{"id":116,"date":"2020-07-18T17:40:17","date_gmt":"2020-07-18T17:40:17","guid":{"rendered":"https:\/\/conversionchris.com\/?p=116"},"modified":"2021-10-24T21:09:19","modified_gmt":"2021-10-24T21:09:19","slug":"user-acquisition-funnels-guide","status":"publish","type":"post","link":"https:\/\/conversionchris.com\/user-acquisition-funnels-guide\/","title":{"rendered":"The Only Guide to User Acquisition Funnels You Will Ever Need"},"content":{"rendered":"\n

In this guide, I will be talking about user acquisition funnels<\/strong>. The most common thing for a new client to ask me is, to create a digital marketing campaign. This is perfect if we are trying to put the campaigns inside the current strategy, however a lot of businesses are focused on campaigns not long term goals. What I advise is to first of all create a strategic approach to digital marketing building and build a sustainable acquisition channel<\/strong>. Funnels as they are often called in the digital marketing world are another name for User Acquisition Channels. Since I had a client ask me to design their strategy, I wanted to use this opportunity to explain the big picture behind funnels.
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The first thing, what we need to understand is what makes a funnel. When we talk about a funnel, we are talking about a user acquisition framework. Frameworks are really popular in the business world and marketing in particular. We use this approach to describe complex ideas and put them in simpler terms.<\/strong> We deconstruct the big picture and put it into steps or elements, that could be understood by people not working with this topic on a daily basis. This is key aspect of funnels – simplification. We use frameworks to simplify complex models and try to put them into a structure guide \/ roadmap for others to follow. 
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The next step is understanding funnels, which are a type of user acquisition framework<\/strong>. By a funnel we understand a shape that is wider at the entrance and narrower at the bottom. What we want to explain is that a lot more users enter, than convert. Depending on your business, we can see ecommerce shops with 0.5% conversion rate, but there are also other ecommerce businesses that have 5% conversion rate. The funny thing is, both businesses can be happy with their conversion rate, it really depends on the business model. For example if you’re selling very expensive and niche products, it could be 0.5%, but if you’re selling mass market product you have 5% conversion rate. There are a lot of different factors that you need to consider. When talking about high and low conversion rates. So to emphasize, we need a broad base of users that enter our funnel, and only a portion of them will come out the other end and make a purchase. There are no established proportions on the amount but based on my knowledge and experience I could be venturing educated guesses on the efficiency of your digital marketing strategy.<\/strong> If you would like to talk more please contact me via the contact page.<\/a>
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Prospecting-Remarketing funnel<\/h2>\n\n\n\n

Now let’s go into the types of funnels that we will be discussing.The initial and most basic one is the Prospecting-Remarketing funnel.When you start a digital campaign, you can divide the traffic into two parts. The first part would be the prospecting campaign and the second part would be the remarketing campaign. 
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What happens here is this is the simplest approach. And if you are just starting with funnels and you’re just starting to divide the type of traffic that you’re trying to acquire, 
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At the beginning, we need to have prospecting, so we need to acquire new customers<\/strong> that don’t know our brands.In this particular setup, what we do is we exclude people who already interacted with our website or facebook page. We target our Fresh users (users, who didn\u2019t interact with our brand) and in the second step. we remarket those people who have interacted with our website and we try to make them convert.<\/strong> This is the digital marketing one-two. 
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When I do consulting, in particular for small businesses, this is what they forget. They spend money on acquiring new customers, forgetting to use the audience that they have already acquired. The Remarketing group is usually a lot more effective in terms of Cost per acquisition, but it is a finite group. Which means if we have a 1000 users in this audience, and 10% will buy, it\u2019s extremely possible that they won\u2019t buy again if your product is not a repeat purchase. To make this work, we need to have a steady influx of new users from the prospecting campaign to make them convert.<\/strong><\/p>\n\n\n\n

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Cold-Warm-Hot Funnel<\/h2>\n\n\n\n

Okay, so the next funnel is a very popular funnel that’s talked about a lot on YouTube &LinkedIn. It’s the cold, warm and hot funnel. The principles of all the funnels I present are the same. We need to have fresh users that enter, we do some remarketing, and then they convert – simple yet effective \ud83d\ude42 !
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In this funnel, we try to acquire. customers that are cold. Cold means they don’t know our brand. They don’t know our product.<\/strong> And they don’t really know what our brand is about. We try to reach them, we try to show our brands, we try to show our product, and they become a bit warmer towards us.  Warmer means that they have some knowledge of what we are about. This means they might have visited our website, they might have clicked the ad, they might have viewed a video, and they can recognize us. 
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The second step, is we try to get them even warmer to the HOT stage. Now the users are aware of who we are, they might be aware of our products, they might be aware of similar products in our category, so they’re not completely cold. They might even need a product like ours! This is half of the job already done.This type of audience is the best to try to convert. <\/p>\n\n\n\n

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Now let\u2019s talk about the HOT audience. <\/strong> These are user, who are the most engaged users on your website, closest to the purchase. This could be people for example who:<\/p>\n\n\n\n