A marketing funnel (unlike a digital sales funnel) is not a tool or thing used to generate sales, it’s a marketing concept that explains the customer journey from point A to point B. For example, it explains how someone goes from getting introduced to your brand to becoming a lead and then a customer. The VAVO Marketing Funnel is the visualization of our marketing process at VAVO, which allows us to strategically, deliberately, and consistently deliver exceptional results to our clients.
When exploring and learning about the 5 stages of the VAVO Marketing Funnel below, it’s important to keep in mind that this concept is not as simple as it sounds and therefore, not entirely accurate. The customer journey is not nearly as linear as expressed in this concept. In fact, the customer journey from point A to point B is quite complex and even somewhat chaotic.
That being said, even though not completely accurate, the marketing funnel concept is still very powerful and important to understand because it allows you to visualize the marketing process and comprehend the importance of a strategic and deliberate approach to marketing. If you’d like to get more awesome marketing tips, insights, and thought-starters for FREE, consider subscribing to VAVO INSIDER!
The first stage of the marketing funnel, the top of the funnel, is awareness. At this stage of the campaign, we focus on getting ad impressions, clicks, and leads. The objective here is to introduce your brand to your target market or “cold audience” and create as much brand awareness and ad-recall as possible as well as generate targeted leads to push through the marketing funnel.
The second stage of the marketing funnel, the middle of the funnel, is consideration. At this point, your target audience is aware of your brand and we shift our focus towards introducing your product, building interest, and getting your leads to consider purchasing your product. Here we launch the follow-up value sequence as well as remarketing campaigns and the objective is to frame or “warm up” your leads for the next stage of the funnel.
The third stage of the marketing funnel, the bottom of the funnel, is conversion. This is the point-of-sale in the funnel. At this stage, your leads are HOT- they’re aware of your brand, product, offer, and price and they’re ready to make a purchase decision. The objective here is to evaluate your offer, call-to-action, and convert your leads into customers.
The fourth stage of the marketing funnel is loyalty. The objective of this stage is to retain your customers, keep them happy, and get them to fall in love with your brand and become a part of your brand tribe. This is where we turn your customers into raving fans that will be loyal to your brand for as long as it exists.
The fifth and final stage of the marketing funnel is advocacy. The objective of this final stage is to inspire (and potentially but not necessarily incentivize) your customers to organically promote your brand to other people. Your brand tribe will naturally and passionately recommend your brand to other people and your customers will multiply.