digital marketing funnels

In addition to developing complete business website design and development projects the core of that which we here at Capid Houser deliver is our Full Service Digital Marketing Agency provision that in essence is made up of essentially taking a company’s top level core go to marketing business development strategy and; translating components of it into the digital marketing domain. The result of this translation of business plans is actually seen on the internet in the form of two main components [as we define marketing a business on the internet] which is that of Social Media and that of Search Engine Marketing.

In terms of Search Engine Marketing and the way that this links into a company’s strategy; for the purpose of this discussion this can be described by the fact that the vast majority of product and service research activities commence with consumers pulling up their favourite search engine and simply typing in whatever terms come up in their head in relation to that which they may be looking to purchase, hire or just simply to get more information on.

We mention the above due to the fact that the core of our search engine marketing agency execution practices is that of keyword research which links directly into the activities of the consumers as described above. Our performance of top level keyword research provides us with the foundation of that which we will make use of in order to develop content that we will publish on the internet.

This particular content that will be published will be based on the keyword database that we will compile, in summary – there will be links within the content – note that the content comes in various forms such as press releases, articles, blog posts, micro blogging, videos, emails, PDFs etc etc.

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With that said – note that in terms of ranking a company’s website [the process to ensure that a website {or it is best to say specific pages on a company website} comes up in the search engines after a consumer types in a keyword phrase into the search engines] – it is the [company or product / service specific] content that is published around the internet on other platforms and websites all emanating from varying IP addresses etc etc, with the links within the content pointing back to the company website that will all culminate in working towards the ranking of the website.

Social media marketing research can be used for business development in terms of digital marketing strategy development as the company in question can be seen …

… to be leading discussions, their goods and services along with the excellent customer service that is provided will [we hope] be shared around the various social media networks. All serving to broaden the scope of the organisation and to increase that which we call Brand Equity.

At the outset – our Full Service Digital Marketing Agency research will provide us with a foundation bed that we will be able to use in order to shape the organisation’s social media activity. Then we will be able to develop activities [just as we do with search engine marketing] that will culminate in customers arriving at our main business website or other location on the internet that will present the consumer with more details or further information in relation to the product or service that they showed interest in via social media or due to the specific keyword that was typed into a favourite portal.

The above has been constructed to set the scenario as to how the consumer arrives at the top of the digital marketing funnel. As there is so much talk about Business Funnel Models in general and specifically how this relates to marketing a business on the internet. The Digital Marketing Sales Funnel that we develop will of course be specific to our client’s business model as well as their target market client’s profile. As an example certain businesses require longer sales cycles so that it may take say six months from the initial touch point with the prospect before they end up becoming a paying client.

In other cases the sales cycle [or length of the buying process] may be days or even hours and therefore the social media search engine marketing funnel will be designed accordingly. The point being made is to put the appropriate facilities in place to ensure the prospect is never let go of in terms of constant communication until a decision is made either way in terms of them [the client] making a purchase decision or staying on potential purchase list as the top level strategy dictates.

So – in order to use the analogy of making sure that the client comes back into the physical [shoe, computer, clothes, jewellery or maybe food] store time and time again – when using business internet marketing part of the implementation of a high quality business digital marketing funnel will serve to put the marketing message in front of the client at set times in order to nudge them closer to making a decision.

Certain decision making criteria are put in place within the design process and for each decision made by the prospect – they can readily be defined as moving to specific levels within the digital marketing funnel. As a general rule of thumb – the top of the funnel is wide and therefore we have a larger pool of prospects at this level. As customers move further down the business funnel – there is of course less space and this correlates to less customers being found at lower levels within the funnel.

Again – in general terms we will see a rise in fees being paid by clients with fewer and fewer numbers of clients being found at the bottom of the business funnel and corresponding higher prices being paid. In some cases this may run into many 1000s of £s/$s and a set amount of clients may be targeted to purchase certain solutions at set prices within set periods of times [say 10 high ticket sales every month].

In coming to the end of this discussion – it is worth mentioning some of the [more technical] tools that we make use of in order to effectively implement a business digital internet marketing funnel. We feel a quality email [autoresponder] marketing platform is necessary  – as example – we often provide prospects with the option to download certain expert information packs in exchange for their email address. The type and form of the content of the information will be carefully designed to act as a decision point serving to act to say “if the prospect opts to download the said information they are candidates to move to the next level within the business process funnel”.

Another tools that we make use of is that of artificial intelligence based chatbot marketing in order to interact with the clients so that we can learn as much as possible about the prospect before we either speak to them in the phone [often necessary for high ticket sales] or they opt to become a paying customer.

