A good funnel strategy can be important for both recruiting and acquiring new customers. Take a close look, especially at everything related to the topic of value proposition.
💡 A good funnel strategy can also be significant for recruiting. Our tip here is to take a look at everything about a strong value proposition.
1. Your Fast Track: Video Academy "Your Path to Success"
Take the shortcut and check out our most valuable tips and tricks for creating a successful marketing strategy for your funnel in the Perspective Academy within your account. 👇
👉🏼 Here’s the direct link to the module: "Your funnel strategy"
2. That’s Why You Need a Strategy for Your Funnel
Marketing every offer is different — as a marketer, you know this. It all depends on your product or service and your target audience. Not everyone who could benefit from your offer is even aware of it.
💡 Pro Tip: Only those who are aware of a problem are looking for a solution. You should focus on these people if you want to find the right audience for your offer. It makes little sense to try and activate unaware people who don’t even see a problem — that costs a lot of time and advertising budget. There are plenty of people in your target audience who already have a problem now.
The 5 Stages of Problem Awareness
Take a look at the graphic below: your target audience can be divided into people with varying levels of problem awareness. Your funnel marketing strategy helps you break this audience down and build funnels that deliver the right message to the right people at the right stage.
Stage 1: Has a problem, knows the solution, and is actively looking for a provider (approx. 1%)
These people know exactly what their problem is and are actively seeking external help. In theory, they’re perfect leads — in practice, they’re rare and often highly price-sensitive.
👉🏼 Example: “I’m not getting enough customer inquiries. I know I need professional help with marketing and lead generation, and I’m actively looking for an agency.”
Stage 2: Has a problem and is trying to solve it themselves (approx. 9%)
These people recognize the problem but don’t take it seriously enough (yet) to seek help. They think they can manage on their own or postpone the solution. Here’s your chance to build trust and win them over.
👉🏼 Example: “I’m not getting enough new clients, but I’m trying to handle it myself with LinkedIn posts. Maybe I’ll look into an agency later.”
Stage 3: Has a problem but is putting it off (approx. 40%)
These people feel mild discomfort and are avoiding the problem. You can reach them emotionally and raise awareness with targeted content — e.g., through storytelling or reflective messaging.
👉🏼 Example: “Business is a bit slow right now, but it’ll pick up. I’m just not the kind of person who pushes aggressive marketing.”
Stage 4: Has a problem but doesn’t recognize it as such (approx. 20%)
These individuals suffer from symptoms but don’t see the root cause. Your job: educate and raise awareness. Make the problem visible — often through analogies or examples that clarify the link.
👉🏼 Example: “I’m not getting any new leads right now — must be the market. I just have to wait it out.”
Stage 5: Has no problem (approx. 30%)
These people feel no pain and see no reason to change. They’re satisfied and see no need — trying to convince them is wasted effort. Leave them alone.
👉🏼 Example: “I’m happy with how things are going. Client acquisition isn’t a priority for me right now.”
3. Define your niche
💡 Pro Tip: The number one reason marketing efforts fail is not targeting a specific audience. “If you try to sell everything to everyone, you end up selling nothing to anyone.”
A negative example:
If an agency promotes itself with “Marketing for everyone,” the reality is that no one feels personally addressed. Trying to reach all kinds of people with all kinds of marketing services costs a huge amount of money and delivers poor results. This agency stands for no particular expertise — or worse, for everything — and ends up burning through marketing budgets with little return.
A positive example:
If an agency promotes itself with “Social recruiting for nursing services,” this exact target group feels directly addressed. Clear positioning around a specific industry and its unique challenges builds trust and recognition. The agency understands the language, problems, and processes of the care industry — and can offer tailored solutions. This kind of specialization saves advertising budget, increases relevance, and positions the agency as a sought-after expert in the market.
👉🏼 The solution: Here's how you can find the perfect niche for yourself.
4. Understand Your Target Audience
If you want to successfully attract clients as an agency, you need to know exactly who you're working for. Only then can you create offers, content, and ads that truly resonate. Ideally, your goal is to understand your target audience even better than they understand themselves — or at least better than your competitors do.
Use these questions to get an initial feel for your target audience:
Who exactly is your target audience?
(Profession, industry, company size, location, etc.)What is currently their biggest problem or bottleneck?
(What keeps them up at night or is costing them revenue, time, or peace of mind?)What have they tried so far to solve this problem — and why hasn't it worked?
What specific result is your target audience hoping for?
(e.g., “More qualified applicants,” “More revenue with less effort”)What’s currently stopping them from reaching that goal?
(e.g., lack of time, missing knowledge, bad tools, wrong partners)What typical statements or thoughts do they express in daily life?
(e.g., “Social media doesn’t work for us” or “You just can’t find good people anymore”)What mistakes does your audience keep making — from your expert perspective?
What makes your solution especially helpful or attractive to this audience?
👉🏼 If you want to learn how to identify the right target audience for your funnel, you’ll find more in this help article.
5. Develop Your Positioning
A strong positioning ensures that your target audience immediately sees you as the right provider — not just “one of many.” It clearly communicates who you serve, what problem you solve, and why you are the best choice to do so. This sets you apart from the competition, helps you avoid price wars, and attracts exactly the right clients.
💡 Pro Tip: Your positioning isn’t a “nice-to-have” — it’s the foundation of every successful marketing and funnel strategy. Only once your positioning is clear will your content, ads, and offers truly work effectively.
👉🏼 You’ll find a video on this topic in the Academy. Just follow this link and scroll all the way down. We’ve also written an in-depth article on it — you can find that here.
6. Creating a strong value proposition
Your Value Proposition
(also known as your Unique Selling Proposition) is the core of your marketing message. It answers the key question every potential customer asks:
“Why should I buy from you — and not someone else?”
A strong value proposition clearly shows what specific problem you solve, the benefits you provide, and what makes you unique. It often determines within just a few seconds whether someone keeps reading, clicks — or bounces.
If you manage to communicate your offer so clearly that your target audience feels understood and thinks “This is exactly what I need!”, then you’ve built a real foundation for successful marketing.
👉🏼 For more information on how to create a strong value proposition, check out this in-depth help article here.
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