The sales funnel is the preferred word when it comes to organizing advertising campaigns in digital marketing. It’s the method par excellence that makes digital marketing so relevant and effective: targeting.
It’s about targeting your buyer persona first, then your audience based on the buyer persona’s behavior in front of your ads because the behavior determines the level of commitment to the products or services you offer. It is a selection method that takes into account customer potential.
What are the steps of the digital marketing sales funnel?
What is the difference between the social media sales funnel and in Inbound marketing?
This is the summary of this article.
Before getting to the heart of the matter, what is the significant definition of the sales funnel to better understand and detail it.
1-DEFINITION OF THE SALE FUNNEL
The sales funnel or buying process are the different steps that an avatar or buyer persona carries to become a customer. As the name suggests, it is the tunnel that leads to the purchase. These are the steps you have arranged yourself to qualify the prospect at each level of the funnel or buying process to make it a customer of the company.
It’s a method that detects potential customers who are judged based on their reactions to the offers you publish.
The sales funnel has the same principle on all digital channels:
*To be known by his audience or stage of awareness and awareness
*Deepen one’s existence or stage of consideration
*Stand out for sale or closing step
*Retain and retarget to revive the customer
2-STEPS OF THE SALE FUNNEL
1-TO MAKE YOURSELF KNOWN BY ITS AUDIENCE
This is about introducing you to your target audience to show them that you exist and that you can be useful to them in solving a particular problem. This is the stage where you will give an image of yourself because these are the first impressions that will determine the continuation of your adventure.
Tip: you need to remove a problem and present your structure as the one that has the solution to the problem mentioned.
If it’s graphic ads, you can do it in three publications because each post represents a specific message. The first could talk about the problem to be solved and the solution you bring, the second of the origins of your business and its purpose, the third of the different services you offer.
If it’s video ads, you can do it in a video where you’ll put the various topics mentioned above explicitly and orderly in a generally recommended one-minute duration.
For the funnel of sales with video confers : https://www.yumyumvideos.com/5-must-marketing-videos-video-sales-funnel-wp/
All in all, publications need to be phased in more and more for consistency.
2- DEEPEN ONE’S EXISTENCE OR BE CONSIDERED
This step of the sales tunnel is to talk more about the benefits of your products/services and their benefits to your prospects. This is the stage where you must automatically target people who have expressed an interest in liking the page, liking the publication, visiting the site, reading the video because it is your prospects. Those who have an idea of you and who might be more interested in the future of your messages.
The number of posts or videos will depend on the message you want to convey. One thing to remember is clear, explicit and interesting.
3- TO STAND OUT TO SELL OR CLOSE
This is the funnel stage that allows you to target people who are asking questions and highlight its competitive strengths, your particularity that makes your offers a unique offer in the market.
This particularity will demonstrate the value of your offers and may encourage the purchase. These are one or more advantages that set you apart from your competitors and make your products/services special.
As for Step 2, the number of post or video will depend on what you have to say.
4- LOYALTY AND RETARGETING
This is the last step of the funnel which consists of retargeting the prospects who have reacted but without switching to the purchase or subscription. You can offer them free gifts, discounts on products/services, contest games to direct them to an act of purchase or subscription.
The client at the plumber’s house contacts us to carry out his advertising campaigns on digital because we explained that it is more efficient and less expensive.
We will use social networks to expand its market and enhance its hardware products.
First, we can start with Facebook and Instagram who specialize in business to consumer and linkedIn as a result because for hardware products, contractors (construction companies) could be Interested.
We will start with the role of hardware for a house, then the creation of the purpose and the various services of the plumber’s house ( awareness of the role of hardware products and the existence of the plumber’s house) .
Then, engage in a second targeting for people who have come forward (subscribers to the page) to talk to them about the benefits in a specific and explicit sense of each product of the plumber’s house (being considered).
In a third phase, we will highlight the special assets to stand out and make a difference. It can be a price policy, a product guarantee, a free delivery…
Finally, we will retarget subscribers or people who have seen our previous publications to offer them promotions or gifts that will push them to buy.
Note: We want to make it clear that we are talking about a much more target sales tunnel. This is the very expression of targeting when everyone who has seen the ads will not react in the same way at the same time.
Hearings will be formed based on the reactions of Internet users that will allow you to have a target and get the message across. It is a kind of sieve that evolves by sorting out the most interested and emerging from the targets this thanks to Google analytic for websites, Google ADS for video sites, Facebook ADS or advertising campaign tools of each social network.
4- DIFFERENCE BETWEEN SALES FUNNEL ON SOCIAL NETWORKS AND INBOUND MARKETING
If we want to take the example of our client the plumber’s house, if he feels the need to have online orders, online payments which is a very good strategy to facilitate transactions and tracking, we will use the website that will allow these operations and permanent personal follow-up of the customer from the newsletters.
At this moment, it will no longer be able to organize only advertising campaigns to sell the hardware products but it will be a question of organizing advertising campaigns to sell the hardware products and attract visitors to the website to turn them into prospects within the means of CTA (Call To Action) inserted in the written articles or landing page.
We explain ourselves in the following points.
1- TO BE KNOWN BY HIS AUDIENCE OR RAISE AWARENESS
In inbound marketing, this step is similar to that of social networks to know how to raise awareness of its existence. Social networks remain the essential element of communication. We can add display (advertisements on other websites with high traffic, advertisements on video sites YouTube, vimeo) to reach as many people as possible who might be interested in our offers.
2- DEEPEN ITS EXISTENCE
The step that allows to engrave its existence to be considered. In short mark the name of the company in the memory of Internet users through the qualities of your products or services.
Unlike social networks that will talk about the benefits of products/services in a thorough way to its target audience, in inbound marketing it will be a matter of highlighting blog posts to highlight the CTAs that will collect visitors via the forms to contact them again.
Here, natural referencing, SEM, social networks, displays all have their roles to play.
3- STAND OUT FOR SALE
This stage of the funnel refers to the sale for both methods. For social networks, while it is a matter of talking in particular about the competitive advantages to its target audience, in Inbound marketing it is the stage of transforming the prospect into a customer through the means of newsletters that will play a role of lead nurturing ( maturity of the prospect) and then selling.
4- LOYALTY AND RETARGETING
The last stage of the funnel but very important. It’s remarketing.
For social networks, it consists of retargeting active people (subscribers) in order to pass promotions or contests, gifts that will boost so-called sales or Services. In short, turn these active people into customers.
In inbound marketing, this step will be added to that displays and in addition newsletters to boost customers and retain them.
Note: Social networks are a tool of inbound marketing. They act at the communication level to bring the target back to the website, although even at the social network level, publications are increasingly scantily-defunct as explained above. There will be marriage with blog posts to be consistent. Also, always as a communicator, they have a role to maintain the community, i.e. to retain it.
In the end, we can conclude that the sales funnel represents the planning of digital advertising campaigns that is done in a specific order to determine the target audience in order to communicate the appropriate message. It applies in any digital advertising action to get the best results because as we all know the target represents the richness of digital marketing.
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