What are the most appropriate actions depending on each stage?
Posted: Thu Dec 26, 2024 4:54 am
A Digital Marketing funnel allows you to attract people to your business and convert them. This is done through different steps that the user must take to achieve the stated objectives.
In the following article we aim to provide you with a complete guide on conversion funnels, from their definition to their application and the advantages of using them . If you are interested in implementing this technique for your business, keep reading.
Contents hide
1 What is a funnel when we talk about a company?
1.1 What is a conversion funnel?
1.2 What is a sales funnel?
1.3 What is a Marketing Funnel?
1.4 What is the difference between a marketing funnel and a sales funnel?
2 How to start using the marketing funnel?
2.1 The Buyer Journey
3 Stages of the Digital Marketing Funnel
3.1 3-phase model
3.1.1 TOFU
3.1.1.1 Google
3.1.1.2 Youtube
3.1.1.3 Focus groups
3.1.1.4 Influencers
3.1.2 MOFU
First of all, you should keep in mind that when we talk about a funnel we are referring to the analysis of different levels that a person goes through to achieve certain objectives.
A funnel can be applied to different areas of a company besides marketing. This is how we can have a funnel for the sales, marketing or advertising area.
What is a conversion funnel?
The most generic concept of funnels is the conversion funnel, as it covers both the sales funnel and the marketing funnel.
This funnel covers the process from the person's first contact with the brand to their conversion.
Note that a conversion is not necessarily a sale, but can be the fulfillment of key actions planned within a strategy. This can simply be the generation of leads or conversions focused on attraction or consideration.
What is a sales funnel?
In order to obtain qualified leads or business opportunities, the sales department usually relies heavily on marketing efforts and the respective digital advertising campaigns.
From there you can start the sales funnel, as it is a process that goes from obtaining a lead to making a purchase.
What is a Marketing Funnel?
The Marketing Funnel is used to track from the moment the marketing team launches an action plan until they get a lead.
These sales opportunities are then sent to the sales department, where the opportunity will likely go through several more steps until it reaches the sale.
What is the difference between a marketing funnel and a sales funnel?
The marketing funnel allows you to rank your leads in relation to how likely they are to purchase the new product or service.
For this reason, it is important to have a marketing funnel in addition to a sales funnel, because if the company only has a sales funnel, the leads will enter with different qualification levels.
How to start using the marketing funnel?
The Buyer Journey
Regardless of the model you use to carry out actions in accordance with your marketing funnel, you must take into account that you cannot treat all potential clients in the same way.
Many people make the mistake of nurturing different types of leads because they think they have to be treated in a homogeneous way.
The treatment given to potential clients should be based on the stage in which they are within the funnel , that is, the buyer journey.
This is why a potential customer at the bottom of the funnel should not be treated the same as a potential customer at the top of the funnel.
For example, think about a discount, if you give a discount to a person who is at the top of the funnel, that is, someone who is just getting to know your brand, they are very likely to ignore it because they don't know enough about you.
You can offer these people content to familiarize themselves with you.
Marketing team with sales team
On the other hand, if you were to give the discount to someone at the bottom of the funnel, they are very likely to use it as they may be ready to buy since they already know your brand.
The stages of the digital marketing funnel
To classify the different stages of the Digital Marketing funnel, there are several models that we can apply. The one we are going to see below is the 3-phase model.
3-phase model
The 3-phase model is also known as the TOFU, MOFU and BOFU Model and they mean the following:
TOFU: Top of the funnel: The top of the funnel.
MOFU: Middle of the funnel: The middle part of the funnel.
BOFU: Bottom of the funnel: The part at the end of the funnel.
Marketing funnel
TOFU
This refers to the first part of attraction where people start considering your brand once they come to you with their problem.
This is the stage when the person is looking for a solution to their problem, but they still don't know anything about your products or services.
For this phase you can use 4 great tools to reach your potential customers such as Google, Youtube, discussion groups and influencers.
Google
Google has 90% of the search engine market and is where people go to find answers. For this reason, it is essential that your brand is present either through organic optimization of your website (SEO) or paid advertising (Google Ads) .
When doing SEO, keep keywords in mind because you must do research on the relevant topics that your potential customers are searching for.
Make sure your website content has search traffic potential.
If you use Google Ads, make sure you get the most out of it by having a presence on both the search network and the display network. For the display network, think about where your target audience might be.
