Last Updated on 18/07/2022 by Steve Wanjie
The digital marketing funnel is a marketing concept applied to any business.
It is a process that marketers use to guide prospects through the stages of the marketing process and turn them into customers.
In Kenya, many companies need to increase their sales and revenue.
Therefore, they need to improve their conversion rates by focusing on these stages in the digital marketing funnel discussed here in detail.
What is the Digital Marketing Funnel?
The digital marketing funnel is a model used to illustrate the stages of the digital marketing process.
It shows how a company can use digital marketing to attract customers, convert prospects into leads, and turn those leads into customers.
Take away point:
The marketing funnel is a model of the customer journey.
What are the 7 Stages of a Marketing Funnel?
Marketing is an essential part of any business.
It is the process of promoting a product or service to customers.
A marketing funnel is a series of stages to guide prospects through the purchase process.
The 7 Stages of a Marketing Funnel are:
1. Awareness creation stage
The awareness stage is the first stage of the marketing funnel.
It is where a marketer will try to raise awareness for their product or service and get people to know about it.
Brands can use different methods to increase their market share and promote their products and services during this stage.
Awareness creation methods include:
Advertising is a form of marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service, or idea.
It is the act of promoting goods and services by various means, such as in print, television, the internet, SMS, or other forms of media.
It aims to inform and persuade people about products and services.
b) Social media marketing:
Social media marketing is a form of marketing that uses social media platforms to create awareness about a product or service.
In addition, you can use it to build relationships with customers and potential customers.
Social networking sites include blogs, microblogs, video sharing sites, and other websites.
c) Public Relations:
Public relations is a form of marketing that involves spreading information to the public.
It is a way to create awareness of a product, service, or event using various media channels.
d) Word-of-mouth marketing:
Word-of-mouth marketing is a form of marketing that relies on the principle of people talking about a product or service to their friends and family.
Also known as “viral marketing” because it can spread quickly from person to person.
Word-of-mouth marketing can also happen in other ways, such as when someone posts something about the product or service on social media sites like Facebook or Twitter.
e) Influencer marketing:
Awareness creation methods include influencer marketing.
Influencer marketing is a form of marketing that relies on influential people to help promote a product or service.
Influencers are people who have the power to shape opinions and drive purchase decisions.
They are usually celebrities, social media personalities, or bloggers with large followings.
The most common way of identifying influencers is using social media analytics tools such as Klout, Kred, and PeerIndex.
These tools measure the size of an individual’s network and their level of engagement with others in their network.
f) Direct Marketing:
Direct marketing is a form of marketing that is focused on reaching out to customers and prospects with the goal of persuading them to purchase a product or service.
The most common form of direct marketing is advertising, which can be done through newspapers, magazines, television, radio, billboards, and cold calls, and other forms of media.
Depending on the company’s goal, awareness creation can last for months or even years.
2. Consideration: The Interest Stage of a Marketing FunneL
The interest stage is the second stage of the marketing funnel.
The consideration stage is when a customer has become aware of a product and is considering whether to buy it.
The consideration stage of a marketing funnel has two parts:
Awareness refers to the customer recognizing the need for your product.
In contrast, evaluation refers to how well they understand what you are offering.
You can achieve evaluation through product demos, testimonials, or customer reviews.
In this stage, you want to create interest and build trust.
Common tactics for this stage include:
- Content creation, such as blog posts and videos
- Social media engagement
- PR outreach
Point to take away:
At this stage, the consumer seeks information to help them make an informed decision.
They may be reading reviews, watching videos, or reading blogs to determine whether they should purchase your solution.
3. Evaluation: the lead generation stage
This stage is the most crucial one for a marketing funnel because it determines whether a lead becomes a customer or not.
To achieve this goal, marketers should consider what they want to accomplish with their content, which channels they should use, and how they can measure success.
It would be best if you also kept in mind that this stage has three main goals:
a) Get more leads
b) Convert more leads into customers
c) Retain customers longer
This phase also includes optimizing and refining your marketing funnel to ensure you get as many customers as possible.
Using persuasive language and offering incentives to generate leads that will eventually turn into sales is crucial.
