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An effective marketing strategy is about more than getting your message across. You also need to reach the right people at the right time and through the right channels to drive conversions. With so many moving parts, the process can get complicated very quickly! How do you make sure all the bases are covered?
Digital marketing funnels help you break down the customer lifecycle and discover what your audience needs to know at different stages of the buyer's journey. Insights allow you to use the most effective channels to distribute the right content and generate more sales.
What is a digital marketing funnel?
A digital marketing funnel is a framework that shows how someone interacted with your business during the buying journey, from the moment they learn about your brand to the moment they buy from you and tell others about your business. .
Traditionally, most brands have approached the marketing funnel as a linear process. However, digital channels have changed the way consumers interact with brands, and the modern online shopper's journey is more of a loop:
This is why we need to approach the modern buyer's journey differently. For example with the Look-Think-Do-Care model:
- Visualize: During the awareness phase, you identify the largest qualified audience that has yet to develop commercial goals and get them to see your brand.
- Consider: By adapting to the consideration stage, you target the most qualified audience with a marketing intent and get them to consider buying from you.
- Do: You will target the most qualified audience with high commercial intent at the purchase stage and compel them to take action.
- Retention: It's about providing existing customers with two or more business deals with an after-sales experience to support your brand.
The best marketing strategy for every stage of the digital marketing funnel
Guided by the Look-Think-Do-Care framework, you can use a variety of marketing strategies to deliver the right message to the right audience at different stages of the buyer's journey:
Stage of Consciousness: See
At this point, your largest audience doesn't know your brand or need your product. Your goal is to make them aware of their needs and inform them of the solutions (ie your product or service) available to them.
You can reach a large audience through social media platforms and display ads. Focus on sharing valuable and relevant content and engaging with your prospects on social media. Research your ideal customer (eg the content they consume) to ensure you're targeting the right audience segment with your display ads.
Reflection phase: Reflection
Today's consumers tend to go back and forth between different platforms to find new products and services. Your marketing strategy should aim to build trust with your audience and drive traffic to your website across multiple channels.
Offer a variety of content across multiple touch points to reach your audience where they're looking. Some effective strategies at this stage are SEO marketing, video marketing, paid online advertising and email marketing. Your content should focus on how your product can solve your audience's problems.
Purchase phase: do it
In this phase of revenue generation, you need to convert prospects into customers. Your content should lead to an action: the purchase of your product or service. Also, reduce friction in completing transactions to increase conversions.
Marketing strategies at this stage include SEO, click-to-click advertising, and email marketing. In particular, personalization and retargeting tactics can work wonders to drive traffic to product pages and promote special offers to potential customers who demonstrate strong purchase intent.
Post-purchase experience: maintenance
This phase focuses on customer retention to increase customer retention and customer lifetime value. Since retaining existing customers is cheaper than acquiring new ones, cultivating relationships with your current customers will help increase your profitability. Offer excellent post-purchase support and a loyalty program to keep them coming back for more.
Also, word of mouth is a great way to generate quality results. Turn your loyal customers into brand advocates by asking them to post reviews online or encouraging them to recommend your brand to others with a referral program.
Conclusion
To optimize your digital marketing channels, you need to use multiple channels to get your message to the right people at the right time. Our digital marketing solutions cover everything from social media marketing and SEO to email marketing and PPC advertising to help you provide all the elements needed to fuel your buyer's journey. Learn more and contact us here to see how we can help you build brand awareness, generate leads and increase conversions.
The Bay Area News Group news and editorial team had no role in the preparation of this article.