The online marketing funnel is the different stages of behavior and the type of demand that customers get in their way through the purchasing process. As an online marketing expert, I have seen companies and clients that often focus narrowly on specific marketing channels. It’s easy to get lost in a particular channel and keep trying.
However, our job as marketers is to keep in mind that a compelling and consistent message should be delivered across the entire digital marketing funnel. Our responsibility to our clients is to create and implement an online marketing strategy ranging from exposure to customer relationships and retention.
Online marketing channel
Exposure / Awareness
The exposure and awareness phase of the online marketing funnel is where the message you want to deliver to your consumers begins. It sets the tone for your visitors to visit your website. The goal of this messaging is to entice potential customers to learn more. Often, a strong call-to-action can succeed on this channel; however, it is important that we do not lose sight of the human side of messaging. Conversations should start as realistically and naturally as possible and continue throughout the marketing process.
The discovery phase of the online marketing funnel consists of the first few visits to the website. Visitors often focus on receiving content and learning more about the company and your product/service. Often considered a research phase of the purchasing process, consumers want to know more about why they choose your company. While quality, unique content is essential at all stages of the funnel, at this stage, content is crucial because users are looking for information. In addition, it’s important that you complete marketing research and apply a content strategy that conveys your company’s message. At this stage of the digital marketing funnel, the goal is not to overwhelm consumers with offers, but to provide the necessary information to consider at the purchase stage.
At some point, a visitor becomes a potential customer when they consider whether the service or product matches their needs. This can happen during their first visit to your website or a few months later. We often get lost in conversions and forget the number of returning visitors. Our content and its messaging should speak to consumers who may be traveling or researching at the time and then returning for their purchase. A single serving message that now tries to convert visitors to the content of most websites. We lose sight that not everyone will be transformed at first sight. However, at this point in the online marketing funnel, we want to clarify our unique pricing offer and provide the information that the user needs to make a purchase decision.
Completing a task on your website converts a visitor into a customer. This could be a purchase on an eCommerce website, completion of an application on a university website, or filling out a ‘Contact Us’ form on a website like Risdall. The train doesn’t stop here! At the moment, it often feels like the job is done, but it doesn’t. The conversion of your company details should not end. The messages you provide during and after the conversion should inform your marketing communications plan – all the way to the content of your receipts.
The level of customer service, completeness, and pleasure with your customer’s product or service all play a role in consumers’ post-conversion experience. It is important to keep in touch with your customers after purchase; Now that you have consumer business and contact information, it should be easy to continue the conversation. Understanding the importance of good customer service is essential for a healthy business to create new customers, retain loyal customers, and create referrals for future customers.
If a customer has a great experience, they will often return to your company when they need your product or service. The value of a completely future relationship with your customer (aka users’ lifetime value, or, LTV) is nothing to ignore. Selling nowadays is harder than ever; Consumers are increasingly creating advertising and sales conversations, instead choosing to re-engage with brands long after the marketing cycle. They may have researched most of them and settled almost on their choice, or after buying your product or service. Unfortunately, if consumers are in charge of the conversation and have tuned in to your efforts to reach them, replacing lost customers is a much more challenging challenge. This is why retaining customers and creating brand advocates are so important for business today. In addition, when consumers have a good experience with a brand, they often share that information with their friends. These seem like prehistoric marketing strategies that don’t apply to online marketing, but they do.
Without fully providing your marketing communication strategy across the online marketing funnel, any of your online marketing efforts will not work. For your online marketing efforts to achieve the highest level of success, you need to make an investment to develop an online marketing strategy before implementing specific strategies. It takes a considerable amount of time and effort but it is the key to creating the best results.