Last month, we talked a bit about moving from outdated models to more fluid digital marketing techniques, including a revamped version of the marketing funnel. Today, we’re going to take a look at how to use that information to create a profitable digital marketing funnel in part 2 of a 3-part series!
Success starts with giving your audience what they want, and that begins with understanding them. A digital marketing funnel will allow you to not only engage your target audience, but deliver the right information to them at precisely the right time. Delivering customized content that appeals to potential clients seems like a no-brainer, but it’s something many business owners fail at. Using a digital marketing funnel to tailor your content helps you avoid this by improving the overall user experience while educating them about your brand.
Your target audience is made up of real people who need to be motivated in order to go from one stage of your marketing funnel to another. Of course, different people need different motivations to take action! A digital marketing funnel gives you important information about what level your clients are on, and how you can entice them to move up a level. By putting in the right amount of effort on the front end, you can attract targeted traffic from various sources, and keep them interested in what you have to offer.
In order to understand how a successful digital marketing funnel works, you should first understand the process behind it. The reason for the funnel is to help your business achieve a particular goal or objective, whether it be signing more clients, selling more product, etc. Once your digital marketing funnel is ready, you’ll begin drawing relevant traffic from multiple sources. This traffic travels through your funnel, starting at the top where they qualify as a lead, then through the middle, and ultimately towards the bottom of the funnel, where they become a client and spread the word about your brand.
Creating a profitable digital marketing funnel requires a complete understanding of the various stages that your customers goes through, looking at each from their perspective. This will help you understand how to make the most of them.
Stage 1: Exposure
The most basic step towards a successful digital marketing funnel begins with awareness. Boosting brand awareness should be a priority for any business looking to grow, and social media makes that much easier than it used to be. To engage with your brand, your audience first needs to know it exists. Focusing on a digital route generates greater awareness because when people share content online, the effects tend to last longer than more traditional advertising. In order to gain true exposure, your business should be working to:
- improve your ranking in Google and other major search engines for targeted keywords
- creating and sharing content that delivers real value to your followers
- building a community that is loyal and responsive to your brand
- invest in digital advertising through the right channels
Remember to keep track of your progress! None of these methods will give long-lasting results if you aren’t tracking what works and what doesn’t within your particular market.
Stage 2: Discovery
The first stage of the funnel drives awareness that will help you generate exposure. Once people land on your site or social media platform, you need to ensure that they stick around long enough to discover the services and products you have to offer. Create “sticky” content that will boost the amount of time a potential client spends looking at it. To do this, you should:
- offer viewers informative content that educates them about any issues they are facing, along with the solutions you offer
- recommend relevant services or products with discounts before someone leaves your website or social media page
- use an exit pop-up on your website to invite visitors to subscribe to your email newsletter, receive blog notifications, or sign up for notifications on special offers
Your goal is to get something from the customer before they leave, whether it’s a sale of their contact information. You’re trying to avoid a “fly-by” visit, where the customer peruses your site or social media, then leaves and never visits again.
Stage 3: Consideration
When you offer a great overall experience to website or social media visitors, they’ll be more likely to move on to the consideration stage. This is particularly true when your services or products offer a solution to a problem they are currently experiencing. They may share your brand with others in this “searching” phase, even if they haven’t settled on becoming a client themselves just yet. Someone at this stage of the funnel is on the brink of closing the deal, as it were, and that’s why it’s crucial to address all of their questions and concerns upfront, in a clear and concise way.
Knowing the needs of your target audience will help you create a smooth funnel, where obvious concerns are at least touched on before any queries come your way. Providing expert information they can easily digest creates a trust factor with any potential clients, and allows you to devise more refined marketing tactics. A great example of this is having a comprehensive FAQ on your site, along with authentic testimonials from clients. This can answer many questions a visitor might have in the moment, and can help remove any last minute doubts or objections they have, increasing the chance of conversion.
Creating a profitable digital marketing sales funnel has a lot of moving parts that require constant monitoring and optimization. In our next letter, we’ll look at the last three stages of the funnel, as well as a few marketing funnels you can implement almost immediately. Stay tuned to learn more about using this model to grow your brand!
Remember that our team is here to help you succeed. Thanks for trusting us to do just that!
Kyle Fagala, DDS, MDS
Co-Founder, Neon Canvas