A new website in the climbers, the Facebook page is taken care of, and you are ready for loads of customers who must find your product or service excellent. The visitors on the website have difficulty getting started and also order (too) little. Where do you start then? You look at the complete digital marketing funnel.
What is a digital marketing funnel?
The digital marketing funnel (or online marketing funnel) is a model that is often depicted as a funnel, which is made up of four (or sometimes more) layers. Each layer ‘contains’ a different level of ‘consumer’. The purpose of the funnel layers is to guide a (potential) customer as well as possible to the next layer. There are many names for the different layers of the digital marketing funnel, but in this article, we cover the following segments: Reach, Traffic, Leads and Conversion.
The top layer of the digital marketing funnel is the ‘Reach’ layer, and as the term suggests, the goal in this layer of the tube is to obtain as much relevant online reach as possible. To generate an appropriate range, you can use both paid (paid media) and unpaid (owned media). Examples of owned and paid media that can be used well for reach:
SEO: write interesting blogs and web pages with relevant information that meets the questions or challenges that your target group has.
Social Media: Facebook, YouTube, Instagram, LinkedIn, Twitter and even Snapchat are nowadays platforms that you can’t imagine getting in touch with your target group. Consider carefully which social media channels your target group is located on and place relevant content. Do you sell women’s shoes? For example, Pinterest is exciting to watch. If you provide consultancy training to larger companies, LinkedIn might be interesting to look upon. The golden tip: it is better to arrange and deploy two channels optimally than to want to be present on five different channels and not keep this up to date.
Display advertising: there are several specific websites and advertising platform that can be advertised against payment through banners. Google also has the option to have its display advertising network (to which more than 3 million websites are connected) and to which you can ‘target’ in a targeted way to get attention.
Traffic means ‘traffic’, and in this case, it means traffic to your website, webshop or app. Social media and SEO are also essential resources for transportation that you can use.
SEA: there is also a paid side to search engine marketing called Search Engine Advertising. SEA via, for example, Google Ads is an auction system where you can bid on specific search terms to buy paid organic results in Google. Within SEA you almost always pay per click (Cost per Click), which means that SEA can be a pricey channel, depending on the industry, competition and search volumes of specific keywords.
Leads are people who, in whatever form, have indicated that they are interested in your company. For a company, a point can be, for example, people who have downloaded a white paper, people who have completed a contact form, people who have requested a brochure or people who have registered for a newsletter. After the ‘leads’ layer, a company can come into further contact with this relevant (potential) customer and start converting it.
The bottom layer is ‘where the magic happens’ the customer proceeds to conversion. The translation is the ultimate goal on which you focus your digital marketing funnel: concluding a contract or making a purchase in the webshop. How many% of all users of the site ultimately convert depends on many different variables. One of these is optimising your website. Do you notice that specific conversion paths in the website do not translate well, but you do not know exactly where to start?
Conclusion about the digital marketing funnel
There are many resources to be deployed per layer of the digital marketing funnel. It is therefore essential that a clear online marketing strategy is defined, in which the support of the tube is carefully weighed and chosen. If you don’t set up a layer optimally, the ‘tower’ is shaky. Digital marketing is the funnel, just like a game of Jenga.