There is no single marketing funnel that every business should follow. Marketing funnels vary quite a lot and might include many stages before the final stage is arrived at. Nevertheless, we will only focus on the most significant stages of a marketing funnel and the most widely adopted.
Let us have a look at a simple marketing funnel and the examples of goals that we have prepared for you in order to have an overview of how a marketing funnel could look like:
(Scroll down for the Marketing Funnel Template
In this phase, potential customers are not aware of the existence of your product/service. Therefore, your goal as a company is to create awareness for your business among the potential target audience.
In this phase, potential customers have started looking for the value that your product/service has to offer. Prospects search for answers to their questions such as: Does this solve my problem? Does it add value to me? Am I ready to pay for it?
In this phase, the potential customers have a better understanding of your product and the value it offers. You, as a company, have established a relationship with the potential customers and have already been in contact with them discussing the various ways and tactics that have been presented above.
In the loyalty stage, the main goal is to keep the customer and avoid shunning them. This can be achieved by maintaining a good relationship with the customer and keeping in good contact with them. One other important factor is upselling at this stage (i.e. more options or other products of your portfolio).
In this last and very important phase, the customer can actually be requested to refer you to other potential customers. This is a very interesting stage, as it can help you grow your market share significantly without requiring high inbound marketing efforts. This is achieved through referrals.
As you are building your marketing funnel, you should assign metrics to track each stage of the process.