Where does Print fit into the Sales Funnel?

The sales funnel is a magical roller coaster. At first, it feels like you are cutting grass with scissors. After a while you upgrade to a push mower. finally, you power up the ride-on mower and the struggle becomes a faint memory. It might not be that physical, but at some point in your life, attempting to target and convert prospective customers was a struggle. There are solutions to mastering the sales funnel. Some solutions are through digital marketing and others through the power of print. Print marketing is a large portion of the sales funnel, and we will provide examples of when to use certain ones.

What is a Sales Funnel?

The sales funnel is a marketing phrase that describes the path potential customers will travel through on their way to completing a purchase. Some businesses will break their funnel up into multiple steps. But for the sake of digesting information-we’ll leave it at three stages.

Top of the Funnel

The ‘Top of the Funnel’ or TOFU is the first stage in a buyer’s journey. Awareness is the main focus when dealing with consumers. This is where 2 important business pillars happen.

1. The prospective customer is aware that they have a problem

2. That same prospective customer becomes aware that your business is a solution.

How the prospective customer moves down the funnel will greatly depend on your marketing efforts during this stage. During this stage, you want to provide awareness through lower cost print materials, since not every consumer will convert to a customer. Types of materials are…

• Business Cards

• Flyers

• Window Clings

• Vinyl Banners

• Posters

Middle of the Funnel

At this point, a consumer is beyond the awareness stage and are now interested in your product and or service. The Middle of the Funnel ‘MOFU’ is where you will attempt to target and maintain their interest. Consumers will conduct in-depth research to see who offers the best overall solution. Businesses should invest more money in this stage. The Print materials a business should be investing in during MOFU is...

• Brochures

• Direct Mail

• Tri Fold Folders and Flyers

• Menus

Bottom of the Funnel

The BOFU, or ‘Bottom of the Funnel’, is where a decision will be made. The Major portion of your marketing budget should be spent during this stage. Consumers are ready to be converted into loyal customers and are extremely aware of your businesses’ pricing and options. Along with Landing Pages, Phone calls and Webinars, the materials listed below should be utilized during the decision making stage.

• Magnets

• Thank you Cards

• Booklets

• Catalogs

• Gift certificates, Coupons, Discounts

The marketing materials you use during this stage should be optimized to complete a sale and turn a customer into repeat business for the future.

Where can my business get print marketing materials made?

It's simple- Our team of professional graphic designers can craft a print design that creates an impeccable first impression and bond from your customers, so they keep coming back for more. Getting Print marketing materials have never been easier when you choose to partner with Omega High Impact Print Solutions. Contact us today to learn more about our printing solutions for all types of businesses.

Written By: Danielle Elia, Digital Marketing Strategist for Omega High Impact Print Solutions.