The marketing acquisition funnel

Marketing is a bit like flirting. First, you present yourself in the best possible light and entertain your counterpart extensively in order to eventually obtain their mobile phone number. After many dates and points of contact, the wedding finally takes place.

Marketing is a bit like flirting. First, you present yourself in the best light, then you keep the conversation going – and finally, you ask for the phone number. After several dates and touchpoints, at some point it leads to the wedding.
Marketing works in a very similar way. With the right strategy, a first shy contact becomes a solid business relationship. We show you how this works:

The acquisition funnel: How advertising contacts turn into real instructions

The so-called acquisition funnel describes the individual stages a prospect goes through – from the first advertising contact to a concrete instruction. Your placement, design, and messaging are crucial.

Goal: Website visit or direct contact

The first goal of your advertising should be that people visit your website or – even better – contact your office directly. But this is often the biggest challenge.

What your website must achieve:

Visitors must immediately recognise that they are in the right place.
The content must be clear, relevant, and suitable for your target group.
There should be a clear way to get in touch (e.g. form, call-back request, chat).

From contact to conversation

As soon as a visitor leaves their contact details, you have the opportunity to take the next step: a personal conversation. It is important to make a genuine and competent impression.

Further conversations help you to strengthen this impression – and finally secure a concrete instruction.

The funnel in detail

The acquisition funnel works like a filter – and every stage matters:

Advertising seen: As many people as possible see your advert.
Website visited: A relevant share of them visit your website.
Contact details submitted: A share of visitors use your form or get in touch.
Conversation held: You contact them and build trust.
Instruction received: A share of these conversations leads to a signed instruction.

Conclusion: Optimise the intermediate steps

The more efficient each stage of the acquisition funnel is, the more prospects become real clients. Optimise every phase – from your advertising message to your conversation techniques – and you will sustainably increase your success rate.