The marketing funnel - sometimes called the sales funnel, the purchase funnel, or the buyer’s journey, - is a fundamental concept in marketing for understanding the step by step process that consumers go through to make a purchasing decision.
Each week we will focus on one segment of the funnel and go into more detail. Last week we discussed the awareness stage.
This week’s segment: Interest
The interest stage is where things start to get exciting for you. Not only are these consumers aware of your company, they have now taken an action. It is the first real signal of intent.
Maybe they Googled your brand. Maybe they clicked on an ad and landed on your website. Maybe they’re asking their friends or social networks about you or reading feedback and reviews online.
For the first time, they have shown an interest in what you do. They think that you might be able to help them solve a problem they have and they want to find out more.
At this stage, your goal is a simple one. You want to educate at a high level. You want to tell them who you are and why they should care. This is where your unique value proposition, the simple statement that tells potential customers how you are different (read: Better) that your competitors.
The next stage after Interest is Evaluation. To get them there, you need to make it easy for the consumer to find out what you’re offering. A clean, easy to navigate website and a well-maintained brand identity is critical at this stage. If they take action but can’t easily get the answers to the most basic questions of “who” and “what”, you will lose them.
Stay tuned next week for another edition of the Marketing Funnel series.