Digital Marketing Funnel
The Digital Marketing Funnel is a tool that helps build and implement a comprehensive digital marketing strategy. It follows the six phases of an online campaign from problem to solution, from awareness to conversion.
What is the purpose of a marketing funnel?
A marketing funnel aims to build and implement a comprehensive digital marketing strategy, from awareness to conversion.
It guides potential customers from a category’s broad options, narrowing them down to a specific product by presenting them with various content.
The marketing funnel is a guide for customers through the sales process.
Why is a marketing funnel important?
A marketing funnel is an expression used to describe moving a customer from being unaware of your product to becoming a paying customer. The bottom of the funnel is wide and represents a large number of people who are not familiar with the product. As the funnel narrows at the top, it represents the small percentage of people who complete the purchase.
A marketing funnel is a graphical representation of what the customer goes through in the process of buying a product. When visitors to a website click on an ad or link, they are put at the top of the funnel, which is the widest point. Next, that visitor becomes a lead and enters into the middle of the funnel. From there, they become a customer and enter the bottom of the funnel.
What is a marketing funnel strategy?
A marketing funnel strategy is a type of digital marketing sales funnel in which the goal is to increase website traffic and conversions.
Any company, entrepreneurs among the suspects, would be encouraged to participate in this intensive global program. The goal of this research is to motivate participants who responded to do so immediately. The term “digital marketing funnel” refers to a strategy in marketing where companies refine the process of reaching online audiences by building a brand through media marketing.
Why is it so important for your strategy?
In practice, it’s crucial to the success of your digital marketing strategy, but why is the funnel concept important in any marketing strategy?
As important as respecting the user’s time to leave each stage of the funnel, it’s even more important to have a broader view of the customer’s entire journey. This helps you determine how to urge customers to move from one stage to another.
For short, the Digital Marketing Funnel is crucial to make better use of your company’s resources and improve your bottom line.
3 Types of Digital Marketing Funnels
Today, the digital marketing funnel captures the non-linear journey of shoppers, from businesses to consumers. Online marketers need to pay attention to their new online marketing funnel. There are many versions, but every user takes a different path.
Here are the three most common forms of the website marketing funnels:
1. Hourglass digital marketing funnel
This advanced online marketing funnel shows how to take a detailed approach to the customer journey. In contrast to previous funnels, the hourglass digital marketing funnel emphasises the importance of building and maintaining customer relationships. This is a behind-the-funnel approach because it starts the user journey before they’ve engaged with your company and product.
2. Looping digital marketing funnel
Compare the traditional marketing funnel to the hourglass online marketing funnel. In a looping digital marketing funnel, there are no hard rules. The order, timing and frequency of the events that form the loop may vary widely depending on the goals and objectives of the campaign.
3. Micro-moments digital marketing funnel
Marketing is about creating moments in time that make people want to buy your stuff. These are the micro-moments or small chunks of time. Micro-moments happen to be digital and take place across a range of devices (phones, tablets, laptops). This online marketing funnel is great. It allows you to focus on your business’s most compelling reasons for your customers to enter your funnel.
The micro-moment digital marketing funnel is a step-by-step guide to creating a digital marketing strategy that works. You’ll discover the micro-moments your audience wants and when you need to deliver your content to them. Your business needs to brainstorm what your customer may do when they have a moment of insight or an aha! Moment, or when their current behaviour leads them to consider a change in what they do.
How Does a Marketing Funnel Work?
A marketing funnel works in stages, from the broader section at the top (Top of Funnel) that attracts lots of customers, through the narrower section in the middle (Middle of Funnel), and down to the even narrower section at the bottom (Bottom of Funnel) that serious buyers populate:
This is why the most important thing to understand when it comes to building a marketing or purchase funnel is that you must look at it from the customer’s perspective. So you don’t have to spend time guessing and spending money on the wrong products, do it instead!
The previous section looked at various parts of the marketing funnel and how they relate to the customer journey. With this in mind, let’s look at the various stages of the marketing funnel that customers experience.
Stage 1 – Problem/Need Recognition
Don’t just assume you have a problem. Know for sure what it is. It’ll take you longer to solve your problems, but it’ll be so much easier when you do. If you have gum disease, you may not feel anything, or you may feel some things that aren’t normal. If you see something that makes you concerned, you should do an online search for gum disease.
For this reason, it’s always best to keep the next step ready to go when the buying process is stalled. For example, if you find that your furnace has gone out in the middle of winter, you’ll be able to jump right to information searching. You can do some research, but you won’t spend too much time on it because your problem is pressing.
The number of products or services that require extensive education will vary. Some examples can be used to understand this concept better. One example would be the process of purchasing a pharmaceutical drug. In this scenario, a person may be aware of a physical problem, but it persists for some time before he looks for a solution.
