How do you translate the famous funnel into a concrete advertising strategy?
The famous customer funnel, we get it rammed down our throats on marketing blogs and business newsletters all the time (funnel-wise or otherwise). It often goes no further than the theory and talks about the customer journey the customer makes through that funnel and the stages he goes through.
All funnels lead to sales
Depending on the model, that would then be the AIDA approach, where the A stands for awareness (attention), the I for interest (interest), the D for desire (and the A for action (action). Others talk about TOFU (top of the funnel), where interest is aroused and the customer becomes aware of your product or brand(awareness), MOFU (middle of the funnel) where the customer begins to consider a purchase(consideration) and BOFU (bottom of the funnel) where the customer proceeds to a purchase(conversion).
Be a market vendor in the digital marketplace
But again, that's the theory, which you can actually also just grasp with common sense and which, for example, a market vendor also applies in practice: first shout loudly so that you come right up to his stall, after which he launches into a whirlwind story about the joys of vegetable peeling and finally makes you an offer you can't refuse that will send you home with that formidable multi-purpose vegetable peeler. And you got four replaceable blades to cut serrated, serrated, wavy or curly cucumber slices on top for free!
We're making a caricature of it right now, but that funnel obviously has its value: kneading the customer step by step until he proceeds to purchase works. Now let's shift that practice to the digital marketplace.
1) Awareness (reach of ads).
This is where we generate interest in your brand or shop from new users. With these ads, we tell users why your products or services are so valuable. Here we show the ad to as many people in our target audience as possible.
2) Consideration (traffic from ads)
With these ads, we make people think about your brand, products or services and look for more information. With this campaign, we encourage people to visit the website.
3) Conversions
Here we use two types of ads:
Conversions: we encourage people to perform a specific action on your webshop. Examples are adding to your shopping cart or an effective purchase.
Catalog sales: we display products from the webshop catalog to generate sales.
Of course, it varies from case to case which strategy effectively works best. In any case, different strategies are tested to achieve the best results this way.
Interested in digital marketing or e-commerce?
Contact ClickForest at ffrederiekk@clickforest.com, +32 473 84 66 27 or ask your question via the form.
