Behind every business with an efficient sales process is a coordinated sales team and a well-structured digital marketing funnel. Although some business owners might argue that the term digital marketing funnel oversimplifies a complex process, we disagree.
From our perspective, the term “digital market funnel” perfectly captures the sequence of events leading from the customer’s awareness of a product to the final purchase. If you have no clue what a digital marketing funnel is and how to create one, relax. We’re here to help.
Read on to learn what a digital marketing funnel is and how to create one without breaking a sweat.
What Is a Digital Marketing Funnel?
You can think of the digital marketing funnel as a schematic model representing a customer’s journey from the first impression of a product to the final purchase. This model is what guides prospects from learning about your brand to purchasing what you have to offer. This marketing funnel is what transforms prospects into actual paying customers.
Digital marketing funnels are a far cry from traditional marketing funnels that were the norm before computers and smartphones came into the mix. Traditional marketing funnels date way back to the 1800s, when only actual shop visits or magazines made customers aware of a product’s existence. Nowadays, a tap of your smartphone’s screen exposes you to thousands of products for your choosing.
Components of a Digital Marketing Funnel
There are tons of digital marketing funnel variations, with some that capture more detail than others. However, the most straightforward variation consists of three stages.
The Top of the Funnel (TOFU)
If you picture an actual funnel, the top of the funnel is the largest part of the funnel. This represents the marketing stage where your prospects have no clue about the products or services you’re offering. It’s the stage where you’re trying to get as many potential customers as possible to learn about your brand.
There are several ways to achieve this, but the most effective ones include:
- Blog posts
- Sponsored ads
- Social media
- Podcasts and video content mentions
Remember, you must choose a brand awareness platform that resonates with your target audience to extend your reach. We’ll discuss more on that later. First, let’s look at the second stage of the digital marketing funnel.
Middle of the Funnel (MOFU)
The middle of the funnel is the second-largest component of the digital marketing funnel. It’s the part where prospects begin to have an interest in whatever you’re offering. It’s where potential customers start visiting your company’s website or calling to learn more about what you have to offer.
This is a make-or-break stage because failing to hone your potential customers’ interest sends them back to the top of the funnel. You need to demonstrate your product’s value to your customers during this stage or risk losing them.
A perfect way to get prospects hooked on your brand is through e-books, case studies, and material that showcase your product’s value. The MOFU stage is where you reel in your prospects and prepare them for the final stage of the marketing funnel.
Bottom of the Funnel (BOFU)
This is the last stage of the digital marketing funnel and is where you get potential customers to spend actual money on your product or service. Here is where you transform prospects into customers. To succeed here, you need to give your customers reasons to pick your product over that of your competitors.
Throwing in an offer or a freebie with your product may be just what you need to sway customers to convince prospects to purchase your product. The number of sales/conversions you get determines the success of your digital marketing funnel.
How to Create a Foolproof Digital Marketing Funnel
Creating a successful digital marketing funnel isn’t rocket science, but it’s also not as easy as it looks. To create the perfect marketing funnel, you need to follow these steps.
Step 1: Create Enticing Content and Captivating Ads
The first step of building a digital marketing funnel entails creating killer content to raise brand awareness. The content should be informative, objective, engaging, and, most importantly, appeal to your target audience.
You also need to run ads across various platforms to achieve the same purpose. Some of the ad platforms you should consider include the following:
- Google Ads
- Facebook Ads
- Instagram Ads
- LinkedIn Ads
These are just a few of the plethora of ad platforms you can choose from. Remember to put some thought into what goes into your ads for the greatest effect. Also, ensure you select an ad platform that captures your target audience’s demographic.
You can always seek professional help with your content management if you’re unfamiliar with the ins and outs of content marketing.
Step 2: Create an Offer They Can’t Refuse
Now that your customers know about your product, the next step is to get them interested in it. The best way to do this is by creating an irresistible offer they can’t say no to. You need to show customers why they need the product in question in their lives.
Please note that anything you offer your potential customers must be genuinely valuable to translate into actual results. For instance, if you own an HVAC company, you can create an e-book titled, “The Ultimate HVAC Handbook“ that gives valuable information about HVACs. The book should also show how using your equipment helps them sidestep some of the most common issues with HVAC systems.
Other ways you can entice your target audience include:
- Instructional videos
- White papers
- Free trials
Like with your ads and content, the above lead markets should align with your target audience’s preferred channels and interests. If you really want to spice things up, include figures, facts, and statistics. This helps instill trust and makes your product more convincing.
Step 3: Create a Landing Page
When a prospect clicks on your ads, they will automatically be redirected to your landing page. The landing page is where you formally introduce your brand to potential customers. The landing page should show the prospect what you have to offer and help them learn more about your product or services.
For a killer landing page, you need to have the following down pat:
- A short but concise description of what your company offers
- Eye-catching visuals without overdoing it
- Testimonials, awards, reviews, and other elements that build trust
- A call to action to seal the deal
These days you can create an incredible landing page with just a few mouse clicks. This is all thanks to the plethora of website builders available online. You can check out the best of the lot and find one that works for you.
However, if you’re looking to stand out from the pack, consider hiring a professional web designer to bring what you envision to reality. A professional can also help you refine your website or build one from scratch if you don’t have one already.
Step 4: Create and Perfect Your Email Sequence
Since you have the contact details of anyone that signs up for your offer, it’s time to create an email sequence. An email sequence is a series of emails you send to your prospects in a predefined sequence to lead them to the final conversion. The email sequence also reminds your prospects that you exist.
When creating an email sequence, the most important thing to remember is that the emails should flow logically. For instance, the first emails should remind the prospect about the product and further expound on the lead magnet. The second email should attempt to build camaraderie with the customer, by introducing them to club memberships and the likes.
For B2C businesses, try to tap into the customer’s emotions via your email sequence. Strategically use power words in your emails to evoke an emotional response from your customers. Power words are specific words that trigger a psychological or emotional response from the reader.
Lastly, find an email provider that will handle and manage your email sequence. This is optional but will go a long way in ensuring your emails reach the right people at the right time.
Step 5: Bring Everything Together
The final step is to bring everything together, cross your fingers, and hope for tons of conversions. It’s a good idea to run a few tests with friends and colleagues to know what you’re working with. Remember, you’re free to tweak any of the above steps for better results.
Creating a Digital Marketing Funnel Made Easy
You don’t have to endure sleepless nights to create a digital marketing funnel that works. With the above information, creating a marketing funnel for your business should be a piece of cake. Still, remember, you’re always free to seek professional help if necessary.
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