How to Reach Prospects Near the Bottom of the Sales Funnel

The consumer funnel takes users along a journey—awareness, favorability, consideration, intent to purchase and purchase.

Display advertising works at all stages of the funnel, bringing new prospective customers but is expensive and does not stimulate short term revenue.

Search advertising and SEO works on the lower funnel targeting those that already show interest.

Part of their attraction is the ads generate immediate revenue.

Some industries such as travel focus on Web users already in the market, meaning they lean heavily on search to target the lower funnel. On the opposite side of the spectrum, verticals such as consumer packaged goods aim to bring as many users into the purchase funnel as possible through banner advertising.

Roger Stix, Producer

Atlanta Business Video