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Marketing Funnel 101: What It Is and How to Create Content for Each Stage

Written by Unenabasi Ekeruke
Published at Dec 27, 2023
Marketing Funnel 101: What It Is and How to Create Content for Each Stage

Whether you run a startup or a corporation, you've probably spent time thinking about how to market your product or get customers to buy from you. How do you generate leads and nurture them to become paying customers?

Well, it all starts with creating an effective marketing funnel.

Marketing funnels serve businesses of all sizes holistically. They visualize the path customers take before purchasing your product or taking the desired action.

Developing your marketing strategy with the funnel in mind can put your business in the driving seat for success.

You'll be able to serve the right content, acquire qualified leads, nurture meaningful customer relationships and boost sales. Sounds great, right?

The question isn't whether creating a marketing funnel is worth the effort. Instead, the big question is: how do you create effective marketing funnels that drive conversions over the top?

This article will explain what a marketing funnel is and how to create yours. You'll also learn how to create content for each stage of the marketing funnel.

Let's get started.

Here’s a short selection of 8 easy-to-edit marketing funnel templates you can edit, share and download with Visme. View more templates below:

 

Table of Contents

Quick Read

  • A marketing funnel is a roadmap for attracting, converting and nurturing customers for your business.
  • The stages of the marketing funnel are awareness, interest, consideration and conversion.
  • Creating a marketing funnel helps marketers generate and nurture leads, understand customer pain points, determine the right marketing strategy and increase sales and revenue.
  • There are many types of marketing funnels like B2B or B2C marketing funnels, sales funnels, lead magnet funnels, content marketing funnel, brand awareness funnels and more.
  • Create content that aligns with each stage of the funnel to maximize results. Measure marketing funnel success with a marketing dashboard and marketing reports.
  • Use Visme to create all sorts of marketing material to share with customers along the funnel, plus all the planning and strategy material your team needs to stay on track.

 

What is the Marketing Funnel?

The marketing funnel is a roadmap for attracting, converting and nurturing customers for your business. 

Simply put, it's a visual representation of the different steps customers take from discovering your brand to purchasing and repurchasing your product. 

Understanding this concept will make your marketing strategy more effective. You'll be able to make informed decisions to enhance the customer experience as they journey through the funnel.

Here's what you should know. Customers go through a journey or series of steps before buying from businesses.

Visualizing the milestones along their shopping journey can help you match your product or service with the right people.

You may probably come across different models for creating marketing funnels. However, the most common one has four main stages:

Marketing Funnel Infographic
Customize this template and make it your own! Edit and Download

 

1. Awareness

  • Get your message out on various marketing channels (SEO, SEM, Blog, Social)
  • Your prospects have a pain point and begin to search for solutions 
  • Potential customers see your marketing content or an existing customer recommends your brand to them.

2. Interest

  • Prospects want to learn more about your brand or see if you can solve their problem. 
  • Here you want to educate your prospects, solve their problem or provide answers to their questions using blog posts, how-to videos, webinars, emails and more.

3. Consideration

  • The prospect has researched, checked out other brands and is confident you've got what they need. 
  • Now leads are ready to convert. You can exchange value by showing how your product solves their problem (demo, webinars, videos and more.)

4. Conversion

  • The prospect becomes a qualified lead and takes action like signup, schedules a demo or makes a purchase
  • Continue to provide value with support articles, customer service (email, social, live chat support and more)

Essentially, these four stages can also be simplified as:  

  • Top of the Funnel (TOFU): Awareness
  • Middle of the Funnel (MOFU): Interest and Consideration
  • Bottom of the Funnel (BOFU): Conversion

This marketing concept has been around for a long time. However, it's not a one-size-fits-all strategy.  You need to tailor your stages of the funnel to your buyer's shopping journey—from awareness to consideration to purchase and loyalty.

What's more? During each stage, you need to align your marketing strategy to match your audience's needs.

The marketing funnel aligns with the idea during the early stages of the customer purchase journey; you must do these things:

  • Spread your net wide to capture as many leads as possible
  • Nurture leads through each stage of the funnel
  • Persuade customers to keep coming back for more and ultimately become brand loyalists

Remember, not every visitor is a potential customer. So trying to capture every lead into your marketing funnel isn't the best way to go. Rather, you want to focus on attracting the right leads.

