In this article, we are going to focus on the online marketing funnel. We are going to present it in a way demystifying a lot of confusion and have a thorough analysis paralysis of the metrics that are floating around there on the web. We are going to have a very simple overview of the three levels of the marketing funnel, learning how to reach, convert, and engage more of your visitors online and ultimately get more business online.
The basic marketing funnel is based on three main activities:
- Reach (page impressions, unique visitors)
Deliver your message to your target audience.
- Engage (page views, video plays, downloads, etc.)
Engage your audience and establish yourself as a trusted authority.
- Convert (leads, phone calls, email contacts)
Compel your audience to take action. More leads, more customers!
The funnel shape indicates we have a whole bunch of people that we reach (those that come and visit your website), then we engage them with content, and finally we convert them into leads and sales.
Methods and tactics to address each level of the marketing funnel
To reach prospective clients to the website we use methods such as SEO, PPC campaigns (Google Adwords or even Facebook in a form of paid advertising), offline stuff (such as direct mail campaigns), social media, etc.
How do we engage people? According to the team at 5 Digital Quotes, the most populat methods suppose: having a great website design and navigation, client-focused content (high-quality articles, blogs, videos, etc.). Videos are a great way to engage your visitors. Videos are not as boring as text. Thus, they feature a higher potential for user engagement. Having a video where you describe who you are, what your area of expertise is, and how you can address customers needs might prove of a great benefit for your business.
To convert a prospective visitor into a client, we use different tactics: web forms, e-books, trackable phone numbers, online chat, call to action elements (such as texts or graphic elements), etc.
In terms of the tactics, you must have a clear image of the marketing funnel and know how many visitors you actually reach, engage, and convert into leads. Your goal is to convert into leads as many visitors as possible. Now metrics come into play. In the following rows, we are going to talk about metrics.
The minimum metrics you should know for your business and your website:
The number of visits is a metric used to show how many visitors actually do reach your website online and how efficient your SEO and other marketing strategies are. This metric is used to show the total number of visitors reaching your website.
Bounce rate (page views)
Bounce rate measures visitors engagement. This metric is used to show the number of people that visit your website without clicking anywhere else on the site, but the back button of their browser or links to external websites.
Time on the website
It is another metric of engagement. It shows for how many seconds or minutes a visitor stays on your website. The higher those numbers, the better the level of engagement!
Social share is another metric used to quantify user engagement via social media.
Conversion rate of leads (or yielding)
Is a metric for conversion. The two main types of leads are phone calls and e-leads (web forms, opt-ins), both measuring the efficiency level of your business and staff in converting prospective clients into actual customers.
The marketing funnel applies to almost everything that you do online: your website, your content, YouTube videos, Facebook, paid ads, Analytics, email marketing, and even postcards and direct mail. Everything you do online you must consider seeing through the easy steps of this marketing funnel. Now you maybe have a better idea about how the marketing funnel and the metrics can help you organise, promote, and improve your online business. Good luck!