It’s also important to track leads from this point on so you know who has expressed interest in your product or service and then continue following up with them until they become a customer.
4. Purchase: Conversion Stage
The purchase stage of a marketing funnel is the final step before the customer makes their purchase.
It is where you have to convince your customers that they should buy your product and not your competitor’s.
This marketing funnel stage is critical and can make or break a company.
Here are some tips on how to make this stage successful:
- Create a sense of urgency by discounting prices or offering free shipping
- Create urgency by giving an exclusive offer for a limited time
- Offering discounts for bulk purchases
In the purchase stage, marketing funnels have two parts:
a) top of the funnel
b) bottom of the funnel
The top of the funnel is where leads are generated and nurtured through email campaigns, social media posts, and search engine optimization (SEO).
The bottom of the funnel is where leads convert to customers.
5. Retention: the repeat purchase stage
The retention stage, also called the repeat purchase stage, is when a customer has already purchased from your company.
It is the stage where you are trying to keep your customer coming back to you.
IT is the stage where you want to ensure that your customer has a good experience with your product, so they will want to continue using it.
“Customer Lifetime Value” as the Stage is also known because, at this point, you should consider how much value your customer is giving back to your company.
A marketer’s job doesn’t end when they have made a sale.
But, first, they must ensure that the customer will return and buy again.
It is where the retention stage comes in.
The retention stage is the period after a customer has bought something from a company before they forget about it or get over it.
The duration of this stage varies depending on what product or service you are selling, but it can be anywhere from three months to three years.
Marketers use strategies to incentivize customers to keep returning for more and remain loyal to their brand.
These strategies include discounts, loyalty programs, freebies, and personalized marketing messages for each customer segment.
6. Loyalty creation stage
The loyalty stage of a marketing funnel is when customers have already been convinced of the value of your product or service and are now committed to buying it regularly.
There are two types of loyalty:
– Loyalty to a brand
– Loyalty to a product or service
Customers will be faithful to a product or service if they have had positive experiences with the product or service and feel like it meets their needs.
The loyalty stage is vital because it is where your customers turn into loyal customers who will repurchase your product or service in the future.
It is true, regardless of better alternatives in the market.
7. Referral: Convert loyal customers into brand ambassadors
The Referral Stage of a Marketing Funnel is where the customer has already sold.
The stage is critical not only because it allows for word-of-mouth advertising but also because it helps to generate more leads.
Marketers must understand that this stage is an opportunity to increase their marketing efforts.
For example, suppose a customer’s loyalty is solid to your product or service.
In that case, they are more likely to recommend it to their friends and family.
This stage aims to refer as many people as possible to your company. It is done by building trust, showing them the value of your offer, and then asking for a referral.
It’s also the most critical stage of the marketing funnel because it’s where you get to convert your customers into advocates.
The referral stage is where customers are willing to do something for you for free that they would never do without being asked.
If you want to make sure that this stage of your marketing funnel succeeds, here are some tips on how to get referrals:
- Ask for referrals from your customers and clients
- Offer incentives for referrals
- Create a referral program for your company
- Encourage word-of-mouth advertising through testimonials and reviews
- Offer excellent customer service always
Conclusion: digital marketing funnel stages
The digital marketing funnel stages are the process of converting a potential customer into a paying customer.
The steps are Awareness, Consideration, Conversion, and Retention.
The awareness stage is when the potential customer becomes aware of your product or service.
The consideration stage is when the potential customer decides to purchase your product or service.
The conversion stage is when the potential customer purchases your product or service.
And finally, the retention stage is when you keep that customer returning for more of your products and services.
The digital marketing funnel stages are essential because it helps marketers understand how their customers behave and what they need to convert them into paying customers.
How to market your business in Kenya
Real estate marketing funnels you need to know
Marketing in the Metaverse in Kenya
Further reading on marketing funnels here
Steve Wanjie is a digital marketing specialist, SEO Expert, expert article writer, blogger, sex educationist, and businessman. He is the founder of Dijito Marketing and Laikipo.com. He works and lives in Nairobi Kenya.