At this stage, you are trying to reach and attract your potential customers through search engine optimization, content marketing, social bookmarking, social media marketing, paid media channels, and website traffic.
So you should have a strategy that focuses on the pain points of potential customers. Why is this important? Because when they reach for a solution to their needs something, you want to be that solution.
At this stage, there are no customers or even leads. There are only anonymous visitors who get to know your brand. You can create brand awareness with an SEO-friendly strategy when your potential customers are doing research.
Middle of the Funnel
Now we’re scrolling down the funnel to the consideration phase. You no longer have anonymous people–you have leads who leave their contact information, sign up for your newsletters, follow you on social media, or who knows, maybe become brand advocates.
This is the stage where you should engage and convert leads into customers, so you need solid CRO (Conversion Rate Optimization) management to convert people while searching for answers. Walk side by side with buyers through forms, pop-ups, and chat flows to convert them.
Don’t forget to generate captivating calls to action (CTAs). It’s about so much more than just lead generation. CTAs give website traffic a roadmap.
They provide direction as your buyers navigate their buying journey. If you don’t use them right, site traffic will get lost and bounce off your page.
Isn’t it time to nurture and close your ideal customers? At this point in the funnel, you have touched the pain points of Media Directors Email Lists customers. You should close your lead with personalised outlined prices or discounts by suggesting demos, free trials, and more.
You can get effective results by taking advantage of push notifications and email marketing. Besides, through lead scoring, you can gauge a prospect’s buying likelihood. By assigning scores to leads based on their demographic information and their behaviour on your website or landing pages, your sales team can differentiate qualified and unqualified leads easily.
These actions can also shorten the sales cycle. One of the most important effects of this phase is that after creating happy and loyal customers, they leave feedback and comments on different platforms. This allows similar leads to see these comments and become new customers.
The Difference Between B2C and B2B Growth Funnels
Growth funnels may change depending on your customer base.
● B2C customers generally navigate the funnel alone or with trusted advisors like family and friends. B2C clients may never interact directly with a company representative. Here’s how a B2C customer journey goes:
Sample B2C Growth Funnel
● On the other hand, B2B consumers communicate with sales teams at the bottom stages of the growth funnel. Adapting your funnel to address your personas’ needs instantly makes it more effective. Here’s how a B2B customer journey goes:
Funnel-Based Growth Metrics
As growth marketers have a data driven and iterative approach, tracking growth metrics is like breathing for us. Naturally, the metrics to be tracked at every funnel are different. So which metric corresponds to which stage?
Let’s take a closer look at funnel-based growth metrics:
Growth Marketers: One Step Ahead!
Multi-funnel marketing enables you to track where you are losing potential customers and provides insights so you can alter your marketing strategy accordingly. At later stages, you will be able to see the complete customer journey, such as how many visitors become leads, and from there, how many leads are qualified- until they become customers.
In our age, where focusing on the customer journey has become a necessity, it is no surprise that growth marketers focused on multi-funnel marketing are one step ahead and running at full speed for sustainable growth.