What is Digital Marketing Funnel - How To Build One
Updated on 30th Sep, 21 38 Views

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What is the Digital Marketing Funnel?

Digital Marketing Funnel is a model of stages that a customer goes through in the process of transformation from visitor to customer.

Let us, now, see what are the stages in a typical DM funnel strategy through which a customer goes:

  • Exposure
  • Awareness
  • Identification
  • Purchase
  • Consideration
  • Customer relationship
  • Post-purchase experience

A parallel funnel can be considered for a seller. Let us see what are the actions that a seller has to take in the above stages and try to construct a sales funnel.

Digital Marketing funnel

In the above image, you can see the sales funnel on the right side and the stages of the customer on the left side.

The function of these funnels is to help marketing professionals to learn and understand what are the inputs that they have to give at each stage of the process.

Firstly, in a digital marketing funnel, a customer is exposed to the product through ads on social media, search engines, and other platforms. When a customer identifies a need, they become aware of a particular product, and then consider the product and its features.

A customer goes through intense research about the product and other users’ experiences with the same. If a customer is convinced by the research, they then move to the next step of making a purchase.

After buying the product, the customer moves to the next stage of retention where the post-purchase experience and the company’s relationship with the customer determines retention and future shopping

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Why is the Digital Marketing Funnel important?

The significance of a digital marketing funnel cannot be ignored. It helps in classifying customers into different categories. So, understanding the stage at which a customer is, helps a seller to have a clear and concise idea about marketing actions that have to be taken and also about the content of directing advertisements and other strategies that might be required for a particular target customer.

This will always lead to better segmentation of the required marketing actions. This will divide the whole conversion process into small chunks.

The conversion process becomes easy by following the stages of the marketing funnel. It will help marketers for effective delivery of content to the right customer at the right time.

 Consequently, the marketer’s productivity will be increased because now the marketer or seller is aware of the perfect strategy. A lot of time and resources can be saved by following the digital marketing funnel. It also ensures that time and resources are not wasted on unnecessary marketing actions.

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Categories of Customers in the Digital Marketing Funnel

Sound knowledge in the digital marketing funnel will result in accurate and enhanced targeting. So, let us see what categories of customers are available:

  • The first category of people are the ones who see the ad; they are the largest group of people to be addressed.
  • The second category of customers is the ones who see the ad and also who think about the product. These people have a slight commercial intention.
  • The third category of customers is the audience who has the intention to buy and a purchase from them is confirmed.
  • The fourth category is the type of customers are the current customers who have to be retained.

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Strategies for each step in the Digital Marketing Funnel

Different strategies have to be used for four different customers. Let us take a look at the steps of the digital marketing funnel:

Exposure and Awareness

The first stage is the exposure and awareness stage. The customers who simply see have to be exposed to your product because unless they know about the company or business, they won’t even think about buying the product. The seller has to attract customers at this stage.

So, now let us see how it is done.

Delivery of different content in search engines and social media platforms is the answer. Social media and search engines are a great platform for this objective because according to Statista, the number of people using social media would be 4.41 billion by 2025. So, it is important to have a prominent presence in the market and search engines.

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Social media can add to this goal of reaching users and increasing brand awareness. It is necessary to improve the quality of your content on social media to draw worldwide attention. Always follow the 3E rule—educate, entertain, engage—while creating content for a wide range of audiences.

Do not forget to choose the right social media platform; when all your customers are on Instagram, then creating content for Facebook is useless. Your advertisements and content should be unique enough to entice anyone.YouTube is not any less.

 The number of YouTube users is also large enough to target customers more precisely. The greatest advantage of using media platforms is that it is completely free.

This stage demands intense research on the target audience. Brands have to work on keyword research and work on SEO, i.e., whenever a user clicks to search for a relevant keyword, then your page has to be in the front line of the search engine.

If your content is a blog, then try tosolve some of the readers’ problems so that it is readable as well as informative in such a way that it generates curiosity in them.

The goal of the seller is to create awareness about the brand and the benefits of the product, and then try to convince the customers to go to the next step of the digital marketing funnel.

A good increase in traffic would be the immediate result of a well-implemented strategy in the first broad stage of the funnel. But, why do you think advertisements work? Is there an impact of simply seeing or scrolling through the ad?

The answer is yes. By the theory of divided attention, when we are distracted with something, we subliminally take in what’s around us but may not truly register it consciously. So, it is worth investing in such display advertisements and content.

So, now people know about your brand. What next? Continue reading to know that!

Identification and Consideration

Now, at this stage, the thoughts of the consumers have to be aided and the right materials have to be delivered to convince them to move to the next stage of the digital marketing funnel. Here, the company has to deal with the thinkers, i.e., the second category of customers.

The delivered content should explain the perks of the product and company. The efficiency of the solution that is being offered has to be clear through the presented facts.

Introducing the thinking customers to FAQs can do a lot at this stage. Evaluation of other customers also plays an essential role because these days consumers believe in other customers than advertisements. Investing in case studies is a feasible option for those customers at this stage.