Youtube
Youtube is the second largest search engine in the world and for this reason it is a great way to attract potential customers. In order to create content it is recommended that you do keyword research to find out what your audience is looking for and give them what they need.
Focus groups
In the following article we aim to provide you with a complete guide on conversion funnels, from their definition to their application and the advantages of using them . If you are interested in implementing this technique for your business, keep reading.
Contents hide
1 What is a funnel when we talk about a company?
1.1 What is a conversion funnel?
1.2 What is a sales funnel?
1.3 What is a Marketing Funnel?
1.4 What is the difference between a marketing funnel and a sales funnel?
2 How to start using the marketing funnel?
2.1 The Buyer Journey
3 Stages of the Digital Marketing Funnel
3.1 3-phase model
3.1.1 TOFU
3.1.1.1 Google
3.1.1.2 Youtube
3.1.1.3 Focus groups
3.1.1.4 Influencers
3.1.2 MOFU
First of all, you should keep in mind that when we talk about a funnel we are referring to the analysis of different levels that a person goes through to achieve certain objectives.
A funnel can be applied to different areas of a company besides marketing. This is how we can have a funnel for the sales, marketing or advertising area.
What is a conversion funnel?
The most generic concept of funnels is the conversion funnel, as it covers both the sales funnel and the marketing funnel.
This funnel covers the process from the person's first contact with the brand to their conversion.
Note that a conversion is not necessarily a sale, but can be the fulfillment of key actions planned within a strategy. This can simply be the generation of leads or conversions focused on attraction or consideration.
What is a sales funnel?
In order to obtain qualified leads or business opportunities, the sales department usually relies heavily on marketing efforts and the respective digital advertising campaigns.
From there you can start the sales funnel, as it is a process that goes from obtaining a lead to making a purchase.
What is a Marketing Funnel?
The Marketing Funnel is used to track from the moment the marketing team launches an action plan until they get a lead.
These sales opportunities are then sent to the sales department, where the opportunity will likely go through several more steps until it reaches the sale.
What is the difference between a marketing funnel and a sales funnel?
The marketing funnel allows you to rank your leads in relation to how likely they are to purchase the new product or service.
For this reason, it is important to have a marketing funnel in addition to a sales funnel, because if the company only has a sales funnel, the leads will enter with different qualification levels.
How to start using the marketing funnel?
The Buyer Journey
Regardless of the model you use to carry out actions in accordance with your marketing funnel, you must take into account that you cannot treat all potential clients in the same way.
Many people make the mistake of nurturing different types of leads because they think they have to be treated in a homogeneous way.
The treatment given to potential clients should be based on the stage in which they are within the funnel , that is, the buyer journey.
This is why a potential customer at the bottom of the funnel should not be treated the same as a potential customer at the top of the funnel.
For example, think about a discount, if you give a discount to a person who is at the top of the funnel, that is, someone who is just getting to know your brand, they are very likely to ignore it because they don't know enough about you.
You can offer these people content to familiarize themselves with you.
Marketing team with sales team
On the other hand, if you were to give the discount to someone at the bottom of the funnel, they are very likely to use it as they may be ready to buy since they already know your brand.
The stages of the digital marketing funnel
To classify the different stages of the Digital Marketing funnel, there are several models that we can apply. The one we are going to see below is the 3-phase model.
3-phase model
The 3-phase model is also known as the TOFU, MOFU and BOFU Model and they mean the following:
TOFU: Top of the funnel: The top of the funnel.
MOFU: Middle of the funnel: The middle part of the funnel.
BOFU: Bottom of the funnel: The part at the end of the funnel.
Marketing funnel
TOFU
This refers to the first part of attraction where people start considering your brand once they come to you with their problem.
This is the stage when the person is looking for a solution to their problem, but they still don't know anything about your products or services.
For this phase you can use 4 great tools to reach your potential customers such as Google, Youtube, discussion groups and influencers.
Google has 90% of the search engine market and is where people go to find answers. For this reason, it is essential that your brand is present either through organic optimization of your website (SEO) or paid advertising (Google Ads) .
When doing SEO, keep keywords in mind because you must do research on the relevant topics that your potential customers are searching for.
Make sure your website content has search traffic potential.
If you use Google Ads, make sure you get the most out of it by having a presence on both the search network and the display network. For the display network, think about where your target audience might be.
Youtube
Youtube is the second largest search engine in the world and for this reason it is a great way to attract potential customers. In order to create content it is recommended that you do keyword research to find out what your audience is looking for and give them what they need.
Focus groups