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digital marketing funnel 2021

Digital Marketing Funnel 2021

There are a lot of instruments that you can use for improving your business and one of them is the digital marketing funnel. You’ve definitely come across the word “funnels” if you’ve spent some time studying marketing analytics. What are marketing funnels and why are they important?

Definition

The marketing funnel is a customer-centric marketing method that demonstrates the potential customer experience toward a product or service purchase.

In other words, A digital marketing funnel is a sequence of steps that a potential customer goes through, from brand recognition to the final conversion.

E. St. Elmo Lewis created a concept in 1898 that portrayed a potential customer experience from the moment a brand or service aroused a consumer’s interest to the point of engagement or purchase. The AIDA model, which stands for Awareness, Interest, Desire, and Action, is the term applied to St. Elmo Lewis’s concept. This step-by-step procedure is shown below.

  • Attention – the consumer learns about a new product through advertising, recommendations of friends, social networks, or in any other way.
  • Interest – after meeting with a new product or service, the consumer has a conscious interest in the product.
  • Desire – at this stage, the interest in the product passes into a desire to own it.
  • Action – the desire is turning into an active action – the decision to purchase and the fact of purchase.

Depending on the consumer and market, you may want them to buy something, sign up for something, or fill out a questionnaire. A conversion occurs as someone does what you expect them to do.

consumer behavior as AIDA

A well-rounded digital marketing sales funnel’s components

let’s disintegrate the three key components of a digital marketing funnel:

  • Foundation: Before you can initiate building out your digital marketing sales funnel, you should first conduct an analysis and develop a plan to ensure that your sales funnel is as efficient as possible. Conducting an extensive competitor analysis, setting SMART goals, and identifying your buyer personas are all critical steps in ensuring your funnel’s success.  
  • Floodgates: Search engines, social media, advertisements, email campaigns, offline events, and other sources of traffic can all divert into your funnel. The most effective sales funnels are those that use all available sources to drive traffic to the digital marketing sales funnel.
  • Sales funnel: Moving traffic from the top of the funnel to the bottom is what a sales funnel is all about.

There are three parts to the physical funnel: a lead magnet, an amplified, and a conversion event. Upsells, downsells, gated content, and other features can be used in your funnel depending on your goals.

In any situation, the aim is to get a tourist to give up their contact details (and/or other pertinent information relevant to your goals) in return for something of importance to them.

Main parts of a sales funnel

Listed below are the three parts of the marketing funnels:

  • Lead magnet

There are several tools you can use to set up the lead magnet for your digital marketing sales funnel. Our favorite tools for creating lead magnets and web pages are listed below: 

  1. Leadpages
  2. Clickfunnels
  3. DIVI builder
  4. Instapage

Here is some advice to improve  the lead magnet design:

  • Remove any obstacles from the lead magnet that aren’t connected to the goal you’re attempting to accomplish.
  • Make sure your offer is easy to understand, efficient, and important to your target market.
  • Your headline should CAPTURE THEIR INTERESTS and inspire them to read the rest of the page.
  • Amplifier

The amplifier intends to draw the guest in and persuade them to take action for you.

Images, testimonials/reviews, webinars, demos, social evidence, and other similar instruments are excellent amplifiers. 

Using an amplifier on the landing pages will help tourists reaffirm their trust in the deal and remove any uncertainty or fear they may have about the transfer. Obviously, depending on the stage of the funnel, a more powerful amplifier may or may not be needed.

  • Conversion event

Now comes the crucial question: do you have anything in place for the visitor to convert by providing you with their information?

In general, the more complicated it is for someone to get what they want, the more likely they are to abandon and do it elsewhere. As a result, your main task should be to make knowledge college as simple as possible.

