The Marketing Funnel

GOAL

Capture your audience's attention. You want to get people to remember your brand and try to learn more about you.

STRATEGIES

• Search engine optimization
• Search engine marketing
• Display ads
• Social media marketing
• Social media advertising
• Video marketing
• Influencer marketing
• Content marketing

TACTIC

By targeting key phrases you can pinpoint the topic your target audience is searching for. Then you can create social media contents such as guides, videos, and blogs around those topics. At this stage, you should keep things brief and simple just to gain your audience's interest.

GOAL

Provide your potential customer with more detailed information to set you apart from the competition and help build their trust and confidence in your brand.

STRATEGIES

• Unique selling proposition
• Customer testimonials
• Case studies
• Product reviews
• In-depth product tutorials
• Re-marketing ads
• Webinars
• Email marketing
• Social media marketing

TACTIC

Consistently sharing case studies, testimonials, reviews, and detailed tutorials can build trust in your brand. Remember the "rule of seven": potential customers often need to see a message seven times before taking action.

GOAL

Capitalize on the interests people have already shown.

STRATEGIES

• Optimize the checkout process
• Add better photos
• Strengthen the copy
• Add live chat
• Pursue abandoned carts
• Increase website speed
• Offer a trial or money back guarantee
• Experiment with A/B

TACTIC

Use paid remarketing campaigns to reach people who have already shown interest in your brand. Remarketing or retargeting, is a strategy in which you use paid ads to target customers who have visited your website, app, or social media profile. You can also gently encourage people to make a purchase by offering discounts or free shipping.

GOAL

Continue to nurture relationships with your customers so you can remain in their minds.

STRATEGIES

• Rewards programs
• Email marketing
• Social shares
• Remarketing customers
• Encourage reviews
• Birthday and anniversary offers
• Freebies
• Amusing confirmation messages

TACTIC

Remarketing ads to existing customers on social media is a great way to encourage them to make a repeat purchase. You can also stay connected with your customers by making them feel like they are part of your brand community. One way to do this, is by developing social media content that relates to the purchase that they have made.