A beginner’s guide for those who didn't study Marketing as a subject.
You must have read about awareness/Engagement/conversion in Google Ads / Facebook Ads / LinkedIn Ads / Twitter Ads.
Sales funnel is a funnel that assumes your audience is in any stage of the funnel at a particular time. It starts wide and then narrows, leaving only refined ones at the bottom-most stage.
Awareness/ Discoverability
It is the topmost part of the funnel where most of your audience resides. Awareness Ads push your Ad to the maximum number of people possible. The metric used is reached or ad-recall; it just targets the maximum number of people possible at a time, and that’s it. It’s like every banner Ad in the city, huge poster, or catchy song that places your branding in the people’s unconscious.
The type of Ad to show in the Awareness/Discoverability stage is mostly branding items such as slogans/logos/values etc.
Consideration/ Intent
It is the topmost part of the funnel where most of your audience resides. Awareness Ads push your Ad to the maximum number of people possible. The metric used is reached or ad-recall; it just targets the maximum number of people possible at a time, and that’s it. It’s like every banner Ad in the city, huge poster, or catchy song that places your branding in the people’s unconscious.
The type of Ad to show in the Awareness/Discoverability stage is mostly branding items such as slogans/logos/values etc.
Sales
Here your audience knows your brand, they know the product, and you need to get sales out of them. So Coupons, comparisons, and Offers are shown to the intended audience who has already shown some interest in the brand and the product too.
The Metric used is Add to cart.
Loyalty
People who have already purchased your product are the best customers for tomorrow, so you have to pick the purchased audience and start showing them other products that the person might be interested in.
The Metric used is purchased audience.
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