What is… a Marketing Funnel?

Funnels. They are used to move something from a larger area to a more narrow, targeted area. According to the Miriam-Webster Dictionary, a funnel is a utensil designed to catch and direct a downward flow.

The funnel is a great visual for what you want to happen with your leads.

Starting out at the top of your funnel, it’s the widest area and captures the most leads. As you move them through your funnel you narrow that group of leads down to those who are qualified. And at the bottom, the narrowest part, you have those who are actually ready and willing to purchase your product or service.

Top of the Funnel

So let’s start at the top of the funnel.

These could be leads who have opted in to your lead magnet, or signed up for some free item on your website. It could be people who you’ve networked with and received their business card, or an email introduction.

Leads in this area of the funnel are considered “cold” leads and need to be warmed up and qualified. You can do this through email content, phone calls, or whatever method best suits your particular business.

Middle of the Funnel

This area of the funnel has fewer leads than the top because you’ve started to qualify them in some way. It could be that they have taken some sort of action with you, like downloading a guide, or attending a webinar. In some way they have expressed further interest in what you are offering.

These leads are in the “consideration” stage and are looking for more information in order to make a decision about their purchase.

Bottom of the Funnel

At the bottom of the funnel, leads are ready to make the decision to purchase. They’ve learned about your product or service, have considered the options and how you best serve their needs. Now they just need to be closed. This is where you can stop informing and start asking for the sale.

There are many ways of knowing when a lead goes from middle to bottom of the funnel. Your website can be a useful tool throughout the entire funnel and give your leads the opportunity to self-identify when they are ready to move to the next phase.

We can help you create a site that serves your customers, and your prospects, so that you can meet their needs whatever stage of the funnel they are in.

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