Try It: Marketing Funnels from edX

Marketers utilize a marketing funnel framework to visualize the process that customers go through when making a purchase. A marketing funnel is also used to choose channels and develop messages for marketing materials that:

Introduce the product or service to the customer
Explain to the customer how it solves a problem
Answer questions about the product or service
Entice the customer to purchase the product or service

Sharing the right materials with a customer at the right point in a marketing funnel can influence their purchasing decision by showing how it adds value to their life. Learn how to develop your own marketing funnel and use it to make decisions on what marketing channels to utilize and messages to create.

What's inside

Learning objectives

How to articulate what marketing funnels are
How to identify and navigate the steps involved in marketing funnels
How to identify where customers are in the marketing funnel

How to determine the types of marketing channels to use
How to choose what messages to use

How to articulate what marketing funnels are
How to identify and navigate the steps involved in marketing funnels
How to identify where customers are in the marketing funnel
How to determine the types of marketing channels to use
How to choose what messages to use

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Read about what's good

what should give you pause

and possible dealbreakers

Teaches how to choose marketing channels, which is essential for professionals looking to optimize their marketing strategies and improve customer engagement

Explores the marketing funnel framework, which is a core concept for marketers aiming to visualize and influence the customer journey

Develops skills in identifying customer positions within the marketing funnel, which is crucial for tailoring marketing efforts and messaging

Focuses on choosing appropriate messages for marketing materials, which is a key skill for effectively communicating value to potential customers

Reviews summary

Introduction to marketing funnels

According to learners, this course provides a clear and practical introduction to marketing funnels. Students particularly appreciated how the course helps visualize the customer journey and apply the concepts immediately. Many found it excellent for beginners and those new to marketing, offering a solid foundational understanding. While the course content was generally praised, some students felt the course was too basic and could benefit from more examples or advanced techniques, suggesting it might be less suitable for those with prior experience. Overall, it's seen as a useful starting point for building essential marketing skills.

Concepts explained clearly, practical tips.

"Great intro, very practical. Learned how to map a basic funnel for my business."

"Instructor was clear and easy to understand. The practical exercises were the highlight."

"Helped me understand concepts better and gave me practical ways to apply them."

"The explanations are straightforward and make complex ideas accessible."

Excellent for beginners/newcomers.

"Perfect for beginners! Clear steps and easy to follow and very well organized."

"Excellent foundational course. Highly recommend for anyone starting out in marketing."

"Provides a great starting point for understanding how funnels work and how to build them."

"If you're new to marketing or this concept, this is a very helpful course."

Some wished for more examples or advanced content.

"Good overview, concepts explained well. Wished for more examples or case studies."

"Could be slightly more detailed in the 'Try It' section for better application."

"While clear, I think the course could use more in-depth coverage on specific techniques."

"Would be great to see examples of different types of funnels."

May be too basic for experienced learners.

"Too basic for me, already knew most of this. Might be okay for absolute newcomers."

"Didn't go deep enough. Felt very surface level on some important aspects."

"The material is okay for theory, but the practical part was a bit simplistic."

"If you have any prior marketing experience, this course might not offer much new."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Try It: Marketing Funnels with these activities:

Review Marketing Fundamentals

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Reviewing marketing fundamentals will provide a solid foundation for understanding the marketing funnel concepts covered in the course.

Browse courses on Marketing Fundamentals

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Review key marketing terms and concepts.
Study the different types of marketing strategies.
Practice identifying target audiences.

Read 'Building a StoryBrand' by Donald Miller

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Reading 'Building a StoryBrand' will help you craft compelling messages for each stage of the marketing funnel.

View Building a StoryBrand 2.0: Clarify Your Message... on Amazon

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Read the book and take notes on key concepts.
Apply the StoryBrand framework to a sample product.

Develop a Marketing Funnel for a Fictional Product

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Creating a marketing funnel for a fictional product will allow you to apply the concepts learned in the course and solidify your understanding.

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Choose a fictional product or service.
Define the target audience for the product.
Map out the stages of the marketing funnel.
Create sample marketing messages for each stage.

Four other activities

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Follow Online Tutorials on Marketing Automation

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Following tutorials on marketing automation will help you understand how to implement and optimize your marketing funnel.

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Find tutorials on marketing automation platforms.
Follow the tutorials to set up a sample automation.
Experiment with different automation triggers and actions.

Review 'Marketing Made Simple' by Donald Miller

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Reviewing 'Marketing Made Simple' will provide a practical guide to implementing your marketing funnel.

