• Digital Marketer

Digital Marketing Funnel

Digital Marketing Funnel

The intention of every marketing strategy is to generate sales. Each advertising effort is dispatched with the sole reason for change which could be anything from buying in to a page to purchasing an item.

A marketing funnel is the most common way of attempting to change over those crowd individuals into a client and afterward persuade them to keep on buying items.

The marketing funnel is an essential model that addresses the whole purchasing excursion of the personas, from the second they know your image until the time they become clients. This idea is generally utilized among sales reps yet has likewise turned into a major asset for the accomplishment of promoting activities.

AIDA Model

An effective marketing funnel must include stages right from attracting the leads to converting them into customers, while it must also cater to retaining these customers.

Most funnels follow the AIDA approach.

Whereas there is another stage which is crucial to businesses after generating sales which would be customer retention.

The AIDA Model recognizes intellectual stages an individual goes through during the purchasing system for an item or administration. It's a purchasing funnel where buyers go forward and backward at each stage, to help them in making the last buy.

It's as of now not a relationship absolutely between the purchaser and the organization since online media has stretched out it to accomplishing the various objectives of AIDA through data added by different clients by means of informal communities and networks.

Brands utilize the AIDA model to decide the manner in which they should make and circulate promoting messages to their interest group at each phase of the purchaser's excursion.

Now let us see what goes with each stage of the funnel:

Awareness :

This is the stage where businesses create awareness of their brand without being pushy and analyze the segment of audience. This is the stage where a lot of creative content is marketed in order to attract the customer or prospects.

Content Marketing plays a key role at this stage along with the platform used to create awareness. Re-evaluation of both content and medium is necessary, use appropriate KPIs like CTR to measure the success of this stage.

A few ways in which businesses create awareness :

  • Sponsored social media posts

  • SEO

  • Guest posting or guest podcasting

  • eBooks and whitepapers

  • Independent research

  • Webinars

  • Videos

  • Infographics

  • In-person events

For instance You want customers to find your website when they search for information relevant to your brand online. So it is worth putting time in executing SEO best practice so you show up in web search tool results pages.

Counting the right data when your organization shows up on SERPs is critical.

Interest :

In this stage it is known that the lead is attracted to the brand or the idea and wants to know more about it. However they are still not prepared to make a purchase. It would be crucial for any business to build a relationship with the lead and understand their end goals. This can be done through content like feelers that fosters the brand voice along with determining the leads intent and end goals. Also keeping a close watch on what interests them in the content, which links they click will help in building the relationship. Answering the queries and concerns will establish the brand as a expert in the field and assist in the smooth transition to the next stage.

Following are a few ways in which this can be achieved :

  • Email campaigns

  • Blog posts

  • Lead magnets

  • Chatbots

  • Social media accounts

  • Free trials

  • Retargeting campaigns

For instance blog posts flash intriguing substance that grandstands your ability in a connecting way can likewise assist you with holding their advantage. A decent method to maintain and expand on their advantage is to get them to buy in to your pamphlet and afterward send them opportune and applicable substance by email.

Desire :

At this stage of the funnel the lead has intentions to make a purchase but are not 100% sure. This is when the lead thinks of the budget, impact of buy and post buying effects. This when the business showcases the prospects the benefits of making the purchase by highlighting the positive outcomes of the buy compared to not buying.

Following are some content that can be used to escalate the desire:

  • Testimonials

  • Pricing pages

  • Case studies

  • Discount codes

  • Customer reviews and product recommendations

  • Live demos or tutorial webinars

  • Consultations

  • Product comparisons

For instance hearing directly from your existing customers can be incredibly persuasive when buyers are still considering whether you are right for them.

Action :

This is the stage where the lead actually makes a purchase. The business must make sure that the lead is provided with enough materials to fit into the customer category. It should not be only about closing a deal. If the business wants to make progress then at this stage it must provide enough support to the customer in understanding the usage of the product or service they have bought or any kind of post buying assistance.

Following are a couple of tests :

  • Insider or client achievement tips

  • Uncommon offers

  • Item execution or preparing online classes

  • Packaged bundles

  • Follow-up email crusades

Call to Action that are well composed, outwardly engaging and stand apart on your site page are the way to getting clients to at last change over. This could be through pursuing a free preliminary, booking a demo or guaranteeing a markdown.

Retention :

Brand royalty goes in hand with customer loyalty. At this stage content must add value to the customer beyond just sales. Focus must be on long term relationships. Referrals and word-of-mouth are influenced at this stage.

Following are a few ways :

  • Referral programs

  • Upsell campaigns

  • Re-engagement email campaigns

  • Product-specific webinars and tutorials

  • Live demonstrations

Anatomy of Digital Marketing Funnel

Funnel concept so crucial in any Digital Marketing Strategy. Now based on funnel segment positions we can classify the users into TOFU, MOFU and BOFU.

TOFU : Top of Funnel Users

This stage is where problem/need recognition happens. Businesses can attract users if they have identified user needs and are able to provide a solution which can add value to the customer. At times users may not know the solution to the problem businesses can tap this area.

MOFU : Middle of the Funnel Users

This stage involves information search and careful evaluation. When businesses approach with various solutions the user performs a lot of information search to identify the right solution. Once the user has identified the solution for their problem/need, they will tend to evaluate these solutions with alternatives in the market. This is when businesses can create content appealing to the user in making a purchase decision.

BOFU : Bottom of Funnel Users

This stage involves some action i.e. a purchase decision. After a lot of scrutiny users move to a purchase decision stage. Businesses can provide additional content that will make the users feel confident in making the purchase. At this stage negative reviews and comments from other customers can prove to be a setback for the purchase. Businesses have to take measures to improve on these comments and feedback so that they don’t lose on loyal customers.

Conclusion :

The principle benefit of computerized publicizing is exactly the division of your correspondence activities, you will actually want to converse with the right crowd and, obviously, offer the most fitting substance for each stage. The computerized advertising pipe serves to coordinate this heap of exercises, following every movement to pass on the most solid substance. It is urgent to use your association's resources and work on your principle concern.

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