Marketing Funnels: Your Guide to More Engaged Consumers
If you’ve ever heard someone talk about marketing funnels and thought, “What does that even mean?”, you’re not alone. It sounds like fancy business lingo, but really, a marketing funnel is just a way to understand how people move from first hearing about your business to becoming a customer. Think of it like a roadmap for turning casual browsers into loyal customers.
Funnels are especially important for ecommerce businesses and multifamily properties. They help you identify where you’re losing potential customers and what’s working well. Whether you’re selling cozy hoodies online or leasing apartments, knowing how to guide people through the process can save you time, money, and stress.
Let’s dive deep into what marketing funnels are, why they’re important, and how you can create one that drives results.
What Exactly Is a Marketing Funnel?
Think of a funnel you’d use in the kitchen—wide at the top and narrow at the bottom. A marketing funnel works the same way, representing the journey a customer takes from discovering your brand to taking a desired action, like making a purchase or signing a lease.
At the top of the funnel (TOFU), you have people who have just discovered your business. This is where you attract a large audience with content and advertisements. Maybe they saw an Instagram ad or stumbled across your website. In the middle of the funnel (MOFU), you nurture those who show interest, and at the bottom of the funnel (BOFU), you convert those interested leads into customers. This is where you have people who have made a purchase or signed a lease.
The funnel has three main parts:
Top of Funnel (TOFU): Awareness.
The awareness stage is about visibility. Here, your goal is to attract eyes to your marketing campaign & business. Tactics include running social media ads, optimizing for SEO, and publishing blog posts that address your audience’s pain points.
Middle of Funnel (MOFU): Consideration.
Once consumers know you exist, it’s time to pique their interest. Use more specific and direct marketing campaigns to keep them engaged. For example, multifamily properties could offer virtual tours, while ecommerce businesses could provide free shipping offers, abandon cart emails, detailed product guides.
Bottom of Funnel (BOFU): Conversion.
This is where they make a decision and take action. This stage is all about closing the deal. A strong call-to-action, customer reviews, and clear pricing options make it easy for people to say "yes."
Why Your Business Needs a Funnel
Funnels are for anyone trying to make their business grow. For ecommerce brands, funnels ensure a seamless shopping experience that boosts sales. For multifamily properties, they guide prospects through the leasing process, from viewing listings to signing a lease. Planning out your funnel helps the consumer move from never hearing about you to making a purchase.
By understanding how people interact with your business at different stages, you can target them with the right message at the right time. When you know what’s not working, you can fix it.
The Role of Data in Your Funnel
Data is your best friend when it comes to funnels. Metrics like bounce rates, engagement, and conversion rates show you where your funnel is succeeding and where it needs work. Analytics tools like HubSpot, Google Analytics, and Knock can tell you where people are dropping off and what’s grabbing their attention.
For example, if you notice most people leave your ecommerce site on the payment page, maybe it’s time to simplify the cart process. If potential renters stop engaging after a virtual tour, consider offering a follow-up incentive.
Designing a Funnel That Works
Designing a good funnel is all about understanding your audience. What do they need at each step? What might stop them from moving forward?
Here are a few tips:
Keep it Simple & Make Your CTA Clear
Don’t overwhelm people with too many options or information. And don’t assume they know what the next step is. Tell people exactly what to do next—“Shop Now” or “Schedule a Tour.”
Optimize for Mobile
Most consumers will discover your brand on mobile, so be sure your site is optimized and looks polished on mobile.
Create Buyer Personas
Knowing your audience is crucial to leading consumers through your funnel. Build out your buyer personas so you can produce content that resonates with them and creates a desire to learn more about your brand or make a purchase.Invest in Eye-Catching Visuals
High-quality photography and videos improve engagement and create trust. A well-designed landing page with quality product images are enticing.Include Social Proof
Testimonials and reviews are powerful tools to build trust and encourage conversions in the purchasing phase.
Start Building Your Funnel Today
Marketing funnels don’t have to be overly complex. They’re simply a way to make sure you’re giving your audience what they need at every step of their journey.
Take it one step at a time. Start by looking at your current process and asking, “Where are people dropping off?” From there, use tools and data to refine your approach.
Success doesn’t happen by accident. It’s a result of understanding your audience and meeting their needs. Now it’s your turn. Build a funnel that works for your business, and watch the results roll in!
Want help creating a funnel that delivers results? Reach out to our team today to learn how our emotive, all-inclusive approach can save hiring costs and optimize your online presence!