View Marketing Made Simple on Amazon

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Read the book and take notes on key concepts.
Apply the Marketing Made Simple framework to a sample product.

Analyze a Competitor's Marketing Funnel

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Analyzing a competitor's marketing funnel will provide insights into effective strategies and areas for improvement.

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Choose a competitor in your industry.
Identify the stages of their marketing funnel.
Analyze their marketing messages at each stage.
Identify strengths and weaknesses in their funnel.

Present Your Marketing Funnel Strategy

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Creating a presentation will help you consolidate your knowledge and communicate your marketing funnel strategy effectively.

Show steps

Summarize the key stages of your marketing funnel.
Explain your marketing messages for each stage.
Present your analysis of a competitor's funnel.
Practice your presentation and get feedback.

Career center

Learners who complete Try It: Marketing Funnels will develop knowledge and skills that may be useful to these careers:

Brand Manager

Brand Managers are responsible for developing and implementing brand strategies that build brand awareness and loyalty. This role involves managing the brand's image, ensuring consistent messaging, and overseeing marketing and advertising campaigns. This course is pivotal for Brand Managers eager to build a strong, resonant brand. By understanding how to identify where customers are in the marketing funnel, a Brand Manager can tailor brand messaging to resonate. Also, a Brand Manager can learn how to determine the types of marketing channels to use to maximize brand reach and engagement. The course can refine how to articulate what marketing funnels are.

See salaries and explore the career path for Brand Manager

Marketing Manager

A Marketing Manager is responsible for planning, developing, and implementing marketing strategies to promote products or services. They oversee marketing campaigns, analyze results, and adjust strategies to improve campaign performance. This course directly addresses the core concepts a Marketing Manager uses daily, such as understanding customer journeys and tailoring marketing messages. Understanding marketing funnels helps a Marketing Manager select the right channels and create compelling content that speaks to customers at each stage of their decision-making process. The course's focus on crafting messages for specific funnel stages ensures you know how to attract, engage, and convert potential customers into loyal buyers, making you a valuable asset to any marketing team. In fact, a Marketing Manager would benefit from knowing how to choose what messages to use.

See salaries and explore the career path for Marketing Manager

Digital Marketing Specialist

A Digital Marketing Specialist implements and manages digital marketing campaigns across various online channels. They analyze campaign performance, optimize strategies, and stay up-to-date with the latest digital marketing trends. As a Digital Marketing Specialist, you will use marketing funnels to guide customers through their purchasing journey and optimize your approach. This course can help you understand the steps involved in marketing funnels and identify where customers are in them. By learning how to determine the appropriate marketing channels and messages for each stage, you will have the ability to create more effective campaigns. The course will refine how to articulate what marketing funnels are.

See salaries and explore the career path for Digital Marketing Specialist

Content Marketing Manager

A Content Marketing Manager oversees the creation and distribution of valuable and engaging content to attract and retain a defined audience. They develop content strategies, manage content calendars, and measure the effectiveness of content marketing initiatives. This course helps you align your content strategy with the stages of the marketing funnel. This is because a Content Marketing Manager must create content that speaks to customers at different points in their journey. You can learn how to choose what messages to use to guide prospects to purchase. The course's emphasis on tailoring messages to specific funnel stages helps a Content Marketing Manager create content that addresses customer needs, answers their questions, and ultimately drives conversions.

See salaries and explore the career path for Content Marketing Manager

Web Content Creator

Web Content Creators write and produce content for websites, blogs, and other online platforms. They need to understand the target audience and how to create content that engages and informs them. A grasp of marketing funnels would provide the framework for the kind of messaging needed at the different stages of awareness. This course helps a Web Content Creator tailor content to different stages of the marketing funnel. By knowing how to identify and navigate the steps involved in marketing funnels, Web Content Creators can create more effective and targeted content. The course will refine how to choose what messages to use.

See salaries and explore the career path for Web Content Creator

Marketing Analyst

A Marketing Analyst analyzes marketing data to provide insights and recommendations for improving marketing campaign performance. They develop reports, track key metrics, and use analytical tools to identify trends and opportunities. This course may be useful for a Marketing Analyst when it comes to understanding the customer journey and its impact on marketing performance. By understanding the principles of marketing funnels, a Marketing Analyst can learn how to identify where customers are in the marketing funnel. This will help them interpret data more effectively and measure the success of marketing efforts. The course may give key insights into choosing what messages to use.

