The Easiest Way to Understand Digital Marketing Funnel!

The easiest way to understand Digital Marketing Funnel!

          What is the first thing that comes to your mind if talking about funnel? Absolutely, an upside-down triangle. The concept of Digital Marketing Funnel is the same, so think about it while reading this article. It is not as difficult as you thought so read it through and you may change the status of interested people to become your regular customers.

What is Digital Marketing Funnel?

          Due to the image of a cone with a wide top and gradually narrow, the filter is the simple idea of this Digital marketing funnel. Even though it seems like the old marketing funnel but now in the digital age, technology and online media take a big role in marketing, so the new digital marketing funnel must be more effective. Moreover, it focuses on who will be a real customer in many engagements from mass marketing that the sales team does, in order to create as many sales opportunities as possible. 

          Digital Marketing Funnel is the interlocking process which means a perfect and efficient working is needed as the first step for the best result in the next step after that. The crucial point is understanding the customers, we have to realize that our target customers are not ready to buy our products immediately. Therefore, we must be gradual and must have an appropriate strategy which is different in each process. In order to make them be our customers as much as possible so today I will take you to understand step by step together.

          The old marketing funnel divides each step by the behavior of target market into 5 steps, yet digital marketing funnel divides it by working process of marketer into 3 main parts which are TOFU (Top of the Funnel), MOFU (Middle of the Funnel) and BOFU (Bottom of the Funnel).     

1. TOFU (TOP of the Funnel) includes Awareness and Engagement

          This process aims to create brand awareness for new target group to get to know our brand or products via several online channels, so the marketer could present or educate the target market about what relates to their interests via social media like Facebook, IG, Line, or Twitter in order to encourage them to like comment and share. Furthermore, doing SEO (Search Engine Optimization), an Integral Marketing Channel, making a website's first position in the search engine results page. The first step of this process is writing an interesting article or creating nice content blogs which are not selling directly but making brand identity. For the customer, the awareness step is when they consider themself what their problem is, what they want or they are interested in buying a product, so the duty of the marketer is Creating an identity and presenting to the client as much as possible as discussed above.

2. MOFU (Middle of the Funnel) or Leads

          When the customers recognize the brand or products after the first step already. They will explore a good and bad point, and also compare your product with others. Hence, the main marketer’ s responsibility in this step is seeking prepossess and persuasive strategy and creating reliability for the brand as much as possible. It can be said that at this step, who can provide information that customers need, show their strengths and differences points which differ from the competitors in the same market, the interested people could end up with being your customers. This step can be done with creating content marketing by more in-sight content and creating page websites that the customers can explore the specific information (Landing page), or we can encourage them by promotion, discount, or free trial.

3. BOFU (Bottom of the Funnel) consist of Converts and Advocate

          Not every brand will reach this stage, even the successful one, so It can be said that this stage is the most difficult in the funnel. For the reason that, making those interested people become customers and buy the products is difficult, but impressing them to advocate or suggest brand to others is harder. However, at this stage if the customers have not yet decided or still hesitated, the marketers need to make their own brands recognizable to make them remind to the brand by often sending them an information, special voucher or promotion or we call it “Remarketing” Lastly, Advocate stage is like a reward for hard-working because it means the customers are very satisfied with the brands and it also a goal of many companies to reach this stage. 

     For clear understanding, Lets see the example situation.

       A vintage shirt store wants to increase sales by mainly using online media because it is considered as one convenient and freeway. Then they create facebook fan page and websites so the customers can learn more about the products that they sell and also provides knowledge about the clothes, dressing styles so that people who are interested in dressing will know the store more. 

      However, there are not many people who engage or contact from the landing page on a website, so they post an advertisement on facebook. First, 100 people see the post, who we call them “target market”,(100 people have brand awareness in awareness stage), then they often update about the product and also post promotion of on Facebook till there are some people like and share (some of them react to the brand in engagement stage) and 35 people inbox messages for more information (35 people are interested in leads stage) about texture and color. When the seller knows those 35 people are likely to buy their product, so they offer a discount for the customer who buys for the first time then 15 people buy it. (15 customers bought it in converts stage)

      As you see it, from 100 people who engage to 15 people who but the product is how the funnel works. Moreover, The seller tries to promote in many channels to measure what way is the most effective, so they can choose that way to increase sales opportunities. 

      As mentioned above, the working of each process in the Digital Marketing Funnel is different, so each process can help us understand better about the behavior of the target group due to their different needs. Besides, the target customers do not always get to know us through the top of the funnel because they can engage in any step. Thus, the company must have a proper marketing plan to support every step of the funnel. In addition, Funnel can measure how effective our marketing is, and the company knows which steps should be improved. 

      What do you think about the digital marketing funnel? For me, it is another marketing tool that the marketer must know to apply to their business and to understand actual customer’ 00s behavior that is important for setting a marketing policy and to help sales to plan and cater their approach to sales leads.

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