The funnel model is one of the paradigms of marketing that as an essential concept does not lose validity with the evolution of sales platforms. The application of strategies in online sales that consider the market segments suggested by the model is of fundamental importance for the realization of sales to occur.
The funnel model that is characterized by market segmentation at the following levels:
- Potential market on-line
- Visitors to the blog
- Visitors who return to the blog and are frequent users.
- Identified users
- Users that contact a specific interest.
- People who have bought once.
- People who made purchases several times.
- Theoretical should serve as a database to develop strategies that integrate the blog a specially structured design to lead the visitor to places and spaces where we are interested to arrive, which obviously would be the realization of a sale.
But before structuring this design, we must clearly define, what percentage of the efforts we make must be invested in each sector of the funnel model.
While we deploy 7 nested segments one inside another in the funnel model, we can sub-concentrate them into 3 basic groups from the point of view of online sales. These would be: anonymous visitors, group of subscribers and group of buyers . Among the anonymous visitors we group segments 1, 2 and 3 of the funnel model; in the subscriber group, obviously segment 4 and 5; and segment 6 and 7 are concentrated in the group of buyers.
In the definition of where to invest more resources, the result is associated the final result obtained in the online sales of our blog and in the criteria and concepts used to solve these strategic guidelines is where the differences lie between the specialists.
The school indicates that the buyers (segments 6 and 7), which are the ones that really support the business, should occupy the highest percentage of the resources invested. Even a percentage that exceeds 50% of them. Then follow the group of subscribers, in the order of 20% and finally anonymous visitors, in the order of 10%.
Currently it is observed that this school is not being used in a high percentage of cases, and that many blogs are investing a high percentage of resources in the maintenance of the blog and in the presence in social networks. This definition invests a lot in generating traffic and attracting anonymous visitors, but does not act strongly on the segment of buyers and subscribers.
Reconsidering the traditional funnel model, and taking into account its basic concepts, is of vital importance if we do not want to neglect the authentic income generating segments. Therefore, the validity of the funnel model is imposed.