The Digital Marketing Funnel and How to Create One

Digital Marketing provides businesses with an array of benefits, especially when it comes to seamless operations, in terms of making a positive impact on the consumer’s mindset. Having said that, it is equally important to understand the concepts related to Digital Marketing, in order to devise and execute the best possible digital strategy.

The concept that we will shed light upon today is known as the Digital Marketing Funnel. The digital marketing funnel was considered to be a tool used by the sales force of a business, as an aid. But at later stages, it was realized that the tool is beneficial for the execution of communication strategies.

Digital Marketing Funnel: A Closer Look

The Digital Marketing Funnel is essentially a strategically devised model, highlighting the complete purchase journey from start to end, of a lead, until the lead becomes a final customer. This also covers the starting point from when the potential customer came into contact with your brand. The Digital Marketing Funnel serves as a guide for marketing professionals to determine the right communication strategy or add to customer-satisfying elements.

The Digital Marketing Funnel covers six main elements, which include:

• 1. Exposure to The Brand
• 2. Discovery of the Product
• 3. Consideration of Purchase
• 4. Conversion of Purchase
• 5. Customer Relationship Commencement
• 6. Retention of Customer

The Digital Marketing Funnel takes into account all these elements, to create an enticing experience for the customers, paying close attention to detail, and trying to create a unique digital marketing strategy. In short, the Digital Marketing Funnel will lead the way for your business to adopt and devise strategies when it comes to looking for conversions.

The Execution: Putting Things into Perspective

Despite the fact that the Digital Marketing Funnel is a core element of your Digital Marketing Strategy, many marketers are still confused in finding the right execution of the concept. It all starts with setting up the right objectives and goals for your Digital Marketing Funnel, in accordance to the six main elements of the concept. Whether your Digital Marketing Strategy aims to increase ROI through any given campaign, capture a larger market share, or increase audience reach, it is important to set clear goals and objectives in advance. The Digital Marketing Funnel should be structured in a manner that clarifies all goals and expectations of the strategy. While keeping in mind what elements are needed to generate the required traffic for each respective stage.

Now, let’s take a deeper look at each stage and the corrective content for each:

Exposure to the Brand

Exposure is considered the main premise of the digital marketing funnel, as it is the point of contact of the lead to your business. For instance, when writing a resume, representing a candidate's achievements prominently can draw the attention of potential employers just as effectively as infographics and visuals capture consumer attention online. Taking advantage of Search Engine Optimization, your online presence should be prompt and popular. You should incorporate the use of infographics and visuals that immediately capture the attention of the consumer, and make sure to incorporate the use of keywords and act as search triggers for the potential customer.

Discovery of the Product

The discovery step incorporates the use of meaningful and captivating content to make the potential customer become interested in your brand and its relevant products. Turning the visitor into a lead is the main goal or objective here. Using rich filters and seamless navigation, the visitor will likely reach a desirable product.

Consideration of Purchase

At this stage, the visitor will start thinking about securing his/her purchase. Here, your task is primarily to deliver and facilitate the customer as much as possible, in terms of the product and its associated information. Highlighting your brand’s differentials and uniqueness will be a way for the customers to turn their consideration into conversion.

Conversion of Purchase

After the demonstration of the benefits of your product to the customer, your job is to facilitate the final decision, through customized campaigns. The idea here is to make the customer realize that what you’re offering is better than the competition and that the customer will receive numerous personalized benefits from the purchase, to enhance loyalty.

Customer Relationship Commencement

When lead conversion is established, the next step is to get closer to your customer. By investing in email marketing campaigns you will be able to strengthen your ties with the customer even further. Making the customer feel special about this commitment is the primary objective at this stage.

Retention of Customer

After going through the long process of lead conversion to customer relationship commencement, your job is far from over, as your brand needs to make consistent efforts to uphold the ties of the relationship and help retain your customers so that they continue to make further transactions with your business. In order to achieve this, you need to continue to analyze your communications with the captured customer.

Key Takeaway

We’ve given you a brief about the concept of the Digital Marketing Funnel and how it should be implemented, keeping important elements in mind. However, having said that, the most important thing you should remember is that the Digital Marketing Funnel is not a concept alone, it’s a part of the digital marketing strategy, making it a significant part of the marketing process, and it requires clear objective setting, with a comprehensive brief about the underlying steps.

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