The marketing funnel is also known as the sales funnel or conversion funnel. It's an idea that's older than the internet, marketers have used it for 100 years. Since it's been in use for such a long time, it has to be a very effective tool for marketers.
Digital marketers help businesses through the marketing funnel to achieve their business goals, whether it's acquiring customers, profit, or generating revenue. All marketing efforts need to be well-optimized, and you must reach and resonate with your target audience in all stages of the customer journey.
In this blog post, you'll learn what a digital marketing funnel is, the different stages of the marketing funnel, and traditional vs. digital funnel with examples, strategies, and tactics that resonate best with each stage of the digital marketing funnel.
What is a Digital Marketing Funnel & its Benefits
Benefits
- Consider the buyer's journey
- Earn business more revenue
- Optimize your digital marketing strategy
4 Stages of a Digital Marketing Funnel
1. Awareness: Potential customers meet the brand for the first time, it could be through an ad or recommendation. In this broad stage, prospects now become aware of the brand.
2. Consideration: This is when things start to narrow at the stage. At the consideration stage, some potential customers start to think about doing business with the company and become leads. At this point, they could be actively browsing websites or comparing brands.
3. Conversion: Now they move beyond the consideration stage and go to the conversion stage. At this stage, they decide to make a purchase and become customers.
4. Loyalty: This is the last and narrowest stage of the funnel, it takes a lot of effort and a well-optimized strategy to move potential customers from awareness to conversion. After the customer completes a purchase you want to give the customer a reason to return and become loyal.
Digital Marketing Funnel vs. Traditional Marketing Funnel
Traditional marketing funnel
Traditional marketing follows the AIDA model, representing Attention, Interest, Desire, and Action.
- Awareness (ToFU): At this stage, a prospect has awareness of your brand, product, or service.
- Interest (MoFU): The second stage is when prospects compare brands or services.
- Decision (MoFU): The customer prioritizes your brand over competitors.
- Action (BoFU): The customer makes a purchase.
Digital marketing funnel
Specialized funnel developed as business and technology (AI in marketing) evolved. An example of the specialized digital marketing funnel is shown below.
Note → The Remarketing stage of the funnel is only for customers who engaged with your brand, service, or product at least once and didn't previously convert.
- Awareness and engagement (ToFU): Prospects now have awareness of the brand
- Consideration (MoFU): After the customer has engaged, your brand, product, or service stands out as a top preferred choice.
- Remarketing (MoFU): The customer who didn't convert is re-engaged to consider your brand, product, or service once again.
- Conversion (BoFU): The customer now buys your brand, product, or service for the first time.
- Retention (BoFU): The customer makes a purchase and becomes loyal.
Best Type of Content for Each Stage of the Digital Marketing Funnel
In the ever-evolving world of digital marketing, guiding potential customers at each stage of their form aware of the brand to become loyal customers is more crucial than ever before. In the digital marketing funnel, each stage requires personalized content to be aware, nurture, and convert prospects.
Here's the strategy and tactics for each stage of the digital marketing funnel just for you, dive in!
Awareness
In this stage, the potential customer may not know about the product or service. Many prospects have a specific problem or pain point they need to solve. Below are some strategies and tactics to consider:
- SE0 ( Search Engine Optimization ) - Optimizing website content around specific search term
- Advertising - Place ads on the website, social media, email, or video platforms.
- Content marketing (downloadable guide: e-book)
- Social media marketing (LinkedIn, Facebook, or Instagram)
- Influencer marketing - Partnership with other brands or influencers
Consideration
This is the stage when users start to think about the brand. Here is the time to educate prospects give them valuable content and stand out your brand from competitors.
Note → Strategies used in the awareness stage also apply In the consideration stage, but the key difference is intent and focus: early stages aim to attract and inform, middle stages engage and nurture, and later stage convert and retain customers.
- USP( Unique selling proposition )
- Testimonials - in written, audio, or video
- Remarketing ads - served ads to previous purchasers, social media, or website visitors.
- Email marketing - send educational emails to the email list
- Social media marketing - post followers consistently to build interest in the brand
Conversion
This is the stage when a prospect makes a purchase. Here are a few main below:
- Accurate product description
- Optimize the checkout process, and remove unnecessary fields.
- Organized website structure
- Experiment with A/B tests
- Increase website speed
Loyalty
This stage focuses on building long-term relationships and encourages repeat purchases. Below are some:
- Provide great experience during and after purchase
- Follow-up emails
- Social shares
- Remarketing to re-engage previous purchases
- Encourage reviews
Wrap up
Now you know about the digital marketing funnel, its stages, and its benefits. We've explored the differences between traditional and digital marketing funnels and provided the best strategies for each stage of the digital marketing funnel.
By creating and delivering valuable and relevant content at each stage of the digital marketing funnel, you can demonstrate credibility, build trust, and drive conversions.
