Understanding the end user needs
Marketing funnels of consumer products are the various paths on which potential customers travel to reach their destination: the purchase of a product. Each potential customer enters onto a path from a different point of product awareness, such as a social media marketing channel or an online advertisement, and then continues along the path, intersecting with other paths of potential customers. Along the way, on each of these paths through the funnel, you create marketing actions for your customers to engage and drive them to the next step, such as signing up to receive a weekly email that offers entertaining information related to the product or signing up for a free white paper or brochure.
As customers take the next step, they move down into the neck of the funnel toward the purchase of the product. Some will get to the goal sooner than others depending on the urgency of their needs. Regardless of whether the purchase happens at once or if customers continue to show interest but do not buy, continuing to tag customers in some way is an essential part of keeping them on the path through the funnel — no matter how slow the journey. Your layout for a product-based marketing funnel starts with the awareness process, by which you get the prospect’s attention, let them know you exist and sell a product they might like. One of the ways to first garner attention after setting up your website, blog, and several business accounts on social media is to use Google Adwords to build small online advertisements. Customers who use similar keywords in their search strings to those you use in your advertisement will see these ads. There is also search engine optimization, where using your researched keywords on your website pages increases your chances of being discovered when customers are looking for what you sell.
You can also create advertisements using the social media platforms where you have a presence. This way, your product reaches far more potential customers than if you were simply posting from your business account page. Once potential customers click on any call-to-action buttons or links you include in your posting, then the process of gaining and retaining their attention begins. Once you have aware potential customers, your next step is to give them information that interests them enough to want to know more about your products. You can have them sign up for emails that focus on your product, or you can give them a free white paper. A white paper isn’t an advertisement but gives information on the product, the reason for its existence and what it’s designed to do for customers.Your blog can add to the website’s value by talking about one of the product features or applications, a customer success story or news about product improvements. Or your email can include a link to a video that shows existing customers discussing how the product helped them. After watching the video, potential customers can click on a button or link to find out more about the product and buy it if they are ready at this point.