Maximizing results is the main goal of any digital marketing strategy. Each digital campaign must be developed to attract prospects at each stage of the purchasing process. This is why creating synergy between your digital campaigns and the sales funnel has a real impact on results. This method is applicable on each medium on which you wish to execute.
What is the Sales Funnel?
In digital marketing, the sales funnel represents the different actions carried out by an online user to then become a (loyal) customer. This is a digital marketing strategy which is today very popular among professionals in the business sector, particularly by e-commerce sites. This sales funnel can take shape on different media such as Google Ads or Meta Ads, but always following the same steps. In fact, there are four main stages in the funnel: Awareness, Interest, Decision and Action. Each of these stages allow you to convert online users, who may not have known your brand, into loyal customers.
The Different Stages of the Sales Funnel
Awareness: This first part consists of creating visibility to your brand. Online users must be able to find you quickly on search engines and/or on social media. Make sure you have highlighted the best interests and elements of your brand that can stand out against the competition. You can make yourself known through different methods such as organically or paid. Keep in mind that generating organic traffic is a long process that must be done on a recurring basis. For that very reason, some marketers choose the paid option, because it is much quicker to achieve your business awareness objective.
Interest: Now that users are aware of your brand, it is important to generate interest among them. The idea is that online users perceive a common connection to your brand as well as develop trust in your brand. Consider highlighting your brand’s expertise and values to attract engagement among users in order to drive interest.
Desire (or Decision): This is the last phase before the sale. Once online users have developed interest in your brand, you must now seize this opportunity in order to create a desire and prove to them that you are the only brand in the market that can respond to their search and ultimately fulfill their needs.
Action (or Sale): The transition to purchase is the final and certainly the most anticipated stage of the funnel. It is important that this part goes as smoothly as possible. Nothing should interrupt this stage to your potential new customers during their purchase. The better the customer experience is the more you retain your prospects.
Create Digital Campaigns for Each Stage of the Funnel
It is recommended to create campaigns that correspond to each stage of the funnel when considering your marketing objective, audiences and content is how you will achieve the best synergy.
When creating a campaign in any advertising platform, it is essential that you assign it an objective. They vary depending on the medium but they remain relatively similar:
- Awareness
- Engagements
- Consideration
- Website Traffic
- Sales
- Leads
- Promoting an app
You can see that some of these objectives correspond perfectly to the stages of the sales funnel. For instance, the awareness objective is ideal for making your brand known. The website traffic objective allows you to attract users to your website by generating interest and decision-making. A sales objective, on the other hand, focuses on the final stage of the funnel, which is the purchase.
Campaigns should be built with custom audiences that best represent your target market, as well as relevant content in terms of creatives and texts. Keep in mind that the quality of these audiences will have an impact on your results. Above all, think about segmenting them according to your business location and interests, but also based on the users visits to your website and on the visits of different web pages specifically.
If the concept of audience segmentation is confusing, do not hesitate to contact the Pertinence Media team who will be delighted to support you and guide you through every step of your digital marketing strategy.
The Impact From the Campaigns Synergy
The impact of a well structured synergy between your campaigns and the sales funnel will be primarily visible on conversions. Having built campaigns by selecting the proper objective and creating relevant audiences will help you target quality prospects who are more likely to make a purchase. Indeed, if the audience is too large, more users will see your ads, but in some cases this may not be entirely effective because your campaign can generate very few clicks and even fewer will turn into customers.
At Pertinence Media, we ensure that each campaign is perfectly aligned with each stage of the sales funnel and that audiences are created in a relevant way to support each prospect through the different stages of their purchasing journey.
