Print Content for Each Phase of the Marketing Funnel

Making Coffee

What is a Marketing Funnel?

What was the most recent larger purchase you’ve made? Think about how you first heard about the company, and if you had bought from them before. Had you been receiving emails or postcards from them? All of these interactions you’ve had with that company, even the actual purchase, are phases of the ‘marketing funnel.’

The marketing funnel, or purchasing funnel, is a model used to show the journey a customer takes as they go from having never heard about your company to becoming loyal customers. Like every good visualization model, there are a myriad of variations on the associated terminology. Let’s go with the model that references: ACPLA (awareness, consideration, purchase, loyalty, advocacy).

Marketing Funnel Diagram

Funnel Breakdown

Awareness - 
Customer is identifying that a problem exists, and that it needs to be solved.

Consideration - 
The point where the customer is learning about possible solutions (companies/brands/products/services) and is comparing them against each other. At this phase, you are working differentiate your product from the competition’s.

Purchase -
Final decisions before purchase are being made: customer is comparing available options within one brand and product line, and is actually buying.

Loyalty - 
Customer looks to the company to be available for continued support and to get the most out of their purchase,

Advocacy - 
Customer recommends you to friends and other contacts. (And the process repeats with each referred customer)

 
Coffee Creamer Wheel

Interactions at Each Phase— Content & Tracking

Top of the Funnel - Customer Meets your Brand

Print content

  • Flyers and business cards given out indiscriminately

  • Banner and billboard advertisements

  • Point of sale signage

Digital & other content

  • Social media posts

  • Blog posts

  • Website landing pages

  • Webinars

  • Guides

  • Email newsletters

  • Television and radio ads

  • SEO and PPC marketing

Metrics to track

  • Website traffic

  • Social reach

  • Subscribers

  • Inbound links

  • Referrals

  • QR code scans

  • Direct landing page visits


Middle of the Funnel - Familiarizing, Comparisons, Pre-purchase

Print content

  • Targeted mailing

  • Business cards and brochures specific to customer interest

  • Catalogues

Digital & other content

  • Case studies

  • Webinars

  • Guides

  • Free tools

  • Webinars

  • Opt-in marketing

  • Free downloads

  • Educational blog posts 

  • Demos

Metrics to track

  • Email open rates

  • landing page conversion rates

  • lead source

  • cost per lead

  • lead quality

  • customers

  • lead-to-sale conversion rate

  • revenue

  • cost of customer acquisition

  • QR code scans


Bottom of the funnel - Purchase, Loyalty, Referrals

Print content

  • Samples

  • Real-world freebies

  • Coupons

  • Tailored brochures and catalogues

Digital & other content

  • Forum threads

  • FAQs

  • Tutorials

  • Blog posts

  • Customer service content (chat, social media posts)

  • Surveys,

  • Referral incentives

  • Loyalty discounts

Metrics to track

  • Purchases

  • Shopping cart tracking

  • Recurring revenue

  • Customer lifetime value

  • Active customers

  • Churn rate

  • Net Promoter score

  • Referrals 

  • Reviews

  • QR code scans

  • Direct landing page visits


Espresso Double Drip

Pros & Cons

It’s true that trying to fit every potential lead into this linear process is just not realistic. Customers often go back and forth at each stage, and each portion of a marketing campaign affect multiple stages of the funnel at once. However, visualizing marketing strategies based on the funnel model is useful long-term as far as breaking down each stage. It’s a great way to look for ways to improve and budget. 

It’s important to understand the power of diversifying with print. It can increase an emotional connection with your brand and create a deeper impression than if you rely on digital marketing exclusively. Click here to learn about the ways printed advertising can bring your target audience closer to your brand.