The consumer’s journey


Surely speaking of marketing or targeting you will have found yourself many times before the word “funnel”. In simple words, it’s a model used to describe and analyze the consumer’s journey in the process of buying a product or service. Funnel then, is the right word to describe it! It gives an idea of the route a customer travels from when he knows the brand to when he decides to buy what it offers.

Every day consumers are confronted with a large range of products or services from many brands and proceed, through a progressive skimming, to choose what seems most useful to meet their needs.

The four stops


The funnel is composed of 4 sections, which in technical jargon are indicated as macrophases of the traditional model, but that we’ll call “stops’ to simplify, since they are the steps that make up the purchase path.

At the first stop we find a lot of people, it’s the one of Awareness. At this time the customer looks around and learns about different brands and their products. You can imagine the great influence that good publicity will have on him.

At the second the customer begins to select different brands and respective products, and to do research, based on different variables, such as its needs, price, ease of use, duration, reviews…

It’s at the third stop that things start to get serious. The consumer compares the different brands and products, discards some and considers buying one in particular.

At the fourth, more than serious, the matter becomes delicate. The customer has made his choice, he has finished the purchase, but now, the winning product must ensure him all the benefits that he promised, so that the customer becomes loyal, and in case of future needs to choose our brand.

TOFU, MOFU e BOFU


You’ll be surprised, but even these are not random names!
Obviously it is always higher the number of the audience that is collected in the awareness phase than the one that ends the purchase. That’s why for each section of the funnel you need to study the correct strategy and provide the customer with the right information for each stop. Here’s what to apply for each of them!

TOFU (Top of The Funnel)
We’re in the largest and most populated part of the funnel, here potential customers understand they have a problem or need to meet. This is when you need to get active and gather information to better understand your audience and their needs. You also have to push the audience to visit your website and your social channels, via Ads and Seo.

To effectively capture your audience’s attention, we suggest you publish informative articles on your blog, e-books, infographics, guides, tutorials, videos, and educational webinars.

MOFU (Middle of the Funnel)
At this point the customer carries out two fundamental activities for his purchase process: search for information and evaluate the different alternatives.
During this phase about 70% of consumers turn to the internet for research. You must therefore allow them to find everything they need and make a good impression on them in the shortest time possible.

So take care of every detail on your website and make it easy to navigate! In addition to that to give you an extra boost could be lists of pros and cons of the various solutions, case studies, the FAQ section and webinars on the product or service.

BOFU (Bottom of the Funnel)
Here the customer makes the decision to buy. He also does so based on reviews, feedback, case studies, opinions and word of mouth. That’s why you should never limit yourself by just setting the goal of the sale. At that moment your funnel “ends” but the customer’s shopping experience begins!

In this perspective, you must always be available to the customer through FAQ and assistance. You should also be able to ensure that you can leave reviews or consult reviews from others, free trials of up-selling products, coupons and discount codes on your next purchase, call to action to request free quotes or advice.

From Funnel to Flywheel


It’s precisely on this post sale focus that a new funnel model is based.
We always say that the customer asks for an increasingly personalized and conscious shopping experience. So could the funnel marketing remain the same as before? Of course you don’t!

The new Funnel is the Flywheel and puts the customer at the center.
Then the structure changes, which is now circular and then begins again where the purchase ends. It takes the name of the Flywheel, because it is able to store the energy that comes from multiple sources (rotation speed, friction, composition) and to continue to spin. Converting a customer, for this new marketing approach, means starting a momentum that allows your business to continue flying.