September 17, 2021

What is a Digital Marketing Funnel?

The Digital Marketing funnel is a strategic model that represents the entire buying journey of the personas, from the moment they know your brand until the time they become customers. This concept is widely used among salespeople but has also become a fundamental resource for the success of marketing actions. It is a series of steps that prospective consumers go through, the first of which is awareness.

Many sorts of funnels were created to guide these potential consumers through the buyer's journey, ultimately leading to the purchase of a brand's products or services. Throughout the many stages of the Digital Marketing Funnel, a brand must nurture the audience and continue to move them through the various funnel processes. 

Awareness Stage

The top of the awareness stage funnel is made up of people who have never heard of your brand, product, or service. They are entirely new to your services and will need to be educated on them. They are unaware of the situation, which is why it is your responsibility to make them aware of it. 

Many people make the mistake of assuming that this stage of potential clients is ready to buy. You should not be marketing your products at this point, but rather making them aware of an issue they are experiencing. As a result, you will be able to present your product as a solution later on.

Consideration Stage

Leads in the middle of the funnel, or the contemplation stage, are aware of the problem they are facing and are now seeking solutions. These people want to understand more about the situation so they can determine how to continue. However, they are not completely ready to commit to a solution.

These people have visited your website and are familiar with your brand, but they have not purchased any of your items. This group of people is seeking solutions to their issues but are not ready to buy. They are in the contemplation phase and maybe looking at 5 or more options and comparing them to discover the best one for them. Because consumers are examining many options, your brand must stand out and demonstrate why you are superior.

Decision Stage

Leads are ready to buy at this point in the buyer's journey. They are prepared to select the finest option for them. This audience has done their homework and understands the many benefits of each product. Customer reviews are critical at this point since they are one of the major motivators for acquiring a product in this day and age.

Social proof, free trials, and product demonstrations are some other types of content that might convince your audience to buy. Although consumers in the decision stage have already done extensive research on the many options they are considering, providing them with extra reasons to purchase, such as a free trial, will only serve to persuade them that your company is the best option.

Components of A Digital Marketing Funnel

As you can see, leads in different stages of the buyer's journey require different treatment. Someone at the awareness stage should not be pushed by the main offer, but should instead be provided content that introduces and educates them about the business.

So now you know what a digital marketing funnel is and what the three stages of the buyer's journey are. Every digital marketing funnel contains essentially the same components. Here are the most crucial elements that any marketing funnel should have.

Lead Magnets

Lead magnets will serve as a point of entry into your digital marketing funnel. A lead magnet is a low-cost item that you advertise to your audience in return for their email address and other contact information. The lead magnet's objective is to take audiences that suit the target market and persuade them to offer your brand their contact information in return for an incredible piece of content.

Lead magnet content should be actionable so that the audience can obtain value right away. They must be willing to be groomed with more material through the inbound marketing email sequence and ad campaigns until they perceive enough value to pay for your primary product.

Depending on your funnel, you may or may not use a tripwire. A tripwire is a low-cost product or service used to entice prospects to pay you for your content. A tripwire must be a fantastic deal. It cannot just be a low-cost offer that is worthless and will not result in the desired conversion rate. A tripwire aims to encourage your interested audience to buy this low-cost offer and give their credit card information.

Customers must perceive value in the tripwire so that they will take the next step in the buyer's journey and acquire your items. It is sometimes sufficient to just market your lead magnet and then nurture them via email to purchase the main offer, but other times you will need to use a tripwire so they can perceive more value in your brand.

Landing Pages

A landing page will almost certainly contain your lead magnets and tripwires. The landing page is where your audience will opt-in and you will collect their email address or, if using a tripwire, their payment information. There are several excellent solutions for creating landing pages. Clickfunnels is software that makes it simple to design, optimize, and test sales funnels. On ClickFunnels, you can create landing pages and quickly replicate the funnel if you need to alter a few items or A/B test.

It is critical to begin with the basics and then continue to test and enhance your digital marketing approach. If you see that one of your lead magnets isn't converting, it's a hint that you should try something new and see how it works. Another important point is that each lead should be addressed uniquely. People at different phases of the funnel want to hear different things, thus the material should be customized to the stage.

Finally, test your digital marketing funnel first with your warm audience — people who are already familiar with your brand. This may be people who have liked your Facebook page or video subscribers, or it could be your existing email list. Then, begin testing your funnel with cold audiences to evaluate how it performs. This is a wonderful approach to start softly and then ramp up once you see it working.