Marketers have been creating new models for years to stay ahead of their competitors. In the past, many marketing models have been developed, from AIDA and DAGMAR, to Moment of Truth, and ATRN. Multi-funnel Marketing is today the companion for businesses that view growth as their pole star.

Customers’ decision-making process is constantly changing due to the constant flow of information and exposure to new brands, products and services. Marketing teams are developing new strategies to help customers understand their journeys and make better decisions.

Why multi funnel marketing is the only option

The dark days of marketing to customers are gone. The changing customer journey today requires a holistic, end-to-end approach that not only focuses on the bottom but also the entire funnel.

Digital marketers in Los Angeles need to be more concerned about how they sell their products and services, rather than what they sell. This industry makes multi-funnel growth marketing more important than ever.

It is now clear that sustainability cannot be considered in isolation of growth. This applies to both the environment and the business model.

You converted website visitors to leads, and then made them happy customers. How sustainable can your growth be? If you don’t retain happy customers and provide the marketing channels that upsell, retain, or encourage them to become brand advocates? 

This question is answered clearly by growth marketers. A multi-channel strategy that addresses the customer journey using a holistic approach to growth marketing is crucial.

What is a Growth Funnel?

A growth channel (or sales pipeline) is a series of steps that potential customers go through before making a purchase.

The architecture of a funnel is determined by the goals and actions that you want visitors to take.

The customer journey is a true funnel. This is because your leads or visitors either become customers in the middle of the funnel or they leave it.

Growth marketers need to understand the growth funnel. If you don’t know where people are on their journey, and how they move through it, you might use the wrong tactic. If you present a concept that describes features of your product to buyers who are already in the buying stage, it will not be able to satisfy their needs.

Let’s now dive into the funnel stages.

Top of the Funnel

The awareness phase of potential customers is the Top of the Funnel. This stage is where you aim to attract potential customers via search engine optimization, content and social bookmarking, paid media channels and website traffic.

You should focus on potential customers’ pain points when developing a strategy. This is why it is important. They are looking for a solution.

There are no leads or customers at this stage. Only anonymous visitors can get to know your brand. When potential customers search for your brand, you can build brand awareness using an SEO-friendly strategy.

Middle of the Funnel

We are now scrolling down the funnel towards the consideration phase. No longer are you dealing with anonymous leads. You now have prospects who provide their contact information and sign up for your newsletters. They also follow you on social media. Who knows? Maybe they become brand advocates.

This stage is where you engage and convert leads to customers. You need solid CRO (Conversion Rate Optimization), management to manage forms, pop-ups and chat flows with buyers to convert them.

You must generate compelling calls to action (CTAs). This is more than lead generation. CTAs provide website traffic with a map.

These provide guidance to your buyers as they navigate their buying journey. Site traffic that doesn’t follow these guidelines will lose its direction and bounce off your site.

Bottom Of The Funnel (BOFU).

Isn’t this the time to cultivate and close your ideal customers. You have reached the customer’s pain points at this stage of the funnel. Close your lead by offering discounts or personalized prices.

Push notifications and email marketing can help you achieve great results. You can also use lead scoring to gauge a prospect’s likelihood of buying. Your sales team can easily distinguish qualified leads from unqualified leads by assigning leads scores based on their demographic information, their behavior on your website, landing pages, and other factors.

These actions can reduce the sales cycle. This phase has one of the most important outcomes. After creating loyal customers and happy customers, they leave feedback on other platforms. Similar leads can see the comments and become customers

What’s the Difference between B2C Growth Funnels and B2B Growth?

Growth funnels may change depending on your customer base.

B2C customers can navigate the funnel by themselves or with trusted advisors such as family members and friends. B2C customers may not have direct contact with company representatives. Here are the steps of a B2C customer journey:

Sample B2C Growth Funnel

* B2B customers communicate with sales staff at the bottom of the growth funnel. Your funnel will be more effective if you adapt it to meet your customer’s needs immediately. This is how a B2B customer journey works:

Sample B2B Growth Funnel

Funnel Based Growth Metrics

Growth marketers use a data driven approach to tracking growth metrics. It’s like we are breathing. Each funnel has its own metrics. Which metric corresponds with which stage?

Let’s have a closer look at the funnel-based growth metrics.

Top of the Funnel

* Impressions (social media, website)

* Visitors (direct, social, organic and paid)

* Reach (social media reach, remarketing audience)

* Engagement (backlinks, social media engagement, brand mentions, reviews)

* CTR ( social, paid, paid social, paid search, display, affiliate) 

Middle of the Funnel

* Attribution (source-based, conversion rate, conversion number and conversion value, ROAS).

* Landing page performance

* Increase engagement with your audience

Bottom of the Funnel

* Quality of lead based on source

* Potential sales volume

* Volume of closed sales

* ROI

One Step Ahead for Growth Marketers

Multi-funnel allows you to see where potential customers are leaving, and gives insights that will allow you to adjust your marketing strategy accordingly. You will be able to see the entire customer journey at later stages. This includes how many visitors have become leads and how many qualified leads that lead to customers.