Sales/Marketing Funnel the blueprint for your marketing
Funnel Architecture
How It All Fits Together
Digital Advertising
Strategy & Tactics
The tactics that will resonate with your avatar (potential customer) will vary, depending on where that avatar is along your customer journey and what their audience temperature is at that point. Email marketing is a fantastic tool for hot leads at the bottom of your marketing funnel while search ads are better for warm, mid-funnel audiences. For cold audiences at the top of the funnel, display advertising will hit them while they’re not looking. Social media ads can be configured to work well at almost any point in the funnel.
Top-Funnel Audiences
STRATEGY: BRAND AWARENESS
Mid-Funnel Audiences
STRATEGY: EDUCATE & INFORM
Bottom-Funnel Audiences
STRATEGY: INCENTIVIZE
Media Channels & Key Performance Indicators
by Funnel Position & Audience Temperature
TOP-Funnel, COLD Audiences
Cold audiences don’t know who you are. They might not even be aware that your product or service exists and, if they are aware, they may have no idea that they either need or want it. These people are the farthest away from you and therefore the hardest (and most expensive) to convert into customers.
Rookie Mistake: trying to close (sell to) this audience. They’re not ready yet! You need to establish trust first.
Tactics: The best way to “warm up” cold traffic is to provide great content! That content might be in the form of podcasts, webinars, blog posts, case studies, reports, tutorials, etc. Advertising messaging should focus on building awareness of your brand and providing people access to that content.
Media Channels: organic (unpaid) social media, Facebook/Instagram ads, Google Display Network (GDN), programmatic display advertising
Important Metrics: impressions, clicks, cost per mille (CPM), display click through rate (CTR)
mid-Funnel, warm Audiences
Once your audience is “warmed up”, they are aware of your brand and are in the consideration stage. They’re aware that they have a problem… a something that they’re missing… and are actively looking for a solution to that problem.
Rookie Mistake: don’t confuse BENEFITS with FEATURES! Clients often want to include long lists of features in their ad copy but buyers aren’t interested in features. They’re interested in what benefits those features provide to THEM!
Tactics: At this point, they know the basics. Ad copy should be informative/educational. This where we highlight the benefits that you provide. Website performance is also critical.
Media Channels: search ads (Google, Bing, others), local SEO (Google My Business, Yelp, TripAdvisor, etc.), forms (web and social)
Important Metrics: search click through rate (CTR), conversion rate, website bounce rate, page views time on-page & page load time
bottom-Funnel, hot Audiences
Hot traffic has demonstrated “purchase intent” by filling out a form, making a purchase in your value ladder (succession of offerings that increase in value and price) or taken some other action that shows they’re getting ready to buy.
Rookie Mistake: in Hawaii, be careful about getting too aggressive at this stage. Locals don’t like pushy sales tactics!
Tactics: this is where you can deliver that sales pitch.
Media Channels: email marketing, SMS/messenger marketing, retargeting (programmatic display advertising, Google Display Network (GDN), Facebook/Instagram ads)
Important Metrics: email/message open rate, conversion rate
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