Do you know what your digital marketing funnel stages looks like?
Otherwise, you will lose leads and sales. According to data from Salesforce, 68 percent of companies don’t even identify their marketing funnel. However, those who see the results. For example, according to Semrush, 72 percent of those who create “how-to” guides find success.
In this blog post, we’ll examine the various stages of the marketing funnel and how you want to expand leads and sales at each. Plus, we’ll provide marketing funnel tips to help you convert more leads.
What Are the Digital Marketing Funnel Stages?
Many brands have their own renditions of digital digital marketing funnel stages. For instance, HubSpot’s flywheel model has acquired fame lately.
Here are the main stages of the marketing funnel, for the purpose of this post:
- Top of Funnel: Awareness/Attention
- Middle of Funnel: Interest/Consideration
- Bottom of Funnel: Purpose/Action
- Back Funnel: Loyalty/Advocacy
Awareness is the first stage of the marketing funnel, and an important one at that. According to a Content Marketing Institute survey, 88 percent of marketers consider content marketing to be very effective for brand awareness.
Brand awareness is when customers know about your brand or product. For example, they might see one of your ads on social media or land on your website in search results.
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During the awareness phase, you should focus on getting your brand in front of as many people as possible. This can be done through activities such as content marketing, search engine optimization (SEO), social media marketing and paid advertising.
The second stage of the marketing funnel is interest or consideration. During this marketing funnel stage, potential customers become aware of your brand and begin to learn more about it. They might have perused one of your blog entries, watched a video about your item, or visited your site
At this stage, you should continue to provide valuable content to customers to help them learn more about your product or service. This can be done through blog posts, videos, infographics, case studies, ebooks and webinars.
The third stage of the marketing funnel is purpose or action. At this stage of the marketing funnel, potential customers are interested in your product or service and are considering a purchase. They can add your product to their cart or request more information in the form of a demo.
The fourth and final stage of the marketing funnel is loyalty or advocacy. According to a Content Marketing Institute survey, 78 percent of marketers think one of the most effective uses of content marketing is brand loyalty.
At this stage, customers have made a purchase and are now using your product or service. At this point, it’s important to continue to provide valuable content and support to your customers. This will ensure they become loyal advocates for your business.
Top 4 of Marketing Funnel Strategies
The top of the marketing funnel is creating awareness and interest in your product or service. These are often called TOFU (top-of-funnel) strategies.
As indicated by Semrush, 95% of advertisers center around TOFU techniques, making this phase of your promoting channel the most famous.
The goal at this stage is to reach as many potential customers as possible and get them interested in what you have to offer.
Top-of-funnel KPIs include:
- Transportation sources
- Organic sessions
- Advertising frequency
- Pages per session
The best content types for this position are some blog posts, social media content, videos and paid digital ads.
When creating content at the top of the marketing funnel, focus on generating awareness and interest. This implies your content ought to be instructive and educational. You can also use humor and storytelling to grab attention.
Remember, the goal at this stage is not to sell your product or service, but to get people interested in what you have to offer. By creating interesting and informative content, you’ll generate more leads and sales at every stage of your marketing funnel.
1. Share Your Brand Story on Social Media
Your image story is the groundwork of your marketing funnel. This is the story you want people to associate with your products, services and marketing.
Studies show that brand stories drive ROI. Information from Headstream shows that 55% of individuals are bound to purchase from a brand in the event that they like its story. On top of that, 44 percent would share that story with others in the future.
Sharing your brand story can take many forms, you can write blog posts or create social media content. You can also create videos or podcasts that showcase your brand’s personality.
When sharing your story, ensure it’s valid, engaging, and interesting. Share stories that highlight your company’s culture, values and mission.
For instance, Patagonia is a brand known for its obligation to natural causes. Their story is one of adventure, exploration and protection.
This brand story has assisted them with drawing in a client base that is energetic about the outside and thinks often about sustainability.
People purchase from them in light of the fact that their items are great, but since they have faith in Patagonia’s identity as a brand.
2. Become an Advocate for Causes Your Brand and Customers Care About
A study by Edelman Earned Brand found that values-based communication is more effective in driving purchase intent than product-based communication.
This means that when you advocate for causes your customers care about, you’re more likely to earn their business.
For example, Tom’s is a company built on the idea of giving back. They invest 1/3 of their profits in grassroots companies focused on making sustainable change.
Tom’s has become a billion dollar company by marketing to people who want to make the world a better place.
You can do the same by identifying the reasons your target market cares about and supporting them with marketing efforts.
It can be anything from environmental to social justice.
The important step is to align your marketing efforts with causes that your target market feels passionate about and that you care about.
This makes them more likely to do business with you and improves the likelihood that they will become brand advocates and promote your business to their friends and family.
Do you know what your target market cares about?
3. Run Paid Ads
Paid ads are an important part of your digital marketing funnel. Not only can they help you reach a wider audience, but they can also target specific demographics, interests and locations.
In fact, eMarketer’s research found that paid advertising is a safe way to increase your brand awareness.
There are a variety of paid advertising options for your funnel marketing strategy, including:
- Advertisements on podcasts
- YouTube Ads
- Advertisements on social media
- Google Ads
When choosing which platforms to advertise on, consider where your target audience spends their time online. This research will ensure that you are not wasting your marketing budget on ads that no one engages with.
For example, if you’re targeting teenagers, focus your paid advertising strategy on platforms like Snapchat and Instagram. However, if you’re targeting an older demographic, Facebook and LinkedIn are better options.
