A sales funnel reflects the journey that consumers take towards making a purchase and ultimately becoming repeat consumers. And a strategically designed sales funnel can bring significant growth and revenue to your business. In a recent blog post, we kicked off our three-part series on the digital marketing sales funnel by looking at some essential top-of-funnel digital marketing strategies.
In this article, we will take a look at the stages that make up the middle of the funnel. While your top-of-funnel strategies are designed to increase brand awareness, the middle stages aim to create interest in your brand and a desire to purchase one of your products. Below are some key digital marketing strategies that can help you strengthen the middle of your sales funnel.
Create Interest with Content
Content marketing is key to a successful sales funnel. According to HubSpot, 82% of marketers implement a content marketing strategy. If nothing else, a strong content strategy will allow you to keep up with, and hopefully surpass, your competitors. Ideally, your content marketing strategy will play a key role in building that interest and desire to make a purchase halfway through the funnel.
A great content marketing strategy can’t exist without great content, so focusing on creating strategically crafted blog posts is a great starting point. The empty page offers endless opportunities to showcase your expertise in your market, and ultimately convince your ideal audience that they should choose your brand over your competitors. Think about what concerns or questions your customers often have, and create content that provides solutions or answers those questions.
Maintain Interest with Email
With an average ROI of $36 for every $1 spent, it’s no wonder e-mail marketing is incorporated into many digital marketing strategies today. Once you turn top-of-funnel consumers into subscribers, you can begin showcasing your expertise and credibility through email campaigns. When you have the ability to email those who are aware of your brand and are interested in learning more, you can deliver the content you’ve created directly to them.
Use Social Proof to Build Credibility
Social proof provides evidence that your past customers were satisfied with the purchases they made. From a digital marketing standpoint, you can use this satisfaction as a marketing tool to build interest. For example, you might showcase testimonials from satisfied customers on your website or social media channels. One of the most powerful ways to use social proof to your advantage in digital marketing is through management of your online reviews. Get more ideas from our previous blog post on how to use customer reviews to boost your business.
Boost Awareness with Remarketing
Online advertising is a great tool for building brand awareness, and it can also help you identify potential customers to whom you can remarket further down the funnel. With the right remarketing campaign, you can get your products, brand, and content in front of those who have already shown an interest in your brand at the top of the funnel. Remarketing can be a great way to stay at top of mind with your audience while also providing them with more value to encourage a purchase.
The sales funnel can seem like a complicated concept, and strategies may differ from market to market. However, one thing’s for certain: Digital marketing is essential to creating a successful funnel. If you’re ready to perfect your customer journey with the help of marketing experts, we’d love to hear from you.
