The world of digital marketing allowed organizations to reach, connect, and engage with more people than ever before. Attaining a lot of leads, however, is not the same as converting them. As with any sales experience, gaining good traffic to your website is only half the battle.
In this newsletter, we’ll be diving into the digital sales funnel and how you can implement campaigns and strategies that work for your business.
The marketing funnel involves several stages, depending on your industry and business model; each stage has its own goals and challenges. At its core, however, are three stages: the Awareness stage, the Consideration stage, and finally the Decision-making stage.
First in the funnel is the awareness stage which is all about grabbing the attention of your audience, amongst a dozen other competitors. Since you are battling with limited attention spans in the digital space, your awareness strategies should provide your audience with sufficient information to get them interested. This includes:
- Who your company is
- What your company offers
- How your product or service differs
Display ads are a great way to expand your reach and increase brand awareness for your company. Ad Manager Platforms, afterall, allow you to advertise to people from the same demographic or with similar interests as your target audience. These ads need to be consistent, attention-grabbing, and compelling to get your audience to move on to the next stage of the funnel.
As you move on to the next stages, many initial leads will drop out of the funnel. The remaining ones will do research in order to know more about different offerings from various companies. Making sure that your business remains front and center as leads do their research is key in guiding them toward the next steps.
In fact, 46% of all total clicks are done at the top three spots on the search results page. Through effective bidding strategies in paid search campaigns, you can lower the number of leads who will drop out of the funnel. This means more potential customers up for conversion in the later stages.
After showcasing that you are the best option among competitors, you still need to persuade your audience to convert. As you fine-tune this stage, you need to ask critical questions such as:
- What are the ways you can entice customers?
- What modifications in your copy can boost clickthrough rates?
- How can you organize your website pages to streamline the funnel?
This is where extensive knowledge on conversion rate optimization (CRO), comes in. CRO allows your prospects to have a seamless experience when browsing through your website. Besides that, further changes you have implemented all have one principle in mind: to drive audiences into conversion. Copies need to show your unique selling point and highlight your solutions for the needs of the potential customers.
On the other hand, remarketing campaigns are useful for tapping into previous leads who displayed interest and nudging them further down the funnel.
The digital marketing funnel helps marketers to divide the whole sales process into stages so you can optimize each one, increasing lead-quality and closed deals. These processes are especially important for long-consideration products and services such as education courses. Even if you reach a wide audience and develop attention-grabbing and insightful posts, your brand may easily be forgotten without sufficient ad efforts.