Pro tips to get your visitors to convert to your forms:

  • Make it easy to find. Generally, the form or a button for a form should be placed at the top of the panel, then again at the bottom.
  • Collect just the knowledge you need.
  • Don’t ask for too much detail. As a general rule, just collect name and email at the top of the funnel, and as they pass down the funnel, you will collect more personal information

Different types of funnels

Although marketing funnels is a broad concept that covers a wide variety of scenarios, there are a few different types of funnels you’re likely to notice:

  • List building funnels: You can create sign-up pages and send follow-up emails to your contacts using a list-building funnel, also known as a lead funnel. It is being used to generate new leads and engage existing contacts on your list by sending fully automatic messages.
  • Webinar funnels: By promoting webinars, the webinar funnel can help you build a friendship with your client. It’s also a way to develop your mailing list and interact with your followers.
  • Video sales funnels: Since videos are interactive, you can use analytics tools to see how well each video you make functions and make the required changes to increase the overall efficacy of your funnel.
  • Email funnels: An email funnel is a direction or pathway you create for new clients to follow from their first contact with your company to the point that they convert at the end of the route.

Why do marketing funnels matter?

Marketing funnels are a helpful method for analyzing the journey consumers take from first learning about the company to making a purchase. Understanding them will help you figure out why certain consumers migrate and others don’t.

let us make some conclusions on why it is beneficial: 

  1. Digital marketing funnel increases sales through personalized nurturing 
  2. It is automatized, what’s saving your time and energy;
  3. The digital marketing funnel creates awareness and trust among your; consumers and helps you to build brand value.

UNDERSTAND HOW DIGITAL MARKETING FUNNEL WORKS

There are three main parts to the marketing funnel: the top, middle, and bottom-funnel. Imagine a marketing funnel that looks like an inverted pyramid. Your potential customers will start from the widest part of the funnel (above), and then, continuing to interact with you through a sequence of emails, blog posts, and free or low-cost offers, will go through each part until they stop moving through the funnel of your choice or they become a paying customer (bottom of the funnel).

  • The top of your funnel is the stage at which your marketing efforts take a potential client who doesn’t know about your business, service or brand, and acquaints him with what you offer. This is done in several ways; advertising on social networks or sites that your target client can visit; sponsorship of local events; and conversation campaigns or branding campaigns are all common ways to introduce someone to your brand. Here are some of the common tools used to create awareness at the top of the funnel: 
  • Email list – Collection of the email addresses of your customers and potential customers, which you will try to involve in your digital marketing funnel;
  • Email service provider – is a software or company that collects your email list in one place so then you can send emails to all or parts of your email list at the same time;
  • The landing page – also known as the consent page, the compressed page, or the engagement page, is the page where people land on when they first learn about your business through advertising or promotions; this is one web page that usually offers a free tool, guide or resource (lead magnet) in exchange for an email address;
  • Lead magnet or freebie: A lead magnet is a bottom-funnel, information that is rich in value and which you offer visitors for free in exchange for their email address.

The main point in the middle of a digital marketing funnel is to get users to your landing page and then entice them to sign up for your lead magnet. This turns the potential customer’s interest in your business into a qualified lead. The middle of the funnel closes the gap between the initial introduction and the phase of curiosity. Tools, which are used to encourage action in the middle of the funnel: 

  • Email sequences –  are simply a series of emails that are sent to your customers automatically according to your criteria.
  • Advertising. This includes advertising on social networks or sites that your potential customers frequently visit.
  • Behavior Tracking Tools: These are tools like FreshMarketer that let you know if your new customer has downloaded your freebie or opened any of your emails.

At the bottom of the digital marketing funnel, a potential customer decides to do business with you. This is called sales conversion. In most cases, conversions are how you measure the success of your funnel. Useful conversion tools, which can be used at the bottom of the funnel:

  • Optimizing those within your funnel will be key to the continued success of your marketing funnel, and a tool like Freshmarketer can help;
  • Heat mapping tool: A heat mapping tool will create a virtual map of visitors based on where they spend time on your landing page;  take a look at tools like Optimizely or Hotjar;
  • A/B testing tools: A/B testing tools allow you to see which elements on the landing page are converted best; these elements can be text, image or freebie itself; a tool like Crazy Egg can help you do A/B testing and decide what you can change to get a better result.

