We often hear about funnel marketing.
Funnel literally means funnel and was introduced in 1910 by John Dewey.
The marketing funnel is a flow that allows you to view all the steps that consumers go through before buying a product or service.
It serves to frame all the phases that make up the purchasing process.
Visualizing all the phases is very important for companies because it helps to understand customer behaviors.
But why a funnel?
Very simple, the funnel has an initially wider shape until it becomes narrower. This means that the inbound users do not match the number of those who turn into customers. During the various stages of the funnel, some users will abandon the path, not becoming customers. For this reason the final part is positioned where the funnel tightens.
The goal of funnel marketing experts is to attract as many customers as possible in the initial part of the funnel and to increase the percentage of leads that convert into customers in the final part.
But how does a marketing funnel work?
In the initial part of the funnel, the larger one, potential customers come into contact with your brand and begin to get to know your products. Not everyone will become a customer because many will abandon the path.
Therefore, the percentage of actual customers will be lower in the neck of the funnel than the number of initial leads.
Knowing the stages of the funnel serves precisely to reduce the number of abandonments and to bring as many customers as possible to the final part of the funnel, where the actual sale takes place.
Division of the funnel into 3 phases.
Depending on the depth of the relationship between you and the potential customer, the user qualifies as:
- Lead: an individual potentially interested in your product or service;
- Prospect: an individual highly interested in your product or service;
- Buyer / Customer: an individual or entity that purchases your product or service.
The first phase of the marketing funnel is the TOFU (Top of the Funnel) phase.
This phase represents the moment when a person realizes that they have a problem or a need that needs to be satisfied.
The second part, i.e. the central part, is the MOFU (Middle of the Funnel) phase.
In this phase, the potential customer carries out two fundamental activities for the purchasing process:
- search for information;
- evaluate the various alternatives.
In this second phase we can intercept with users by providing information they need through advertisements, online guides, videos ..
Finally, there is the last phase, the BOFU (Bottom of the funnel) phase.
This last phase represents the last phase of the channeling.
The customer, after having established that he has a need and having taken all the information, makes the decision to buy.
To get straight to your customer, you can work on reviews, which influence the customer a lot.
In fact, the final phase of the funnel does not end with the sale but with the post-purchase review.
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