Source: 3to5marketing
Awareness (Top of Funnel)
A prospect has to become aware of their problem and your solution. Convince your prospects that they’re in the right website, that you have the products or services they’re looking for, and that they should spend the time exploring to find out more.
Interest (Middle Nurturing Process)
A prospect begins to explore your products and services. This is where your website needs to answer your visitors’ questions, soothe their objections, and move them to take action.
Desire (Guiding Process)
A prospect wants to make a purchase and is evaluating their choices.
Action (Bottom of Funnel)
Final step in purchase either they buy or they don’t. Once your prospect has made a decision to act, the only thing standing between them and the goal is the transactional step. It usually involves the least fun part of a website which is a form. Optimizing these parts of the funnel, usually touch on form interaction, usability, and reducing anxiety. Look at your funnel, and visualize your buyer becoming aware, interested, desiring and the taking action.
Ask yourself:
- What steps would they take?
- How would they go through your funnel?
- How does that relate to current marketing goals and objectives of the company?
- how did they become aware of their problem?
- How would they become aware of your solution?
- How would they become interested in a brand?
- Why would they desire a particular brand?
- What would motivate them to convert, and how do you move them along in this funnel?
Factors to Consider When Setting Up Your Marketing Funnel:
Website
- Is it mobile friendly?
- Does it load properly on all browsers (browserstack.com)
- Does your website answer all the questions your users may have?
- Is the site reflective of your brand?
- Are all your services or products easy to find?
- Are all your policies easy to find?
- How does it compare to your competitors?
Landing Pages
- Are you consistent with your branding?
- Do you have a good explanation of the offer?
- Do you have a compelling headline?
- Do you have testimonials and reviews?
- Are your call to action buttons easily spotted?
- Do you have goal specific landing pages?
- Do you have teaser pages? (just enough to click through the next step of the process)
- Do you have squeeze pages? ( capturing peoples information through ebooks, white papers, webinars, discounts etc)
- Do you have informational pages (special offers to buy today)’
- Are you pages early shareable? (invite customer to enlist friends or email)
Content Marketing
- Who will read this copy?
- Why are they reading this?
- What should they feel when they read this page?
- What am I trying to accomplish with this copy?
- What benefit and features do I need them to understand?
Tracking Campaigns
- Are you tracking different marketing campaigns by source, medium, campaign name, and other campaign dimensions.
- Are you tracking web analytics?
- Are you tracking ad network conversion tracking?
- Are you tracking calls?
- Are you tracking your CRM?
- Are you adding tracking tags to all your social media ads and linking it to your google ad campaign
- Are you tracking key performance Indicators (visitors, locations, page views, visit duration, abandonment duration)
- Are you using remarking strategies?
- Are you using behavioral targeting?