The use of the sales funnel in brand strategy
The use of the sales funnel in brand strategy
In an increasingly digital society, the process of buying a product and/or service takes into account several factors, strategically thought by brands as a way to lead the consumer to them. These factors translate into moments, into steps that bring the consumer closer and closer to the value proposition of brands.
What is the sales funnel?
A model used in defining and implementing a brand strategy which focuses on the consumer journey from their first contact with the company to the moment they make one (or more) sale(s). It is the representation of the path that the consumer takes to perform an action.
The steps
The sales funnel is divided into 3 stages, with clear objectives that seek to build consumer loyalty to the brand.
- Top of the funnel: The awareness stage is linked to learning and discovery. In the first instance, the consumer does not yet have the need to purchase a particular product and/or service, which changes when they discover a brand and become aware of what it can offer them. The role of brands is to educate the consumer by being as relevant as possible;
- Middle of the funnel: The recognition of need stage. Recognizing this, consumers start looking for answers, presented by brands. They are called
leads
leads, the people who have interacted with a brand’s content and provided key information in exchange for benefits (such as more information,
newsletters
discount codes, among others). The aim is to create a relationship of trust between brand and consumer; - Bottom of the funnel: The purchase decision stage. Finally, the leads already have all the information they need from the brand, and are classified as the most suitable for the last contact phase. The brand is seen as a reference in responding to the consumer’s need, a consumer who becomes loyal and becomes a true customer (who will later recommend it to his environment).
In conclusion
Faced with an increasingly competitive market, the sales funnel becomes even more relevant to the positioning of brands in consumer choice. They are looking for a relationship of trust, in which the products and/or services purchased meet their needs (which are also increasingly emerging). That is why this model is much more than concepts, it is an integral part of the business of companies aiming at converting leads and multiplying opportunities. If you still have doubts about how this concept can be beneficial for you and are looking for help in its implementation, do not hesitate to contact us. Talk to us using the form below!
Source: Rock Content; Neil Patel
