A knowledge top-up – Online marketing funnels and why you need one | The Giles Agency


We like to think we’re a crack team here at Giles, comprised of some of the region’s most talented professionals. Does that mean we can afford to rest of our laurels? No. Would we even if we could? Absolutely not.

We hold dear our brand values of Excellence and Intelligence, and to stay at the top of our game we need to keep building on our know-how. There’s always someone out there who knows more than we do, and we make it our mission to seek them out and learn from them. That’s why we were excited to hear that Calvin Woon and Max Koh from Zion Marketing were coming to Hong Kong to deliver a two-day digital marketing training.

Our eager representatives, Founder Freya Giles and Editor + Training and Development Manager Mel Patching, hotfooted over to Tsim Sha Tsui to deep dive into the hot topic of online marketing funnels.

So what exactly is a funnel? A funnel is the carefully planned and closely guided journey you take your customers on, from first hearing about you to making a purchase. The funnel shape, wide at the top, narrow at the bottom, is a visual representation of the fact you will start off with a larger number of warm leads and this number will naturally dwindle as prospects progress, leaving a smaller number of actual buyers at the bottom.

Max walked us through why everyone, whether in B2C or B2B, should have a funnel, and why a website no longer cuts it in our competitive world.

A website is like a physical address, explained Calvin. It’s vital to lend credibility to your organisation. Potential clients who Google you will be reassured that you’re an upstanding corporate citizen. They’ll be able to find background information and get a feel for your brand. It’s important, therefore, that your website is well-written and professionally presented. A website is a must-have, but is it an effective sales tool? Not really.

A funnel on the other hand, is a direct pathway to action. At every stage of the funnel, leads are told exactly what to do next. The ultimate aim of a funnel is clear – gathering leads and converting them into paying customers. Unlike many marketing initiatives, funnels are scaleable and the results are easily measurable.

After establishing that in the current landscape, it’s funnel or death for marketers, Calvin and Max walked us through every stage of constructing a funnel, from mapping the journey to driving traffic via various social media platforms, choosing and creating lead magnets, and building landing pages. Of course, our dainty little ears pricked up when we got to the copywriting section as Max walked us through how to craft copy specifically with funnels in mind.

We ended the two days with our heads reeling from the huge opportunities that funnels present. We’re excited about how they can be used to educate prospective customers and add value before they make a purchase. And of course, we’re excited about how they can open up a world of new business, both for our ourselves and for our clients.

Want to know more? Check back in next month to read about the five things you need to know when writing copy for a funnel.