See salaries and explore the career path for Marketing Analyst

Product Manager

Product Managers guide the strategy, roadmap, and feature definition for a product or product line. They work closely with engineering, marketing, and sales teams to ensure the product meets customer needs and achieves business goals. This course may be useful for a Product Manager when it comes to understanding how marketing funnels can be used to drive product adoption and growth. A Product Manager can learn how to identify and navigate the steps involved in marketing funnels and how to determine the right marketing channels to reach the target audience. In particular, the course may help you refine how to articulate what marketing funnels are.

See salaries and explore the career path for Product Manager

Business Development Manager

A Business Development Manager identifies and pursues new business opportunities to drive revenue growth. They build relationships with potential clients, negotiate deals, and develop strategies for expanding the company's market presence. A Business Development Manager may find this course useful. An understanding of marketing funnels can help Business Development Managers tailor their outreach and communication strategies to attract and convert new clients. The course's emphasis on understanding the customer journey and crafting targeted messages can help Business Development Managers build rapport with prospects and close deals more effectively. The course will refine your ability to identify where customers are in the marketing funnel.

See salaries and explore the career path for Business Development Manager

Sales Manager

Sales Managers lead and manage a team of sales representatives to achieve sales targets. They set sales goals, develop sales strategies, and provide coaching and training to their team. While Sales Managers focus on the later stages of the buying process, this course could give them insights they need. For example, the course material that teaches how to identify where customers are in the marketing funnel may be helpful. A Sales Manager can use this knowledge to better understand leads coming to their team and how to approach them. The course may help refine how to determine the types of marketing channels to use.

See salaries and explore the career path for Sales Manager

Public Relations Specialist

A Public Relations Specialist manages an organization's communication with the public, including crafting press releases, managing media relations, and organizing events. The principles taught in this course may be useful in understanding how media influences stakeholders differently depending on where they are in their awareness of a company, product, or service. A Public Relations Specialist who understands marketing funnels can tailor messaging and strategies to resonate with different audience segments across various marketing channels, therefore enhancing communication and engagement. The course may help refine how to choose what messages to use.

See salaries and explore the career path for Public Relations Specialist

Customer Success Manager

Customer Success Managers build and maintain strong relationships with customers to ensure they achieve their desired outcomes using a company's products or services. This role focuses on the post-sale experience, but the principles in this course might be helpful. A Customer Success Manager benefits from understanding the marketing funnel and where customers fall into it. This ensures they reinforce relevant messaging and continue to build value for the customer. The course may help refine how to articulate what marketing funnels are.

See salaries and explore the career path for Customer Success Manager

Market Research Analyst

Market Research Analysts study market conditions to examine potential sales of a product or service. This may include assessing the competition. While a Market Research Analyst is involved in studying markets, the principles of marketing funnels taught in this course may be helpful. By understanding the marketing funnel, the Market Research Analyst sees how customers move from awareness to purchase, using that knowledge to better interpret and present market research findings. The course may help refine how to identify where customers are in the marketing funnel.

See salaries and explore the career path for Market Research Analyst

Social Media Manager

A Social Media Manager develops and implements social media strategies to increase brand awareness and engagement. Understanding marketing funnels helps a Social Media Manager create content that resonates with audiences at different stages of the customer journey. This course may be useful. With knowledge of marketing funnels, a Social Media Manager can tailor content to attract, engage, and convert followers into customers, maximizing the impact of social media efforts. The course may help refine how to choose what messages to use.

See salaries and explore the career path for Social Media Manager

Advertising Manager

An Advertising Manager plans, directs, and coordinates advertising campaigns to promote products or services. This includes selecting the right media channels, negotiating advertising contracts, and managing advertising budgets. An understanding of marketing funnels can help an Advertising Manager target the right audience with the right message at the right time. While this course may be useful to an Advertising Manager, it is not a core competency. It may help to refine your understanding of how to determine the types of marketing channels to use and where to focus your ad spend.

See salaries and explore the career path for Advertising Manager

Event Planner

An Event Planner coordinates and manages events, ensuring they run smoothly and achieve their objectives. Events are part of a marketing strategy. Understanding marketing funnels may help an Event Planner create events that align with the customer journey and contribute to overall marketing goals. While this course may be useful for an Event Planner, it is not the most important job duty. The course may help refine how to choose what messages to use to event attendees.

See salaries and explore the career path for Event Planner

Try It

Marketing Funnels

What's inside

Learning objectives

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Reviews summary

Introduction to marketing funnels

Activities

Career center

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