The marketing funnel is a model used by eCommerce businesses to better understand how consumers interact with their brand and convert to buyers. The model breaks down the customer journey into three main stages: top-of-funnel (TOF), middle, and bottom-of-funnel (BOF). At each stage, customers pass through different phases of awareness, cognition, evaluation and conversion that help inform effective marketing strategies. Let’s take a look at these three stages in more detail.
At the top of the funnel (TOF), your goal is to maximize reach by employing various techniques like content marketing, search engine optimization (SEO) and email campaigns. This is where potential customers are first introduced to your brand or website and it’s important to make sure they receive messages that accurately represent who you are. Your messaging should be tailored towards sparking interest – but without being too “salesy” – so that users come back for more information as they progress further down the marketing funnel.
In the middle of the funnel (MOF), it’s time to start engaging with potential customers more deeply and getting them interested in what you have to offer. This could include creating helpful tutorial videos on product use, offering discounts or ad campaigns targeting people who have already expressed some level of interest in your brand. It’s all about getting users engaged enough so that they eventually take action and move onto the next stage of the funnel – BOF.
At the bottom of the funnel (BOF) you can finally begin converting leads into buyers by delivering tailored messaging and offers specific to each customer segment. This could range from special bundle deals for loyal customers or free shipping for first time buyers – all key factors in making sure someone follows through with their purchase! You also want to focus on building long term relationships with existing customers such as offering personalized customer service or loyalty programs – this will ensure repeat purchases while also driving referrals through word of mouth!
By understanding how an eCommerce business’s customer journey works across these three stages, marketers can create targeted campaigns that yield higher ROI, fewer wasted resources and ultimately increased sales figures!