Schurq

Effectively deploying an (online) marketing funnel

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Reading time 5 minutes
By Chantal Tol

What is a marketing funnel? Maybe you've heard about it, maybe you haven't. In this blog, we'll tell you all about it. Read more about what a marketing funnel looks like, why we "build" it for our clients, what benefits it provides them and how it can be interesting for you too.

No time or inclination to read this blog? Then watch our video!

Customer journey of a marketing funnel.

The basis of the marketing funnel.

Within a marketing funnel, the customer journey is the most important part. Although many companies use social media advertising, the opportunities within that platform are not always used to their full potential. To reach your target group as effectively as possible, you will have to guide them through the customer journey. This can be done in one or more social media channels. If you use multiple social media channels, we call this 'omnichannel'. What we actually do is divide the customer journey into three different phases: visibility, interest and connection. And depending on the phase your target group is in, the approach will differ. This way you keep triggering your target group throughout their journey.

marketing funnel phase 1: creating visibility among the target audience.

So depending on what stage your prospect is in, the goal of your campaign also differs. And of course there is also a difference in the target group you target in each phase. If your prospect is in the visibility phase, then the target group you target is broad. After all, you want as many people as possible to become familiar with your product or service, right? We say become because at this stage, chances are that the people who come into contact with your ad are not yet familiar with your product or service. So the message at this stage will be different from when this person is already familiar with your brand and ready to buy. Logical, right?

Being visible to the target audience

Generate visibility through video ads.

One way to do this is through a video. In Facebook, this is called a ThruPlay. But this way of advertising is also available in YouTube (Trueview) and LinkedIn. It's up to you to create a video in which you introduce viewers to your brand and product or service. Here it is important that you know your target audience. Why? When you are able to respond to the (latent) needs and pain points of your target group, you can be almost certain that the video will trigger. After all, you have the solution to these pain points. And wouldn't you like to hear that?

When you choose this way of advertising, you obviously want to do it right. We can well imagine that you could use some support with this. That is why we have created a handbook. In which we give you tips and describe which elements should be in your video. You can find that manual via the button below!

The purpose of a video ad in the marketing funnel.

The main purpose of this video is to keep the viewer watching as long as possible. Hey hey. That was probably already obvious. But why is this so important, besides generating interest and creating brand awareness? Building lists! Depending on the percentage of the video viewed (25%, 50%, 75%, 95% and 100%), we can store viewers in lists. Based on these, you can then run remarketing campaigns. This is how you guide them through the customer journey to the next stage; interest.

Interests of the target audience through a lead magnet

marketing funnel phase 2: getting the target audience interested.

The next phase. At this point, you know two things about the saved audience in your lists. They are familiar with your brand, product and/or service and they have shown some interest in your video. So in this phase you are going to address this audience differently. Should you add a hard CTA here right away? You can, but you don't have to! Testing with different CTAs in this phase is important to see what works best.

But you can trigger the target audience to visit your website. Where, of course, you then have a rock-solid landing page ready with more information on it. Information about how your product or service responds to their needs or pain points. Another intermediate step you can add here is an instant experience campaign. With this type of ad, you get to show visitors an experience after they click. Here you can tell a story about your brand, product or service. A valuable intermediate step in your campaign strategy to add more content to the ad.

Terug naar de landingspagina. Je kunt deze bezoekers alvast proberen te triggeren tot het achterlaten van hun gegevens. Wat je daarvoor nodig hebt, is een lead magnet. Om jouw websitebezoekers zover te krijgen om hun persoonsgegevens achter te laten, zal deze lead magnet relevant moeten zijn. Hoe jij bepaalt welk type lead magnet waardevol (genoeg) is, vertellen we je in ons blog over de lead magnet, daar zullen we dus nu niet te ver op ingaan. Focus op de funnel. En door naar de volgende fase; verbinden.

marketing funnel phase 3: connecting the target audience to your brand.

Connecting is the last phase of the funnel. Unlike the previous two phases, the goal in this phase is to turn your prospects into leads. Another difference is in the target audience. In the first phase, the goal was to create brand awareness. So the target group was as broad as possible. In this phase, that's different. Here you are using the remarketing lists you have built up within the platform. These individuals have already shown interest in your brand, product or service so there is a chance they will convert.

But these are not the only people we will target in this phase. We supplement the target audience. And with the visitors of the most important pages of your website (remember the landing page we talked about in phase 2...), customer lists from your CRM system and a 1% look-a-like audience. A look-a-like audience? That's actually exactly what the name suggests. An audience that literally resembles the audience you have built within the platform. So there is a good chance that they are also interested in your product or service.

Connecting target audiences to your brand

Getting visitors to convert to leads.

At this stage, you may be direct. Prospects are already warmed up, have seen your content multiple times and their interest is piqued. Now it's up to you to take them by the hand and guide them across the finish line. With another piece of content. Personalized for this stage of the customer journey. Toward conversion. This conversion can happen in several ways. One way as we mentioned above is having leads convert on a landing page. Another way is through a Lead ad.

Test in your marketing funnel with lead ads vs. landing pages.

The Benefits of a Lead Ad.

With a Lead Ad, people can leave their personal data right within the platform. The advantage of this is that you take away extra clicks for the visitor, increasing the chance of a conversion. The disadvantage of this is that you don't send visitors to the website so they don't look beyond the ad. That's where the landing page offers an advantage. You send visitors to the website where they can learn more about your brand.

The benefits of a landing page.

There are several advantages to this. On the one hand, you can "save" visitors to your website in remarketing lists. This allows you to remarket these visitors in different channels. On the other hand, you get the chance to introduce the visitor to your product or service. Essential here is that the information is relevant to the visitor. And that the page contains a lead magnet. Valuable enough for them to leave their personal information here. This is the moment you've been working toward. The opt-in.

A landing page with call to action.

how do you track leads within a marketing funnel?

What happens after the conversion? Your prospect has now become a lead. And leads are there to follow up. Hot enough right away? Then personal contact is most effective. Not warm enough yet? Then automated follow-up will take care of your leads. With personalized content, aimed specifically at their situation. But of course, we're not giving everything away just yet. Then the blog series would come to an end too soon. In our next blogs, we will zoom in on this. And other things, of course. But you'll have to be patient for that.

In the meantime, if you have any questions, you can of course just contact us.

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Chantal Tol
Chantal Tol

About this schurq

Online Marketing Consultant

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