What is an advertising funnel?

An advertising funnel is a system that helps to lead prospects through the customer journey and converts them into paying clients.
A funnel can be a set of content used to help convert a lead into a buying patient. This set can be made up of emails, videos, blog posts, or webinars. 

The funnel represents the whole process that customers go through: 

  • Knowing
  • Liking 
  • Trusting
  • Buying

If you want to consistently and systematically generate consults for your practice, funnels are vital.

Why do you need a funnel? 

Funnels simplify the customer journey.

A funnel maps out each phase of the customer journey, and what tools or tactics you will use to help move prospects through it. This process simplifies the customer journey and makes it easier for business owners to apply.

Funnels help you connect with your patients.

It’s a powerful tool to help you see every phase of connecting with customers.

Funnels help you plan better.

A marketing funnel highlights the point at which your potential patients start to drop off. You can use your funnel to tweak your strategy. 
In a nutshell, you'll be creating more qualified, previously nurtured leads. 

Now that you know the importance of implementing advertising funnels in your practice, let's break down the five stages each advertising funnel should have. 

  1. Awareness: The moment a user first discovers your ortho or dental practice.

    During this step, you are looking to draw in potential customers through marketing campaigns, consumer research, and discovery features.

  2. Consideration: Now your customers are interested, but they might not be ready to buy yet – perhaps they’re comparing you to the competition or waiting for a special offer.

During this stage, also known as the interest stage, they can learn more about your Dental or Ortho Practice, its products, and any helpful information it provides. This is an opportunity for you to develop a relationship with your potential customers and nurture a sale.

In the consideration stage, leads change into marketing qualified leads and are seen as prospective patients. Marketers can send prospects more information about products and offers through automated email campaigns, while continuing to nurture them with targeted content, case studies, free trials, and more.

  1. Conversion: This is the stage where a user finally chooses to purchase.

    If you work with Engage, you’re here! Now your prospect has to make the decision to purchase your service and if they'll turn into a customer. 
  1. Loyalty: During this stage, you should nurture client loyalty. You want them to regularly buy from you and find it difficult to go elsewhere.

    In the loyalty stage, patients start to develop a preference for your brand or company. They make repeat purchases, not because you remind them to, but because they genuinely like your product.
  1. Advocacy: Encourage your patients to recommend you to other potential buyers.
    The final, and arguably most important, stage to reach with customers is the advocacy stage. Advocacy happens when your customers become something more than just customers: they become fans.

When the buyer has a positive experience with you, it can lead them to refer you to others. This fuels the top of the marketing funnel, and the process begins again.

Overall, the key principle of ad funnels is that the consumer journey doesn't end with the first purchase — this is actually where the customer journey begins. Your efforts maximize customer value and encourage further purchases.

Tell us, what does your advertising funnel look like? Does it have 5 stages? Or have you added some extra steps to level up your process? 

If you have any questions or need further assistance with setting up your own ad funnel,  please schedule a discovery call with our growth partners. We’re happy to help!

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