A marketing funnel is the type of funnel that describes your customer’s journey with you and your business. From the initial stages when someone get to know about your business and the services you provide to the purchasing stage, the marketing funnels map routes to the conversion and beyond.
With a careful analysis, a marketing funnel is the type of funnel that lets you know what your company must do to influence the consumers at certain stages. You should evaluate the funnels, and you can potentially drive more outstanding sales and also create more vital brand awareness.
Following are some of the things that help to reduce the friction in their marketing funnel-
- Awareness- Branded content strategies are the ones that appeal to the audiences and also make them receptive to future interactions.
- Consideration- The brand advocates and the social proof assist the customers when comparing you against competitors.
- Conversion- A simple purchasing process reduces the risk of buying.
- Loyalty- This is a program with regular discounts and email interactions.
- Advocacy- The receptive individuals in your loyalty program support your marketing funnels.
The benefits of marketing funnels
Marketing funnels are the ones that simplify the customer journey and make it easier for companies. These types of solutions map out each stage of the client’s decision process and plan the steps they want to take in each action. A marketing funnel applies to every customer interaction. The most significant benefit of a marketing funnel is its measurability. The funnel shows where you are losing your customers and help you pivot your strategy. If you get an idea that you are losing customers before they even get to the second stage, you need a better brand awareness campaign.
What are the steps to create your first content marketing funnel?
A digital marketing funnel is how you design your marketing system to guide potential customers from becoming increasingly aware of your business.
A digital marketing funnel is a way you design the marketing system to guide potential customers from becoming aware of the business you are buying. You should direct them towards the end goal in the most efficient way possible.
Digital marketing vs traditional funnels
The traditional marketing funnels are the ones that date way back to the 1800s when your only options were to shop from the local stores. Magazines made you aware that a particular outlet had the product of your choice in stock, and you would go and make the purchase from that shop. If you visit to buy any product, you also might start comparing alternatives on the shelf. However, you were unlikely to go to a different store and find a new shop.
The traditional funnel worked very well for an extended period. However, the rise of the internet has impacted this funnel dramatically. In today’s day and age, you can compare thousands of competing products from different types of suppliers without even leaving your home. You can also read the reviews and order the delivery at your doorstep, and you can raise a request and take as much time as you need to make a buying decision.
There are many options, so the companies started competing for the buyer’s attention in different and innovative ways. This is the thing that leads to the birth of the digital marketing funnel. This is the system that focuses on educating and embracing the consumers who experience the act of shopping in several new ways.
The digital marketing funnel is the one that focuses on the modern shipper before buying any product or service. Hence, one should ensure all the digital interactions with the customers are authentic and valuable.
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Anatomy of the digital marketing funnel
1. Top of the funnel
This is the stage in the funnel where the potential customers are not aware of the product or the service that you provide. Thus, your marketing efforts introduce your company to as many people as possible.
2. Middle of the funnel.
This is the typical part of the funnel where the target audience moves from having a complete awareness of your brand to showing a keen interest in it.
3. Bottom of the funnel.
It is the important part of the funnel where your potential customers are ready to spend money on what all you offer them.
Building a digital marketing funnel
1. Create ads and content
The primary stage in a proper digital marketing funnel is all about creating awareness. The first step you should take is to create ads and content. The content should be trust-inducing and it should point the audience in the right direction and convince them to check your website.
Following is the list of potential ads and the content formats-
- Social media ads.
- PPC ads.
- Blog posts.
- Social media updates.
- Recommendation widgets.
The thing that goes into your ads will depend mainly on who you are targeting, consumers and businesses. You can make your blog posts witty, personal and upfront. You can make your videos more informational. Through the recommendation widgets, you can amplify your offering to many customers.
You can also revamp your strategy and activate additional channels. In terms of merely the content, you can impress many potential clients with research studies and data-driven posts. If your content is compelling, you can inspire people to march onward into the next phase of the marketing funnel.
2. Build an enticing offer
Suppose you are trying to build a digital marketing funnel that virtually tries to fill itself with high-quality prospects. In this particular case, you should be able to create a lucrative offer that entices people to keep learning about your activities.
The goal of the offer you perform is to capture the incoming visitors’ interest by delivering something valuable. This will help them enter their contact information.
Below are some popular examples of offer-
- Free trials.
- Case studies.
- White papers.
The nature of the offer you are making depends on whether you are targeting a B2c or a B2B business. The business professionals are more interested in the case study.
3. Set up a landing page
This is the quintessential page where the person lands on after clicking on the website through email or ad. Once they stumble on your landing page, the users are encouraged for taking an action such as joining the list or buying your products/services.
This is the page where the target audience will arrive when they first click on your ad. It is meant to host your offer and demonstrate your expertise and help people get a better idea of your services. It should lead to them buying your service.
The best landing pages include-
- A very clear description of the lead magnet that you are offering.
- A visual that is simple yet eye-catching.
- A compelling CTA.
The easiest way for creating a landing page is to sign up for a particular tool that makes tweaking the landing page a breeze.
4. Create your email sequence
An email sequence is the series of messages that will go out to the people who sign up for the offer you have made by submitting their contact details. These types of messages are sent in a series of four to seven over the course of three weeks. This is done for nurturing the prospects and moving them towards the bottom of the funnel. You should create an email sequence for reminding the audience of your existence. You should also keep feeding helpful content to them until they are ready to buy it.
The email you send to a potential customer includes your lead magnet. The very second email you send can be built on the things that were highlighted in the lead magnet. In the third email, you can send the subscriber a proper case study that shows the benefits of working with you from the perspective of a consumer. The emails that are remaining can also continue the trust building process until you send them your offer.
Landing pages and email marketing both complement each other. The landing pages are powerful as they capture the attention of people and summarize what the business is offering. They also entice the customers to submit their details. The landing pages are a great way to boost your conversion rate. The websites can be a bit distracting due to the number of choices and options a customer has to navigate through whereas a typical landing page focuses their attention on one sole page.
5. Connect the dots
If you want the digital marketing funnel to work properly, you should connect the different elements so that the people signing up for your offer receive the lead magnet and your email sequence gets activated.
In conclusion, after reading this post all the way through, you will be able to build a thorough funnel for your content marketing and use it successfully to enhance your sales funnel as well. Try to concentrate on important factors like content quality, problem identification, and solution testing.