Brief Explanation of Market Funnels
The consumer journey begins in a broad audience. It is everyone who does not know about the product or service. This is most people. There is every demographic in this group. The category of people a business owner should be most interested in are the groups that want what is being sold. For the reference in this article I will be picturing us a fictional Pizza Shop. The owner of this pizza shop wants to sell his pies. If he opens up shop for the first time in a new city he has no customers who know about him. This puts everyone into the furthest group of unaware, but that doesn’t mean they are all uninterested.
Everyone is in a category of not knowing about the new pizzeria, but not everyone is unaware of what pizza is. Breaking it down slightly further not everyone who knows about pizza is within a reasonable distance to buy pizza from the Pizza Shop repeatedly. So the pizza shop owner markets to people in his are searching for pizza as a meal option. This pulls them into the next rung of the funnel. They see the name of the business, know it exists and some about its offerings. For a restaurant it could be the map listing, for others their search page description. With current trends it will likely be an Ai summary review.
Any way it goes the customer is now aware of the Pizza Shop but hasn’t gotten in the car to drive there (Or click on the link). In this stage of marketing you want to increase the amount that the person knows about you. Get repeatedly into their field of vision with critic reviews, word of mouth, and advertisements. Then when they are hungry they will know that Pizza Shop is a good option.
Once they are in the restaurant or on the website they are on the next tier of the funnel. They are actively deciding to make the final purchase, or not. If the means of purchase at this stage are not seamless and easy some potential customers might still be lost in the final seconds. This is a pivotal moment where the intended sale happens and many shifting factors can determine how well it goes. Countless hours can be discussed on the best methods to ensure maximum purchasers at this point.
After it, however, is arguably just as important. When a person decides if they want to be a repeat customer. This decision affects their word of mouth as well. It could cascade into their whole network of friends. The final group on the market funnel are the post sale customers. If you market to them correctly they can make repeated purchases and be free brand ambassadors. Mistreat them and you can lose your whole base.
Their journey repeats along the middle of the funnel. Already aware of the brand your advertising must adapt to reach them. To learn more schedule a call and we can talk about this for thirty minutes for free.