As you move down the stages of the marketing funnel, some leads drop off and the audience narrows. Finally, at the bottom, you have prospects who'll most likely convert and become loyal customers.

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Why Create a Marketing Funnel?

Creating an effective marketing funnel helps you streamline your marketing plan and achieve better results. 

Businesses that get it right with their marketing funnel enjoy immense growth, while others struggle.

But there are even more benefits and we'll highlight them below.

Lead Generation and Nurturing

Lead generation is an important goal for more than 79% of businesses. But, unfortunately, most marketers struggle with generating leads.

What's more challenging is that most marketing leads don't convert into sales.   

Why is that? The inability to nurture leads is a notable reason. 

Nurturing leads involves engaging and building valuable relationships with your prospects at every step of the marketing funnel and buying journey. 

Organizations that nurture leads enjoy a 45% increase in ROI over those that do not.

Marketing funnels put you in the driving seat for generating and nurturing quality leads. In addition, they help you determine marketing strategies that work at different phases of your buyer's journey. 

For example, during the awareness stage, the goal is to attract new leads. Therefore, the customer journey may begin with a blog post, influencer post, podcast ad, Facebook ad.  

You'll probably need different marketing or content tactics at the interest and consideration phases. For example, follow-up emails, landing pages, list building, free trials may be an excellent strategy.

In the conversion stage, you'll need to adjust your strategies to nurture current leads. These nurtured leads eventually grow into brand loyalists and advocates.

Tools like Visme help you create marketing content, infographics, social media ads, email newsletters that nurture leads and boost sales. 

In the end, your marketing funnel may look like this:

Ad/Blog Post > Subscribe to your email list > Free trial > Purchase

 

Understand Customer Pain Points

Your prospects have different pain points. These problems or concerns may include, but are not limited to the following:

  • Financial: Prospective customers are overpaying for their current solution/ product/ provider and want to cut their spending.
  • Productivity: Prospects are wasting too much time and want to make better use of their time.
  • Process: Prospects want to optimize business processes, like assigning leads to sales reps or automating billing or invoicing. 
  • Support: Prospects aren't getting adequate support at critical stages of the sales process or customer journey.

Their desire to address these pain points drives them to search for solutions and eventually buy products. 

Building a marketing funnel gives you a chance to do these things:

  • Deploy the right marketing strategies so prospects can find you. 
  • Establish contact with these prospects and nudge them to the next stage of the funnel.
  • Identify their pain points and address them.
  • Drive repeat purchase and build brand loyalty.

 

Determine the Right Marketing Strategy

Want to enjoy positive marketing ROI? If the answer is yes, you'll have to identify the right marketing strategy for your business. 

What works for your competitors may not bring results for you.

There are different marketing channels to choose from, including SEO, paid ads, social media, email and more. These channels are ideal for various stages of the marketing funnel. 

Here's an example. Paid ads, SEO, social media and referrals can deliver better results at the top of the funnel stage.

In the middle of the funnel, you may want to double down on marketing materials like blog posts, white papers and webinars.

Draw your prospect’s interest in your upcoming webinar using the template below. 

Customize this template and make it your own!Edit and Download

At the bottom of the funnel, product demos, testimonials and customer reviews may be your best bet. 

The idea is to uncover what works. Understanding the right marketing mix for your business can make all the difference. That's what marketing funnels bring to the table. 

Marketing funnels connect the dots between which channels, strategies and content are generating the most interest, conversations and sales for your brand.

Best of all, Visme offers thousands of templates, images, videos and design elements for creating appealing marketing materials.

 

Increase Sales and Revenue 

It's not enough to generate leads through marketing efforts; send them off to sales and call it a day.

If you're going to rake in revenues, you need to increase lead quality and conversion. And this involves optimizing every part of your marketing funnel.

How do you go about it? It all starts with finding the right prospect at the right time, scoring and nurturing them to become paying customers.

By nurturing leads with helpful content, such as blog posts, white papers, articles, webinars, you can stimulate the right buyers to engage with sales and buy your product.

The marketing funnel provides a valuable framework for analyzing your marketing efforts and identifying areas for improvement. Ultimately optimizing your marketing funnels can help you:

  • Speed up the marketing sales process
  • Build better relationships with leads and customers
  • Adopt a more personalized approach,
  • Generate more sales and maximize marketing efforts
  • Drive revenue over the top

 

Types of Marketing Funnels

If customers are buying your product or service online, you have a marketing funnel, whether you know it or not.

