如何创建强大的营销渠道：逐步指南

当您尝试尽力吸引目标客户，但没有什么可展示的，这可能真的很令人沮丧。原因之一可能是您的营销计划缺乏计划或结构。

That is exactly whatmarketing funnelscan offer you—a structure.

在这篇文章中，我们将讨论营销渠道的重要性以及逐步指南以创建一个。在为您的业务创建营销渠道时，您可以将其用作参考。

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Why Do You Need a Marketing Funnel?

营销渠道可帮助您将买方的旅程映射到不同的阶段。然后，您可以计划营销策略，以针对每个阶段的买家。这有助于以更加专注的方式组织您的营销工作，以提供最佳结果。

This helps you reach the right people, with the right marketing tactics, at the right times.

Marketing funnels can help you save time, money, and effort by making your initiatives more focused and targeted. Therefore, it is a good idea to use funnels to improve your marketing ROI.

使用营销渠道的另一个好处就像它们工作的事实一样简单。全球营销人员可以保证使用营销渠道进行更多转化的有效性。他们可以通过指导漏斗来帮助您吸引和转换更多客户。

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Now you know how important marketing funnels are and how they can help you get the best marketing ROI. Now, the only thing that remains is to actually create a funnel and see the results first-hand.

这是为您的业务创建营销渠道的三步指南。

如何创建强大的营销渠道：逐步指南：

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1.了解您的听众

建立营销渠道的第一步是了解您的目标受众。您需要知道要定位的人，然后才能创建一个营销渠道以定位并将其转换为客户。

您可以通过几种方式了解目标客户。其中包括您现有客户，调查，社交媒体和Web分析数据的直接反馈。

The idea is to not only understand who your target customers are but also how they interact with your website and content. Their online behaviours will help you understand how to shape your funnel and what stages to add.

For example, you might have a website that gets most of its traffic on your blog. Now, your goal is to direct this traffic to the product or service pages. This means that the blog will be a top-of-the-funnel marketing tactic for you and CRO (conversion rate optimisation) can be the next stage.

So the first step in building a marketing funnel is to understand how your customers behave online and interact with your website so that you can form a buyer journey map.

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2.确定漏斗中的阶段数量

Once you understand a typical buyer’s journey before purchasing your products, then you can determine the different stages in your funnel. A marketing funnel, after all, is just a way to direct more people in the right direction on their journey. Therefore, your buyers’ journey map will be the basis for forming the stages of your marketing funnel.

但是，要以最简单的方式解释事情，让我们考虑简单的三阶段营销渠道。这是大多数营销渠道的三个基本阶段：

Awareness and Interest (Top)

这个阶段的目标是吸引更多的人，使他们意识到您的品牌和产品，并引起他们的兴趣。一些营销人员喜欢将其分为两个阶段，以具有更精确和有针对性的漏斗。

消费者第一次听到您的品牌会形成第一印象。您需要在此阶段获得尽可能多的消费者，因为当数字向下移动渠道时，数字将不断减少。

Desire (Middle)

This is the next stage where the consumer already knows about your brand, is interested, but is not sure whether or not to make a purchase. This is the stage where you need to convince your prospects that your products are better than the alternatives.

此阶段的营销策略旨在告知潜在客户您提供的价值以及使您与众不同的原因。如果他们发展购买意图，他们将移至下一阶段。如果没有，他们只会离开。

Action (Bottom)

This is the final stage of the funnel where the prospect already has purchase intent and you just have to close the deal. This is where you need to put the final nail in the coffin and ensure that your prospects end up making a purchase.

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3.在每个阶段添加营销策略

一旦确定了营销渠道中的阶段，下一步就是找出每个阶段要使用的营销策略。请记住，根据目标客户，您可以按照自己的想法建立营销渠道。而且，这样做之后，您就可以更详细地开始考虑每个阶段。

这是在营销渠道不同阶段使用的一些最受欢迎的营销策略。为了简单起见，我们考虑了一个基本的三阶段漏斗。

顶部驾驶

此阶段的流行营销策略包括：

• Social media marketing aimed at increasing social traffic to your website.
• 金博宝188备用网址旨在传播品牌知名度并吸引更多人的活动。
• Paid advertising campaigns to reach your target audience in a fast and precise manner.
• 博客文章和其他有价值的内容，以获取更多有机搜索流量。实际上，有73％的B2B营销人员发现博客文章在买方旅程的早期阶段最有效。

• SEO techniques aimed at getting more organic as well as referral traffic to your website.
• Videos and podcasts are also effective content formats for attracting more prospective customers at this stage.
• 主持赠品和竞赛，以吸引更多人，并为您的品牌获得更多的在线知名度。

Middle-of-the-Funnel

This is the stage where your leads will either engage further with your content or leave. Here are some of the popular marketing tactics that you can try at this stage.

• 在此阶段，影响者的产品评论或拆箱和试用视频非常有效。
• Case studies that show how you helped other customers or anything that shows the benefits of your products or services.
• 利用用户生成的内容来提供社交证明并建立对品牌的信任。
• For B2B products, ebooks and whitepapers are also useful at engaging people and increasing their purchase intent.
• 投资于您的网站的转化率优化，以使访问者足够长时间，并将其引导到正确的产品或服务页面。

底线

This is the stage where only leads with high purchase-intent are present and all you need to do is give them a nudge in the right direction. Here are some bottom-of-the-funnel marketing tactics to help you close the deal.

• Provide offers and discounts to encourage people to buy. Limited-time offers create a sense of urgency and are known to be an effective sales technique.
• 使用再营销来定位访问您的网站或与您的品牌互动的人，而无需购买。
• Free product trials and demos are also a good way to get people to enrol and start using your products before you ask them to make a purchase.
• 通过证明只有有限的库存而造成稀缺性也是一种对许多零售商有用的技术。

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超越转换

对于许多营销人员来说，营销渠道最终将领先者转向了付费客户。但是，经验丰富的营销人员知道这种思路的谬误。

业内人已经足够长的时间n tell you how customer retention is more important than客户获取. Repeat customers are much more profitable in the long run and, therefore, your funnel should include a stage after purchase as well.

现在，许多营销人员正在重新定义营销渠道，并将其扩展到包括一个或多个购买后阶段。遵循他们的脚步，除了定期的营销渠道外，还制定了客户保留策略。

Use this post as your reference guide every time you want to create a marketing funnel for your business.