofbusinessesorindividualstodisplaythedifferentpeoplewhouseyourcompany.  Purchasestageexamples: Emailsubjectline:Youmadeastepintherightdirection!Now,what’snext? Blogtopic:HowtoGettheMostOutofYourNewVacuum  Casestudy:WhyOurCustomersWon’tEverGoBackToAnotherBBQBrand DifferencesBetweenthePurchaseFunnelforB2BandB2CBrands Whilethefunnelstagesstaythesame,thebigdifferencebetweenB2BbrandsandB2Cbrandsishowmanypeopleareinvolvedineachstepoftheprocess.InB2Csalesfunnels,thepurchaserisoftenthesoledecision-maker.Theywillsometimestalktofamilyorfriends,buttheyaremakingallthechoicesingeneral.Youhaveonepersontomarketto.  Onthecontrary,withB2Bbrands,thereisusuallyanentireteamthatyouhavetosellduringeverystageofthesalesfunnel.Butthegoodnewsis,manyB2Bbrandsendwithacontractualcommitmentinsteadofaone-timepurchase. Ifyouwanttolearnhowtomakethemostoutofeachstageofthepurchasefunnelorlearnaboutotheraspectsofdigitalmarketing,contactZeroGravityMarketingtoday.Ourteamofexpertsiswellversedineachstepandcanhelpyouconvertyourleadsintopayingcustomers!   Shareandtagusonsocialmedia Services DIGITALMARKETING SEO PPC SOCIAL CONTENT EMAIL WEBSITES DESIGN&BRANDING SocialMediaHashtagBestPractices Mar09,2021 General,SocialMedia FiveSignsYourWebsiteNeedsaRedesign Mar18,2021 Design,WebsiteDesign ZGMAwards&Recognition