Do you have a website but struggle to find customers to your site or get of your visitors to buy anything? There are so many factors where the conversion or sales process might fall flat that it’s hard to identify where the problem lies.

The Digital Marketing Sales Funnel

We introduce the digital marketing sales funnel, a methodical, structured way to view, plan, and measure your digital marketing efforts. The sales funnel can be split into 4 primary stages, which are 1. Awareness, 2. Interest, 3. Decision and 4. Action (AIDA).

1. Awareness

People are just coming to learn about your service and visiting your website for the first time. Traffic sources can come from search engines, advertisements, social media, referrals, and more. At this point in time, the prospects may have just become aware of a problem that they have.

Primary Tools: Content marketing, Social Media, Paid Advertisements, SEO/SEM, Public Relations

Goal: Generates as many leads as possible from various traffic sources

2. Interest

The visitors are now going through your website and looking for more information. They may also be actively looking for solutions to their problems. Your website should be designed to encourage visitors to convert to become subscribers, convert, or even buy directly. Hooks like e-books, guides, newsletters are all useful in helping conversions.

Primary Tools: Landing Pages, E-books, Newsletter, Free Tools, Case Studies, Retargeting

Goal: Capture their interest enough such that they are willing to follow you on social media or join your email list and turn them into a prospect.

3. Decision

Now, the prospects are highly interested and deciding whether your products/solutions is the right one. They’re looking at your product/service pages, evaluating different packages, and options, FAQs, looking for trust signs, and more.

Primary Tools: Sales Pages, Free Consultation, Trust Signs, Promotions, Free Trials, Demos, Email Marketing

Goal: Remove all purchasing friction so they begin adding the products/services to the cart or provide contact details for you to follow up. The prospect becomes a sales opportunity to follow up with a quotation in general.

4. Action

This is where the customer either clicks on the purchase button or signs the quotation/contract to begin the work. If it’s a purchase, there can be a follow up with a referral, leave a review, or even future sale.

Primary Tools: Payment System, Shopping Cart, Reviews and Referrals, Limited Trial Period

Goals: Close the opportunity and convert your prospects into clients.

After AIDA

The customer journey doesn’t actually end for most businesses at Action. In fact, it is usually just the beginning of a long fruitful journey between the client and you where they can become your brand ambassadors, refer business, and even build more sales opportunities. We will cover those in future articles.