Your digital marketing funnel serves a critical purpose in your overall sales funnel. The intention of any marketing campaign is to lead the potential customer down a path to conversion using the general AIDA (attention, interest, desire, action) principle. With digital marketing, this funnel uses online platforms to walk consumers along your brand journey until the point that they make an enquiry or commit to a purchase. However, a lead chain is only as strong as its weakest link, and for this reason, constant reviewing and optimising of sales funnels are essential to marketing success. Here’s how to optimise yours:
Attention
Are your ads, newsletters, blog articles and other digital marketing content capturing people’s attention? Do they want to learn more about what you have to say and what you’re trying to sell them? If the answer is no to both of these questions, optimisation will be needed to get your digital marketing off the ground. Content should have eye-catching imagery and compelling copy which motivates them to read further, click somewhere, or take an action of some kind.
Interest
Are your improved graphics and copy capturing people’s attention? If so, they move to the next funnel phase, which would be of interest. The potential customer might use a search engine to research your brand or products. The more they find out about your brand, the more they are interested. Customers are continually comparing brands to their own personal tastes. If you optimise your target audience selection, building personas to map out your perfect customers’ personality, you’re more likely to know what they’d be interested in.