Although the funnel may appear linear on paper, it's not always straightforward in practice. In fact, only a few marketing funnels today may mirror the linear path. 

Likewise, the customers are exposed to more options than ever, so their journey has become complex. As they move through your marketing funnel, some may regress while others may carry on.

Depending on your marketing process, you'll have to create a lot of mini funnels to achieve your marketing goals, such as:

  • Sales funnels
  • Lead magnet funnels
  • Content marketing funnels
  • Webinar funnels
  • Conversion funnels
  • Video marketing funnels
  • Email funnels

Although these funnels have different names, they all work towards the same goal — conversions and revenue. In addition, they track the steps prospects take before they convert.

 

B2B vs. B2C Marketing Funnels

Your marketing funnel may also vary based on your industry.

For a business-to-business (B2B) software company, the marketing funnel may span several weeks, months or more.

In this case, the customer finds your solution via pitch events, trade shows, ads or recommendations from a satisfied client. They enter the top of the funnel and become leads by filling out their contact information.

You nurture them through marketing campaigns, webinars, demos, case studies, free ebooks or software documentation. Then, after weeks of engaging the prospect, they reach out to a salesperson to sign a contract.

Create reports, proposals, ebooks and more

  • Dozens of content types to choose from
  • Add your brand colors and fonts
  • Team collaboration available

Sign up. It’s free.

Create reports, proposals, ebooks and more

In contrast, a B2C marketing funnel could be a few minutes or days. 

The prospect needs an app for making videos and eventually finds you via a Google search or discovers a compelling article you wrote about the best software for making videos. Then, they sign up for either a trial or paid version and that's it. 

Think of the customer journey as an adventure through your marketing funnel. Every interaction with customers should make a difference and ignite an emotional connection with your brand. 

When this happens, customers will not only convert or buy, but they'll support, recommend and advocate for the brand.

 

Marketing Funnel vs. Sales Funnel

You've probably read about marketing and sales funnels. Now you're wondering what the main difference is between the two of them.

In practice, the sales and marketing funnels form part of one comprehensive funnel. Essentially, the sales funnel is part of the marketing funnel.

While marketers work at the top of the funnel to acquire leads, salespeople work at the bottom of the funnel to convert them to qualified leads and paying customers. 

Both funnels work together to help businesses achieve their sales, marketing and revenue goals.

Let's look at how the marketing funnel vs sales funnel relationship works for B2B companies.

First, the marketing team fuels the activities for the rest of the funnel. It starts by creating awareness, building demand and attracting prospects through marketing tactics like:

  • Search engine optimization (SEO) 
  • Pay-per-click advertising (PPC)
  • Ad retargeting 
  • Social media content
  • Webinars
  • Blogging (creating content on valuable topics for your target audience)

The marketing team further educates the prospects about the product benefits. Then they offer something valuable in exchange for their details to nudge them further down the funnel. 

This offer is called "incentive," "lead magnet" or bait. It could be a digital tool, free ebook, report, sample, discount and much more. 

At this stage, the marketing team has confirmed prospects' interest and classifies them as marketing qualified leads (MQL).

Next, the marketing team passes the leads to the sales team, which vets their interest in the product or service. If they're a good fit, they become qualified as sales qualified leads (SQL).

Remember, the funnel narrows at each stage and some prospects drop off while others continue the journey. 

At this stage, the sales team begins to nurture SQLs into customers with more enticing offers like demos, social proof till they become paying customers. 

As you can see, the marketing and sales teams work together to guide prospects to the conversion stage. 

Guess what! It doesn't end there. The customer success team works with the marketing and sales team to drive repeat purchases and brand loyalty. 

 

Real-Life Examples of Marketing Funnels

Marketing funnels exist in many businesses around you. Let's look at two real-life examples of B2B marketing funnels and why they are effective.

 

1. Basecamp's Marketing Funnel

Basecamp is a project management software for businesses, projects and remote teams. The tool helps work teams optimize their workflow and execute tasks effectively. 

For a B2B company, the prospect could be the CEO, project manager, procurement manager. 

Awareness

  • Prospects search for project management solutions and find Basecamp via organic search, ads, guides, blog articles and others.
  • They enter the marketing funnel and check out the software features. 

