The Marketing Funnel concept is something that needs to be understood to make consumers loyal to a product. By definition, the Marketing Funnel is a model that describes the consumer’s journey from bottom to top, which ends with a purchase and even beyond. This concept is also a strategy to understand how consumers interact with a product/service.
Stages in the Marketing Funnel
This stage is generally described as a funnel. Starting from the top which is still preliminary to the bottom which is more specific, namely the decision to take action or exceed it. The following is the explanation:
1. Awareness
This is the initial stage (the top) where potential customers are just getting to know a brand / product / service. This stage aims to show the existence of a product and build potential customers’ awareness of the product. The way to carry out the awareness stage is generally through social media, advertising, blogging, and even through public relations.
2. Consideration
After potential customers are at the awareness stage, they will move on to the interest stage with the product/service. This stage is called consideration, where potential customers begin to feel interested and will evaluate the product/service and even compare it with competitors. At the consideration stage, it is important to emphasize the added value of the product to attract the attention of potential customers. This can be done through educational content, product reviews, webinars, email marketing, or customer testimonials.
3. Conversion
After the consideration stage, the next stage is conversion. The potential customer has considered making a purchase, so it ends at the point of purchase. The conversion stage is an important stage in the consumer transaction experience. It is important to ensure maximum convenience and service so that consumers feel satisfied.
4. Loyalty
The consumer journey does not end with a purchase. After a transaction occurs, brands need to offer loyalty programs or activities that keep consumers connected to the brand. This is important to make consumers remain loyal to the product and make repeat purchases.
5. Advocacy
The highest (bottom) stage of the marketing funnel is when customers not only return to buy, but also recommend the product to other people. This stage is called advocacy, indicating a successful marketing strategy. Advocacy occurs through positive reviews on online platforms, sharing experiences on social media, or through referral programs that benefit them.
The consumer journey from the initial stage to action is very important to understand. The stages in the Marketing Funnel can be used as a basis for determining effective marketing steps. Apart from that, building strong relationships with consumers can increase better business growth.
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