What Are Digital Marketing Sales Funnel?
“A digital marketing sales funnel is a combination of marketing tactics utilized to generate traffic to your business and nurture them properly to become loyal customers who advocate for your business.”
Digital marketing has changed the way large and small businesses have communicated with their customers. With all the different platforms available for internet marketing, the opportunities are endless.
A digital marketing sales funnel is essentially the process of moving someone who knows nothing about your business to a loyal customer that shares their experiences with their friends and family (advocating).
How Does a Digital Marketing Funnel Work?
If you think about the fundamental use of a funnel, you place the funnel where you want something to pour into, then you pour the substance into the funnel and it fills the container.
Digital marketing sales funnel follows the exact same concept. First, you build your sales funnel to achieve a specific objective. Then by using digital marketing tactics you fill your sales funnel to drive that traffic from the top of the funnel to the bottom of the funnel where they convert into a paying customer and become an advocate for your local business.
What Are The Components of a Digital Marketing Sales Funnel?
Top of Funnel
When someone is at the top of the funnel, they know that they have a need but are often unable to name a solution for that need. If they do know of a solution, they have not yet completed any research. For example, if you searched for “What is the Sales Funnel in Digital Marketing” and found this post you are likely at the top of the funnel in your buyer’s journey. You might be looking for agency support, information about marketing automation, or instructions on how to build funnel-based campaigns. Here are a few key tactics that can help with top of funnel marketing:
Writing blog posts (just like this one) that address users’ early-stage searches about a topic is a proven tactic. Prior to writing your blog post, you need to identify questions that early stage prospects often ask. Your frontline staff, sales representatives, and a website chatbot are great sources for this information. Once you have your preliminary list you need to validate search volume. A great blog post with no supported search volume will never get found on search engines.
Online Advertising can be done in many ways from Facebook ads to Google Adwords to Linkedin Ads. No matter the medium in which you are advertising, the objective remains the same – filling your funnel with relevant traffic.
Marketing events are a great source of traffic into your funnel. Events can come in many different formats from online webinars to in-person charity events. Use these events as a means to connect with your prospective customers, generate awareness for your brand, and encourage people to check out your website (preferably a page designated for the event or similar). This will drive visitors into your funnel and provide retargeting opportunities through online ads.
Middle of Funnel
When someone moves from the top of the funnel to the middle, They are aware of various solutions within the market. They will now switch their focus from needs identification to solution selection. In order to attract potential clients in the middle of the funnel, one must include :
E-books can be a great way to keep engage top-funnel leads. They can also serve to deepen the relationship between you and your audience by providing rich information on a particular topic. As a mid-funnel tool, the focus is not on acquiring leads, but on assisting the buyer in his or her evaluation process.
Case studies are an easy way to show, not tell, prospects exactly what you do through the eyes of the consumer. They are incredibly useful for content marketers as they can be repurposed into many formats, like blog posts, social media material, newsletter highlights, testimonials, and more.
Integrated email campaigns
Email campaigns can (and should) be more strategic than a weekly newsletter blast—they’re the bread and butter of the mid-funnel process. The goal here is to provide an additional source of utility, strengthening the connection between prospect and brand.
Bottom of Funnel
For many businesses, bottom-of-the-funnel users offer the most value. They’re ready to buy your product, visit your location, or call your business. That’s why companies use not only digital marketing but also paid advertising to reach these users.
A few ways your business can reach audiences in the bottom of the online marketing funnel include:
This strategy is useful for users in a “want-to-buy” situation. PPC, however, can still help you reach consumers that have conducted in-depth research into brands and products. You can even use PPC to remarket to users that visited your website in the earlier stages of the digital marketing funnel.
When you develop a PPC campaign, it’s essential for your team to determine how much that potential shopper is worth.
As you create your campaign, it’s also critical to think about what’s motivating a user. When you understand what a user wants and needs, you can incorporate their product or service checklist into your ad copy, which can persuade shoppers to click on your ad and become your next customer.
With the ability to generate 50 percent more sales than any other lead generation method, email marketing is a proven strategy for BOFU users. Use your email marketing campaign to drive subscribers to make a purchase.
For example, maybe some of your audience is ready to pre-order your latest product but needs a notification for when it’s available to pre-order.
Or, you have an audience segment for abandoned shopping carts. In response, your team may issue a reminder email, which also includes a coupon code. This campaign can motivate shoppers to return and complete their purchase.
Search engine optimization
Your business should also use SEO to reach bottom-of-the-funnel users. When you use SEO for this part of the digital marketing funnel, you’re focusing on actionable keywords. For example, keywords that feature “buy” tend to indicate purchasing intent.
Targeting every stage of the website marketing funnel can help your company reach more users and with less competition.
By giving prospects an idea of your product or service with an expiring time window, free trials create urgency. A trial helps potential customers get familiar with your product or service and customer experience, all while creating immediacy.
People at the bottom of the funnel already know all about your company. However, they may still feel a little uncertain about things like unique features or ease of use. An interactive product tour is a great way to eliminate unnecessary fears.
A product demo is a presentation of the value of your product or service to a current or prospective customer. It typically involves a demonstration of core features and capabilities. The primary purpose of the demo is to make the lead familiar with our product and help them to understand our product and its features better.
In fact, every company has its own way of handling prospects and customers. It is important that they re-verify the existing prospect conversion system, understand the pitfalls from past failures, and create an organized evaluation environment for a higher conversion ratio.