Brand Funnel Table of Contents
A brand funnel is a tool that allows companies to know how the target group of their consumers perceives their brand. It almost removes one of the biggest problems of marketing, which is guessing. The reason is that if you use a brand funnel backed by the relevant software, it will ask your audience directly what their attitude towards your brand is at the various stages of the customer journey.
A brand funnel makes the relationship between a consumer and brand visible at the each stage of the consumer funnel. The stages of the consumer funnel are:
If you implement a brand funnel, you can examine the health of your brand. The shape of the funnel can tell you that.
If your brand funnel is skinny, it is bad for your brand. You have to revise your marketing plan or develop a good one if you do not have it. In this situation, you should start from the first stage of the brand funnel and increase your brand awareness using new campaigns and obtain higher levels of Google rankings. SEO tools may be used to reach this.
It means you are losing your consumers during the consumer journey. The reasons may be the following: your competitors offer your customers better terms of purchase or better products and services, the value of your offering is not visible for your audience, or the latter was not satisfied with your product or service. You need to evaluate the situation and understand the reasons. Those reasons may be due to your marketing department.
If the brand funnel is fat, it is good news for your brand. But do not relax, because, at any point, things can change (for example, competitors may upgrade their products and services, after which you may lose your customers). So, always keep monitoring your brand funnel as not to miss any possible changes.
To be able to move your consumers from the awareness stage to the consideration stage, you should have defined your target audience. Targeting an audience will allow you to reach those people who may become loyal to your brand. Otherwise, your efforts will be ignored, which will mean you lose resources and income.
Another important aspect is to develop the right messaging. You should use personalised messages and try to establish warm and long-term relations with customers.
Warm relations will also allow changing the opinion of the customers to choose your product over the competition and thus move to the preference stage.
Here, you should be able to present the value of your product or service to your audience. Try to give them a personal reason why they have to choose your brand. Show them the benefits, which may be exclusive and life-changing for them.
You have to pursue your potential customers to make the purchase. One way to achieve this is to concentrate your efforts on product marketing and present customer testimonials. Customer testimonials may help you gain credibility and build trust among your target audience. Most customers feel more confident when they see what their peers say about the brand or a particular product.
A crucial factor here is to have an efficient customer support service. If you want to transfer your one-time buyers into loyal consumers, you have to pay attention to this issue.
Statistics show that US companies have an annual loss of $62bn due to poor customer support service.
There are four activities, which you can implement in order to gain success when nurturing your potential customers along the brand funnel:
The final thing you should remember is the significance of collaboration and teamwork between all the departments. For example, marketing and sales departments should consider other departments insights and opinions when developing marketing plans and strategies.
Scroll down to read our indepth Ecommerce Platforms guide. What you should know, Ecommerce Platforms features, price plans and support. Pros and Cons of Ecommerce Platforms as a ecommerce, everything is explained below.
Shopify is a software company that specialises in ecommerce software for small to enterprise level businesses.
Shopify is listed as the best ecommerce software related to Ecommerce Platforms. Shopify was founded in 2006 in Ottawa, Canada and currently has over 6,124 employees registered on Linkedin.