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Build a well-designed Digital Marketing Funnel that lets you get visitors to your website, and turn them into leads and customers.
The Best Digital Marketing Funnel gets the exact results (with reasonably lower cost).
Stage 1: Small Business / Company Website (or Landing Page) – Create a website for your small business (or company) by installing WordPress. This is your shop i.e. where you present your products or services to potential customers.
Stage 3: List Building – Build the email list i.e. Get the visitors to give you their email addresses and become your “leads”.
Stage 4: Marketing Automation – Nurture your leads (i.e. prospects). All these are done through marketing automation based on the behavior and actions of your leads. Examples of marketing automation software: ActiveCampaign, SendInBlue, etc.
As an example, local small businesses (e.g. in Hong Kong market) can apply the digital marketing strategies.
What is the traditional marketing funnel?
The funnel is about four stages: Awareness, interest, desire, and action.
Is the traditional marketing funnel dead?
Yes, practically it is almost dead, if not completely.
The new digital marketing funnel consists of at least eight stages: 1 – Awareness, 2 – Engagement, 3 – Consideration, 4 – Purchase, 5 – Adoption, 6 – Retention, 7 – Expansion, and 8 – Advocacy.
The big brand names set up branding strategies. They would show the entire world the value that they can offer through implementing their brand advertising campaigns. e.g. Buy banner/video ads through Facebook Ads campaigns.
As a small business, you would be both less aggressive and more aggressive.
Less aggressive – You probably don’t have too much budget to spend on advertising. So you will skip all expensive advertising campaigns.
More aggressive – You show off by revealing your expertise with content marketing (and/or inbound marketing).
When you engage and communicate with people or your potential customers, you get to figure out the problems they are facing, or the pain points.
Through varous channels (including blogs, forums, search engines, social media, etc), you can communicate with people.
Only by knowing exactly what pain points you are working on, you’ll be able to re-define your products (and/or services) to solve people’s problems.
Connect the pain points to the key benefits, differentiators, and competencies of your products.
For example, your small business website can offer the products that can solve people’s problems. Or you can talk about the pain points and the solutions together on your blog.
People wouldn’t necessary buy your products the very first time they see or visit your website/blog. You must have a website or landing page that is ready to get their contact details, such as email address.
Only after people start to consider your products or your content (which you have been delivering through inbound marketing), they may give you their emails.
Nurture your leads (i.e. prospects) with communication through emails. More importantly not only with standard emails, but integrate marketing automation into your email campaigns.
Build the user/customer onboarding process into your products. Onboard your new customers. Train them and provide materials for them to train themselves to use your products.
Anything beyond the first purchase of your customers should be placed under “retention”.
For example, you should get your customers to make the second purchase, third purchase, and more, when the timing is appropriate. Offer upsell products and cross-sell products to customers to increase overall profits.
As time goes by, your current customers may encounter new pain points. Through regular communication with your customers, you will uncover new problems. To solve the problems you may refine your products, or invent new products. New products may mean opening up a whole new market (i.e. niche).
A priceless strategy is word of mouth advocacy. This is the ultimate free traffic (or free new customers) that you can get through the referral of your existing customers.
The key is that your existing customers must love your products (or brand), and then a portion of them automatically (or voluntarily) become the enthusiasts of your products.
It is a “snowball rolling” method in which the more satisfied customers you have, the more new customers you will get.
It takes a long time to build the complete marketing funnel for your small business. And in practice, you don’t get involved in all eight stages.
For implementing your strategies, simplify the funnel into the best digital marketing funnel (with six stages): 1 – Awareness, 2 – Engagement, 3 – Consideration, 4 – Purchase, 5 – Retention, and 6 – Advocacy.
Now showing off your industry expertise through the combination of content marketing and inbound marketing.
Blogging, video marketing, etc are the channels that you can get the awareness.
Again, engage with people (who you didn’t know before) on online forums, blogs, social media, etc.
Once you know where your potential customers are on the Internet, go directly to them, and let them know the key benefits and differentiators of your products.
Don’t forget the traditional channel such as search engines where potential customers do their searches during the consideration stage.
You want all the people you have engaged, and have arrived at your landing page / website to sign up your newsletter, or give you their email addresses.
Set up your marketing automation on your email program, and let the tool does the tedious work for you, while you take full control of the strategies.
A portion of the leads who have engaged in your marketing automation process will end up buying your products and become your new customers.
Turn your customers into customers with multiple purchases.
Through their word of mouth, your existing happy customers will directly bring you new leads (and/or new customers).
The happy customers are also people you can rely on by giving you good reviews, such as Google Reviews, Yelp reviews, etc.
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Complete list of websites: Get the full 200+ free traffic sources list including search engines, social media, document/photo sharing, bookmarking, video sites, forums, communities.
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