You want to take your consumers on a journey if you want to create a customer base, even a loyal one. Most experts define the buyer’s journey as a three-step funnel. According to Hubspot, these are the three areas of a buyer’s journey that conform to awareness, consideration and buying (and retention, once they’re a customer with the potential to upsell or cross-sell).
Three areas of the buyer’s journey
- Top of funnel or awareness: The very top of the funnel is the awareness stage where consumers simply want to become educated about a company’s product or service by seeking answers, research, opinions, data and insight.
- Middle of funnel or research / consideration: This is the evaluation stage where consumers are really researching and weighing the pros and cons about whether or not your goods or services will be right for them.
- Bottom of funnel or buying: This is the purchase stage where consumers are completing the funnel process and making an order.
So how does this relate to digital marketing? Well digital marketing is the overarching term to describe the marketing of products or services online or over another digital medium. For example, websites, blogs, landing pages, webinars, social media, PPC (pay per click) — these are all considered digital marketing. Typically how they’re divided up among team members depends on the organization.
Essentially, anything from an online advertisement to a thought-leadership blog article qualify as digital marketing. To create a digital marketing journey for your company, you must condense this process down into three key terms: attracting, retargeting and converting.
Attracting: To attract potential customers in today’s market, one effective and low-cost way is over social media channels. Use your Facebook, Instagram, Twitter and other platforms to draw in interested consumers.
Retargeting: Now that you have potential customers interested, you will want to keep them on your site. Use Google Analytics and other metrics to determine what your average visitor looks like online and use surveys to determine what are the demographics and preferences of your ideal consumer.
Converting: Just having numerous visitors to your website isn’t enough. You want to convert these casual visitors into hard sales. Make it easy and accessible for them to buy your products and services and even offer promotional deals to get consumers hooked on your offerings.
Hosting informative webinars is another way to inform interested consumers about your company’s mission and offers. They can be used from everything from awareness to buying and even retention.