Stage 2 – Information Search
Understanding the purpose and benefits of an engagement strategy will help you recognise whether something is a good problem to solve or not and bring potential leads to the second stage of the funnel.
There are different strategies you can use to gather information. The size and scope of the purchase can determine which strategy will be best suited for you. Recognising that you’re hungry might mean looking for a place to eat. You might search for a restaurant in your area via Google. There are a few things to keep in mind when you’re deciding whether to go with an in-ground or above-ground pool. First of all, it’s important to compare different providers based on their experience, installation, and materials.
Stage 3 – Evaluation of Alternatives
When people see that your article or ad discussed a solution, the next step is to compare the alternative solutions discussed. Once the sale is made, the order will take up to 30 minutes to process. Some sales might take longer than others, depending on the complexity of the items involved. For example, if you want to eat at a good restaurant, you should decide what kind of restaurant you want, then choose a specific location or type of place to eat. You should choose your restaurant based on the type of food you want to eat.
Stage 4 – Purchase Decision
As the final stage of your buying process, the purchase decision is the natural conclusion of the preceding three stages. The potential customer has determined that they have a problem. They investigated their options and decided which one is best for them… and now they’re getting ready to pull out their wallets.
Your website is at this stage optimised for conversions (CRO). So if you’re interested in increasing your sales, optimising your site for conversions is the way to go.
Offering risk-free trials, money-back guarantees, and similar offers will get your customers to buy from you without feeling that they’re being pressured into doing so.
Stage 5 – Post-Purchase Behavior
Suppose your new customers are greeted by a friendly onboarding process, personal attention, and all the resources they need to use your product successfully. In that case, they’ll be more likely to become loyal customers who refer you to friends and colleagues. And when they’re confident, they’re more likely to share their positive experiences with other people through reviews, recommendations, and product endorsements.
On the other hand, if your new customers experience disappointment after their purchase, they’re more likely to request refunds, write negative reviews and recommend that others in their social circles purchase from your competitors.
If you make the right product recommendations and help your customers find the right products, you’ll boost sales and help them buy more frequently. For example, you could create FAQ content, make it easier to get customer support, solicit feedback on the buying process, or do more to show your customers that they’re important to you.
Stages of Marketing Funnel
Awareness Stage
When someone first becomes aware of your brand, product, or service, it’s usually after they’ve done their due diligence research on your brand and they have decided to go ahead with making a purchase from you. You’ll want to hire someone who has been working in the field for a while, as they have more knowledge on the area than you do. The problems they don’t understand aren’t big enough to be worth worrying about. So it’s up to you to make them aware of the problem.
Many people think this stage is the time when potential customers have decided whether or not to buy. In this stage, you should not be trying to sell your products to them; rather, you should make them aware of a problem that they have. So that way, down the line, if they want to, you can introduce your product as a solution.
This customer segment is interested in the topic of content marketing, such as blog posts, guides, videos, social media, and others. Your goal here is to gain more traffic, but also to make sure that visitors who do come to your site know who you are. It is important to provide value to your audience. This helps them learn more about your brand, which makes them interested in reading more content. Brand awareness is an important part of this stage.
Consideration Stage
The middle of the funnel or the consideration stage is where a lead’s awareness of the problem they are facing and the desire to fix it is at their peak. This is also the funnel stage where an engagement with the customer begins, so understanding what happens here is critical. There are two different groups of people here. The first group is trying to find out how to solve their problem, while the second group is interested in knowing why there’s an issue in the first place. That’s right. They aren’t totally sold on a certain solution yet. It’s a good idea to ask these customers to take a look at your store and tell you why they didn’t purchase from you. This gives you the opportunity to make changes that will make it easier for them to make a purchase.
This group of people are not yet ready to purchase, but they have ideas about the problem they are trying to solve. As the user progresses, the software should help them evaluate all the available solutions and compare them to find the right product for them. Your company’s brand identity is vital to your success. Your brand should help your customers make a decision to purchase your products or services.
Decision Stage
The most important stage in the buyer’s journey is when the leads are ready to buy. At this stage, they are most likely to contact your business. They are ready to choose the solution that is best for them. This audience has done the research and has a better understanding of the different benefits of each product. It is extremely important to read customer reviews as they are an important factor as people often purchase products based on what other people have to say.
Besides reviews, you can also provide other content pieces that will convince your audience to purchase. They may include social proof, case studies, free trials, or product demos. Of course, the best thing that decision-makers can do is do the research necessary to make the most informed buying decisions possible. But when you tell them why they should buy from you, you’ll help them make the right buying decision.
Components of a Marketing Funnel
To see what each stage of the buyer’s journey looks like, look at the first example and compare it with the last one. The person who’s in the awareness stage should not be pushed the core offer, but rather should be given content that introduces them to the brand and educates them.
