One important aspect of your purchase funnel that you have to take into account is demand generation. Demand generation is the act of creating curiosity to learn more about your business. Rather than being focused on your offerings, it is more focused on your brand.
The goals of demand generation
While all roads lead to making more sales and customers, demand generation is not about presenting your product. It is an invitation for your target market to learn more about your brand. Some common goals in this aspect of the purchase funnel are as follows:
- Exploring other sections of your website
- Following your brand on social media
- Signing up for mailing lists
- Signing up for free trials of your service.
Depending on your brand and its offerings, you may have to adjust your desired actions in each aspect.