Decision making Stages:

When it comes to choosing what to buy, no matter what type of purchase we’re making or how much money we’re planning to invest, we all take a common direction. John Dewey was the first to introduce the steps of the purchasing process.

The marketing funnel is divided into five levels:

Problem/need recognition (TOFU)

If a person does not know what he needs and what gaps should be fulfilled, he won’t purchase. These needs, however, can vary from simple problems to issues with no obvious solutions.

User’s needs at the problem/recognition stage are different. This stage is at the top of the funnel (TOFU).

Writing content on “TOFU topics” will attract a lot of attention to your blog.

Information search (MOFU)

 Recognizing a challenge or need is the first step in searching for additional knowledge. 70% of customers use Google at least twice during their quest to learn more about their issues, possible remedies, relevant businesses, and so on. Many people often get advice from social media and online forums.

Here’s where you can establish yourself as a business leader who can support them with content. Do several keyword analysis to determine what forms of information you could be producing for the middle of the funnel (MOFU) — you should find out which search words in your field get a lot of traffic and generate content to fit those demands.

Examining the options (MOFU)

Following their information adventure, potential clients begin weighing the options mentioned in your post. Assume the consumer is looking at digital marketing systems to help them boost the sales funnel they created. Since these plans will cost up to $1,500 a month, they’ll almost certainly be subjected to a much more rigorous review. They can order free trials of the various systems they’re considering, participate in online demos with each company’s representatives, or watch training videos to get a sense of how each system works.

Making a Purchase (BOFU)

The shopping experience follows logically from the previous three phases. The potential customer has identified a challenge, researched their choices, and decided which is better for them. They’re getting up to take out their wallets now.

Bottom of funnel (BOFU) content will make your future buyers more secure in their choice to buy your product or service at this time.

Post-Purchase Behavior (BOFU)

The buying process does not end when a customer product is delivered. It’s just as critical what happens after the deal.

If your new consumers are met with a thoughtful orientation program, personalized attention, and all of the tools they need to effectively use your product, they’ll be more likely to believe they made the right decision. They’re even more likely to share their success with others through advice and product reviews when they’re confident.

If your new buyers are frustrated with their purchases, they are more likely to ask for compensation, leave unfavorable feedback, and demand that those in their social networks buy from your rivals.

There are a few things you can do to encourage positive post-purchase behavior. You might, for example, generate FAQ content, enable customer service more available, or seek feedback on the shopping experience.

Right content for all stages

Now that you understand how people decide, it’s time to develop a marketing funnel by producing content that appeals to people at any point of the decision-making process.

When creating a marketing funnel, consider the following questions:

  • At this point, how can customers identify me?
  • What kind of data do I need to give them to, help them progress from one point to the next?
  • How would I know whether they’ve transformed or progressed to the next stage?

HOW TO CREATE A DIGITAL MARKETING FUNNEL

If you wanna create a digital marketing funnel you need to think properly about the main strategy that you will use. A digital marketing funnel strategy ensures that you have all the tools and performance indicators in place to get the desired result from your marketing funnel. Here are the main steps of creating a digital marketing funnel

