So, you aim to achieve a sales target within a limited timeframe. You know that you need to create awareness of the offer, generate interest, and cultivate a desire to make a purchase. However, it does not stop there, as the target customer must make a purchase conversion by clicking the buy button. Then, as a business owner or marketing manager, you need to ensure the customer has a positive experience while navigating the customer decision-making process. A positive experience is crucial. It will turn them into an advocate for the enterprise and keep them coming back. This reinforces the importance of understanding the customer’s journey. Understanding the marketing funnel will support the navigation to conversion.

To effectively plan to navigate the marketing funnel to convert to a purchase, the questions to be answered are:

1. How will you create awareness for the offer
2. How will you communicate with those who show interest in the offer
3. How will you communicate to those who are developing a desire to own the product
4. How will you facilitate the purchase decision
5. How will you communicate with the customer once the purchase is complete
6. How will you support the sharing?

The responses to these questions are part of the campaign planning process. It may seem like a lot, but if you understand your target market and their unmet needs, you will have a clear way forward. However, if you don’t know your target market, you need to research to gain a deeper understanding of their lifestyle habits and what they value (i.e., what motivates them to make a purchase). Remember, to impact your target customer’s mind, there is no shortcut. Do not default to a price decision that will only negate or shrink your margins and devalue your brand. Furthermore, having an unaffordable price point will erode the customer journey experience. This represents the total number of customer interactions with your brand. It impacts customer advocacy and loyalty.

Therefore, begin by clarifying who the target is for the sales promotion. Where will the customer be who will be receptive to your offer? With such a diversity of customer needs today, you may need to segment your target market customer profile even further. Go deeper into the target customer persona profiles. Segmenting will enable your dollar and message to penetrate more effectively.

To achieve the sales target, a specific customer segment must be identified and targeted. The segment identified should see value in the offer and be motivated to transact (by unmet need) during the promotion timeframe.

Applying the marketing funnel model to the planning process enables the motivated customer to discover the offer and complete the transaction.

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