Interest

  • Prospect continues to analyze the software feature and probably compares it to similar tools.
  • Basecamp piques prospects' interest in their solution by sharing content to help them address their point or achieve their project goals. 
  • At this point, the goal is to offer value rather than sell to the customer. So Basecamp shares educational content like blog articles, guides and case studies. 

Consideration

  • At this stage, Basecamp offers a 30-day free trial. They also collect prospect emails and share newsletters and guides. 
  • These guides teach project managers to effectively manage and execute projects using Basecamp. 
  • Basecamp also uses social proof (case studies and testimonials)to rouse prospects' interest. Social proof helps build authority. It gives Basecamp the bragging rights as the best project management tool.

Conversion

After the free trial expires, prospects who have found the tool helpful become paid users.

But the job isn't done yet. Basecamp offers various support tools to enable paid customers to make the most of their purchases. These include tutorials, guides and email support.

Why is Basecamp's simple marketing funnel effective?

Basecamp offers value at each stage of the customer's journey. Therefore, prospects are motivated to journey through the funnel to purchase the software. 

 

2. Traditional B2B Marketing Funnel

Let's take a look at a traditional B2B marketing funnel. Suppose your company is an automobile spare parts manufacturer. Your prospects might include:

  • Automobile car dealers,
  • Vehicle part retailers and wholesalers and
  • Large businesses.

Here's what your sales funnel might look like:

Awareness: Prospects discover your brand at trade shows, exhibitions, conferences and industry events.

Note: Some traditional B2B companies may have a digital presence. But prospects may not originate from digital marketing channels, as seen in our example. 

Interest: During the trade show, you can offer prospects a tour of your booth. Show prospects your catalog and videos of vehicles using your product or the manufacturing process. Then offer brand items in exchange for their contact. 

Consideration: At this stage, your sales team could reach out to prospects with lead magnets like: 

  • Product guides
  • Industry reports and white papers
  • Proposals for partnership
  • Discounts
  • Product samples 
  • Product guarantees

Conversions: After rounds of negotiations, prospects decide to buy the first batch of products. Offer something of value that keeps them coming back for more like after-sales support. 

 

Stages of the Marketing Funnel (+ Content to Create)

When it comes to creating an effective marketing funnel, it's better to view things from the customer's perspective. Typically, not every prospect that jumps right in at the top exits as a new customer. 

Many people enter, exit and circle the funnel before converting. Some make it to the bottom of the funnel, drop out and never return. 

Now the question is, how do you get customers to stick around and convert?

Quick answer: Offer something valuable at every stage of the customer journey. It could be a lead magnet, useful content or share-worthy experiences. 

The goal is to make their adventure worthwhile and motivate them to become customers, advocates and loyalists.

Take advantage of the Visme AI Document Creator to generate all sorts of documents that you can use throughout your marketing funnel.

Just open the AI document generator and input a prompt that explains what you're looking to create, select the design and watch the tool produce it in seconds.

Let's look at the different stages of the marketing funnel and what you can offer at every step.

 

1. Awareness

The awareness stage is the broader section at the top of the funnel. At this stage, prospects have identified their pain points and begin to search for a solution. 

But how do you get them to find you? Yes, you guessed right! Brand awareness. 

According to Mobile Monkey CEO and WordStream founder, Larry Kim

"The single biggest predictor of whether people will purchase is whether they've heard of you before."

In the past, creating brand awareness meant you had to hound prospects with emails or cold calls. Or businesses had to set up booths at trade shows or hang posters on shop floors. 

These strategies still work for some businesses. But times have changed a great deal. 

Today customers have more access to information than ever before. It's no surprise, as research shows people spend more than 10 hours daily interacting with their devices. And this has given birth to self-directed buyers.

To address their pain, these buyers research brands on the internet or rely on recommendations from friends and family. 

Remember, your prospects aren't looking to buy at the awareness stage. Hence the best content type should be low-commitment and tailored to suit your ideal customers. 

Not sure who your ideal customers are? Go ahead and do these things:

  • Interview existing customers or run a survey to create a buyer persona using the template below.
Customize this template and make it your own!Edit and Download
  • Talk to your sales team. They know the profile of customers who'll most likely become qualified leads.
  • Gather insights from the customer success team. They have a tight-knit relationship with customers and brand advocates. So they know what buyers want or areas where customers expect improvements.

