The Marketing Funnel (buying funnel or conversion funnel) is referred to in many ways but ultimately means the same thing: it’s the process marketers drive consumers through with the same end goal in mind.
Originally developed in 1898, The Funnel remains as relevant as ever today, and consists of three simple steps:
Each of these steps can be achieved online and offline, but now through digital marketing we have the distinct ability to track our marketing efforts from end-to-end – understanding exactly what tactics work (and don’t work) within each stage of the funnel.
It’s because of this end-to-end tracking and complete transparency that digital channels often play a predominant role in the full marketing mix. Digital tactics give us the opportunity to develop and test a marketing hypothesis. Once a hypothesis is tested and proven it can be rolled out across offline channels with a greater sense of certainty, knowing that if something worked to grab attention, engage and convert users online, it will likely do the same offline.
At Only Marketing, we live by the test and scale method. First we test a theory, seeking to prove or disprove it, before investing large sums of media and management budget and scaling. It only makes sense to handle our client’s budgets in the same way we’d manage our own and ultimately bring clients on the test and scale journey with us.
We often find that tactics we disprove are just as important (if not more-so) as ones we prove to be effective. And so our marketing campaigns continue to develop, evolve, optimise and perform – delivering tangible ROI while cementing trust between us and our clients.
If you’re looking for help in working the funnel to develop a results-driven marketing strategy, please get in touch on 0800 612 9890 or drop us an email.