In digital marketing, demand generation takes precedence over your website. Once they arrive, the order in which they visit, at one time or more, determines their chances of becoming customers. This whole process is known as digital marketing space.
When graphed, the digital marketing funnel shows the state of mind your potential customer is in as they browse your website. It is divided into different levels for a better understanding of their changes and their attitude towards your brand (which can be seen below).
In fact, a person who travels through the stages of the digital marketing tunnel visits various online “places” and their conversion methods, such as email marketing, advertising, Google search results, your website, and other websites. your competitors. . In this article, we explain digital marketing in all its stages. Then we offer tips for improving your conversion rate at each stage of the funnel, citing examples of successful funnels along the way.
Step 1: Research
The discovery phase of the digital marketing space is where a potential customer learns about you and your product, often without knowing what is missing or exactly what they are looking for. Most of the time, they will try to solve a problem or Google a problem or browse LinkedIn or Facebook when they see your name. A user discovers Salesforce through a Google search
You need to entice them to take the next step and bring them to your website where the next step in the digital marketing space takes place. Although many marketers will tell you that it starts with a good advertisement or a good book, it starts first: targeting the right audience.
Optimizing your search engine rankings starts with identifying your current customers and understanding exactly what brings them to you. You need to develop an audience that reveals their challenges, goals, and aspirations. This allows you to target only those who are genuinely interested in buying your product, making any campaign you run more efficiently. Once they click on your ad, search results page, or social media link, they move on to the next area of the funnel: interest.
Step 2: Interest
A user sees your business name and clicks on your website. This is the time when interest grows – or not – where they decide if they like your expertise or your product. Blog posts capture the interest of visitors
There are so many people at this stage of the journey that only a few people can make it down to the stage. You must bring your best resources and provide valuable information and points at every opportunity. Quickly address the pain points and show them what you have to offer. Strong, concise writing is important here – avoid sales language and jargon. Your goal is to build your credibility and pushing for direct sales will make visitors lose confidence, and leave your site.
To improve your interest rate conversion rate, look at the first-page visitors land on when they land on your site. These will be the landing pages your ads point to, blog posts shared on your social networks, and the top pages on Google. It is very important that these pages put your best foot forward. Here’s what we recommend:
A blog that contains original information about your customer’s activities can generate potential through strong content and data analysis. (In other words, thought leadership.)
Landing pages that offer skimmed descriptions, high-quality images, or even well-produced videos differentiate your product or service and show that you know what your audience is looking for. When the interest stage comes to the research stage, which is in many ways the most difficult.
Step 3: Evaluation
If a visitor finds something interesting and interesting, they will turn to external research to determine that your business is a good choice. Therefore, your company’s reputation, as shown on Google, LinkedIn, Glassdoor, and of course, must be good. You will be evaluated and compared to competitors, and in the end, the user will decide how much they want now to join your business.
This level of the tunnel is out of your hands. However, implementing a strategy where you ask happy users to review you on review websites and update your social profile can go a long way. Your own website should also have customer names and studies. Salesforce customers can rate their options.
To improve your conversion rate throughout the forecast, look for other marketing channels that build and strengthen your company’s reputation. Consider these channels to populate product pages on your website blog:
- Speaking at high-profile industry events
- Public relations
Although this is a difficult step for customers to take, the good news is that they are already interested in your product or service. As long as your brand promise is fulfilled and your existing customers are satisfied, you can expect them to return to your site for a critical step: confirmation.
Step 4: Support
Returning guests are ready for the final entry. They have made up their minds that this is where targeted content marketing can make a difference. To be successful, be prepared to provide case studies and other real-life examples of how you have solved customer problems. As with the review level, testimonials from satisfied customers can also help increase your success at this level.
As with the rest of the digital marketing funnel, transparency and honesty are critical these days. You have established trust, now you need to prove that you are the best business partner for these prospects. Be honest about the product, the timeline, the resources you bring to the table, and what is expected of the client.
Most importantly, make sure you optimize your website’s conversion rate, which makes it as easy as possible to convert visitors into leads.
Step 5: Conversion
The visitor has finally made it through other channels and landed in your sales team’s inbox. (Whether it’s for B2C or small-cycle marketing, they’ve already made the purchase.) Other methods fall into more marketing than marketing, but a good foundation can improve the marketing process. Prospects find you, read all about you, compare you to others and decide that you might be the best choice for them. Be prepared to anticipate or discuss any potential concerns, but don’t make promises. This will reinforce the fact that you really know your customers’ needs and can trust them.
Explain exactly how they can get information that helps them navigate the market to get started: Provide links to all relevant sources (blog, white paper, product pages) on your site for easy reference. Be sure to remind these leaders of all the reasons here. Get ready to deliver on your promises and get customers for life. Improve your digital marketing funnel.
To convert as many leads as possible, you need a comprehensive approach to digital marketing. This means a review of your marketing strategy, digital marketing channels, website conversion methods, SEO strategy, and technology. Because the above requires more skills than many companies have under one roof, the next most important step may be to choose the right salesperson. We have more than 12 years of experience optimizing digital marketing spaces for businesses and industries, from SaaS B2B to real estate and manufacturing. If you would like to communicate, contact us here to book a call.