What Is the Conversion Funnel and How Does It Affect Your Digital Marketing Campaign?

February 9, 2021

Today, brands and businesses place considerable importance in their desired digital marketing agency because they know that it can make a huge difference in their performance. It is because establishments know that many people today spend much of their time online. According to Pew Research, there has been a growth of 5 percent on Internet users in the past three years.

For this reason, it is understandable that several brands and businesses want to take advantage of this opportunity to offer their products and services to potential buyers.

What is the conversion funnel and how does it affect your digital marketing campaign?

What Is Digital Marketing?

Because of the extensive use of the Internet nowadays, brands and enterprises take advantage of it by reaching to their prospective customers. Marketing, in general, is all about connecting to the enterprise’s desired audience at the appropriate moment.

Digital marketing is all about the enterprise reaching to their audience through the Internet where their prospects are most likely to be. Businesses make use of all the marketing efforts to reach their target on various electronic devices that they use for the Internet.

The term digital marketing is an umbrella of the digital channels that enterprises can develop a digital marketing strategy from which include the following:

  • Content marketing
  • Pay per click (PPC)
  • Native advertising
  • Search engine optimization
  • Email marketing
  • Inbound marketing
  • Social media marketing
  • Online public relations
  • Affiliate marketing
  • Marketing automation

Knowing how to effectively use these channels with the help of other marketing tools and applications enables the marketers on how to utilize their campaigns well.

Although digital marketing can be cheaper and more effective than the traditional way, one must know the right digital marketing strategy to reach the business’s goal.

It is because there are many differences between digital marketing and traditional marketing. Even though it seems like digital marketing is more advantageous in terms of engagement and resources needed, further monitoring and carefulness are necessary.

You need constant monitoring because digital marketing is highly dynamic. There is always a possibility that your ads or posts might end up on the lower page of the SERP or your competitors might end up above you. For this reason, constant monitoring of your performance is a must.

Because it is dynamic, you also have to keep yourself updated with the changes in digital marketing. It is because search engines like Google and even other platforms like social media often change their regulations.

Also, even though you have the most significant intention of delivering excellent content or campaigns for your target audience. There are instances that what you do might backfire if they end up not liking them.

Therefore, it is essential to be knowledgeable in digital marketing before you jump into it right away. Among the things that you should learn that require more in-depth expertise, are how to create digital campaigns, what are the best digital strategies, and how they affect the conversion funneling.

What is a Digital Marketing Campaign?

Facebook ads and posts are only a few among the examples of digital marketing campaigns. However, it more than just adverts a. Digital marketing campaigns refer to all the marketing efforts done by a company to push traffic, engagement, revenues, and conversions. Therefore, businesses use digital marketing campaigns not only for selling but also for other reasons depending on their goal.

Creating a digital marketing campaign is cheaper and more targeted than the conventional ones. On the other hand, it also requires time to succeed, and it also needs sustainability because of its dynamic nature.

One example is the use of SEO. If one uses SEO, you must ensure to retain its performance because you do not like your competitors to appear above you in search results. The first steps you should take when considering SEO is your actual website content. The second is to optimize all of your title tags. There is a lot more to SEO, so we will go over the basics in a future blog post. If you are looking for effective SEO services, you can contact us for a free consultation here.

For this reason, one cannot easily purchase it and let it work by itself. To create effective digital marketing campaigns, one needs to have a definite goal and plan to be able to produce an effective campaign.

Planning your campaign is crucial to ensure that it will target the audience you want without spending more than how much you should. It is also vital so that your business will achieve what it needs.

Here are the steps that you can take to create a digital marketing strategy:

1. Plan out your goals and choose the right tools to implement them.

Although it seems like common sense that you should plan in marketing, a lot of people seem to forget this vital process still. They feel excited about their ideas for making a campaign, that is why they jump into it without testing the waters first.

Having a great plan includes having a definite goal. Businesses have different goals on why they create campaigns. Although it seems that the general idea is to sell, specific goals can be much more than selling. Others want to see the improvement of their conversion rate. Some want to place higher on the SERP.

Therefore, marketers of a digital marketing agency need to utilize digital marketing tools like Google Search Console, Hootsuite, KWFinder, Google Trend, and the like. It enables you to get an accurate view of a campaign’s performance or to find the right topics or keywords that would greatly help a focused campaign.

Whatever your goals may be, having a plan ensures that the campaign that you will create will get to the right audience with the right message that interests them.

2. Determine who your target market is.

This step is one of the crucial processes that many amateur marketers ignore. For inexperienced marketers, you can already identify your target market with the use of your common sense. Just think what kind of audience your product will appeal, and voila, you have already identified your target.

However, targeting is more than just using one’s common sense. What you think may appeal to you might not appeal to other people. That is why it is essential to take some extra measures for determining who your target audience is.