All this would clear the queries and confirm the need for the product in the lives of the customers.

Today’s consumers are much more conscious and aware than yesterday’s consumers. The changing consumer behavior patterns cannot be ignored. So, it is necessary to have more than one approach.

  • SEO: Proper keyword research and mobile usability have to be the priority. It is important to appear on the first page of the search engine when a particular keyword is searched. The trend is that consumers rarely move to the second and third pages, which is why SEO is significant.More reviews will always earn you a better rank.
  • Video marketing: Why is video marketing important for customers in the second category who think? The answer is because studies show that customers prefer to watch videos rather than reading about products. Almost 50 percent of internet users look out for videos and reviews before visiting the store.

Always consider the fact that the human attention span is eight seconds. The quantity of information that we can provide through video is much more than what can be provided through blogs. Videos can engage multiple senses and give better interactive experiences than written posts.

  • PPC: The significance of pay-per-click increases at this stage because people always prefer the top three ads shown in the search engine. So, there is the possibility of conversion for thinkers who have some commercial intention. Not working on PPC may lead to the loss of such potential customers.
  • Email marketing: Emails are the professional route to reach customers. Email marketing has proved to be effective. For this particular stage of the digital marketing funnel, what kind of email plays a major role? Your emails should introduce details about the product and its usability and the solution that is being offered to the customer.

Always make sure that this guides the thinking pattern of the thinkers to the next stage of the digital marketing funnel.

The brand has to attract, demonstrate, and engage clients. The ultimate goal of this step is to persuade the customers of the effectiveness of the service that you are providing to them through your product.

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  • Purchase: At this stage, the conversion has to be happy. The customer is on the verge of buying the product, so the digital marketing funnel strategy adopted here should have personalized and customized campaigns and content according to the goals. Now, the customer can think more about the advantages of the product.

Free trials can be given at this stage for them to experience the product for a short period. Whatever be the communication, priority should be given to the result that the user can get from buying the product. It should be made clear to the customer how a particular product is better than the competitors in the market.

Only this will help in the desired conversion and lead to the desired goal of making a purchase. Because these days, we have the doers. This is the bottom stage of the digital marketing funnel.

PPC, SEO, and email marketing are always the best strategies to use at the bottom of the digital marketing sales funnel. But, it is important to feed the customer with relevant information that they require.

A few techniques that can be incorporated into emails and other content creation strategies will speed up the process of converting a customer from the thinking stage to the do stage are:

  • Constant communication support
  • Solving their queries as soon as possible
  • Live demonstration and trials
  • Customized content and presentation based on the background of the customer
  • Feed the customer with case studies and testimonials
  • Inform them about the uniqueness of the product and how it is better than the competitors

Customer Relationship and Post-purchase Experience

It is necessary to make customers understand that you are trying to help them. The objective of this step is to create a lasting bond with customers.

Best post-purchase experience should be rendered in all aspects and maintaining regular contact can show the credibility of the brand. But, how? The best way to connect with customers is by reaching out to them for regular feedback and personalized care and attention.

Developing a case study and customized emails with insider-only discounts can be given a little more attention at this stage. Free advice can make a huge difference. Any help required by the customers should be provided. Furthermore, providing video tutorials proves to the consumers that you care about the product working.

This will retain existing customers and convince them to make more purchases.  A happy customer is a huge opportunity because they are the resource for the next conversion. Their recommendations, reviews, and word of mouth can convince people.

Let us summarize the above-mentioned customer retention techniques:

  • Regular feedback
  • Personalized care and attention
  • Insider-only discounts
  • Share experience and new features
  • Educate on products through tutorials
  • Communication
  • Surprise the customers
  • Enhanced delivery and return policies
  • Outstanding customer support
  • Subscriptions
  • Customer loyalty programs
  • Reward loyal customers creating more sales through recommendations
  • Address your promises

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How to create a digital marketing funnel?

  • List out all marketing resources such as websites, blog posts, case studies, and other content.
  • Prepare the platforms that can be used for the above resources. For example, images and posts for social media and case studies for email marketing.
  • Organize the marketing resources in stages or assign a stage for each resource. For example, if a case study is applicable for thinkers and people with a lot of commercial intention, then assign both consideration and conversion stages.
  • Prepare a calendar for releasing the content.
  • Create a  separate customer database for the customers in the second, third, and fourth categories and track the progress of the customers. Mention their stages and deliver content accordingly.

So, after learning all the tactics, stages, and strategies of the digital marketing funnel, are you ready for a head start in digital marketing?

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Conclusion

Sound knowledge of what is a digital marketing funnel and how to build a sales funnel is the secret formula for success in digital marketing. Even though it is time-consuming, it is worth waiting because of the immense possibilities that open up along with the funnel strategy. Nothing saves time, effort, and resources as much as a well-planned and implemented digital marketing funnel.

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