Digital Marketing Funnels
The ultimate goal of any digital marketing strategy is generating new leads that ultimately become customers or clients. To do that you need a strong digital presence to reach your ideal audience everywhere they and out online, and a brand story that resonates with them.
In a competitive marketplace, this often means looking beyond your website to reach a wider audience, and optimising your online presence wherever your brand exists online—on your website, social media, Google My Business maps listings, directories, citations, comments, 3rd party website articles, ads and reviews.
For best results we recommend a mix of online methods—SEO, content marketing, social media, guest posts, email, PPC etc—and offline methods including print ads, flyers, billboards, trade shows, TV and radio. This maximize all opportunities and drives traffic back to your site where you can nurture them to the decision stage.
Whatever your line of business, we can deliver the right content to your online channels in the most cost-effective way possible. If your needs are complex, a multi-channel strategy that includes social media + website content marketing, PPC and email advertising may be required. The best strategy for you will depend on your business needs and your budget.
Modern Digital Marketing Funnels
Since the Millennium, the way customers buy and engage with brands has changed. Hence your marketing strategy has to change and adapt to attract visitors and buyers too. Enter the modern digital marketing funnel. It all comes down to creating marketing content that your prospective customers will love, instead of disrupting them with intrusive and unwelcome marketing tactics. It’s all about finding products for your customers, not customers for your products, and posting content that they are actively looking for everywhere you can using social media, blog posts, websites, email marketing and paid advertising, to attract an audience and get them into your sales funnel.
What does a sales funnel look like?
Here’s one we made earlier ? The analogy of the sales funnel helps us visualise the process of a sequentially reducing number of prospects entering the funnel at the top, and sliding down it during their research and decision-making journey. They either buy or leave the funnel. The stages themselves vary. In some funnels it’s a demo, a trial, or a proposal but the concept is the same. Prospects ‘slide’ down the funnel and land in the ‘closed won’ or ‘closed lost’ pool.
There are dozens marketing funnel illustrations on Google image search. Most are vertical funnels. Some are turned sideways. Others show the process as a series of steps. Yet another interesting analogy uses a water park to describe the modern sales and marketing process. Risk takers can dive straight in and buy (or chicken out) at the deep end, while others proceed down a more gentle waterslide into a shallow pool to either buy or not buy.
What the * is TOFU, MOFU & BOFU?
TOFU, MOFU & BOFU—is an inbound content marketing strategy aimed at sucking your target audience into your online marketing funnel, where you can then nurture them at every stage of the buyers’ journey. This type of content marketing is one of our most popular services.
TOFU: Top of Funnel Marketing
TOFU marketing creates brand awareness and generates interest in your business. Tactics include posting content on third party websites and your social media channels, attracting visitors to your website they learn more about you and the benefits of what you offer.
MOFU: Middle of Funnel Marketing
MOFU marketing continues the education process, captures contact details and generates qualified leads. Tactics include newsletter opt-ins, lead magnets, freebies, offers, demos, eBooks and email marketing to build trust and a deeper relationship with your audience.
BOFU: Bottom of Funnel Marketing
BOFU marketing continues nurturing your prospects with yet more information and offers. If using paid ads, retargeting pixels ensure your message follows your audience around online. The aim is to position your brand as the best and only logical choice when they are ready to buy.