January 30, 2024

Why Is It Common for Companies to Think of Themselves in Terms of a Funnel?

Why Is It Common for Companies to Think of Themselves in Terms of a Funnel?

A funnel is a visual representation of how customers go from learning about your brand to becoming loyal, raving fans. Various types of funnels exist, such as digital marketing funnels and sales funnels, each focusing on different tactics and goals.

While these funnels may help businesses to focus their marketing efforts, they often overlook a key fact: the customer journey isn't always linear. People may jump back and forth between stages, spend a lot of time in one stage without moving to another, and more. This can make it challenging for marketers to track and measure their performance, especially when using digital channels like social media and paid advertising.

The top of the funnel is a critical stage for any business, and many brands use blog posts to capture prospective customers at this level. However, it's important to remember that the people in this stage are usually looking for information, not products. For this reason, you should aim to target keywords with "intent" that are relevant to your products or services (using Semrush's Keyword Magic Tool, for example). For instance, if your product is sleep apnea devices, you might write blog posts about this condition and include a link to your site to help your prospects with further research.

Once potential customers move into the middle of your funnel, they're starting to evaluate alternatives and decide which ones are right for them. This is where you can use your content and customer testimonials to help them make a decision. At this stage, they're also comparing your price point against the competition's.

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