Are you struggling with your conversion rate? It’s 2025, and the dynamics of marketing have changed so much over the past few years. It’s not typical for any brand to just assume that customers will like their product. With the right targeting, messaging and marketing, you can reach your potential customers. It’s important to understand that marketers cannot target every customer with every campaign. Modern customers have numerous options to choose from. They are not going to every website with the intention to purchase. But you, as a brand, can set up a few tactics that may influence the customer to stay. The longer they stay on your website, the better the chances of an actual conversion.
“Chances”? No business can run successfully just by chance. Hence, the marketing funnel enters that helps businesses reach their potential customers using a set of strategies. These strategies help you deliver your message to the right audience in the right way. Some messages target customers to grab their attention, some showcase your products, and others aim to assist customers in making a decision.
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What is a Marketing Funnel
The marketing funnel is a conceptual framework which contains primarily three stages of the customer’s journey. It includes top of the funnel (awareness), middle of the funnel (consideration) and bottom of the funnel (conversion).
Each stage in the full funnel marketing represents a distinct notion. For example, the top of the final content helps in reaching a new audience and increasing brand awareness. The middle of the funnel is the second stage of funnel marketing that educates potential customers about the brand. This stage comes after the top of the funnel stage. The middle funnel indicates that you have captured customers’ attention. At this stage, the customers are interested in finding information about your products, services, etc., which solves their problem.
The focus of the bottom of the funnel is on conversion and includes a different set of strategies and unique CTAs for customers. It helps them come to a decision whether it is related to scheduling a consultation or making a purchase.
We will now go for a full-fledged funnel marketing campaign, which includes all the stages for a customer. In addition, it will provide strategies that will work for your business to reach potential customers and improve the conversion rate.
Winning Campaign Funnel Strategy
TOFU
As we discussed earlier, the marketing funnel works in stages, where the purpose of the top funnel is to pull in as many people as it can. You will then narrow down the customers to the middle and bottom sections, converting them into actual leads.
At the top of the final stage, you must establish your brand to bring awareness. The top of the marketing funnel will ensure that you are generating awareness for your brand. Along with that, it helps in conversion rate and lead generation. Among several strategies to adopt for TOFU, Content marketing is the one that will go in all three brackets of your marketing funnel.
- With effective Search Engine Marketing (SEM), which includes pay-per-click advertising campaigns, you can generate awareness about your brand and capture leads.
- Other strategies include influencer marketing and social media marketing. For example, suppose you have recently established a brand and you want to capture potential customers for your business.
- By employing effective social media marketing, you can create engaging posts and informative videos for social media sites like LinkedIn, Facebook, and Instagram.
- Along with this, you can run Google ads on your website, which is a part of Search Engine Marketing, to create awareness and generate interest among customers.
To effectively track whether your top-of-the-funnel strategies are working effectively or not, you can leverage different KPIs (Key Performance Indicators) to identify the scope of improvement. These metrics include click-through rate, impressions and reach, website traffic, social media engagement, organic search traffic, video views, video watch time, referral traffic and cost per click.
MOFU
Let’s move on to the middle of the funnel, which is the consideration stage for customers. You can employ a set of strategies which includes lead nurturing, content marketing and re-targeting ads.
Content marketing is a strategy that goes into every final stage of your marketing funnel.
Lead nurturing includes sending a series of emails or messages to your customers over time, including testimonials, case studies, etc. The consideration stage allows customers to seek solutions for their problems. They already have a problem in mind, and they are looking for solutions by going through different websites and brand pages. They use a set of keywords related to their problem to land on different websites.
By employing effective content marketing and SEO optimisation, you can target potential customers who want to buy the product. Keep in mind that your potential customers may be reading blogs, watching videos or reading case studies and reviews of other customers. How you reach them should be a combination of a smart and analytical strategy. So don’t restrict yourself to any one platform. You can engage with customers through different platforms, be it a social media site, Google page, website, etc. Your priority should be to get as many people as you can in the funnel so that you can convert them in the bottom funnel stage. This is possible through effective strategies like retargeting ads and content marketing.
