Understanding Digital Marketing Part 4: Know Your Tools

You need to use the right tools if you want to have a successful sales funnel for your digital marketing campaign. More importantly, you need to know how to use those tools. Today, we will discuss each stage of the funnel and look at useful tools for each one. 

Brand Awareness (Top Of Funnel) 

Previously, we discussed how the TOF is all about getting in front of people who don’t know your brand so that you can begin to build a relationship. Here are two common mediums to use for the top of funnel digital marketing campaigns. 

Evaluation (Middle of Funnel) 

At this stage, perspective clients are doing their research and learning about you. They want to find information and decide whether they require your products or services. Ensure that you use these marketing tools for your evaluation level platforms. 

Conversion (Middle of Funnel) 

Once your potential client has evaluated your business and feels confident that they know, like and trust you, we move them to the conversion part of the funnel. This is where you send individuals to a landing page with a lead magnet for them to download. In exchange for downloading the free content, they give you their email address or phone number so you can contact them. It is important you follow CASL legislation: You must ensure your wording is clearly stated. People need to understand that they are granting permission for you to contact them. 

Affinity (Bottom of Funnel) 

The affinity section appears everywhere from brands. For example, when visiting a website, an offer will appear with an incentive or deal to entice you to sign up.  

Champion (Bottom of Funnel) 

At this point, your cold lead is now a customer. Therefore, you need to 1) train them to sell for you, 2) stay connected with them so you stay top of mind, and 3) create a culture around your brand for people to celebrate. Make sure you don’t come off as a pushy salesperson.  

Knowing your tools will help you create a succinct sales funnel that will help clients find you. Be sure to read all our Understanding Digital Marketing series. Today, we gave you useful digital marketing tools. We also give you a basic overview, layout the buyers journey and show you how to build relationships with prospective clients. With this knowledge, you will be able to make sales funnels that not only convert but create satisfied customers who champion your brand!