Around 4 billion people are active on the internet making it the ideal platform for connecting, marketing, selling, and buying. Digital marketing offers unlimited possibilities to market your product and services to a large audience and to help you grow. But, how can you use various digital marketing strategies effectively to achieve your business goals? This is where the importance of having a digital marketing funnel comes in. A marketing funnel is a concept that has existed for a long time. Now, as marketing has gone digital, different interpretations of the marketing funnel exist, but the concept remains the same. Let us try to understand what a digital marketing funnel is and how to create a digital marketing funnel for successful marketing campaigns.
What Is A Digital Marketing Funnel?
A marketing funnel usually describes a buyer’s or a customer’s journey from the time they get to know about your business to the stage they become your loyal customers. A digital marketing funnel uses various digital marketing techniques and platforms to help the customers complete this journey. This includes various devices like desktops, laptops, tablets, and mobile phones and also platforms like search engines, social media, online communities, etc. By creating a digital marketing funnel, you can focus on customers at each stage of the journey separately and provide them with what they need.
Why Do You Need A Digital Marketing Funnel?
Audience segmentation is a very effective method that involves dividing your users into different groups based on which stage they are in their buyer’s journey. For instance, if the user has just seen a social media post about your product, they have just begun their journey and are in the first stage. If the user has looked at the product and added it to the wishlist, they are in the consideration stage and need a nudge to convert. Furthermore, if the user regularly buys from you, they are your loyal customers. All the users at these different stages have different questions, require different things, and need different marketing tactics. For this, you first need to create an audience persona.
An audience persona is a fictional buyer with all the common characteristics of your buyers. This might be age, location, gender, or buying history. You might need to create one or more audience persona based on your products and brand. You can define a digital marketing funnel based on your audience persona and then decide what to provide them at every stage to create more conversions.
The Digital Marketing Funnel
A digital marketing funnel can be divided into three parts; the top, middle, and bottom of the marketing funnel. All three parts of the marketing funnel are important and they can be divided into different stages. Let us look at the different stages of the marketing funnel and how to create strategies at each stage.
Top Of The Marketing Funnel
The top of the digital marketing funnel is the widest part. Here, the number of the target audiences is also high. At the top of the marketing funnel, you will be aiming to attract more users to your business. You would want to create awareness about your products and services. For instance, if you are planning to sell designer shoes online, you will have a target audience from a larger area. But, based on the type of shoes you are selling, you can segment the audience further. To create awareness about your business, you can use various digital marketing channels. At the top of the digital marketing funnel, you can use various strategies so that your audience discovers you and inspire interest. Some of the effective ways of TOFU marketing are
Social Media Platforms - Social media has billions of people talking about their likes and preferences. You can find people who would like to know more about your products there. Use various methods like social media campaigns, Ads, etc. to attract the right audience and generate new leads.
SEO And Content Marketing - You can get organic traffic to your website through search engine optimization. Doing SEO well on your website will let users discover your business and give you a chance to convince and convert them. You can also use lead magnets with content marketing like videos, blogs, etc.
Online Ads - Online advertising is one of the fastest ways in which you can get to your target audience. There are search Ads, Display Ads, Video Ads and Shopping Ads which can be used to target users on various online platforms.
Middle Of The Marketing Funnel
In the middle of the marketing funnel, we have users who came in contact with your business and show interest in what you have to offer. At this stage, you are aware of your audience’s needs and how you can help them. Here, the user will be considering various options available and comparing you with your competitors. Your aim at this stage is to guide the user to the bottom of the marketing funnel and make them convert. Unlike the old marketing funnel, the digital marketing funnel is not always linear. You might have to use retargeting and remarket your products to users who have left before converting. So, in the middle of the marketing funnel, you need to provide enough evidence and social proof to gain your user’s trust. This is the stage you nurture your leads. At the consideration stage, you can use
Social Media - You can use social media effectively to convert your followers to your customers. You can run various followers-only campaigns, give discount codes and provide special offers, etc.
Social Proof - Social proof signals are very important in the consideration stage. Users will be looking at the product reviews on different platforms and compare with your competitors. Ask your existing customers to review and provide user testimonials on your website.
Case Studies And Other Content- You can provide case studies to show how you solved the problems of your clients. Other content that you can provide at this stage includes product demos, webinars, blogs, gated content, etc.
Bottom Of The Marketing Funnel
At the bottom of the marketing funnel, you need to focus on making the purchase experience the best for the user. Giving discounts at checkout is a simple method to delight your customers. The bottom of the marketing funnel consists of two stages; Conversion and Delight. When the user finally does an action after consideration, you can say that the user converted. It might be something like adding the product to the cart. At this stage, you need to focus on the purchase and post-purchase experience of the customer. After the purchase is made, you need to make sure that the user will come back again. Once the user has converted, you can start building loyalty and making your customers your ambassadors. For this, you can use
Social Media - Social media plays an important role in reputation management and also in creating a loyal customer base. You can interact and engage with your existing and potential customers and provide them with timely answers and remedies.
Loyalty Marketing - Loyalty marketing is very effective as customers who have made a purchase and are happy about it are more likely to buy from you again than new customers. So, you can use a loyalty program to keep your customers happy.
Email Marketing - Email marketing is one of the most effective marketing strategies with high ROI. Through email marketing, you can send personalized emails that would help you connect with your customers, give them special offers, inform them about sales, etc.
Conclusion
A digital marketing funnel is a tool that can be used to boost your business growth online. For using this effectively, you need a well-planned digital marketing strategy. In addition to that, you should always prioritize the needs of your customers. You can provide 24-hour customer support using chatbots or videos etc. This will allow the users to reach out to you any time they have a question. Platforms like social media and YouTube can be used in every stage of digital marketing. With the help of the digital marketing funnel, you can build trust and establish meaningful connections with your customers and grow as a brand.
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