Here's how to translate the funnel into a high-performance advertising strategy
The renowned customer funnel – we constantly have it shoved down our throats in marketing blogs and business newsletters (whether funnel-shaped or not). Often, it doesn't go beyond the theory, and there's talk about the customer journey through the funnel and the phases they go through.
All funnels lead to sales
Depending on the model, this is the AIDA approach, where A stands for awareness (attention), I for interest, D for desire, and A for action. Others refer to TOFU (top of the funnel), where interest is sparked 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 make a purchase (conversion).
Be a market vendor in the digital marketplace
But again, that's the theory, which you can actually grasp with common sense and which, say, a market vendor also applies in practice: first shout loudly to get you to his stall, after which he tells a whirlwind story about the pleasures of peeling vegetables and finally makes you an offer you can't refuse, sending you home with that formidable multi-functional vegetable peeler. And you got four replaceable blades to cut serrated, toothed, corrugated, or curly cucumber slices for free on top of that!
We're exaggerating for effect here, but the funnel obviously has its value: gradually guiding the customer step by step until they make a purchase works. Now, let's apply that practice to the digital market.
1) Awareness (reach of advertisements)
Here, we generate interest in your brand or shop among new users. With these ads, we tell users why your products or services are so valuable. We show the ad to as many people as possible within your target audience.
2) Consideration (ad traffic)
These ads ensure that people think about your brand, products, or services and seek 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 take a specific action on your online store. Examples include adding items to their shopping cart or making a purchase.
Catalog sales: We showcase products from your online store's catalog to drive sales.
Of course, the most effective strategy varies from case to case. In any event, we test different strategies to achieve the best possible result.
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