Ronald Kennedy
Published Date: June 18, 2021
Marketing Funnels Of Consumer Products
Consumer products and their designed funnels are the various paths on which potential customers travel to reach their destination: the marketing for purchase of a product.
Each potential customer enters onto a path from a different point of product awareness, such as a social media marketing channel or an online advertisement, and then continues along the path, intersecting with other paths of potential customers.
Alone the way, on each of these paths through the funnel, you create marketing actions for your customers to engage and drive them to the next step, such as signing up to receive a weekly email that entertaining information related to the product or signing up for a free white paper or brochure.
This is the first point of capturing leads that can be nurtured further with targeted messages.
Each path, or channel, into the funnel may need a different set of steps to engage the customer depending on how they first entered the path. As customers take the next step, they move down into the neck of the funnel toward the purchase of the product.
Some will get to the goal sooner than others depending on the urgency of their needs.
Regardless of whether the purchase happens at once or if customers continue to show interest but do not buy, continuing to tag customers in some way is an essential part of keeping them on the path through the funnel – no matter how slow the journey.
Goal Of the Optin Marketer
The marketer gets people to enter the top of the funnel with a free content offer such as a free newsletter, special report, free business training courses, etc;
Once people opt into the marketers list to get the free information or training course; they are at the top of the funnel. The next step is to convert the prospects into first-time customers by selling them a product.
Next, as you move them through the funnel, you sell them increasingly more expensive products as well as additional products in the lower price range. A customer who buys a second product is called a “multibuyer.”
The 90/90 rule of online marketing says that 90 percent of online subscribers who buy a product do so within 90 days of joining your list. Therefore, it pays to convert prospects into buyers as quickly as possible.
As consumers move down the funnel, they are upsold to increasingly more expensive product saw well as cross-sold on other related items in the same price range as the initial purchase.
The AIDA Funnel.
A classic funnel for persuasion is AIDA, which stands for Attention, Interest, Desire, and Action. Let’s take a closer look at each of those elements and dive into what they mean for you.
Attention. Your layout for a product-based marketing funnel starts with the awareness process, by which you get the prospect’s attention, let her know you exist, and sell a product she might like.
One of the ways to first garner attention after setting up your website, blog, and several business accounts on social media is to use Google AdWords to build small online advertisements.
Customers who use similar keywords in their search strings to those you use in your advertisement will see these ads.
There is also search engine optimization (SEO), where using your researched keywords on your website pages increases your chances of being discovered when customers are looking for what you sell (e.g. collars for large dogs).
You can also create advertisements using the social media platforms where you have a presence. This way, your product reaches far more potential customers than if you were simply posting from your business account page.
Once potential customers click on any call-to-action (CTA) buttons or links you include in your posting, then the process of gaining and retaining their attention begins.
Interest. Once you have aware potential customers, your next step is to give them information that interests them enough to want to know more about your product. You can have them sign up for emails that focus on your product, or you can give them a free white paper.
A white paper is not an advertisement but give information on the product, the reason for its existence, and what it is designed to do for customers.
Your blog can add to the website’s value by talking about one of the product features or applications, a customer success story, or news about product improvements.
Or your email can include a link to a video that shows existing customers discussing how the product helped them.
After watching the video, potential customers can click on a CTA button or link to find out more about the product and buy it if they are ready at this point.
Desire. Potential customers who see how this product can help them may now have a desire to try it out for themselves.
Or they may want to know more or compare your product to others in the marketplace for pricing and features. If you have researched your competitors, then you can offer something unique to your prospects that competitors don’t have.
Continue to engage with your potential customers to keep them focused and excited about your product so they take the final step. One excellent tool for increasing desire is a webinar where viewers can see the product in action.
Action. Send out emails that include your CTA button, and if you consider giving a time limit to make the purchase before the product price goes up.
Create a sense of urgency by giving a short time span to buy or by telling customers there are only a few books or software packages left.
You can also add perks like a 60 – day money-back guarantee, an appointment with your interested customer for a product demo, if applicable, or a free phone consultation
In Conclusion
This article, which is based on certain segments of a marketing funnel, give you a basic view of what it is and what it should do while using the four AIDA components of customer engagement.
But if you want complete training, starting from scratch, and all the tools you’ll need to grow your business, then look here!