One way to do it is by developing your customer’s persona. Create your customer’s persona by determining their age, educational attainment, social status, family situation, interests, and hobbies. Even their details can matter. That is why it is not surprising that several companies are willing to pay to conduct surveys to the volunteers.

3. Know your limits.

Even though you have good plans for making a campaign, you should keep your hopes grounded by knowing how much you can afford. After all, your budget sets the limits on what you can do to your campaigns. You are the one who has to adjust.

4. Determine the perfect channels for your campaigns.

You should start by evaluating the channels that you already have. There are different kinds of media framework categories to choose from, which are the paid, earned, and owned media. You can select one or all of them, depending on your goals and campaigns.

The paid media involves the use of money

Even if there are tons of marketing channels that you can choose from, never disregard the use of social media. It dramatically affects the success of a digital campaign. That is why every company should utilize this platform well. Combining itf with other marketing channels would be better and more effective if you know how to make use of them.

Now that you know how a digital marketing campaign can help your business. It is time to learn its relationship and importance to conversion funnel.

What Is Digital Marketing Funnel?

For you to learn about the conversion funnel, it is essential to learn about the digital marketing funnel.

The traditional marketing funnel starts from the famous four-step concept known as the attention, interest, desire, action (AIDA). Although there are marketers who still implement this concept, in the digital marketing funnel, it is more than just AIDA.

The changes and the growth in technology and communication make the digital marketing funnel more than just the four-step marketing concept. Because communication and reaching out to customers is more accessible nowadays, marketers in a digital marketing agency take the factors affecting this four-step marketing concept into consideration.

The digital marketing funnel has five main components, which are the value, testing, opt-in, traffic, and engagement. By utilizing each element, you can reach your business goal. Now that several factors are affecting the concept, here are the six stages of the digital marketing funnel:

  • Exposure
  • Discovery
  • Consideration
  • Conversion
  • Customer Relationship
  • Retention

Exposure is all about increasing the potential customers’ awareness of the business brand. Discovery is the stage where you should ensure that the customer will discover your products or services. Consideration is when the audience is already considering purchasing the products or services offered.

Conversion is the stage that the businesses will attain their return of income (ROI) when the customer buys a product or service. Customer relationship is the stage where companies and marketers provide post-purchase experience to their customers. Retention is where the company gains customers that can be loyal to them, which happens when a business forms a strong relationship with their customers.

What is a Conversion Funnel?

A conversion funnel is one of three types of digital marketing funnels. The other two are the sales funnel and Facebook funnel.

The conversion funnel illustrates how you can guide your customers with multiple steps to reach the business’ desired action. One example is the conversion to ROI when one of your prospective customers makes a purchase.

Holding people’s interests is one of the challenges of the conversion funnel. It is unlike the traditional one presenting your campaign to people at the right place and time will already do. With conversion funnel, you have to hold your potential buyers’ interest to reach the end of the funnel.

There are three categories of the conversion funnel.

  • Acquisition
  • Activation
  • Monetization

Making use of these categories depending on what your business needs and goals. Although all of them can work together to achieve the ideal conversion rate, you still need to focus on one to help reach your goal. For example, if you want an increase in revenue, you should focus on using the monetization funnel.

Conversion Funnel and Digital Campaign

Digital campaigns play a vital role to help to retain the leads to reach the end of the funnel. The digital marketing funnel provides a targeted insight to help you understand the best campaign that will attract or retain your leads. That is why a digital marketing strategy is also essential when using the conversion funnel.

Five Elements of Conversion Funnel

In each of the processes, you would have to use campaigns to reach your audience and guide them to help you reach your goals in each element.

  • Awareness

In this element, your goal is to attract potential customers to make them aware of your brand. You can use inbound or outbound marketing campaigns and referrals to grab your potential buyers’ attention. You can use Google Analytics and other tools to determine your target audience’s thoughts.

You must know your clients so that you can save your resources.

  • Interest

Your goal here is to make your audience feel interested in your products or services. You can use different kinds of campaigns like newsletters, banners, and images to spark their interest.

  • Desire

Desire is the conversion funnel element where you would use digital campaigns that would make your potential customers want your products and services. It includes the use of product videos and copies.

  • Conversion

The conversion is the part where your customers act on your objective. It can either be buying your products and services or signing up for a subscription.

  • Re-Engagement

Some businesses stop in the fourth element when the customers have already fulfilled their desired action. However, it is still important to retain them and place them back on top of the funnel. You have to use a digital campaign that would encourage them to purchase your products or services again.

The conversion funnel and digital marketing campaign go together. In each of the elements of the conversion funnel, you have to strategize your campaign. It makes sure that you will retain your customers on their way down to the bottom of the funnel. If you set your campaign correctly under each element, you will reach your desired goal.

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