- You can run social media ads highlighting your products and presenting case studies about the way they solve customers’ problems.
- Additionally, you can create custom landing pages.
- You should run search ads, social media ads, and perform AB testing to evaluate which content performs better.
There are different key performance metrics with which you can evaluate your middle-of-the-funnel marketing efforts. These KPIs include lead conversion rate, content download rate, email opening and click rates, time spent by customers on site and pages per session. In addition to that, you can also measure the signups at your webinar and evaluate the attendance to see how many customers are interested.
BOFU
Finally, we will focus on the bottom-of-the-funnel, where customers make their purchase decision based on all the information they have about your brand. If it is something that solves the customer’s problem, they will make a final purchase decision. But what businesses do is – they give customers that final support in decision making so that they can complete the purchase process.
Hence, the bottom of the funnel supports the overall customer journey and helps them make informed decisions. The bottom of the funnel will include content that aligns well with actual customer needs. This content can be in the form of product demos, re-engagement email campaigns, abandoned cart remarketing, discounts and promotions.
An effective way to keep your customers informed is through abandoned cart retargeting, which emerged only a few years ago. Suppose a customer visits your website and adds a product to the cart. But then leaves without checking out. In this case, you can keep them in the loop by giving them a nudge through email. Businesses create a remarketing audience list in which they add customers who abandon their carts. Your emails may encourage them to return to their abandoned cart.
- Retargeting strategy is effective in e-commerce significantly because it is a very common practice among customers to leave their carts abandoned.
- Hence, by offering incentives and reminding customers, you can encourage them to complete their purchase process.
- Your personalised messaging through emails also helps in developing trust and loyalty.
- You can leverage platforms like Instagram, Facebook, and Google Ads to show abandoned carts to your customers.
- Some potential strategies to include in your bottom of the funnel strategy are customising landing pages.
- You should embed AI chatbots and live chats for customers on your website.
- Additionally, your remarketing campaigns can include the price sheets, consultation offers, free trials of the products, FAQs and comparison charts.
There are different performance indicators you can leverage to see if your bottom-of-the-funnel strategy is working as per your expectations. These KPIs include sales cycle length, return on ad spent, customer acquisition cost, conversion rate, retention rate, customer lifetime value, referrals, and upsell rates.
What Do You Need To Do Next?
This full-fledged marketing funnel comprises different strategies that fit three different brackets. Sometimes, a robust marketing strategy itself is not enough to make a brand succeed. There are some key points that you should remember to make sure you are converting customers into leads.
- It is important to enhance customer awareness by placing your marketing content in three different funnels. In addition to that, you must personalise the customer experience by recommending to them content they want to see.
- If you have a website, it is important that you check all of its friction points so that everything runs smoothly for customers when they are trying to make a purchase.
- You can use different marketing channels like social media platforms, including LinkedIn, Instagram, Facebook, YouTube, etc., to reach customers.
- You should send targeted emails, publish optimised blogs, and run ads on your website to drive sales and conversions.
- Above all, it is important to ensure that you optimise the funnel stages efficiently. Different strategies will apply to each funnel stage because each stage serves a different purpose.
- Your results should be trackable. Ensure that you test your content, refine your marketing strategies over time and apply KPIs to learn about conversions and leads.
To Sum Up
For businesses, new technologies like Artificial Intelligence and Machine Learning are doing more good than bad. Businesses are leveraging AI analytical tools to learn more about hesitant shoppers. Knowing this can improve your decision-making while being a business owner. You can create custom discounts and offers for your hesitant customers to finally let them click on “Buy”. It is an intelligent practice, especially for brands which struggle with a low conversion rate.
Lead generation and lead conversion come with the right targeting and content optimisation. You need to understand your customer’s pain point first to offer them a viable solution. In addition, you can grow your social media organically to reach potential customers. If you struggle with marketing aspects of your business, consult our team at VerveOnlineMarketing to leverage the power of SEO, SMO and SEM. VerveOnlineMarketing is a leading performance marketing and SEO company in Jaipur to provide holistic digital marketing solutions to clients just like you.
