{"id":4823,"date":"2023-12-16T09:45:10","date_gmt":"2023-12-16T04:45:10","guid":{"rendered":"http:\/\/www.ppcexpo.com\/blog\/?p=4823"},"modified":"2023-12-22T13:36:49","modified_gmt":"2023-12-22T08:36:49","slug":"customer-journey-phases","status":"publish","type":"post","link":"https:\/\/ppcexpo.com\/blog\/customer-journey-phases","title":{"rendered":"Essential Factors That Your Funnel Measures In the Customer Journey Phases"},"content":{"rendered":"

Do you understand the overarching goal of marketing funnels?<\/p>\n

Usually, the goal is to drive traffic so that you can push your brand, product or service onto prospects in hope of generating leads or customers.<\/p>\n

\"Essential-Factors-That-Funnel-Measures-In-Customer-Journey\"<\/div>\n

But if you really want to take control of your brand marketing strategy, you\u2019ll need to have a deep understanding of the various factors involved in attracting prospective new customers to your website.<\/p>\n

This comes down to being able to track the customer\u2019s journey, which has a lot of potential touchpoints along the way from the top of the funnel to the bottom.<\/p>\n

Once you understand it, you\u2019ll be able to discover why some people are not making it to the bottom to convert.<\/p>\n

Let\u2019s dig in.<\/p>\n

Top of the Funnel<\/h2>\n

This is effectively like the billboard of your brand \u2014 it is where potential new customers first get exposure to your brand.<\/p>\n

Therefore, the key factors at the top of the funnel are quite obvious \u2014 exposure <\/em>and discovery. <\/em><\/p>\n

Exposure<\/h3>\n

In this early stage, a lead will first become aware of your brand, and the products and services you are offering. It is up to you to establish a strong presence so that you nurture a relationship with people.<\/p>\n

For people who are already seeking to buy products, this is when they will become aware of your presence in the industry.<\/p>\n

In online business, your exposure strategy will typically consist of the following four core tactics:<\/p>\n

    \n
  • Content Marketing<\/li>\n
  • Organic Searches<\/li>\n
  • Social Media Marketing<\/li>\n
  • Paid advertisements<\/li>\n<\/ul>\n

    Discovery<\/h3>\n

    The discovery <\/em>phase is when potential buyers will visit company websites to learn more about brands and what they have to offer. It is also known as the research phase<\/em>, and consumers are trying to educate themselves and narrow down their choices.<\/p>\n

    At this stage of the funnel, you should take care not to bombard people with offers or sales talk, as that will only deter them. Instead, the aim is to provide valuable content that answers their questions and ultimately establishes your brand as the solution to their problems.<\/p>\n

    Middle of the Funnel<\/h3>\n

    In this stage of the funnel, people are weighing up their options, and they will be deciding if what you offer is a suitable fit for their needs.<\/p>\n

    Consideration<\/h3>\n

    The middle of the funnel correlates to the consideration <\/em>phase of the customer journey, which is when potential leads move forward from the discovery phase.<\/p>\n

    Visitors are deciding whether they should become a customer, and so brands can look to nurture a stronger relationship here.<\/p>\n

    It\u2019s easy to get obsessed with conversions instead of thinking about returning visitors. But you should realize that conversions can happen quickly, or months down the line.<\/p>\n

    At this stage, your content needs to spread your brand message and connect with prospects for one of two reasons:<\/p>\n