A customer's journey with you and your company is crucial for digital marketing. Of course, you want (and need) conversions and great organic SEO to help, but you're only as good as how well you've mastered the digital marketing funnel.
But what is the digital marketing funnel? Is it more of that digital marketing jargon we're always using? Well, yes.
But it's important, we promise! Don't worry; we'll coach you through it.
Let's see why the digital marketing funnel is the foundation for success.
What Is The Digital Marketing Funnel?
The digital marketing funnel refers to your target audience's journey from first learning your company's name, engaging with your content, and finally converting.
Following the funnel is one of the best digital marketing strategies to follow from the get-go.
Not to mention, it helps foster an environment that's perfect for garnering new leads, forging trust with potential customers, and building up your business's brand.
The Stages Of The Marketing Funnel
The entire marketing funnel splits into six distinct stages, each representing a different step of the audience's journey with your company.
Let's look at the different digital marketing funnel stages and why they're essential to good digital marketing.
Stage 1: Awareness
Yes, being aware of your company is the fundamental stage of the marketing funnel. If a customer doesn't know you exist, doing business is the least of your worries.
The first stage of the marketing funnel represents when your prospective customer searches the Internet for a solution.
Whatever that solution may be, crafting a custom website, finding a replacement part for a lawnmower, or buying sustainable clothing; your customer is on the hunt.
In short, the customer knows they have a problem, and they're looking for answers.
Naturally, you want your company's name to pop up first. But along with some organic search engine optimization traffic, you'll need brand awareness to make that a reality.
Increasing brand awareness is the perfect way for people (your target audience) to take note.
How To Increase Brand Awareness?
Increasing brand awareness is key to a successful trip through the digital marketing funnel.
Brand awareness is everything: it helps customers and your target audience view your company as a trustworthy and quality brand that can deliver results.
Some of the best ways to build brand awareness for your audience is:
- Influencer marketing. Having someone with a sizable social media following can be a big boost to leads and sales. Finding an influencer to help advertise and endorse your products adds legitimacy to your business. Plus, it signals to that social media influencer's followers that they can trust your company.
- Get help with SEO. Having good SEM and SEO is your ticket to getting eyes on your brand. Increasing your online presence through keyword research and implementation gives you a massive marketing advantage.
- Create a brand voice and tone. We can't emphasize just how crucial developing a brand voice is for business success. Your brand's voice is its 'personality,' while its tone is how it's communicating with potential customers.
Other methods include:
- Creating blog posts
- Creating video ads
- Landing Pages
Stage 2: Interest
Well, those brand awareness pushes paid off big-time: the customer is aware of your company, product, and service.
It seems that the spiffy influencer marketing campaign on Facebook and Instagram didn't turn out bad at all!
Okay, now that prospective leads have eyes on your brand, it's time for the journey to start in full.
The 'interest' phase is when your brand voice, messaging, and engagement will matter most. Does your brand have a good relationship with past customers? What does your company stand for? Customers will be scouring your website for this information to determine if purchasing from you can solve their problems in the best way.
Some great ways to boost the interest process are engaging with email marketing campaigns and newsletters.
Stage 3: Consideration
Once your customer reaches the consideration stage, they're actively considering purchasing your product or service. These former leads are now potential buyers. Congratulations! But there's work that still needs doing.
You need to double down with your brand tone and voice, email marketing campaigns, blog posts, and more to attract the customer. Don't let up; keep up those content marketing campaigns, advertising pushes, and more through all your digital marketing channels.
For example, we like to outline why Sprinkles Media is the best choice for specific businesses through:
- Digital Marketing Blogs
- Client Testimonials
- Digital Marketing Consultations
- Previous custom website designs
- Case Studies
A client knows what problem they need solving with their business; we aim to steer them in the right direction with our services after seeing what they lack.
Most of all, we aim to nurture a trusting and friendly environment to do business. This nurture of trust in the company and product helps budge customers towards the next stage: intent.
Stage 4: Intent
The intent stage is the pivotal point where a new buyer of your product or service exhibits their intent to act.
What Is Customer Intent?
Customer intent refers to a customer's thoughts when seeking out a solution, product, or result. For example, if I were to need a new couch, my 'intent' would be to buy a new sofa. In essence, it's kind of like mind-reading.
We're not saying you have to be able to actually mind read...well, not entirely if you know your target audience by now (and you should).
Are they ready to buy? Did you generate an environment and identity where they felt you offered the best solution? Now's the time to find out.
Stage 5: Evaluation
After customers commit themselves to buying a particular product or service (yours), it's time for them to evaluate their options.
Which product will help them solve their specific problem? This stage is where the customer weighs all possible options, pros, and cons.
In short, it's where they see if a product checks off all their boxes.
A massive part of good digital marketing is knowing your customer through research efforts. Whether it's a survey, case study, or other data-gathering methods, these bits of research can help you better win over a customer deliberating over a product.
Stage 6: Decision & Purchase
It's time for the decision and purchase. Did your prospect choose your product? If so, congrats!
If not, consider the various factors that went into their decision. Perform some research like surveys to get into the decision-making process.
But once the buyer checks out and purchases your product, you're not quite done with the funnel. Because once your new buyer steps away satisfied, you're going to want to get a good review or even a business referral. This, of course, takes you right back to the top of the marketing funnel. Then, the fun begins again.
Always Be Nurturing!
Don't let up now. After you celebrate acquiring a new customer, remember the work doesn't stop just because they opted for your product or service. It's crucial to always be nurturing that relationship you formed through their journey through the digital marketing funnel.
Focus on their needs, desires, and help them solve problems effectively. Most importantly, continue to build trust and brand awareness.
The Digital Marketing Funnel: Can You Master It?
The digital marketing funnel may have quite a few steps. But understanding them and implementing them into your company's business practices will make sure you're prepared.
For example, you have a higher conversion rate, lower bounce rate, and simply a more curious and satisfied customer base.
With every successful step of the marketing funnel passed, your customer is that much closer to building a positive experience with your business. And who could ask for more?
Study and follow the stages of the digital marketing funnel, hone your craft, and ensure your target audience has a fantastic experience every step of the way.