Written By: Zach Champ
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LESSON 2: MARKETING FUNNELS 

A marketing funnel is a template that is used to design marketing campaigns and which integrates the various parts of an individual’s business.

Using marketing funnels can allow you to streamline and optimize your creative venture through stimulating growth in your brand and fostering meaningful relationships with existing and potential customers. 

At their core, the marketing funnel comprises four unique stages: 

• AWARENESS - People know who you are and what you do
• INTEREST - People are interested in a product or service you provide
• DESIRE - People are invested and committed to your brand
• ACTION - Sale / Like / Follow / Subscribe / Shout-Out

You can also interpret funnels by dividing them into three separate parts, each with its own specific role and function: 

Top of Funnel (TOFU)- AWARENESS / CONSIDERATION

• Attract new leads by creating compelling content on your website and social media platforms. Engage with your audience and establish your brand as an authority in your niche.
  
  
• Utilize content marketing through blogs and videos to educate and inform your audience about your products or services. 
  
  
• Implement lead capture mechanisms such as email subscription forms or social media follow buttons to stay connected with potential customers. 

Middle of Funnel (MOFU)- CONSIDERATION / CONVERSION

• Incentivize potential customers with small gifts like stickers, freebies, or promotional materials in exchange for their contact information. This allows you to continue nurturing the relationship. 

• Offer discounts or coupons for email addresses, phone numbers, or social media information. This helps build your customer database and enables personalized marketing. 

• Continue content marketing efforts to engage and educate leads, helping them make informed decisions about your offerings. 

Bottom of Funnel (BOFU)- CONVERSION / RETENTION

• Provide excellent customer service and engagement to create a positive experience for customers. This can lead to repeat purchases and word-of-mouth referrals. 

• Encourage customers to leave Google reviews, post photos with your products or brand on social media, or engage in other user-generated content activities. This helps to expand your brand's reach and credibility. 

• Invite customers to sign up for newsletters or subscription lists, collecting their emails or phone numbers. This allows you to nurture the relationship and market to them in the future. 

• Prompt customers to follow your social media accounts or subscribe to your YouTube channel, enabling ongoing engagement and building a community around your brand. 

WHAT IS CONVERSION? -> From Leads into Sales!

Conversion is the ultimate goal of any marketing funnel. It's the moment when leads transition into actual sales, sign-ups, or other desired actions. The conversion phase is where all your efforts culminate, and it requires careful planning and execution to maximize your results. 

To successfully convert leads into sales, you need to create a seamless customer experience and provide clear calls-to-action.  

Great examples of Call-To-Actions include:

1. "Shop Now" or "Buy Now": These direct CTAs encourage immediate action and lead potential customers to your online store or product page. 
   
   
2. "Get Your Exclusive Discount": Offering a special discount in exchange for a purchase can incentivize leads to take the next step and convert into customers. 
   
   
3. "Sign Up for Our Limited-Time Offer": By creating a sense of urgency and exclusivity, this CTA motivates leads to provide their contact information and take advantage of a time-sensitive promotion. 
   
   
4. "Subscribe and Save": Encourage leads to subscribe to your newsletter or email list with the promise of exclusive offers, product updates, or valuable content. This ongoing communication can nurture leads and eventually lead to sales. 
   
   
5. "Book a Free Consultation/Call": If your business offers services or consultations, this CTA prompts leads to schedule a meeting or call, allowing you to engage directly and guide them toward a purchase decision. 
   
   
6. "Request a Demo": If you have a software or technology-based product, offering a free demo allows leads to experience your product firsthand and understand its value, increasing the likelihood of a purchase. 
   
   
7. "Upgrade to Premium": If you offer a freemium model or tiered pricing structure, this CTA prompts leads to upgrade to a higher-tier plan with enhanced features or benefits. 
   
   
8. "Add to Cart" or "Add to Wishlist": For e-commerce websites, these CTAs encourage leads to take the first step in the purchasing process, either by adding items to their cart or wishlist for future consideration. 
   
   
9. "Join Our Community" or "Follow Us": Invite leads to join your online community or follow your social media accounts. This builds a relationship, keeps them engaged, and exposes them to further promotional content that can lead to sales. 
   
   
10. "Get Your Free Trial": For software or subscription-based services, offering a free trial allows leads to experience the value of your offering before committing to a purchase, increasing the likelihood of conversion.