Why do I need to understand my marketing funnel?

“Why isn’t our traffic converting to leads?” “Why are people ghosting us?” “Where are our customers coming from?”

Picture a funnel: wide at the top, narrowing towards the bottom. The liquid poured in goes from wide to narrow; allowing you to focus where it goes. Now think about the decision-making process people go through when shopping: starting with not knowing where to buy and progressing through all the options and info to making their decision.

The marketing funnel represents that symbolic narrowing of focus for your target audience. Knowing that they start with all the options and need to winnow it down to a single option (you) where they’ll spend their money.

The top of the funnel is where people have noticed a need/opportunity/problem and are open to ideas. They are willing to listen but have no idea who they should choose. They are still trying to decide what matters to them. This is where you catch their attention.

The middle of the funnel is where people start considering their options. It’s where you convert a curious person into a potential customer.

The bottom of the funnel is where the potential customer is looking to have their worries and vulnerability addressed. You need to show them that you are the only option for their specific situation.

A strong marketing funnel means that you have the knowledge, content and tactics to do two things: nurture them down your funnel and be in front of as many people as possible at their stage of the funnel. If you capture their attention first (your USP), you can guide them through your marketing, giving them progressive information that deepens their connection to you and strengthens the chance they’ll choose you.

This is where a strong ICP and USP will help your marketing funnel. You are not the perfect business for every human ever. You don’t want to be. Your ICP and USP will do the heavy lifting to fill the top of your funnel with the right people. Those most likely to become valuable customers. Your strong funnel will ensure that you put the right messaging in front of the right people at the right time; keeping their focus on you.

By understanding, developing and capitalizing on your funnel you can ensure that your marketing efforts and budget are more focused and efficient.