Fixing your Marketing Funnel

I’ll admit it. In the past year or so I haven’t paid enough attention to the health of our marketing funnel. I’m too focused on the bottom of the funnel, the sales.

I know I’m not alone.

It’s easy to lose sight of the whole picture when you’re hyperfocused on the small details. It’s only when you pop your head up and look around that you realize what parts of your marketing are being ignored and what the impact is.

I look at my marketing funnel in three basic phases: awareness, engagement, and conversion. You can break down your phases more discrete, such as MQL, SQL, etc – but as I’ve stated in other posts, I like to keep it simple.

As a super quick refresher, so we’re all on the same page, awareness is at the top of the funnel. This is when we make people aware of who we are and they visit our website. Engagement is the middle of the funnel. This is when they continue to come back to our website and then also engage with our other digital assets. Conversion is the bottom of the funnel, this is when they decide it’s time to partner and work with us. Why is it called a funnel? Because awareness should have the largest pool of people. Then the numbers taper down as people move through each stage, making the shape of a funnel.

As mentioned, I’ve been so focused on the conversion phase that I didn’t realize that awareness was struggling. The trickle-down of that is that there are fewer people in the conversion phase. You need to feed the awareness phase of the funnel to get conversions. People need to know who you are and what you offer. It’s that simple.

Now that I know what I’m not doing, how am I going to fix it? Well, I’m going to start with the data. My best bet is to look at my Digital Customer Journey. We run this analysis each month for Trust Insights (and our clients) so I have a good handle on the digital channels feeding the awareness phase of our funnel. For us, it’s social media and unbranded search content.

When I look back on the marketing efforts of the past year, those are the two places where we’ve put minimal effort. We’ve focused heavily on email, which for us is the middle of the funnel.

This means that my next step is to put together a plan to improve our presence on social media. I’ll start with determining which platforms our audience hangs out on, rather than trying to master all social channels. This will allow me to keep my efforts focused. After that, I’ll create a plan for more content focused on the topics my audience cares about. Then I’ll publish that content on the website and share it on social. As a third tactic, I may run some branded and unbranded ads as a test to see if that helps bring people to the website.

If I do the awareness phase right my efforts should feed the other phases of the funnel. By focusing on bringing awareness to the right people I should see better metrics through each phase of the funnel. I’ll keep you posted on how that’s going.

How healthy is your marketing funnel? Let me know in our Free Slack Group Analytics for Marketers!