Marketing sales funnels: What are they? Should I care?

By Helen. 17 April 2020.

A digital marketing sales funnel is a handy framework that you can use to organise and measure your promotional tactics.

Whether you’re a B2B, B2C or B2G business, the ethos of the marketing sales funnel is the same regardless.

It’s mission in life is to simplify and help organise the process of turning unknown audiences into loyal, paying customers – and keep track of your marketing investments along the way.

Types of funnels

There are many types of sales and marketing funnels and the basic framework can be adapted to suit your business’s unique needs.

One popular example is the AIDA digital marketing sales funnel, as demonstrated in the image above.

The AIDA model is a popular marketing framework that has been put to good use for years.

It’s simplicity makes it a good one to get started with if you’re plotting out a marketing sales funnel for your business for the first time.

The AIDA digital marketing funnel explained

At the top of the funnel is the entire market for your product or service. The funnel prompts you to explore how you will go about getting a person that fits the target market profile – and yet has never had any dealings with your company – move from a state of unawares to a state of interest.

From there, the funnel continues to guides the journey. It helps predict what you can do to ensure you give your prospect what they need and want to continue on their path with you and towards an end goal.

By splitting down the funnel process in this way, you can then focus on choosing the right tools and tactics to nurture each stage.

Let’s look at each of these stages in turn:

  • Awareness phase

So we’ve already covered a bit about what the awareness phase is.

What are the good tactics and tools for building it?

PR and advertising are good tactics for building awareness. They are designed to put your brand, products or services into the minds of mass audiences.

As well as this, a publicity stunt that will draw attention to your brand, or taking part in an event, could potentially give your business the exposure it needs to pique interest in the minds of your target audience.

  • Interest phase

Once the mass audience knows about who you are and what you do, a proportion of them might be interested in knowing more.

It’s right about now that these potential customers may turn to your website or conduct some research to find out if you’re what they want.

Trust is an important element at this phase.

Engaging website content, informative brochures, well written copy, a rapid response from your sales team or an engaging video can all play a big part in holding onto your prospects focus – and encouraging them towards the next stage.

  • Decision phase

If you’ve managed to keep your prospect’s interest up until now, then they may be forming an opinion about whether or not they are to continue on their journey with you, or simply abandon ship.

The decision will be made in a split second.

It’s at this later stage, your business might benefit from putting some tactics in place to help nudge the prospect to make a favourable decision.

There are many options for this.

Great imagery, success testimonials, clear copy, figures and stats, compelling sales messages and proof that your product or service actually does what it says on the tin can all help your potential customer feel confident enough to take that next step.

  • Action phase

And the natural next step after deciding that you’ve got what they want is to take action. But this action doesn’t always have to be about closing a sale.

If you are a B2B company or high ticket item retailer, then your end goal may be to collect leads, distribute brochures or arrange a call.

If you are an e-commerce retailer then you might want people to sign up to receive your next season’s newsletter.

What’s important is that when they’re ready to do so, it’s marketing’s job to make the process of carrying out that all important action as easy and seamless as possible – to avoid any wasted opportunities.

How to design a marketing sales funnel

Marketing sales funnels exist to make life easy. However, building a automated funnel machine that will make light of converting target markets and prospects into something more lucrative can have its challenges.

Effective funnels often require broad marketing knowledge – strategic as well as tactical.

A team of specialists to implement the working parts of the funnel and also someone with the skills to test and continuously run and improve the model can make the process of implementing and managing a funnel a complex project management operation.

Let us help create the perfect marketing sales funnel for you

If you are keen to implement a marketing sales funnel into your business but feel too strapped for time, then let Masterplan Marketing put your mind to rest.

For a small monthly retainer, we can build and project manage a digital marketing sales funnel for your business that’ll increase your revenue and reduce the effort you’re already putting into promoting and selling what you do.

We’ll make the process of building and implementing a marketing sales funnel easy, effective and worthwhile.

Interested in knowing more?

Just fill in the form below and we’ll be in touch soon!

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