What is Widen the Funnel?
Widen the Funnel is a marketing strategy that aims to increase the reach of a brand by targeting a larger pool of potential customers. This involves strategies such as creating content and campaigns that appeal to multiple segments of the population, expanding into new markets, and running targeted advertising campaigns. As opposed to narrowing the funnel—which involves focusing resources on a smaller group of high-value customers—widening the funnel increases visibility and engagement with prospective customers who may be outside of an organization’s traditional target market.
This concept is similar to broadening your potential customer base, or expanding your customer acquisition efforts. However, while widening the funnel simply refers to increasing your reach, broadening your potential customer base also includes optimizing existing marketing activities and improving conversion rate optimization (CRO) tactics. By widening the funnel, companies can more effectively target larger audiences with their messages and focus on getting more people engaged in their products or services.
What is an example of Widen the Funnel?
A company that sells organic skincare products currently advertises on social media platforms such as Facebook and Instagram, targeting women aged 25-45 who are interested in natural beauty products. To widen the funnel, the company could start advertising on other platforms such as Pinterest or TikTok, which have a different user base. The company could also collaborate with influencers who have a large following on these platforms to increase brand awareness.
The organic skincare company could create blog posts or videos that educate people on the benefits of using natural skincare products. This content could be shared on social media, email newsletters, or other platforms to attract people who are interested in skincare but may not have heard of the company before.
