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When it comes to growing your business, a key component is growing sales. As a full-service marketing firm, we support our clients in attracting new customers through the advertising funnel. What does that mean? It means creating a straightforward path for your customers to take toward making a purchase.
When it comes to growing your business, a key component is growing sales. As a full-service marketing firm, we support our clients in attracting new customers through the advertising funnel. What does that mean? It means creating a straightforward path for your customers to take toward making a purchase.
When I started working with my business coaches, they asked me how I was marketing and selling to my clients. When I hesitated, they knew I needed to focus on the path my marketing plan was taking from informing to inspiring prospective clients to then making a purchase.
When the team at PH Consulting & Media meets with you, we ask a lot of questions to get to know you and your company. We also brainstorm ideas, including identifying your ideal customers, the product or service to highlight in the marketing campaign, and the best ways to deliver the marketing whether via written or video content, billboards, television ads, or a combination of deliverables.
We understand consumers are using multiple devices and sites to make purchases. That means we need to market where they are. Our full funnel strategies provide ideal customers with the information they need to make an informed decision.
When referring to the advertising funnel, we’re talking about upper funnel brand awareness campaigns like television commercials and social media ads. These campaigns are designed to educate and build interest.
The middle of the funnel is for retargeting ads; prospective customers have visited your website but have not made a purchase yet. If you’ve gotten emails, social media ads, or website pop-ups with a coupon code, you’ve been retargeted.
Finally, the lower funnel marketing is designed to drive purchases. The customer has enough information and interest to make a purchase. They may have purchased from your company in the past or they may be a new customer. We might offer a pre-sale incentive, highlight products in blog posts, and with social media ads.
While each customer journey may vary, using advertising funnels, we meet customers at various parts of their journey. To accomplish marketing goals, like increasing sales, we assess the following.
1. Ideal Customer. If you haven’t done so already, we will walk you through clearly identifying your ideal customer. For a skincare product, it isn’t enough to say your ideal customer has skin. It’s better to say a woman of a certain age who is concerned about fine lines and wrinkles. By defining a target or ideal customer, we are better able to create a marketing campaign that speaks to them.
2. Website. If the goal is sales, we want to make sure we’re providing customers with a great shopping experience. That means making sure your website is ready for the orders that will be generated. Is the site easy to use? Are the products highlighted? Is there enough information to answer customer questions? Can they make a purchase directly from the website?
3. Social Media. Building and maintaining a social media experience that speaks to the ideal customer is key to attracting new customers. We market where your customers are spending time whether it’s Facebook, Instagram, TikTok, or elsewhere.
4. Product or Service. Which product or service do we want to highlight in our campaign? If it’s a brand awareness campaign, then we will be sharing information about your company. If we’re seeking to sell a product, we will highlight one or two and build a campaign around those specific products.
For the campaign to be successful, each part of the process needs to be strategic, keeping the customer in mind every step of the way.
Through the advertising funnel, we will learn more about your customers to deliver information, products, and services that answer their most asked questions and fill a need for them. The benefits for your business are increased brand awareness and loyalty, more sales, and an easy shopping experience for your customers.
Written by
Anne has been a professional SEO Content Writer since 2010 and joined the PH Consulting & Media team in 2021. She writes our blogs, including Brands We Love. If you'd like to have your business featured in her column, please email anne@phconsultingmedia.com.
