Sales Funnel is a term that has gained some relevance in recent times, particularly when associated with the digital activity of products, brands and organizations.
Despite being something that has been addressed for a long time by marketing, through different models, it has gained a new dimension with the possibility of tracking and measuring consumer activity through its digital footprint and through the platforms where we are present.
What is the Sales Funnel?
Understanding the sales funnel is related to the path that your consumer (or potential consumer) takes to make a decision and purchase the product/service.
Ideally, from the moment you have the first contact with the brand, to the final stages, which, desirably, should be the repeat purchase.
On the side of brands/organizations, this work of understanding purchasing behavior should start much earlier with the analysis and knowledge of their target and its most relevant characteristics. A process of segmentation, "targetting" and positioning.
It can go through the development of a persona (or more, according to the profiles identified) and identification of its most relevant traits, both in terms of communication, as well as their needs and attitudes.
More relevant characteristics in terms of understanding what drives them and the best way to interest them, or meet, what we have to sell them.
This is where the real work of knowing the needs for each stage of the funnel begins. And at what stages the different consumers are in that same funnel and how to entice them to go through the funnel.
Naturally, if its presence is already established, for example in digital, all the existing information that can be extracted, contributes to the characterization of this potential target.
The AIDA Model
Some stages of the sales funnel are characteristic and common to the models.
Starting with the AIDA model that goes through the four classic phases of buying behavior (although today there are already some variants): Attention, Interest, Desire and Action.
This framework continues to influence every model that emerges, and it was one that has been part of the marketing arsenal for a long time.
Sales funnel steps example
The identification of the stages and tools that work best in each of them will provide a reference framework for the solutions to be developed, according to the stage of the product, brand or organization.
One of the funnel formulations and schemes has 5 stages, as it already incorporates after-sales. The 5 stages are:
To attract
To convert
Relate
Sell
Enchant
It should be noted that, as in other marketing activities, the sale comes at a more advanced stage. One of the reasons is related to the fact that attracting and converting customers in a competitive, digital and global environment is increasingly complex.
The tools by stage of the funnel
For each of these stages, we identify some of the tools that may be most useful for developing them on a digital level (but which can be adapted from an omnichannel perspective):
To attract
Blog
SEO
Social networks
To convert
Banner
Button
landing pages
Relate
E-books
Article Series
Videos
Free courses
Etc. (everything that makes it possible to establish a relationship and collect a "lead")
Sell
Sales arguments
Benefits
Success cases
Satisfaction guarantees (customer testimonials)
Enchant
After sales
Newsletters
Loyalty discounts
Etc.
Finding the stadium on this route will provide the possibility of establishing a contact, which in the early stages is intended to be cordial and without the objective focused on sales.
Making known and passing on the benefits, creating brand awareness and an association with its area of activity, are always the first steps to generate the knowledge that is intended with the targets so that it is considered when the consumer enters the consideration and purchase planning (even when it already takes place, for example, at a point of sale and appears to be "impulsive").
But at this point we are already entering what is called the "consumer journey" and its decision-making processes. Which also includes stages and forms of influence.
Which is closely related to the sales funnel.
Identify goals with the Sales Funnel
But then how to identify and associate sales objectives with the funnel stages?
Much of the development of these solutions is related to the analysis mentioned at the beginning of this post. Study and learn about habits and behaviors.
There will always be a dose of trial and error.
But an analysis of the support elements for each of the funnel stages reveals the needs associated with the decision process, and even with the AIDA process.
Capturing Customer Attention, Awakening Interest, Creating Desire and Triggering Action.
Know your consumer!
None of these solutions are foolproof, nor do they guarantee success.
The only guarantee comes from knowledge of the customer and their actions.
And for that, the data (what many call "data") and the need to measure all activities, as well as the development or use of data collection platforms (its agglutination, crossing and interpretation) are the main tools of development of the entire relationship with the potential and effective consumer.
Because something that we should not neglect is the change/evolution of behaviors that are always happening, as well as the search for increasingly personalized and interactive solutions by consumers.
60% of the decision process is often carried out online. For many brands/organizations, without them even knowing this is happening.
Na nossa próxima publicação vamos tentar desenvolver um pouco mais do processo de decisão de compra e da jornada do consumidor.
Have you started to get to know your consumer/client better?