We wrote a blog before on what a marketing funnel is if you are not quite sure. But in the simplest form whether conscious or unconscious there is a funnel that happens to someone buying your product or service. At the very top of the funnel, they might not have any need for your product or service at all, but you are making an impression on the potential buyer. When they do need you, they will remember you and if your marketing hits the right emotion with messaging, they will use you.
Most business owners want to be at the very end of the funnel where someone needs your service now. This is where everyone wants to be and therefore is the most expensive place to play.
If you had marketing at the top of the funnel then the marketing at the bottom of the funnel becomes less expensive because your consumers are more likely to convert.
Before we go into the types of digital marketing you can use for the parts of the funnel let’s also cover the number of marketing messages needed to move someone down a funnel. Most consumers need to see the brand message up to 7 times before it sinks in. Back to the above where most of those watching the bottom line want to play is bottom of the funnel marketing, they also like it because it’s easier to measure the results. It’s fallacy in marketing though at the greatest where we give credit to the last form of marketing that someone saw and do not give credit to all marketing.
So let’s talk about all the types of marketing you need. You will notice that some types of marketing can fall into multiple parts of the funnel depending on how you use it. The message that is used can determine more than the actual platform choice for where it falls. But there are certain platforms that lend themselves to a certain part of the funnel.
This is yet another reason why using only one type of marketing or platform can be a big mistake. You are potentially leaving someone at one part of the funnel without moving them to the next step. Another way to think of it is in terms of sales. Old school, the first cold call swing of the door often is not the closing factor unless you are selling widgets.
It takes many, many conversations. That is what marketing does for you.
The difference is offline real-world sales you often “hear” what the objection is to your purchase. In digital marketing, you answer the question before they ask and thereby draw them in!