How to sell online. The sales funnel in digital campaigns

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16-08-2021
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Whether your company's marketing efforts are handled by a digital agency or an internal department, you've certainly come across the concept of a sales or marketing funnel more than once in recent months. Treating it as a tool for organizing and managing digital marketing campaigns can allow you to significantly increase their effectiveness - and thus translate into sales support and achievement of your business goals!

 

What is a sales funnel?

Understanding what a sales funnel is is not difficult - it is much more complicated to implement the funnel in practice. Not without reason many companies delegate implementation of the process to digital or e-commerce agency. This is because it requires a high degree of integration between different channels and maximum control over correct, effective course of processes.

So what is a sales funnel? It's nothing else than an approach to the process of getting to know a brand, allowing to place a user, a potential customer, in a specific stage, thanks to which it is possible to better adjust messages and offer to its needs. However, we do not mean the needs resulting from individual user preferences - but those associated with the actions taken by the user in relation to the distributed advertising message. In other words, the sales funnel allows you to divide the customer journey into successive stages, for example:

Stage 1: Attracting attention

This is the stage where you first reach out to your customer. It is very important at this stage to start building brand awareness and product differentiators. Often at this stage, brands use content marketing activities that allow them to obtain a higher CTR, and thus better engage their audience - building a larger group for subsequent stages. You can build such groups thanks to e.g. GDN campaigns, Google ads, Youtube ads, social media campaigns - through every form of advertising on the Internet.

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Stage 2: Building Desire and Purchase Intent

At this stage in your campaigns you use groups that have shown activity in relation to the messages in stage 1 (for example: clicked an ad, visited a website, responded to a post on Facebook or Instagram). The basis for this will be creating remarketing groups or retargeting users. It is very important at this point to strongly shift the focus to product content.

Stage 3: Selling and closing the funnel

The sales funnel should always aim at conversion: selling your products or services. The data collected at the other stages will allow you to best match your offer to the needs of your users, so, for example, decide on a possible promotion for those who did not complete the purchase.

 

Sales funnels vs. marketing funnels. What to keep in mind when constructing a funnel for online store advertising and more

As you can see, a sales funnel is a great recipe for how to advertise online. Some marketers also recommend making a distinction between sales funnels and marketing funnels, differentiating them with regard to building brand awareness and interest in the purchase itself. Translating this into the diagram presented above, it should be noted that the number of stages in the funnel can be variable - and the more data and the larger databases we have, the more variables we can introduce into our funnel. It is worth remembering, however, that as we increase the number of stages, we will also increase the cost of advertising. Although the effectiveness of such advertising will probably be higher, we risk significantly increasing the cost of conversion and the fact that ... simply do not collect a large enough base to run campaigns or collect meaningful data through them.

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Another aspect you should pay attention to is proper customer segmentation. For example, if you run an online store with home appliances, you probably know very well that a slightly different type of customer will be interested in modern and expensive air purifiers, and another vacuum cleaner at an attractive price. For a given segment of customers, it is worth adapting both the advertising messages, as well as the offer itself: product and in terms of discounts and resale. This process will also look slightly different in the case of building outreach and sales support for B2B and B2C.

 

How to construct a good sales funnel? Bet on omnichannel!

In order for your funnel to truly achieve its goals and translate into sales support, it should encompass all of your marketing efforts: including digital marketing and traditional campaigns. That's why it's a good idea to work with an experienced digital agency or e-commerce agency that will support you in the process of planning, setting KPIs, producing materials, and executing and measuring effectiveness. In Cheepro marketing agency we have knowledge and practical tools to effectively support our clients in such process.

 

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