So – it can be said that the implementation of a digital business internet marketing funnel serves to mimic the activities of that which takes place in the non computer business interaction world. So – without an effective digital marketing process in place – companies will not be getting as much out of their online presence as they otherwise would with one in place.

If you wish to learn more on how to get an effective search engine social media marketing funnel implemented for your business operations – learn about our Complete Search Engine, Social Media & Facebook Marketing Strategy Development & Execution Programme For Companies – go through our funnel, book an appointment and we will look forward to speaking with you.

There can be no doubt at the time of writing that Digital Marketing and Strategic Social Media Management is a valuable tool when it comes to generating new business leads and connecting with existing clients. However there are still many business owners that are still not using a Digital Marketing Agency and wondering if this in addition to Social Media Marketing Management is truly worth the investment as a key component in the company’s marketing strategy development.

Digital Marketing is Effective : The sole purpose of successful online marketing is to utilize a social media campaign strategy at the lowest possible cost and risk investment, while maximizing sales potential and profit.

However, just having a website does not work anymore. Whether your business is an e-commerce company or a traditional brick and mortar business, with the right visibility and exposure, you can generate more online traffic, increasing sales and profit.

This form of connecting with clients costs much less in comparison with most other marketing strategies. Moreover, online marketing allows you to target your efforts all the way down to specific demographics, which no other type of advertising or marketing can accomplish.

Reaching out to clients using this marketing channel allows consumers to research and purchase your products and services at their own leisure, which is appealing to most consumers. Having a solid online presence allows them to do just that therefore putting them one step closer to doing business with your company.

If you want statistics, Strategic Social Media and Digital Marketing allows you to measure activities using appropriate tools. Practically all elements of a Digital Marketing campaign can be traced and tested in some form, including:

* Email Open Rates and Conversion Rates
* Website Traffic and Activity
* Social Traffic and Activity
* Video Views and Activity
* PPC (Pay Per Click) Results

Web analytics are also useful in being able to track the exposure, response, and overall effectiveness of online marketing by collecting, analyzing, and reporting back Internet data.

Here, advertisers can determine the best return on investment (ROI). Tracing and assessing can be accomplished immediately since most tracking tools can be easily setup and ready to go in just minutes. There are a number of steps you can take in order to successfully market your business online, from optimizing the copy writing on your company’s website for search engines to writing an e-newsletter and/or a blog.

This form of business marketing communications is a collaboration of elements that produce a successful online advertising strategy or campaign more commonly executed by a digital marketing agency as companies look to expand their investment in this form of business development. Recognizing the tools needed and making the most of them demands a huge amount of skill, expertise, and practice. The work that is put in eventually determines the level of accomplishment that will be achieved.

There can be no argument when it comes to the role that using a Digital Marketing Agency has to play in the overall development of the business strategy of organisations. The internet is of course channel to market in terms of …

  • Communicating the message of the business to its chosen target market segments
  • Delivering products and services to clients

We know that many larger companies make use of Social Media Marketing Agencies and have large budgets that are outside of the scope of smaller companies and as a consequence get great results from their available spend.

For the purpose of this discussion, let’s turn our attention to smaller organisations, possible those with multiple stores and outlets that may not be national and without the 10s of 1000s of £s or US$s marketing budgets to spend on a monthly basis. This is where of course many businesses choose to execute their online marketing by delegating the tasks to a member of staff. We see that they setup a Facebook page and then set about with the task of inviting friends, family and clients to ‘like their page.

The next ongoing task is to continue to update the page with fresh, relevant content that is engaging and the main point is that …

… Social Media Posting & Activity Should Function As Part Of A Marketing Strategy …

E.g. inviting people to like a Facebook page should serve to bring clients through the business’ marketing funnel but what we see is that in so many cases the company ends up with a like and not much else !!

This forms part of our digital consulting philosophy and is one of the reasons why our social media marketing agency for business what created and is serving clients so well.

We have developed a true process and system that runs for a minimum of 12 months and posts relevant, engaging and ongoing content that serves to generate news prospects, build a database for the company and then move on to transfer those prospects into clients.

As the subject of this discussion states, we also create and manage a Customer Relationship Management system for clients which acts a a digital marketing customer segmentation operation and email marketing systems enabling customers to run ongoing marketing promotions and loyalty contests based around parameters such as holidays and national holidays.

If you are a business owner frustrated with the returns that you are getting from your sporadic digital marketing efforts take a look at our integrated digital marketing campaigns process and then get in touch with Capid Houser to learn how we can be of service to you.

To your success,

– The Capid Houser Team