The marketing funnel is an essential tool for understanding your customer's journey and experience with your company. It describes the entire process, from the initial stages of getting to know your company to converting it into repeat customers. By carefully analyzing and optimizing your company's marketing funnel, you'll be able to identify the points in the customer journey where your company needs to improve and maximize conversions. At the top of the funnel, exposure and discovery are key factors.
People who have certain problems that they need to solve will know your company, since you could be the one who can provide them with the solution they need. To achieve this, search engine optimization (SEO) is essential, as it helps to make users aware if you are one of the most sought after in your domain. In addition to that, there are other ways to publicize your company, such as through advertising on YouTube, since YouTube is the second largest search engine in the world. You want to attract potential customers at every stage of the sales funnel and target them with messages that reflect their mental state of mind.
To do this, you must assign user actions to each stage of your marketing funnel. For example, a visitor who visits your site for the first time will fall into the “notoriety” category, while someone who has repeatedly visited the same product page is probably in the “consideration” phase. There are also many low-intent keywords that trigger ads in Google Search, and this is an opportunity to increase your brand awareness. PPC techniques can also be used to maximize brand awareness.
Leadfeeder has done this before by ranking in the featured snippet and being the only advertisement on the page that dominates the SERPs for a search query as broad as “how to generate more B2B leads”. This is a perfect example of how SEO and PPC can work together to maximize your brand awareness. Social networks are not a particularly strong channel for the later stages of the marketing funnel, but they are an inexhaustible source for raising awareness. The key is to know which networks are most important to your audience and what type of content you'll need to create to capture their attention. For the second phase of the marketing funnel, you're going to focus on keywords with the most intention.
This is where you target people who show a clear intention, desire, or temptation to make the purchase. You can also use ActiveCampaign to track user behavior, place them in segmented lists, and target them with highly relevant email campaigns. And where ActiveCampaign really excels is in email automation and marketing, which means you can automate comprehensive marketing strategies, turn awareness into consideration, and guide potential customers through every stage of the consumer buying process. Conversion rate optimization (CRO) is a strategy that can transform business results. Unfortunately, it's also a strategy where you can waste large amounts of money and time if you don't do it right.
Above all, you should know that your tests and optimizations will generate enough additional revenue to pay for themselves and generate more profits. Too many companies and marketers make the mistake of getting stuck on design details that don't really affect conversions or sales. You may end up with better user metrics and an improved user experience, but that doesn't mean anything if you don't make more money with your CRO changes. Test and optimize the text on your page to find the most engaging message and ensure that obvious user experience issues, such as load times, are in order. Many brands make the mistake of thinking that the marketing funnel ends once their primary conversion goal is achieved, usually a purchase of some kind. However, this is just the beginning of the customer experience and return on investment thanks to all the effort you've put into optimizing your marketing funnel.
By understanding each stage of your customer's journey and optimizing it accordingly, you'll be able to maximize conversions and create a successful marketing strategy.
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