If you are wondering what the heck a marketing funnel is, then
this article is for you. The marketing funnel is the process the
consumer goes through when deciding to purchase goods or services.
Like most concepts, this one could be elaborated upon for volumes.
We'll use a simplified but effective version for our purposes.
The concept works as follows. When a consumer first recognizes a
potential need for a product or service, they enter the top of the
funnel. That consumer doesn't really have a strong sense of the
exact solution, just awareness they may need one.
In moving down the funnel, the consumer starts to seek out
information on solutions. This may be by searching the internet for
answers, speaking with friends or family who have already been
through the process, or by seeking the advice of a known authority
whom the consumer believes would be able to point them to the
The consumer moves to the bottom section by narrowing the
choices and investigating them further. Finally, the consumer makes
a choice and completes the transaction, exiting the bottom of the
funnel as a client.
Why is this important? In almost all instances, we convert more
consumers to clients when we market to them on all levels of the
funnel. We can reach them in the top level by mass media
(television, radio, print, and internet advertising). Although they
may not be ready to call, we build a brand to this consumer and
that will generally give us more credibility when it comes to
In the middle of the funnel, we are better contenders when we
have a strong internet presence, great client satisfaction and
loyalty, and a reliable network of referring attorneys. At that
stage, the consumer is searching a wider field. If our brands reach
the consumer in a positive light, we put ourselves ahead of our
At the bottom, we convert consumers to clients by presenting
well in that first meeting. The field is narrowed by this point,
but it only takes one other attorney to present better and beat you
out. You have gotten this far, so don't lose the consumer now.
To most effectively market to consumers in your industry, you
need to understand how your funnel works in your practice area. A
divorce client typically moves through the funnel slowly. Although
there is the exception of the spouse who just learned of his or her
spouse's extensive infidelity, most spouses have pondered what life
would be like with the other for many months or years. That means
that consumer sits in the top of that funnel for a while. Beach of
employment contract clients would tend to move through quickly.
Estate planning consumers generally enter the top after major life
events, but they often exit without making a decision. You will do
this best if you put meaningful thought into how to effectively
reach your consumers on all levels, test different approaches, and
then do what works best.
Damian J. Turco owns Turco Legal, a law firm handing
transactions and litigation files in both Massachusetts and
Florida. While his Massachusetts practice handles exclusively
injury, product liability, and medical malpractice cases, his
Florida firm focuses on the distressed real property market,
including short sale negotiation and foreclosure