So, once you understand what a funnel is, how to build a marketing funnel, and how to bring it to life, how do you actually build it and bring it to life? A marketing funnel can be described as a set of steps that leads potential customers from initial interest to actual conversion. To get the best out of your marketing funnel, you need to understand the most important components of it.
Lead Magnets
You can set up a lead magnet with an offer on it, or you can create a landing page with the purpose of collecting emails from people who want to learn more about what you have to offer. Lead magnets are valuable sales tools for direct sales businesses. An effective lead magnet will draw your prospect’s attention and compel them to take the next step toward purchasing your product or signing up for your service. The goal of the lead magnet is to take the audience that fits your target market and convince them to give your brand their contact information in exchange for an amazing piece of content.
It’s one thing to know what your customers want, but to capture the details in a concise format that provides real value to prospects is the key. To find out how to make your lead magnet more effective, check out this article.
For lead magnets to work, they need to offer something valuable for the reader to take immediate action on. If they’re ready to see enough value in your core offer, they must be nurtured with other content via the inbound marketing email sequence and ad campaigns until they see enough value to pay for your core offer.
Tripwire
Most eCommerce companies have a funnel with multiple touchpoints (a tripwire is sometimes known as a ’straw’ to refer to this type of touchpoint). A tripwire is a cheap product or service that you sell at an outrageous price to train your leads to pay you for your content. A tripwire has to be so good that you can’t believe your eyes when you see it! Cheap is just a number on Amazon, if you don’t have a good, high-quality product, then customers will have little reason to purchase it. Tripwire is the offer that will encourage your audience to buy your book. It can be something like an exclusive discount or giveaway for signing up to your mailing list.
Tripwires are security systems that work by generating an electrical signal when they detect a person or object moving within their field of view.
It’s important that your visitors see the value in your tripwire so that they want to take the next step in the buyer’s journey and purchase your products. When you promote your lead magnet, it may be enough to just make people aware of it. But, other times, you may want to take it one step further and use a tripwire. A tripwire is simply a piece of content that serves as an enticement or trigger for your prospect to go to your core offer.
Landing Pages
Your lead magnets and tripwires will most likely be housed on a landing page. The landing page is the first thing visitors see when they visit your website, and it’s the only place you can ask for permission to send them emails. This is the time to get their attention. Many great platforms are available to build your landing pages, but you need to be sure that you’re choosing a platform that will work for you.
When designing a landing page for your audience, also create a thank-you page that explains why they are receiving an offer in the first place.
The Buyer’s Journey
A crucial element of marketing funnels is nurturing different types of leads. You can make your marketing more successful by knowing how to nurture different types of leads. Many people think that they can treat every lead the same, even if they have different outcomes.
Awareness Stage
In this stage, you’ll find your audience for your new business idea. You’ll get their attention and start creating interest in your new product or service. This new hire requires some time and training to understand the company and get up to speed, but they’re a great person to have on your team. Unfortunately, they don’t understand the problem yet, so it’s your responsibility to explain it to them.
One of the most common mistakes businesses make is assuming this stage of potential customers is ready to buy. Of course, in the second stage, the idea is to pitch your products, but if you are unsure how to pitch your products or unsure if they are even interested in your product, you should still follow the steps outlined above. In that way, down the line, you can introduce your product as a solution.
As your brand becomes more well known, it is important to provide valuable content to keep your audiences engaged and eager to learn more about your brand. In addition, you need to build brand awareness so that potential customers will be able to identify you in a sea of other competitors.
Core Offer
If you’re in the business of selling a product or service, you probably have more than one goal. However, one thing that makes your marketing unique is that your primary goal is to sell through your business’ digital marketing funnel.
For this campaign to be successful, you need to convince your audience that your brand is the best, so by the time they are promoting the core offer to their audience, they should be pretty comfortable with your brand and trust it.
The goal is for the visitor to get to know your brand and content so they understand why you are providing them with this information and the value that your brand offers. Once they know what you are about, they will be more likely to take your offer.
A Digital Marketing Funnel that Leverage Your Business
We will create an automated process of understanding the personas on your website. The business personas will be identified based on keywords they input on your site.
The benefits of digital marketing and promotion can be limitless with proper knowledge and techniques.
With so many benefits of disseminating and promoting your brand digitally, knowing and applying all the concepts required to take advantage of the resources properly is necessary.
Now that you know the importance of the digital marketing funnel concept, you can take the next step on applying it to your company? We at Ubique Digital Solutions helps you master the concept and apply it strategically to your business. For example, suppose you want to hire professionals to create your personalised digital funnel for your business. UDS will be your perfect partner. Contact us today.
