What Is A Digital Funnel

The sales funnel can be divided into four stages:

Reach, you reach a potential customer and catch their interest

Action, you can get the customer to perform recognizable actions on your site, such as reading blogs and links and visiting service pages

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Conversion, the buyer makes the desired conversion, which turns him into either a lead or a customer

Engagement, you attract customers to your company because profitable growth comes from long-term customer relationships

The first letters of these words make up the MRACE model. When you add additional measurements to the model, the MRACE model is created, which we use. RACE is not just a model built to describe a sales funnel, but it can (and should) be used to build the marketing of an entire company. In this case, your company's marketing plays together and the actual sales funnels are not even needed, because your marketing already works as a sales funnel itself.

Reach,

Act, Convert and Engage all work in marketing with the same math as regular sales. The more relevant meetings in the Reach phase, the more you can solve customer problems and help them during the Act phase. The more you help your customers, the more they create transactions at the Convert stage. The better you take care of your customers after the sale, the better you will be able to make further sales during the Engage phase.

The MRACE infrastructure is a model built to run a marketing organization, but it can also be used to build sales funnels.

A sales funnel is often described as a simple process in which a customer simply enters the funnel and makes a purchase with a smile. However, this is not the case and visitors who made a conversion can be roughly divided into two groups: the minority who made it right away, and the majority who made an average of 5-6 visits to your site before making a purchase.

Because of this latter majority, all marketing channels need to come into play together.

How to build a sales funnel?

In this blog, I'm talking about building a comprehensive sales funnel suitable for B2B and selling B2C products and services (like renovations). Many B2B decisions and B2C products require a lot of information to be searched and thought through before a buying decision is made. As a result, the sales funnel also requires more content and different channels.

Your funnel won't work without the right content.

I wrote earlier about why content marketing is a critical element of digital marketing. That's what it is about a sales funnel. While we can search Facebook and Google for the most buy-ready audiences and target ads to them, no one will buy your product unless you sell it to them along with your content.

Your product or service is certainly the answer to the customer's problem, but if you don't answer the customer's questions with your content, there will be no connection between your product and your customer's needs.

"Your product is the answer, but what is the customer's question?"

Therefore, before you start driving traffic to your site, your site must be both in content and technically appropriate. With the help of content, you need to build shopping paths on the site, which we call lead mills. When we create content right, they turn a prospect from the top of the funnel into a sales-ready lead. It is also important to take into account conversion optimization in the sales funnel functionality so that the customer's journey through the funnel is as smooth as possible.

Let's start building the funnel.

1) Reach - make yourself visible and spark the interest of your audience

Reach is at the very top of the sales funnel. The goal is to reach target groups according to your customers. At this stage, we can roughly divide our customers within each customer personality into three different segments:

1) People actively looking for your product

2) People looking for a product similar to yours

3) People who are not looking for your product

1)Advertising

I deliberately excluded people who are looking for your company's product directly, because then the role of the sales funnel is not so great. If you imagine selling oat milk, the people in segment 1 will say, "I'm looking for oat milk." People in segment 2 say, "I'm looking for milk." Buyers in segment 3 are not saying anything.

To reach these segments, you will need several different digital marketing channels, the most important of which are Facebook / Instagram (in some cases LinkedIn), Google "SEO" search engine optimization.

Next, I'll take a look at what channels you can use to get the most relevant customer flow from these three segments to get to your website.

People who are actively looking for your product

There are two ways to find people looking for your product on your site: Google Ads or organic search results, thanks to search engine optimization.

You can read about the role of Google Ads here and the role of search engine optimization in new customer acquisition here.

People looking for a product similar to yours

These people are not looking for your product, but rather looking for another product that solves the same problem as your product. In this case, we can target people who have visited/searched for your competitors' sites.

People who are not looking for your product

For these people, the most successful advertising is through Google Display and social media channels (usually Facebook is best). For awareness raising, You tube is a good option. I recommend reading our blog on how you can use Google Display to build your sales funnel every step of the way.

Facebook allows you to communicate with your audience about the problems or needs they are facing. Once your audience recognizes themselves from the message “I have this problem,” you can start by using the right content to create a connection between your proposed product and the solution to your customer's problem. Thus, the need for the target group begins to spread to your product.

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