‘Funnel Marketing’ is a strategic approach employed by businesses, including accounting and consulting firms, which visualizes and examines the customer’s journey from the initial stages of awareness all the way through conversion. The ‘funnel’ metaphor is used because as a customer moves through each phase of the pathway – from awareness to consideration to decision – the number of prospects typically decreases, hence it appears like a narrowing funnel.
In the context of accounting and consulting businesses,
funnel marketing begins with widespread outreach efforts to generate awareness about the firm’s services and capabilities. At this top-of-the-funnel stage, firms use tactics such as
content marketing, blog entries, and webinars that introduce the firm, define its unique selling points, and communicate its
value proposition.
The middle of the funnel is the consideration stage. Prospective clients are engaged with more specific content such as case studies, FAQs, and service-specific deliverables that are designed to give them a deeper understanding of the firm’s offerings. The aim of this stage is to show potential followers how the firm can solve their specific competitive challenges and leave them successful.
The final part of the funnel is the decision stage where the prospective client chooses whether to do business with the firm or not. At this stage, potential customers may want a consultation, a demo, a proposal, or a price quote to compare with other providers.