Once you're sure of who your ideal customers are, start by positioning your brand where they'll find it. Then create engaging, informative and educational content tailored to their needs and shared interests. 

Here's how to target and engage prospects at the awareness stage:

Advertisements

Ads create a compelling narrative about your brand.

First, your ads should introduce your product, service or brand. Next, it should emphasize your value proposition and benefits.

To enable customers to move to the next step of your ads, make sure to link to a website or a landing page.

When it comes to ads, there are several options. You can create ads on Google and other social media channels, including:

  • Facebook
  • Twitter
  • Instagram
  • YouTube
  • TikTok

Also, podcast ads, TV (linear and streaming), billboard and radio advertising are excellent options.

Create visually engaging ads for all social media platforms using the template below.

 

Customize this template and make it your own!Edit and Download

 

Content Marketing

Think of your content as a resource that points prospects toward the solution to their pain points. The goal should be to educate, inform and provide rich experiences.

By doing that, you're building trust and credibility with your prospects. When the time comes for them to pull out the checkbooks, they'll do that without hesitation.

Create a content marketing plan to stay consistent and keep things organized.

You can create blog articles, videos and social media content on subjects related to your niche. 

Still unsure what type of free content to share on your website?

Let's say you're selling project management to businesses. Here are some content ideas for your brand:

  • Blog posts about the benefits of using project management software
  • Explainer videos on tips for managing and executing successful projects

Beyond ads and content, you can build brand awareness through channels like: 

  • Customer recommendations
  • Influencer marketing and celebrity brand mentions
  • Viral campaigns
  • Attending trade shows, exhibitions and conferences 
  • Email marketing 
  • Online communities such as Reddit, Facebook groups and Slack communities. Reddit amasses over 14 billion page views every month — that's a huge audience right there.

The goal of the awareness stage is to draw in prospects through marketing campaigns and keep your brand top of mind.

Therefore, relevant touchpoints like ads and content can help lure them into the funnel.

You can use an editable ad template (like the one below) to create persuasive ads that attract leads to your marketing funnel.

Customize this template and make it your own!Edit and Download

 

2. Interest

This stage is also called the middle of the funnel (MOF). Here, your prospects know about your brand and what it stands for. However, they are still searching for more answers.

According to TrustRadius, 33% of buyers spent more time researching products before purchasing in 2021 than the previous year. This suggests that the interest stage of the marketing funnel is becoming more crucial.

Very likely, they'd refine their search to find more specific answers. 

For example, instead of searching for "how to manage projects," they may look for specific terms like:

  • How to write a project status report" or deliver a project presentation
  • How to create project workflows using project management software

At this point, your content should dig deeper to answer these specific questions. Plus, it should reflect a high level of expertise, credibility and trustworthiness.

But how do you pique a prospect's interest at this stage?

  • Create videos that offer immense value and address specific pain points
  • Write articles, guides or white papers that answer a question and solve specific problems for visitors
  • Share case studies, research and product comparisons
  • Invite prospects to participate in surveys to learn more about the problems and barriers they encounter with their business

Use the template below to visualize and share your research findings with your prospect.

Customize this template and make it your own!Edit and Download

Pro Tip: While recommending solutions to prospects, be sure to add multiple product options that include yours. However, avoid focusing too much on your product.

This builds trust and gives prospects the impression that you're helping them find the best solution for their pain points rather than pitching to them.

Here are some content ideas that can help you drive interest during this stage:

  • Make a video on how to create project management workflows
  • Create an article on the best project management tool for remote teams
  • Develop an ebook or guide that explains how to manage IT projects from start to finish
  •  Make project tracking calendar worksheet
  • Guest post on industry blogs about the future of project management
  • White papers on how visualization leads to better project management

Consider making how-to videos, guides and testimonials. Testimonial videos of existing customers using your product effectively build trust and nudge prospects to the next stage of the funnel.

Customize this template and make it your own!Edit and Download

Or, engage your prospects across multiple channels with visual and engaging ebooks like the one below. Use the template below to make your own ebook quickly and easily.

Customize this template and make it your own!Edit and Download

 

3. Consideration

The consideration stage is also the middle of the funnel (MOF). At this stage, your prospects have become sales-qualified leads.

