How to create a Digital Marketing Funnel
Have you ever wondered what the point of marketing is? Why do businesses put all this information out there on the internet, and what are they getting for it in return? As digital marketing consultants, we advise all of our clients to be super clear on their Digital Marketing Funnel…. What the? Let’s find out what this means!!
56% of advanced B2B marketers said content based offers were their most successful campaigns.
What is a Digital Marketing Funnel?
A Digital Marketing Funnel is the path you create so that your marketing efforts are directed back into your business via your website and turned into cash dollars $$$. In order to have a successful marketing budget, you need to make sure you clear Marketing Funnel for each activity you are running. Businesses need to Plan, Track & Measure all of their campaigns to pivot and optimise them to suit their business or the results they have created.
In lamens terms, if you put an ad out there on Linked In or Facebook, you need to Plan what you want the prospect to do (call to action), Track where they are coming from (if they google search your business or click on a link from your newsletter) then you need to Measure the return they gave you for the money you spent on the campaign.
If you spend $1000 on an ad campaign and didn’t know how many clients you actually got from it, how would you know if it’s a success or not?
Understanding the Marketing Funnel?
There are 3 key stages to the marketing Funnel:
– Attract Visitors – You want to put information out there to attract visitors to your website.
– Convert Visitors into Leads – You want to capture visitors details so you can determine if they are a potential customer.
– Convert Leads into Customers – You want to nurture your relationships with these leads via regular communication so they can become a customer of yours.
How can I get started?
1. Calls to Action
You need to ensure all communication you put out there has a clear call to action. If you want people to pick up the phone and ring you, then make it easy for them to do so. Tell them to call!
2. Capture Information
You need to be able to capture as much information as possible from the visitors on your website. If you know who is visiting your site, what they are looking for and when they are ready to buy. This will allow you to market or communicate with them based on what they are looking for or how they want to be communicated to. This can be done via opt in forms (which can be annoying), surveys, downloadable content or on-demand demos.
You need to test different approaches to suit your audience and see which works best. For example, run similar ads across different social or digital platforms and see which platform it is most successful on. Use this information to plan future marketing attempts to ensure you aren’t wasting your time. This doesn’t mean STOP sending out newsletters because nobody clicked on the link to fill out your survey!! It simply means, the newsletter wasn’t the most effective way to distribute that activity. As I said before, you need to step and pivot different ideas or strategies until you find the right fit.
You now have a killer marketing plan, a database full of valuable information and have tried and tested numerous strategies until you’ve found the ones that best suit your business… what next? Communication. Knowing what your potential customers want and when can be a tricky thing but constant monitoring is how you can nail this one. By communicating with these prospects on a regular basis (but not too regular), keeps you top of mind. But the real key to this part of your Marketing Funnel is being able to monitor what this visitor is looking for. For example, if you notice a particular user has been reading all your newsletters about family law articles, and found your website via a google search that contained family law then went straight to your family law information page, then knowing when you should pick up the phone and call or email that prospect to have a discussion with them about your family law services is absolutely vital and could be the key to a successful conversion.
5. Tracking & Reporting
So you’ve mastered all 4 of the above items (or have made a good start at least), and the final piece to the puzzle lies in the tracking & reporting of your marketing activities. This is often overlooked, or business owners find it too hard to monitor so they just don’t! But you should be tracking the following:
You should track your Total Clicks by ad or medium & Click Through Rate by ad or medium.
Visitors 2 Leads
You should track your Total Page Conversions by ad or referral source & your Conversion Rates by ad or referral source.
Leads 2 Customers
You should track your Total Sales by offer type or referral source & your Sales Conversion Rates by ad or referral source.
The screenshot below shows clicks to leads percentage and leads to sales percentage which in turn helps us to calculate sales vs spend and ROI.
Image courtesy of Bright Talk
So there it is… Before you start putting information out there into the digital world, think about what your Digital Marketing Funnel looks like and how you can get the most out of your marketing dollar.
I hope this helps and the information is easy enough to understand. Ever in doubt? Call Jennifer at Sombrilla to help sort it out!!
Jess Ettia | Designer & Marketing Manager
April 8, 2019
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