Digital Marketing Inbound Funnels
Traditional marketing versus inbound digital marketing
Inbound digital marketing, or content marketing, generates ten times more sales at less than half the cost of traditional marketing.
The secret to inbound digital marketing is in producing immersive, engaging, educational and entertaining website and social media content, designed to attract qualified prospects and leads into your digital marketing funnel. Once in the funnel leads are nurtured via website landing pages with calls to action and email newsletters, designed to covert them into customers and loyal ambassadors for your brand.
How Inbound Marketing Funnels Get Results
Digital marketing is more effective than traditional marketing at less than half the cost.
Buyers search online and may complete up to 80% of their research before they buy or contact suppliers. Digital marketing methods are 10 x more effective at increasing website visitor traffic and converting leads into customers, than traditional marketing methods, yet cost on average 62% less per lead. Content delivered via blogs, websites, social media, search engines and email, attracts prospects while they’re still shortlisting suppliers. By engaging with buyers early in the sales cycle, your brand can influence their final decision on what and who to buy from.
Marketing Automation / CRM & Inbound Marketing Funnels
Content delivered via blogs, websites, social media, search engines and email, attracts prospects and sucks them into your digital marketing funnel, while they’re still shortlisting suppliers. By engaging with buyers early in the sales cycle, your brand can influence their final decision on what and who to buy from. This typioe of content marketing is often referred to as:
- TOFU top of funnel
- MOFU middle of funnel
- BOFU bottom of funnel
Top of Funnel (TOFU) is where prospects first arrive in your website marketing funnel. Middle of funnel (MOFU) is where prospects are converted to leads. (BOFU) is where qualified leads are converted into customers. Inbound funnel marketing can be managed manually, or automated with software.
Sales & marketing teams have greater visibility of where leads get ‘stuck’ in the middle of the funnel and what’s required to sell them, or upsell and cross-sell existing customers, using information collected by Marketing Automation and CRM software. Analytics measure results to show what’s working and what’s not so the the inbound funnel can be tweaked and optimise for increased sales growth.
Marketing Automation software can assist with engaging with prospects and leads in the middle of the marketing funnel MOFU who have not yet made a decision to buy and need nurturing with more information and special offers. Customer Relationship Management Software (CRM) handles customers who have already gone through all the TOFU, MOFU and BOFU funnel stages and made a purchase.
Marketing Automation and CRM is invaluable in implementing email marketing campaigns targeted at both prospects and customers to sell more to existing customers with up-sells and cross-sells or new products they may also be interested in. Loyal customers can be rewarded when persuaded to leave reviews, testimonials, word-of-mouth referrals and social shares, converting them into brand ambassadors for your business…