There are now plenty of resources that cover topics like how to create a small business sales and marketing funnel. But while some authors use terms like “marketing funnel” vs “sales funnel” interchangeably, the truth is that these are actually two different strategies.
While businesses often use both to interact with potential customers and clients, each funnel has its own unique attributes and goals. Join us as we explore how to distinguish a marketing vs sales funnel, how each works, and how the two strategies can work together.
New customers rarely discover a company, make an immediate purchase, and remain loyal fans from that moment forth. Instead, they tend to go through several different psychological stages along what’s known as the “customer’s journey.”
Think of a marketing funnel as a metaphorical map of those stages. It can be used to develop a well-rounded marketing strategy by creating content designed to appeal to customers in each stage.
One team’s content marketing funnel stages might look a little different than another’s, but there are several phases they all tend to have in common. Here’s an example of a common marketing funnel and the goals associated with each stage.
Awareness.
The goal of the awareness stage is to make potential leads aware of a company and how its products or services can help solve their problems.
Consideration.
After a lead becomes aware of the problem they want to solve, they begin looking for the best possible solution. The goal in this stage is to demonstrate what sets your unique value proposition apart from the competition’s.
Conversion.
The conversion stage is where leads become paying customers. The goal here is to make it as easy for them as possible by providing a seamless sales experience.
Loyalty.
The goal of the loyalty stage is to turn a new customer into a long-time customer by providing excellent customer service and engagement.