Effectively deploying an (online) 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.

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?

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.