The marketing funnel and the buyer’s journey has become more and more complex especially with the dawn of multi aspect digital marketing. As with all fundamentals of any marketing campaign, there has to be a clear understanding of the chosen audience, their needs, the offering and the means by which the final objective is going to be achieved. That’s why it’s so important to understand the new marketing funnel and how it is key to successful campaigns.
What Is The New Marketing Funnel?
The buyer’s journey is more diverse and less linear than it used to be, opening the way for more opportunities but at the same time more challenges. The traditional linear model saw buyers entering one end, then moving through the channels and meeting the sales objected at the other end. The new model has entries at different levels and this can result in a multifaceted approach.
Modern marketing is more about pull tactics, the idea is to create interest, to nurture leads, to turn visitors into customers and then into returning loyal customers. New marketing is about attracting an audience through content which earns the attention of customers and makes the company easy to be found. Good relevant content is the fundamental aspect for generating traffic, help build a brand and increase prospects.
How To Get Your Brand Noticed
It’s all about content, content, content!
Below are the three multifaceted aspects of digital marketing that’s at the very beginning of the marketing funnel, if you don’t get this right, then you’re not going to be able to get people in the funnel to nurture.
- Owned Media – This is self-created content in the form of websites, any self-published content, blogs etc.
- Earned media – Increased credibility through being endorsed by others for example from reviews, social media, forums and online communication.
- Paid Ads – Google Ads, display ads. social advertising like Facebook Ads and affiliates.
There are 3 key stages to the cycle:
Content and good resources is the key to creating movement along the funnel and is crucial at each stage of the buying cycle.
1.TOFU (top of the funnel)
Goal – To Generate leads and create awareness through providing useful, interesting information that prospects want in the form of white papers, videos, ebooks. Know what the current topics are in your business area. Are there any issues to address? Is there something that is topical or current that people need answers to? These are some of the questions that will inspire relevant content. You have to convince visitors that you have the answers to their questions and that your company is right for them.
2. MOFU (middle of the funnel)
This is the consideration stage where leads are converted to prospects, use case studies, samples and webinars for example to encourage enquiry.
3. BOFU (bottom of the funnel)
Convert prospects to sales qualified leads, this is where the decisions are made, where buying intent is created and formed. Use free trials, demos, assessment and means by which there is participation and interaction.
Understand The Buyer’s Journey
Finally to be able to get the best results out of any marketing campaign it is well worth understanding a buyer’s journey. It is key to successful marketing, especially when creating the right content and comes from having a good understanding of motivations and what drives interest. Below takes you through each stage of the funnel from a buyers perspective.
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