In the marketing industry, we love using visuals. One of the most famous and enduring is the Marketing Funnel. The Marketing Funnel charts the prospect’s journey from finding about your product/service (Awareness) to purchasing it (Make The Sale).
We know what you’re thinking: “That seems awfully simple.” Exactly. That’s the point. Marketing can get pretty complex at a granular and tactical level (that’s why you should talk to us), so the big-picture strategy should be simple. A funnel is a valuable way to describe a complex process from start to finish in a visual way.
But just because the Marketing Funnel is simple, doesn’t mean creating a good one is easy. And by “good one,” we mean a Marketing Funnel that does what it’s meant to do — nurture leads and convert customers.
Don’t worry, that’s where we come in.
Before we begin.
We’re going to include tactical ideas along each stage of the Marketing Funnel, but as a full-service marketing firm, we believe strategy and tactics should work together along any (or all) stages of the funnel. Don’t feel like you need to be bound by our tactical recommendations; marketing is about experimenting and exploring possibilities to see what works for you.
Whatever tactics you try (or don’t try) the key is being intentional. Identify where people are in the funnel, and where they could fall out. Figure out how to keep them engaged along the way and nurture them until they buy — and even afterwards.
Okay, now let’s begin…
…Actually, one other thing.
What are MQLs and SQLs?
Lots of marketers use the phrase “customer journey,” but technically they’re not a “customer” until they make a purchase. Through most of the Marketing Funnel, you’re engaging with Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL)
A MQL is a person who has shown enough interest that the marketing team thinks they are worth marketing to. A SQL is when the MQL has gone through enough stages that the marketing team thinks they’re probably going to buy.
A MQL is the nibble on your fishing line; a SQL is the fish you’ve hooked; a customer is the bass you landed on your boat. Getting from line to boat (or from Awareness to Purchase) is what the Marketing Funnel is for.
Okay, now we’ll get started (for real this time).
How To Create A Marketing Funnel That Nurtures Leads and Converts Customers.
Stage 1 – Awareness
This is also known as the “Need Recognition” stage, because it’s not enough that customers know about your product or service; they have to need it. It’s much more efficient, not to mention budget friendly, to attract and convert customers you already know need your product, instead of trying to create the need from scratch.
So your goal isn’t to brag about your product or service yet; that comes later. It’s to get the potential customer’s attention and begin to establish yourself as the solution to their need.
Smart tactics for this stage: SEO, Direct Mail, Targeted E-Blasts, PPC Google Ads, Radio, Event Sponsorship
Stage 2 – Interest
Okay, you’ve got your potential customer’s (who is now a MQL) attention…what do you do with it?
Easy. You reward it.
They came to you for a reason. Be the reason.
If they clicked a Google or social ad for more information, lead them to a landing page that provides it. If they opened your E-blast, send them an E-book or sign them up for your newsletter. If they watched a video, have them subscribe so they can see the next one (or 100).
Again, you don’t have to make the sale at this stage. This is about establishing trust. That said, you still want to give them a clear call-to-action to advance to the next stage: Book A Call, Schedule A Demo, Speak To A Rep, etc.
After advancing through this stage, your MQL is now a SQL.
Smart tactics for this stage: Landing Pages, White Papers, E-Books, Newsletters
Stage 3 – Evaluation
Hate to be the ones to break it to you, but your prospects are probably “dating” more than one brand before making a decision. Or they’re “staying single,” and not buying from you or your competitors.
Point being? While some SQLs will want to go steady after Stage 2, most will go into Stage 3 — Evaluation. It’s just like it sounds; they’re evaluating you against the possible alternatives. And remember, doing nothing is an alternative too.
Most of the tactics here are the same as Stage 2, as your goal isn’t making the sale, but establishing trust. However, since your SQL is evaluating you, establishing why you’re the better choice than your competition is a great theme for your content. You don’t have to pick a fight with your competitors (nobody likes a bully), but make your case: Why should the SQL go with you instead of going with somebody else, or going with nobody?
Once again, conclude with call-to-action to advance to the next stage.
Smart tactics for this stage: Webinars, Videos, Newsletters, Brochures, Trials, Demonstrations
Stage 4 – Make The Sale
Congratulations. They like you, they really like you. You’ve done your job over Stage 1 – 3, and now your SQL is ready to become a customer. Now what?
Well, you don’t say “It’s 5 o’clock somewhere” and call it a day. Your customer wants to buy, but you still have to make the sale.
The two most important things to remember here are:
- You need to make the sale as easy as possible for your customer
- You need to make them feel confident they made the right decision
These two things are especially important if you’re selling a high-priced item, like a car. Remember, even if you make the sale, your now-customer’s purchasing experience will help determine whether they stay loyal to you, or are a one-and-done.
So it’s always a good idea to say “thank you,” and to routinely follow up with your customer to make sure they’re still enjoying the product.
Smart tactics for this stage: Landing Page, E-Blast, Followups, Review Requests
So there’s how to make a Marketing Funnel that nurtures leads and converts customers. To make it easier on you, we’ve included a printable Marketing Funnel infographic below that includes each stage, its goal and smart tactics. Because we like to take care of our customers.
It’s one thing to know what to do…it’s another to dominate at it. That’s where we come in. Whatever stage you need our help with (or even all four stages), level up your Marketing Funnel with Levo. Contact us.