 However, they are still evaluating the different options available to them. Plus, they are moments away from deciding whether to buy your product or services or not. Hence you want to build strong connections and nurture their decision-making process.

Essentially, prospects might base their choice on factors like:

  • Value proposition
  • Price
  • Features
  • Support
  • Ease of use
  • Ratings and customer reviews

Hence your goal at this stage should be to increase the likelihood that they'll consider your products over competing solutions. It's also an opportunity to make a solid case for why your product is the best choice for the buyer.

But how do you influence the buyer's decision in your favor?

First, make sure to offer value, value and more value. Then educate, inform and make prospects understand how your solution meets their needs.

Here's how to go about it:

Content and Lead Magnets

Your content should be helpful, informative and entertaining information that's worth paying for.

  • Send prospects more information about your product, including unique value propositions, features and whatever makes you stand out.
  • Send targeted offers, discounts, free trials and demos through automated email campaigns.
  • Continue to nurture prospects with targeted content, like newsletters, case studies, testimonials and more.
  • Write articles or guides that answer questions and clear any doubt prospects may have.

Now you might wonder, how valuable is email? Check this out: Email marketing helps Unbounce generate over 80% of landing page traffic. They use email for launching a new campaign, a product feature and even a piece of content.

At this stage, what type of lead magnets should you offer to prospects?

Quick answer: Whatever you're offering through your marketing funnel activities should be something valuable to your prospects. It could be:

  • Offer discounts, price cuts and other incentives to try a product or subscribe to a service
  • Offer money-back guarantees
  • Create video tutorials and demos that show prospects how your product addresses their pain points
  • Host giveaways and hand out gifts, event tickets, gift cards and cash to winners
  • Host sweepstakes and contests
Customize this template and make it your own!Edit and Download

Here are other excellent ideas for lead magnets, incentives or bait:

  • Free consultation or advice
  • Research reports 
  • Courses, ebooks, guides and videos
  • Free screening 
  • Viral quiz
  • Interactive mini-apps

For example, let's say you run a SaaS business and want to onboard new users. You could offer demos, free trials for a month or two or price discounts.

A telemedicine company can offer a free consultation as a lead magnet. Then, when prospects come in to get freebies, the company can offer a 20% discount on tests, check-ups and treatment to hook them high up the funnel.

If you want to build an email list for an affiliate program, you can offer an ebook or guides or courses like the one below.

Customize this template and make it your own!Edit and Download

Not sure what value means to your prospects? Go ahead and do these things.

  • Interview existing customers to get an idea of what value means to them. While some customers may be interested in low prices, others may prioritize ease of use, quality and customizations.
  • Create buyer personas and determine what matters to them.
  • Create surveys to gather valuable information about prospects. Visme Forms, Typeform and SurveyMonkey are excellent survey tools.
  • Visualize how visitors interact with your website using tools like Hotjar and Google Analytics. What pages do they visit? What actions do they take?

Customer Testimonials and Reviews

Sharing customer reviews and testimonials is another great way to boost prospects' confidence in your solution. According to TrustRadius, about 45% of buyers read reviews during the purchase process.

Social proof is evidence that customers have tried your product and found it valuable.

In addition, prospects feel more at ease purchasing from businesses with lots of endorsements and positive reviews, making it an integral part of the conversion funnel.

Review management platforms like TrustRadius, TrustPilot, G2 and Capterra can help you connect and build trust with customers and prospects. You can also create video testimonials, case studies and real data from customers that highlight product benefits.

Use the customer testimonial template below to build prospects’ confidence in your product.

Customize this template and make it your own!Edit and Download

 

4. Conversion

Now, you're right at the bottom of the funnel, and your prospects are interested in your solution. Essentially, they believe it will address their pain points or meet their needs.

Although they'd love to buy your product, your job isn't done yet — yes, you read that right.

Your competitors are probably lurking around trying to convince your prospects to buy their products. So you want to give one final push to compel prospective customers to checkout, pull out their wallets, buy or take the desired action.

Here's what you can do at this stage:

  • Emphasize your promise of value.
  • Offer more attractive discounts, coupons, bonus incentives and money-back guarantees.
  • Customize your demo to suit their business needs.
  • Create a sense of urgency - remind them the offer is ending soon.
  • Optimize your checkout page to provide a smooth, seamless and easy purchase experience.

All in all, positive experiences can trigger purchases, repurchases and referrals.