Once you’ve decided which platforms to use, design your ads with brand awareness in mind.
This may mean creating an ad that tells a story or using emotive language. The goal is to get customers interested in your product or service so they move up and down the stages of your Digital marketing funnel stages.
4. Build SEO-Rich Blogs
Studies show that 60 percent of customers say blog posts are valuable in the early digital marketing funnel stages.
Blogs are a great way to generate leads because they allow you to showcase your industry expertise and attract readers who may not be familiar with your brand.
Include relevant keywords throughout the content to make your blog posts more useful.
This will improve your search engine rankings, so people will find your blog when searching for information on the topics you write about.
Additionally, include calls-to-action (CTAs) throughout your blog post.
A CTA is a prompt that encourages readers to take a specific action, such as visiting your website, signing up for a newsletter, or downloading a white paper or eBook.
By adding CTAs, you can guide readers to the next stage of their buyer journey, moving them through the stages of your marketing funnel.
Check out these tips on how to rank a blog to further improve your blog ranking.
4 Middle of the Marketing Funnel Strategies
The middle of your marketing funnel is all about nurturing leads and moving them closer to a purchase decision. It also filters out tracks that are not a good match. This stage is also defined to as MOFU (middle-of-funnel).
At this point, your KPIs focus on cost efficiency. You don’t want to dump content on someone who isn’t interested, so your spots need to be more personalized.
Middle funnel KPIs include:
- Direct message replies
- Installs the application
- Lead size
And you should also think of ways to keep customers coming back.
Strategies to use at this stage:
- Creating lead magnets such as eBooks or white papers that require an email address to download.
- Provide free trials or demos of your product.
- Creating email marketing campaigns to engage leads.
- Re-creating ads for people who visited your site but didn’t convert.
Here are four strategies you can use to get more leads and sales in the middle stage of your marketing funnel.
1. Create FAQ Content
Content marketing FAQs are critical in the middle stage of your marketing funnel.
FAQ pages not only address user concerns and hesitations, but can also be a great way to target specific keywords in a search.
You can use niche research tools like Ubersuggest to find out what questions your target customers are asking.
You can also see questions asked on social media and forums related to your industry. Searching for popular industry hashtags can help you find those questions. Google’s “People Also Ask” questions are one more wellspring of motivation.
Once you’ve compiled a list of questions, start brainstorming related questions that your target customers might ask at this point.
From there, you can create blog posts, infographics, or videos that answer these questions. You can also create a separate FAQ page on your website.
FAQs not only attract more leads into the marketing funnel, but they also help you attract organic traffic from search engines.
2. Include Case Studies on Your Website
According to HubSpot, 13 percent of marketers say case studies are one of the main forms of content used in their marketing strategy.
On the off chance that you’re not previously utilizing contextual investigations on your site, right now is an ideal opportunity to begin.
Contextual analyses support clients in your computerized showcasing channel by giving certifiable instances of how your item or administration assists organizations with accomplishing their objectives.
It establishes trust and credibility, which is essential if you want to turn customers into customers.
You can also use case studies in paid advertising campaigns to further increase conversion rates.
Watch the video below to learn more about creating effective case studies.
3. Leverage Retargeting
How do you find interested leads if they don’t contact you first?
Remarketing (or reselling) is a marketing technique that shows your ads to people who are already engaged with your brand in some way. They may have visited your website or followed you on social media.
To use this strategy, you need to install a pixel from an ad platform on your website, which allows visitors to be tracked as they move around the web. Here’s how to get started with Facebook retargeting and Google Ads retargeting.
Once you install the pixel, you can create targeted ads that follow your directions while browsing the web.
For example, you can create an ad that promotes your product to people who visited your website, but didn’t buy.
Or, you can offer a discount to people who have visited your website in the past week.
Installing a pixel on your website is a very effective way to keep your brand in the middle of your funnel. This can increase your chances of returning to your website and becoming customers.
4. Showcase Customer Stories
Research shows that 40 percent of consumers follow brands based on recommendations from friends or family. Also, 91 percent read online reviews before making a purchase.
That’s the power of social proof. One of the most amazing ways of showing social verification is through client stories.
These can take the form of testimonials on your website or reviews on product pages.
You can also create in-depth studies that show how your product or service helped the customer achieve their goals.
For example, ClearVoice has a dedicated Customer Stories page on its website that features in-depth interviews about how customers are using the platform to get results.
This strategy not only builds social proof but also increases your credibility and authority.
When prospects see that you are a trustworthy and reliable company, they are more likely to do business with you.
Digital Marketing Funnel Stages Frequently Asked Questions
What's the difference between a sales funnel and a marketing funnel?
A sales funnel leads the customer from marketing efforts to conversion. A marketing funnel is the process of converting a potential lead to a paying customer.
How long does it take to create a content marketing funnel strategy for each stage?
Developing a comprehensive content marketing funnel strategy can take anywhere from six months or more. Each stage must be constructed separately and then combined to cover the entire funnel.
What is a marketing funnel?
A marketing funnel is a model that shows the path a potential customer takes from learning about your brand to purchasing a product or service. This model covers multiple levels of customer engagement with a brand.
Conclusion: Digital Marketing Funnel Stages
Now that you understand all of the digital marketing funnel stages, it’s time to start designing your strategy.
The first step is to understand who your customers are, what they want, and how you can provide the experience they want.
From there, start creating content that guides them through each stage of the marketing funnel.
Remember to tailor your marketing message and strategy to each stage of the marketing funnel for maximum impact.
The sooner you start, the sooner you can generate more leads and increase sales
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