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The Interest step of the Marketing Funnel

The longest step of the Marketing Funnel is the Interest step.
Most of your Social Media followers, your email marketing list, your website visitors, people that visit your store, all of your future clients are in the Interest step.
This is where you start engaging your future clients probably through content (blog, social media posts etc).
Unfortunately, this is where you lose clients. This step is where most businesses are stuck because they fail to push customers down the funnel to the next step.

You might be using CTA (call-to-action) by giving free PDF, posting video tips, mentioning your website and product in posts, but you will need to do some more work for people to move to the next step in the funnel.

If you read this and you think it is too “pushy” because you want the purchase process to happen naturally, you are wrong. The only way for people to stay in your funnel and continue to the Want step is with you convincing them to do so.

Quick Purchasing Funnel

Sometime we will see a very quick purchasing funnel, visitors see your product or service and order it instantly.

There are many reasons for quick purchase funnel and here are some:

• Ear to mouth client
• Emotional purchases
• Cheap pricing
• The product is simple. You can buy it almost anywhere
• Seasonal products
• The product is essential or required by law

Marketing Funnel In Practice

Specifications of Marketing Funnel, step-by-step

1. Find the classic funnel that is happening naturally in your business by mapping your clients.
   Look both at the funnels you think your business has and at your Google Analytics.
   Take a look at specific clients. Start by looking at your last sale: How did they reach you? in what hour did they order? how long have they been on the website before purchasing? how long since your call meeting with them? how many call meetings before they have ordered? did they also follow you on social media? etc.
2. Figure your business funnel and drew it on tools like https://www.draw.io/
3. Create specific content for each funnel step.
4. Fine-tune your marketing funnel. You know your natural funnel and you’ve created new content for each step. Now check for improvements and change things accordingly. Then recheck.
5. Create new marketing Funnels. Although you already have some working marketing funnels, try to build a new funnel once a year to grow your business.

What to do in each step of the Funnel, step-by-step

Awareness step

In this step of the funnel your client:

• Doesn’t know and doesn’t have any trust in you and your product/service
• Most of the time don’t understand the product/service you are offering
• Might not need or want what you sell
• Might need what you sell, but doesn’t know it yet
• Cannot compare price, as he did not do any research yet
• Doesn’t know your advantages and uniqueness, therefore it cannot distinguish you from others in your marketing field.

In the awareness step, don’t try to sell, send to Facebook page/group or ask to sign to an email list, show pricing etc. Try to lead the “cold lead” down the funnel to the next step by making them interested in your product/service.

Trying to sell in this stage might look desperate and feel aggressive to your buyer. We better let them read more articles to keep them interested.

Ads in this step will do 3 things:

1. Draw attention
2. Will should say “it is interesting here”
3. CTA (Call-to-Action): it will be more interesting if you click

Remember that if a “cold lead” is exposed to the wrong creative, the ROI (return-on-Investment) can be low.

Interest step

In the Interest step, we want to keep the client interest.
Emphasize how the client can value from your product. Give the client knowledge and inspiration, but don’t try to sell.
A video can be a good fit for leading clients from awareness to interest.
CTA should be “learn more”.

Contents that can work:

• Talking directly to the client
• Honest content – your issues, dilemmas, questions, values, challenges
• Personal sharing – feeling, but related to the product or service
• Make sure your message contains comprehensive information, but indirectly.

The content in this stage should be:

• Teaching and useful
• Create identification
• Create inspiration
• Encourage to make a change
• Transfer emotions
• But it should also be fun (escapism).

In this stage, we want to make the client active. He passively read the content on our website, so now we want to ask him to actively do something (like download a PDF) as preparation for the sale step.

Want step

In the want step, we want to keep the client with us, but not sell yet.

This step is for clients that have been in the funnel for a while. They have already been aware of the product/service and us. They have already shown an interest (like joined our Facebook group, downloaded free PDF etc).

In this step, give the client a lot of info on the product/service. Explain how to buy, options of buying etc. The main purpose is to make the client contact us (via mail, phone, messenger, lead form etc).

Once you received a contact, we reply immediately.

35%–50% of sales belong to those who respond first.

Us the “5 Minute Rule”: contacting leads within five minutes of their entry into the marketing system.

It’s a tricky stage, but try not to sell. In this step, the client either wants to stay or will leave forever.

The information we will give the client in the want step:

• Extensive information on the product (size, options, colour, material, packages of services etc.)
• Information on shipping, cancellation policy or return policy
• Prices and paying options
• Testimonials

Purchase step

Implementing the Marketing Funnel on website landing page or post

• The top of the page is the awareness step – write a powerful title, first paragraph and add a picture showing the value to the client.
• Scrolling down the page will be the Interest step – Give examples of your product or service. Explain what’s unique and special in it, the advantages of it. You can add pictures, free content to download, requests for demo etc.
• Scrolling more down will be the Want step – Give the client something that will make him contact you. A leads form will work well here.
• At the end is the Purchase step – make sure all buttons and CTA (Call-to-Action) are relative to the page. Use the “Contact Us” button, “Buy Now” button or leads form.

Implementing the Marketing Funnel on Email Marketing

If you are using Autoresponders emails, you can implement your funnel:

• First email – Awareness – thank your client for joining your mailing list and explain what kind of information you’ll be sending and how often. Emphasize the value he will receive from these emails.
• Second email – Interest – clients that will open this email, want to hear more from you. Make sure this email provides quality information. Something that will give your client value and will encourage them to be active.
• Third email – Want – Give your client something free to download.
• Forth email – Purchase – Use call-to-actions to activate you the client.

The importance of using a professional digital marketing agency

In order to enjoy all the benefits that Digital Marketing can give, you will probably have to use the services of a skilled and experienced professional in the digital marketing field.

Although some platforms are considered easy-to-use, an experienced, knowledgeable professional marketing agency will have in-depth knowledge. They will be able to translate your requirements and needs and make sure that your strategy meets all of these.

Our agency specialized in building websites, SEO, SEM, SMM, Email marketing and content monetization since 2012. We will help you from the first step of setting the goals and make sure all is tailored to your business requirements and needs.

We offer the whole package: strategy planning, consultation, development and execution. Contact us today.