The conversion stage is an excellent opportunity to include upsell and cross-sells.

Essentially cross-selling involves selling products that complement the original product your customers bought.

For instance, if you're selling a desktop computer, a cross-sell would involve selling a mouse, external hard drive and other computer accessories.

On the other hand, upselling is more like an upgrade to an existing purchase. This could be anything that increases the price of the original item, such as customization, version upgrade, product protection or extended contract.

Using the above example, an upsell will be to buy an upgraded version of the desktop computer.

 

5. Brand Loyalty

Now your customer has made the purchase. Kudos! You might be tempted to congratulate yourself and focus on other prospects in the funnel.

Well, most marketers do this. You don't want to be like those marketers.

Why's that? Harvard Business Review says that acquiring a new buyer is five to 25 times more costly than retaining an existing one. So if you want to foster loyalty, you need to stay in touch and keep existing customers happy.

So what's in it for your brand? According to Temkin Group, loyal customers are more likely to:

  • Make repeat purchases
  • Try a new product
  • Recommend your product to other people
  • Forgive your mistakes and
  • Provide valuable feedback

I bet you'd love to have customers that fit this profile.

Here's what you should know. Cultivating brand loyalty doesn't just begin right after the purchase. Creating positive and memorable experiences at every stage of the marketing funnel can help build brand loyalty.

Without a clear plan to build brand loyalty, you'll probably lose many of your prospects and existing customers. Unfortunately, this means all your efforts during the marketing funnel stages could go down the drain.

There are several ways to build loyalty and retain existing customers.

  • Thank customers for their purchase and promise to improve their experience with your brand.
  • Create customer loyalty programs like coupons, discounts, stamps, points, gifts and freebies, BOGOF deals, free delivery and exclusive access to samples or new products. Approximately 80% of shoppers are more likely to return to stores that offer loyalty programs.

You can use the template below to create irresistible offers like coupons and discounts. 

Customize this template and make it your own!Edit and Download
  • Advertising and loyalty programs don't replace excellent products and service quality. So make sure to improve product and service quality.
  • Set up an email campaign in your CRM (customer relationship management) to educate, inform and support customers.
  • Provide omnichannel support across multiple touchpoints, like live chat, email, phone and social media.

Here are some content ideas to keep your brand at the top of customer's minds:

  • Create guides and how-to articles to show how customers can make the most of your product.
  • Create articles and videos announcing product updates and upcoming features.
  • Showcase customer success stories and testimonials on your website, blog and other social media channels
  • Create surveys to collect feedback about their service experience. Make sure to ask what they expect from your brand and how you can serve them better.
  • Share white papers covering topics, trends, forecasts, case studies and research in a related niche.
  • Share courses, marketing insights and expert advice on how to increase sales and business growth.
  • Create data sheets or product sell sheets that summarize your value proposition, how your product works and what differentiates it from the competition. It should include brief testimonials and a call to action.

Create compelling data sheets that drive brand awareness and boost conversions using the template below. 

Customize this template and make it your own!Edit and Download

Summarily, the goal of this stage is to earn loyal, satisfied customers who become brand ambassadors and stick with you forever. However, it starts with creating incredible service experiences, engaging customers frequently and building meaningful relationships.  

When designing your marketing content for any stage of the funnel, use the integrated AI tools in the Visme editor to create both written and visual content.

To craft unique visuals, prompt the AI Image Generator with a text that describes what you’re looking for. To generate, summarize or finesse text, use the AI Writer. And if you need to edit images like taking out backgrounds, removing objects, upscaling or deblurring, use the AI Image Edit Tools.

 

How to Measure Marketing Funnel Success

Now that you've created your marketing funnel, how do you gauge its effectiveness? How do you measure your success?

Rather than make sweeping assumptions, you can use qualitative and quantitative data to measure your efforts and identify areas for improvement.

Let's look at how to measure your marketing funnel and set it up for success.

 

Create a Marketing Funnel Report

Marketing funnel reports give you access to quality data that can help improve conversion rates. The report lets you see where and why you're losing customers. With the marketing funnel report, you can:

  • Track sales and marketing team progress
  • See where prospects are at every stage of the marketing process
  • Compare prospect actions at different stages
  • Properly define conversion paths
  • Track how many leads you're generating and how many become sales qualified leads
  • View deals that are in the negotiation stage and eventually convert
  • Fix leaky funnels and retain customers that could escape the funnel

Tools like Google Analytics, Hotjar and Crazy Egg can help you track and optimize customer journeys before conversion.

