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Lead Generation

Demystifying the Marketing Funnel: Your Guide to Turning Leads into Loyal Customers

Helen Bailey

Picture this: you're a business owner with a fantastic product or service to offer. But how do you transform curious onlookers into devoted customers? That's where the marketing funnel comes into play. Don't let the jargon intimidate you; in this blog, we'll break it down in the simplest terms.

Read on for marketing funnel insights!

What’s a Marketing Funnel Anyway?

Think of a marketing funnel as a roadmap for your customer’s journey. It’s a visual representation of how people move from being intrigued by your business to becoming loyal patrons. This journey is divided into stages, often referred to as attract, convert, close, and delight. These are steps that guide potential customers from discovery to purchase and beyond. However, other funnel models are available and can be applied according to your specific circumstances.

The Breakdown of the Stages

For now, though, we will stick to the ACCD model, which is broken down like this:

1. Attract: This is your chance to grab attention. You’re casting a wide net here, drawing potential customers into your sphere with compelling ads, engaging content, or eye-catching visuals.

2. Convert: Now that you’ve got their attention, it’s time to turn those curious minds into interested parties. This stage often involves getting them to provide their contact information or express interest in your product or service.

3. Close: Here’s where the magic happens. You’re sealing the deal, converting interested parties into actual paying customers. Effective communication and persuasive offers play a key role here.

4. Delight: Your relationship with customers doesn’t end at the sale. Delighting your customers with exceptional service and ongoing value encourages them to stick around, make repeat purchases, and even become advocates for your brand.

Navigating the Funnel with Finesse

Now, let’s talk about how you guide potential customers through this funnel. This is where your marketing skills shine. Your goal is to entice as many people as possible to enter the funnel’s top, and then ensure they stay on course without dropping out.

However, it’s essential to remember that not everyone who enters the funnel will emerge as a loyal customer. Some might leave at different stages. This is natural; you can’t convert everyone, but your aim is to minimise those exits and maximise conversions.

Numbers to Keep in Mind

As a rough guideline for a paid campaign, you can aim for a 5% click-through rate during the ad stage and a 2% conversion rate once visitors are on your website. This means that out of every 1000 people who see your ad, 50 will reach your site, and just one will become a lead.

Putting It All Together: An Example

Imagine you’re a business owner launching a campaign to attract potential customers to your website for your fantastic services. You might start by using search engine optimisation (SEO) to boost your website’s visibility in organic search results. Alternatively, you could kickstart things with a pay-per-click (PPC) campaign for quicker results.

Many businesses find that a blend of both strategies is effective. You might begin with a PPC campaign to generate leads rapidly. As this campaign gains traction, you can turn your attention to building up your organic search presence through SEO.

The Takeaway

The marketing funnel is your toolkit for transforming curious bystanders into devoted customers. It might seem complex at first, but it’s all about guiding potential customers through stages of awareness, interest, decision-making, and loyalty. Remember, not everyone will make it through the funnel, but by refining your strategies and optimising your approach, you can maximise conversions and build a loyal customer base. 

Stay tuned for more insights on Google Advertising and Search Engine Optimisation in upcoming blogs!