All About Digital Marketing Funnel For Your Brand
Webbies
DIGITAL MARKETING FUNNEL
In this digital world brands, today are making extensive use of technology and online platforms. This is done to attract leads and convert them into loyal paying customers. Most successful brands have adopted the very successful trend of INBOUND MARKETING STRATEGY which involves the digital marketing funnel. This successfully attracts and retains customers and garners sales.
INBOUND MARKETING STRATEGY CAN BE DEFINED AS –
A strategy that utilizes many forms of pull marketing – content marketing, blogs, events, SEO, social media, and more. This is to create brand awareness and attract zzz+new business. In contrast to outbound marketing, inbound marketing earns the attention of customers and makes the company easy to find.
SO WHAT EXACTLY IS A MARKETING FUNNEL?
” These two terms when seen separately have totally different meanings. A funnel is a container with a dual opening used to channel liquids in bottles of small openings. Marketing is creating valuable relationships with customers through a transaction value exchange. A marketing funnel is a pathway through which leads of a brand convert into customers. The high amount of traffic shrinks at various points of the funnel during the process of conversion due to varied reasons. ”
BREAKDOWN OF THE FUNNEL
1 LEAD GENERATION (AWARENESS STAGE)
- This is the most initial stage of the marketing funnel. Here the target audience immediately recognizes a problem or are on the verge of recognizing a problem. He/she comes in contact with your product and other competitive products in the market .
- The key is to place yourself in channels where your targeted customers flock the most. You need to know your buyer’s personas on your fingertips.
2. LEAD NURTURE ( INTEREST/ ENGAGEMENT STAGE )
- This is the next stage where the consumer has already identified their problem.
- Your website is the most important representative of your brand and you have to make it stand out and customer friendly.
- A landing page is an important part of your website through which your leads will be directed to the High value content. (Blogs, articles, eBooks, podcasts, videos, emails, webinars, infographics are some of the common HVCs
- You have to create a great deal of High value content revolving around the expertise of your services. The new age marketing calls for Value rather than mere promotion to win the trust and confidence of the targeted consumers.
3. PURCHASE STAGE
This is the final stage of the marketing funnel where all the main activity takes place. After nurturing your lead through your High-value content and consultations the deal has been sealed. You have acquired a potential customer for a one-to-one consultation. Congratulations!!! But the story doesn’t end here. Your brand’s value won’t intensify by singular purchases. You have to make sure customers return to you after their first buy. To build customer loyalty and brand equity you have to keep being in touch with your customers. This can be done by extra HVCs in your sales funnel like educational documents to set them up for convenience with your product. Follow-up emails, community meet-ups, feedback forms can be circulated.
SIMPLE STEPS TO CONVERT CLIENTS:
STEP 1 RUNNING TARGET ADS FOR YOUR PROSPECTIVE CLIENTS:
Targeted advertising is a way of placing ads based on demographics, on the consumers’ previous buying history, or on behavior. Many types of targeted advertising are used online, but advertisers use in other media as well. So basically you have to run a series of targeted ads for your potential customers across platforms they are most likely to visit in order to attract them.
STEP 2 – A VERY RESPONSIVE LANDING PAGE:
A landing page is the first page you “land on” after clicking a link. In this sense, a landing page could be almost anything: your home page, a blog post, a product page, or a lead capture page. It is always better to have an independent landing page to grab attention.
It is imperative to have a very well-defined prominent CALL TO ACTION BUTTON which will be clicked by your website visitor and navigate him/her to sign up for your HVC.
The visitors will click the CTA and fill up the application form. Hence visitor converts in a lead.
Your webinar schedule and timing can be sent by email. A recorded webinar can be emailed on request to the leads who fail to watch the live webinar. or can be replayed on the website for those who have missed it.
If your webinar is on schedule after a week the leads can be kept engaged through short and relevant videos or quick educational content.
STEP 3 PURCHASE DECISION
This being a part of the third stage of the MF gives you a golden opportunity to convert your leads into customers through the live webinar to pitch the product. One-to-one consultations can be a major part of the webinar giving you the chance to define your offerings.
Appointments for consultations to be via phone calls or online registrations. This gives you a chance to refine offerings and then close sales.
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