CRM tools like Salesforce, HubSpot CRM, Pipedrive can help you track customer journeys, nurture relationships, close deals faster and build brand loyalty.

remote team -Weekly-KPI-report template
Customize this template and make it your own!Edit and Download

 

Marketing Dashboards

Consider using a comprehensive marketing dashboard to analyze all the marketing funnel metrics and KPIs you’ve settled on tracking them with your team.

Simple Marketing Dashboard
Customize this template and make it your own! Edit and Download

 

Cost per Acquisition (CPA)

CPA measures how much it costs you to acquire a new customer. You can use this metric to measure e-commerce and marketing campaigns like social media marketing, search engine marketing, email marketing and more.

To get your CPA, simply divide the total cost of your marketing campaign by the number of paying customers. If the cost outweighs the benefits, you might want to try other viable alternatives or end the campaign.

 

Customer Lifetime Value (CLTV)

If you're looking to enjoy profits and business growth, you need to pay attention to this metric.

Customer lifetime value measures how much value or revenue you expect from your relationship with a customer. To calculate CLV, multiply their average purchase value by their purchase frequency.

According to Marketing Metrics, the probability of selling to prospects is 5%–20%, while the probability is about 60%–70% for existing customers. Therefore, increasing the value of repeat customers will bring more profits and business growth.

 

Conversion Rates

Conversion rate calculates the number of customers who complete the desired action. To calculate, divide the number of conversions by the total number of visitors.

Conversion can mean various things to different marketers. It could be filling out a form, watching a video or making a purchase.

Sometimes marketers only focus on the conversion at the bottom of the funnel—the purchase. However, you can measure conversions at every stage of your marketing funnel.

For instance:

  • At the awareness stage (TOFU), you can measure ad clicks and the number of visitors who convert to marketing qualified leads.
  • At the interest and consideration phase (MOFU), you want to measure how many prospects share their email, sign up for a trial or subscribe to your podcast. 
  • At the purchase stage (BOFU), you can measure how many prospects become paying customers.

In addition, you can also track conversion for each marketing channel, such as:

  • Online advertisement
  • Social media marketing
  • Email marketing
  • Organic search
  • Referrals and influencers

Again, analytics tools like Google Analytics can come in handy. They are perfect for tracking metrics like traffic and traffic sources, bounces, goals and cost per acquisition.

Other valuable metrics you should pay attention to include:

  • Awareness Stage: Unique reach, Clickthrough rate, completion rate and more.
  • Interest and Consideration Stages: Form completion rate, subscriptions and views. 
  • Conversion Stage: lead-to-sale conversion rate, total sales, number of orders or units sold, return on ad spend (ROAS) and customer acquisition cost.

 

Build an Effective Marketing Funnel With Visme

Regardless of the size of your business, creating a marketing funnel should be an ongoing business process. Marketing funnels help to optimize your marketing process and boost revenue growth.

If you're looking to build an effective and high-content funnel, you need content that engages customers at each stage of the funnel.

Here's the interesting thing: creating branded marketing content doesn't have to be a hassle.

Visme makes it easy for you to collaborate with your team, share your marketing assets and scale your content creation efforts quickly. The tool offers free built-in design assets, templates and more for creating webinars, presentations, graphics, infographics and more.

Ready to get started with your marketing funnel design? Sign up for a free Visme account and easily create beautiful and effective marketing content that increases the conversion rate at every stage of your funnel.

 

 

Written by Unenabasi Ekeruke

Unenabasi is a content marketing strategist and tech enthusiast who has spent many years working on projects with top brands like Visme, Promo, and Searchific. He’s the content editor of Visme, in charge of making sure every published piece of content is epic.

As a writer, he’s covered hundreds of topics around marketing, business, e-commerce, technology, visual thinking, branding, artificial intelligence, animation, visual communication and design for business.

Outside working as a writer and editor, he has years of experience in content strategy and executive, business consulting, and SEO copywriting. He loves to help brands tell stories that drive engagement, and gain traffic, leads and loyal customers.

Connect with Unenabasi on LinkedIn and on X (@Profunen) to tap into his wealth of knowledge and industry insights.

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