The marketing funnel is an excellent tool to help advertisers and brands understand the customer’s purchasing journey and decisions. In our last marketing blog post, we briefly introduced each of the pre-purchase stages. Today, we will delve in deeper into each stage of the funnel, to understand what is in the consumers’ minds, and how you can best target them at each stage.
At every step of the consumer’s decision-making journey, his or her questions and considerations would be different. As such, targeting your advertising methods and message to be specific to each step would greatly help create more conversions at the end of the funnel.
The first stage of the funnel, engagement, allows you to target the most potential customers. At this stage, the goal is for customers to find your brand and build a positive interaction with your brand, and not yet to bombard them with the problem, solution or product. This can be done through creative and engaging content on your social media. For Facebook advertising, you can consider running Traffic campaigns to drive people your website or Engagement campaigns to get people to follow your Facebook or Instagram page.
At this stage is where consumers realise that they have a problem that needs solving. To effectively communicate to your potential customers at this stage, you can try tailoring your content to highlight the pain points, challenges and opportunities surrounding the problem that your product or service solves. So, for example, if your solution is a fully customisable skincare product, your content at the education stage might focus on a pain point like how generic products are not able to suit each customer’s unique needs and requirement.
In the research phase, consumers are looking for answers and solutions to their problem, which is why you would want to highlight the key benefits and differentiators of your product, without making the product the central focus. It is also important to reaffirm the value and need for the solution here. Targeting customers in the Research stage is all about being at the right place at the right time, and providing clear answers to consumers when and where they are seeking it. This can be through Search Engine Optimisation or through buying Google AdWords for the keywords that are closely related to the problem you are intending to solve.
From this stage forward, the focus is on the product or service. Here you can highlight the value proposition, features, capabilities, technical specifications, etc., about your product. This can be through retargeting the audience that you have engaged with video creatives that highlight the features, or through the product section of your website. It is also important to take note of how different customer personas have slightly different internal checklists for key items they are looking for in a solution. Your content and messaging should ensure that these items are easily crossed off.
Here is where tools such as the Facebook pixel and Offline Events come in handy, to retarget the people who are already interested in your brand and considering your product. Your messaging should consider what are the kind of barriers they have in mind, and what important factors they are considering before purchase. Using your brand or product’s differentiating factors, brand strengths, coupled with substantial proof can help justify the purchase from the customer’s point of view.
At this stage, it is crucial to ensure that the customer purchase journey is smooth and enjoyable. For e-commerce stores, this means providing a straightforward, easy-to-use interface in the customer’s purchasing journey. For brick and mortar stores, here is where good service design can help make the purchase as painless as possible, and maybe even enjoyable. Essentially, the more setbacks the customer has to face, the less likely he will be to go through with the purchase. Don’t let your shoddily designed website be the reason your customers drop out, so close to the end of the funnel!
With that, we have reached the end of our two-part series on the marketing funnel. In our next marketing blog post, we will be introducing the concept of turning the funnel into an hourglass, which is all about retaining your customers’ loyalty and turning them into your own walking advertisements.
As a digital marketing agency in Singapore, Corsiva Lab definitely has the necessary expertise in digital marketing. If you would like to know more about how you can optimize your Facebook marketing campaigns, for more information, visit our Corsiva web page or you may also contact us by clicking here and our friendly digital marketing singapore team will attend to you shortly. Do stay tuned for our next blog post!