The digital marketing funnel encompasses four parts: increasing website visitors, increasing the number of leads generated, increasing the number of marketing qualified leads and lastly, increasing the numbers sales qualified leads. Each segment of the funnel requires different strategies to achieve the respective goal associated with it. The combination of all of these strategies makes up an overall online marketing strategy. Here is what you need to equip yourself with at each stage of the funnel in order to be successful in your digital marketing efforts.
Increase Visitors to the website
The top of the funnel, increasing traffic to the website, is where to begin! Without visitors, there is no way to generate leads. There are three strategies that fold into driving website traffic.
Blogging is an excellent way to get your content noticed and generate traffic. The main objective through blogging is to position your organization as a true industry thought-leader. Your blog should serve as a platform for posting your expertise and educating potential prospects on a problem or pain point they may have, and how it can be solved. Since this is a very awareness-level strategy, blog articles should remain educational and stray away from self-promotion. Here are some tips on creating great blog content.
Social media plays a critical role in the top of the funnel, by attracting website visitors, increasing brand recognition and growing overall online presence. It allows you to interact with your prospects in real-time. Actively engaging in the social space aids in positioning your company as a true expert. Social channels are an excellent way to promote content, especially blog articles.
SEO is the last piece that affects website traffic. Increasing site page rankings on search engines through keyword strategy and content optimization will drive web visitors. Optimize your content by including keywords and phrases inside your blog posts, Meta descriptions, page titles as well as site content.
The sole purpose of the next stage of the funnel is lead generation. This is most effectively done through a solid offer strategy.
Offer strategies include premium content assets such as white papers, case studies, brochures, and videos. The majority of these assets on your site should be gated, meaning the user will be required to fill out a form and give some information before being able to download the asset. Once a visitor fills out a form, they instantly become a lead. By having a lead’s email address, you can directly market to them and segment them based on persona.
This brings us to MQLs, marketing qualified leads. Just because a lead filled out a form on your website doesn’t necessarily mean they are “marketing qualified”. In order to be marketing qualified a lead should take a few different actions: download a number of assets, interact with x number of site pages or open x amount of emails, you decide what the threshold here is. By determining this threshold, you know at which point they are definitely interested in your product/service. In order to get them there you need to implement an effective email strategy.
In creating an email strategy, you want to attach workflows to every awareness-level pieces of content on your website. A workflow is a string of automated emails that a lead will receive featuring relevant blog posts, new content offers, and new product features. These workflows will entice greater interaction with your company, enticing them to reach that threshold.
Lastly, the bottom of the funnel involves increasing the number of SQLs, sales qualified leads, through a lead management strategy.
Lead Management Strategy
Much like with MQLs, you will need to determine with your sales team the threshold at which a leads becomes “sales qualified”. More than likely, this will be when a lead downloads a decision-level asset that lets you know they are very serious. Examples of decision-level assets include detailed product brochures or cost sheets. At this point, the lead is ready to be contacted by a member of the sales team. Even though the lead is now in the hands of sales, ensure you are reporting on the progress of these leads through the pipeline utilizing your CRM dashboard.
And there you have it, the four segments of the digital marketing funnel. Remember: all of these strategies are linked to one another. It is critical that each individual strategy fits well with the others in order to create a successful, all-encompassing strategy.
If you would like to discuss in further detail, please reach out to Revenue River for a chat, either via email or phone. Also, click below to learn the latest in modern marketing techniques.
Written by Kelly Malloy.