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What is a funnel?

In online marketing, funnel stands for funnel, sieve or filter. It is used to guide a user of a website through a process until he finally buys a product or service. The funnel is focused on acquisition and on perfectly coordinated sequences of measures with which the respective person in the target group is to be convinced.

  • Are funnels or filters for interested users
  • Networking activities for customer acquisition
  • Are usually fully automated

Every entrepreneur should have at least one online tunnel

With the term funnel it is already clear that at the top there is a large opening and at the bottom a smaller opening. However, this analogy or rather the picture is not quite perfect, because the bottom and the top of the funnel would actually produce the same amount, so that filter would be a more appropriate term here. So with the right online marketing strategies, a smaller number of customers should be filtered out of a relatively large number of visitors (on pages, blogs, landing pages, etc.). The difference to the term customer journey is that the latter includes the complete cycle of a “target person”. In marketing, first the attention is created, then the relationship is established and the user is offered a quid pro quo in order to finally create a real need for an offer. In sales, a visitor or prospective customer should first become a lead and then a customer. A funnel is therefore in any case a network of certain activities that make contact with the customer. For example, a follow-up e-mail can be part of a funnel. This is followed by further correspondence (non-binding discussions, creation of contact points) with the partial goal of going one step further – and this up to the big goal of the whole company, and usually the goal is sales. The funnel can therefore be seen as quite linear. It requires multiple contacts, and depending on the source, a particular target person should come into contact with a product or service up to 12 times before it can finally lead to a purchase. A distinction is made between the Conversion Funnel, the Sales Funnel and the Marketing Funnel

What are the questions of a funnel

If you want to create a funnel, you should first ask yourself some important questions. One should start with who the desired customer should be. Then you have to find out where this customer is. After all, it is of interest with which lead magnet you want to attract them. And the final question is which solution can be offered to the customer. The website can be a “good employee”, which fulfils various tasks. But in principle, funnels also work without an own website. A sales funnel is usually fully automated, tools do almost everything. A starting point can be, for example, a social media ad, where the prospect arrives on the landing page after a click. There, for example, a download can be offered for lead generation and the e-mail address can be queried. A good idea would now be a subsequent thank you page, on which, for example, a short free video is offered, in which a problem of the customer concerned is already solved. In addition, the customer will find a button for a further telephone conversation, whereby a calendar or a preparatory questionnaire can be integrated. In the ideal case, the final conversation then leads to a sale. Usually, e-mail service providers, entry forms, certain gifts or relevant freebies, landing pages and possibly webinars are required. The funnel strategies are often a rather long-term affair. The individual elements often need some optimization and perseverance until they fit together like a well-running clockwork. And in the end it is always about the fact that the potential customers must first get to know the provider, because only then do they build up trust

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