  • Determine what you will offer. To start building your digital marketing funnel, you have to decide what kind of services or product you are going to offer the customer at the end of your digital marketing funnel. The details of your offer will depend on your business and product range. When you are collecting a funnel, it’s useful to know four basic elements:
  • Cost and payment method;
  • Format, like digital, physical, print, and so on;
  •  Delivery, like download, email link, and mail;
  • Components, which is everything your product includes.
  • Create a freebie. Your lead magnet, or “freebie,” is what you offer to your visitors when they get to your landing page. This is what encourages potential customers to click on an ad, visit your landing page and send their contact details in exchange for something valuable. The purpose of your freebie is to attract the attention and interest of potential customers by providing something uniquely valuable. This will encourage them to move further along the funnel and take additional action.
  • Write your automated email sequence. An automated email sequence is what follows after potential buyers sign up for a freebie by providing their contact details. Usually, it is a series of emails, which will be delivered for 10 days and show your prospect more about what exactly you offer. 
  • Sign up for your email service provider. You need to pick up the right software which will deliver your emails to all addresses or parts of them that you have collected, at the same time.
  • Build a landing page. A landing page is a page your visitors get on when they first click on your ad. It is designed to raise awareness, attract interest and encourage them to give you their email in exchange for your freebie.
  • Connect each element of your digital marketing funnel. For someone to subscribe to the freebie from your landing page, gain access to it, and then start receiving your emails, you need to connect each funnel’s element so that it correctly delivers your freebie and your email sequences. This means connecting your email service provider to the landing page and adding any code you need to track your landing pages.
  • Test your digital marketing funnel. Now, when everything is connected, you need to test your funnel and see how it works. Use your email or emails of your friends and check if your system is delivering a freebie and emails without any issues  
  • Start driving traffic to your website. Now you need to start moving through the funnel, for that you have to increase the number of visitors on your landing page. There are several free and paid ways to do this, so test different approaches to see what works best for you.
  • Build loyalty. This means that the clients consider you like a permanent solution to their problems, both for themselves and for others. When your consumers are satisfied with your services and services or products, you have to find a way to ensure that they will stay with you. 
  • Optimize your digital marketing funnel. When you finally get the first results, you will see how successful you are. In case, if you are not profitable you need to optimize your marketing funnel. Consider making tweaks to the language or images on your landing page. You might also update the freebie you’re offering. Funnel optimization means learning and implementing path-to-purchase changes to increase conversion rates. 

Ways to Take advantage of marketing funnels

The foundation of a brilliant marketing plan is an effective marketing funnel. It guides how you, as a marketer, can influence prospects to get them from point A to point B. To do so, you’ll need to go above and beyond, as today’s proliferation of digital platforms has made the buying process far more iterative and nuanced.

Let’s look at the different phases of the new marketing funnel and the marketing strategies that can be used in each of them:

  • Developing the brand’s credibility: What it’s mostly about: Brand recognition refers to how much your potential customers are conscious of your company and its goods or services. It requires time, determination, and persistence to integrate your brand into the shopping patterns of your customers. An overbearing, sales-focused strategy will frighten and repel potential customers. To gain their support, you should provide them with useful and insightful information. Don’t bring up the product too much. You can talk about similar subjects but never get too far from what you’re selling.
  • Create positive customer service through marketing strategy: It demonstrates the brand’s honesty in resolving complaints and earning customers’ confidence. So, how can you influence prospects’ purchase decisions? You must place the brand as a solution by providing:
  • Data that can be downloaded: This may provide manuals, animations, models, eBooks, and other materials. It gives customers a wealth of knowledge about the company’s reputation and experience. You are not required to keep any detail hidden. Remember, you’re trying to get them to purchase something. You don’t have to give away services for free, particularly if they’re highly valuable. They must subscribe to the newsletter to gain access to additional services. This is a fantastic way to develop your email list, which you will also use for retention.
  • Blog posts: It should demonstrate how the brand is superior to competitors in terms of resolving consumer issues. You should use the write-up to highlight the benefits of your goods or services, but don’t make it all about you. You don’t want to flood targets with sales calls that are too direct.
  • Offer a simple payment process: Enrich the purchasing experience by including a simple and easy payment process. Get your checkout type as unobtrusive as possible. If you ask for too much personal information in the checkout form, customers can abandon their carts. In most cases, what you need is their name, email address, location, and the chosen payment and shipping form. It’s pointless to inquire about their phone number or gender.
  • Extend and promote: discover innovative and even improved solutions to remain available to both new and returning customers. Provide a reward when they post or recommend your brand or merchandise to mates, family members, or even fans.

You have a variety of marketing choices to choose from. What counts is that the company has a rational, realistic, and reliable marketing funnel in place to generate leads and turn them into paying customers.

