To stay one step ahead of the competition, marketers have been developing new models for decades. Many marketing models, from AIDA and DAGMAR to Moment of Truth and ATRN, have emerged in the past. Today, multi-funnel marketing is the companion of businesses that consider growth as their pole star.
With the flow of information and exposure of consumers to different products, brands and services, customers’ decision-making processes are undergoing change daily. In parallel with this change, marketing teams are also developing new strategies to better understand the customer journey and decision-making process.
Why Multi Funnel Marketing Is the Only Option
Gone are the dark ages when marketers pushed their products and services to potential customers. Today’s PR Directors Email Lists changing customer journey requires an end-to-end, holistic approach that focuses not only on the bottom stage of the funnel but the whole funnel.
Digital marketers must now be concerned with how they sell to their customers, not only what they are selling. With this kind of industry, the multi-funnel marketing approach of growth marketing becomes more important than ever before.
Because today, it has been realized that growth cannot be considered independently of sustainability. This is not only in terms of environmental factors, but can also be the case in terms of business model.
For example, you converted your website visitors into leads and then turned them into happy customers. Well, how sustainable can your growth be if you don’t retain this happy customer and create the right marketing channels to upsell, retain or encourage them to become a brand advocate?
Growth marketers’ answer to this question is clear. Therefore, a multi funnel strategy that covers the customer journey with a holistic approach is essential for growth marketing.
What Is a Growth Funnel?
A growth funnel (or sales funnel) is the set of phases that a potential customer goes through when making a purchase.
So a funnel’s architecture depends on the goals of your business strategy and the actions you want your visitors to take.
The customer journey is indeed a funnel, because in the process from the top to the bottom of the funnel, your visitors or leads either become customers or leave the process, so the pool gets smaller and smaller.
The growth funnel is vital for growth marketers: if you don’t know which stage people are in on their journey and how they flow through this funnel, you may use the wrong tactic. For example, if you come up with a concept that describes the features of your product to a buyer who is already at the purchasing stage, you will fail to meet their needs.
So now let’s dive into these funnel stages.
Top of the Funnel (TOFU)
The Top of the Funnel is the awareness phase of a potential customer. 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.