Marketing funnels map a buyer’s journey with your brand. From the moment that they first hear about your brand to actually making a purchase, a buyer goes through many interactions with a brand.
And,marketing funnels识别并定义买方旅程的不同阶段，以帮助您以正确的方式对准它们。将其视为从A点到B点引导的路线图。仅，A点是第一个互动，而B点正在购买。
它之所以称为漏斗，是因为当他们穿过这条路时，人数变小。因此，还有更多的人知道您的品牌，但是只有一小部分人继续购买。
Once you understand the different consumer touchpoints, you’ll know when and how to target people at different stages in the funnel.
营销渠道如何工作以及如何创建一个：
了解基本营销渠道-IADA
AIDA模型是最基本的营销渠道，通常用于解释该概念。它将客户的旅程分为四个不同的阶段 - 意识，兴趣，欲望和行动。
首先让我们了解这些阶段在进行营销渠道的工作方式之前。
Awareness
This is the stage where a consumer hears about your brand for the first time through social media, advertising, word-of-mouth, or any other source.
在此阶段，购买意图尚未存在，需要将消费者进一步引诱到渠道。
兴趣
At this stage in a buyer’s journey, they start taking an interest in your products and try to find more information about them. This is the best time to engage your prospective customers and inform them about what makes you better than competitors.
欲望
This is the stage where the consumer actually develops purchase intent and is almost at the decision-making stage. During the desire stage is the perfect time for you to provide a final nudge to these prospects and turn them into customers.
行动
顾名思义，这是买家旅程中人们实际进行购买的最后阶段。
While this is the final stage in the AIDA model, some marketers believe that marketing funnels should include a post-purchase stage as well.
如何为您的业务利用营销渠道
营销渠道在帮助您组织营销工作方面非常有用。您可以在漏斗中的不同阶段为人们使用不同的营销策略。
Marketing Strategies for Each Stage of the Funnel
以下是您可以在营销渠道的不同阶段使用的一些策略。
Awareness
Run marketing campaigns that are aimed at maximizing your brand reach and awareness. They may include:
- 针对广泛受众的付费广告活动
- 利用庞大的追随者基础来利用影响者，并要求他们提及您的品牌
- 社交媒体标签活动
- SEO策略以获得更多有机交通
- 主持网络研讨会或播客
- Creating and posting YouTube videos
兴趣
此阶段的营销策略旨在吸引客户并吸引他们的注意力，并可能包括：
- 试图通过赠品和竞赛使人们在社交媒体上关注您
- 使用金博宝188备用网址吸引更多追随者
- 吸引您的网站访问者使用有趣的内容，例如信息丰富的博客文章
- Creating content that introduces your products
欲望
在此阶段，您需要提供有关产品的重要详细信息，并帮助消费者决定购买它。
这是他们将您的产品与替代品进行比较的时候，您需要确保您脱颖而出。以下是一些方法：
- 产品评论是此阶段的最佳内容类型，因为这些内容解释了您的产品的功能和好处。
- 对于服务公司而言，另一种选择是让人们免费试用或演示该服务。
- 对于高价，B2B产品，人们可能需要进行更多的研究。这是电子书和案例研究进入图片的地方。
行动
This is the final stage where you need to push your prospects to become customers by making a purchase. All marketing tactics at this point should create a sense of urgency and provide enough motivation to make a purchase.
在此阶段，一些最有效的技术包括：
- A limited-time offer or discount is a good way to lure customers into buying.
- 对于网站访问者，应使用CRO技术将它们带到产品或服务页面，或者让他们要求报价。
- 您还可以通过强调只有有限数量的产品才能鼓励人们快速购买产品来造成稀缺性。
如何为您的品牌创建营销渠道
Now that you understand how marketing funnels work, it’s time to actually start creating one for your business.
While the general stages remain more or less the same for every buyer’s journey, the actual steps in a funnel might differ from business to business.
例如，电子商务营销渠道可能只有两个步骤，首先是带有报价的广告，第二步是购买。
On the other hand, a high-ticket B2B product might have a much longer marketing funnel that might take even months to get a sales conversion.
因此，每个企业都应了解他们的受众，产品和市场，以创建定制的漏斗。此外，它并不总是必须是一个漏斗，因为企业可以拥有多个营销渠道。但是，稍后再详细介绍。
资源：skyword.com
您需要做一些为您的品牌创建营销渠道所需的事情。
了解客户的旅程
To understand the journey of your customers, you need to do thorough research and analyse how you actually gain customers.
您从哪里获得网站流量？您的业务有哪些不同的铅生成来源？各种客户接触点是什么？而且，更多！
The best place to start understanding this is to look into the Google Analytics data for your website. This will show you all the traffic sources where you are getting your website visitors from. It would also tell you what share of your website traffic comes from social, organic, referral, or other sources.
Then, you need to track each and see what made those people visit your website. Was it a social media promotion, a guest post on a popular website, or something else?
另外，一旦进入您的网站，就会分析用户行为。他们会立即离开着陆页吗？他们是否继续在您的网站上查看其他页面？您网站上转换最高的页面是什么？
This research will lay the groundwork for your marketing funnels.
Create Multiple Marketing Funnels
By now, you must have noticed that you are获取潜在客户from different sources and they are interacting with your business in different ways.
This means that there is not just one path that prospects take before becoming a customer. There are multiple buyer journeys and paths and each requires a separate marketing funnel.
This means that you need to map out all possible buyer journeys and paths that could lead from awareness to conversion.
确定每个阶段的营销和内容Your Funnel
创建营销渠道的最后一步是决定如何在旅途的不同阶段定位消费者。
So, your final marketing funnel should include the various customer touchpoints and how you will target them at each. This needs to be done for each of the different marketing funnels that you have.
Here’s an example of a marketing funnel at work:
1.通过一个有影响力的帖子吸引新的潜在客户，该帖子提到您的品牌，并使人们进入您的社交媒体个人资料。
2.Direct them from your social media page to your website using a shoppable post.
3.优化您的产品描述，添加推荐等，以帮助使购买决策更轻松。
4。If a prospect tries to leave, then use a pop-up to give a one-time-only discount to encourage them to make a purchase.
5。优化您的结帐页面，以确保付款和结帐过程平稳。
这基本上将潜在客户从影响者的社交媒体个人资料到您的个人资料，然后是您的网站，然后让他们进行购买。
作为一家企业，您可以为不同的产品和来源提供多个营销渠道。
What Next?
As mentioned earlier, your marketing funnel doesn’t need to end with a purchase. You can retarget your existing customers or people who didn’t convert by using remarketing strategies.
In fact, you could create a separate remarketing funnel that aims to target people who have had an interaction with your business in the past.
使用营销渠道可以实现很多，并且可能性是无限的。您所需要的只是清楚地了解营销渠道的工作方式以及如何利用它们来发挥自己的优势。
Use this post as your reference guide and start creating successful marketing funnels that convert.