REVENUE OF DIGITAL MARKETING FUNNEL

When it comes to measuring the success of their digital marketing funnel you also need to look at your revenue. Do not focus on the number of impressions and clicks that your marketing campaign generated. It is always good to have more clicks and impressions but check how much did you get from those clicks. You may have earned a ton of conversions from your last ad campaign, but it was for low-priced products. For your business, this has produced less revenue. This also led to a poorly performing campaign that failed to deliver value. Make the most of your digital marketing strategies by expanding your view. Make the most of your digital marketing strategies by expanding your view. Explore the analytics of your campaign and look at the results of your business. What impact did this campaign have on daily operations? Some examples include an increase in appointments, products/services range, delivery, and fulfillment.

HOW TO REACH MODERN SHOPPERS USING A DIGITAL MARKETING FUNNEL

Considering the variety of digital marketing funnels available, it’s natural to wonder which one should be used by your company. Or even how you can use this funnel to reach your customer. Regardless of which funnel you refer to, there are a few changes you can make to maximize reach and conversion rate.

You can use these four strategies for reaching modern shoppers using digital marketing funnel include:

  • Assistance 24/7. No matter which kind of services of products you serve, it is always good to have a technical department, which can help the customers at any moment. 
  • Brand value. Your brand carries tremendous value. If you want your digital marketing strategy to succeed, you have to use your brand to your advantage. Demonstrate to users at every stage of your purchase funnel that your company understands their unique needs and pain points, and also shares their values.
  • Use artificial intelligence and machine learning. Today, in the digital landscape when all processes are automated, it is highly important to use machine learning and artificial intelligence (AI). They will help you to analyze a huge amount of data, which can help your team quickly develop data-driven campaign improvements.  
  • Focus. According to Google, there is another way to improve your digital marketing funnel based on focusing on narrowing your target audience. Even though you want to provide your business to every possible person in the whole market, you can benefit by targeting only the most valuable members of your audience.

All of the factors are helping you to become more profitable and close deals faster. Additionally, you can always optimize it by implementing new features or making some changes. 

Mistakes to avoid

A sales funnel is an effective instrument for nurturing leads and increasing sales. That is, assuming you set it up correctly.

It is easy to make sales funnel mistakes; in reality, it is natural to do so; however, you must continue to adjust and change the recipe before you find one that fits.

  • A negative first impression: First interactions are crucial, to sum it up. Misunderstanding of communications is one of the most common errors made when it comes to first impressions. If a customer doesn’t immediately understand what you’re talking about, they’re more likely to leave rather than waste time trying to figure it out. The key is to recognize where and how your message is misleading and change it.
  • Unclear target audience: Many company owners make the mistake of trying to reach an audience that is too big for their funnel. They are concerned that by focusing so tightly, they would miss out on applicants who may have taken in jobs, but throwing a big net also attracts no one. When you have a specific target group in mind, you should adapt your message to speak their language.
  • Don’t be so pushy: This point is brief and to the point: if you press the sell too hard too early in the funnel, you’ll end up with a leakage crisis. If you make a good sales pitch too fast after the first encounter, the prospect will depart.
  • Not running regularly testing: It’s a mistake to assume that you should leave a sales funnel alone. Sure, it’s all programmed, but you might be making a lot of errors without even realizing it. Any sales funnel should have a collection of KPIs that you watch to see whether it is succeeding or failing.

FAQ

What is a funnel in marketing strategy?

A marketing funnel is a method of splitting down the consumer path from “awareness” (when they first hear about your company) to “purchase” (when they’re about to make a purchase)

What stages does a funnel have?

Although the precise stages of a sales funnel can vary greatly, they all follow a similar pattern: awareness, interest and evaluation, willingness, action, and re-engagement.

What are funnel advantages?

Digital marketing funnel increases sales through personalized nurturing 
It is automatized, what’s saving your time and energy
The digital marketing funnel creates awareness and trust among your; consumers and helps you to build brand value.

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