19 October 2023
Start your engines, marketing managers, and buckle up! We're about to take a grand tour of the modern marketing funnel, where every tactic, tool, and channel has its own lane. In this fast-paced race, understanding where each strategy fits in the funnel can help you prioritise your marketing efforts and drive towards the finish line with winning results.
1. Awareness stage: ignite interest and grab attention
As every race begins, the initial roar of the engines is what catches the crowd's attention. Similarly, at the top of the marketing funnel, it's crucial to make a powerful impression and ignite curiosity among potential customers by sparking awareness. This is the stage where you have the opportunity to introduce your brand and capture their interest. Like a pit crew working together to ensure the company is making the most of digital and traditional media to build brand awareness.
SEO: Search engine optimisation (SEO) is like the towering billboard that captures the attention of the race track audience. Strategically positioned, it helps your brand gain maximum visibility when potential customers are actively searching for related keywords. Just as the billboard stands tall, SEO ensures that your brand stands out in the crowded digital landscape, making it easier for your target audience to find you.
By optimising your website's content, structure, and technical elements, SEO not only boosts your organic search rankings but also drives targeted traffic to your virtual doorstep. It's like having a powerful megaphone that amplifies your brand's message and attracts the right audience to join the race towards your products or services.
Google Ads (search): This is the green flag that signals the start of the race, propelling your brand to the forefront when potential customers search for the products or services you offer. Just as the green flag signifies the beginning of a race, Google Ads positions your brand at the top of search engine results, ensuring that your business is the first one that catches the attention of potential customers.
By strategically targeting relevant keywords and optimising your ad content, Google Ads allows your brand to pop up first, giving you a competitive edge and increasing the likelihood of attracting interested prospects. It's like having a head start in the race, setting the pace and positioning your brand as the go-to option for customers in need.
TV and Print: Consider these pre-race advertisements and race-day flyers as the ultimate marketing power duo, working together to create a buzz and establish brand recognition among a wide-ranging audience. This allows you to reach a vast audience and build brand familiarity on a larger scale. These pre-race advertisements serve as the initial introduction, captivating the masses and peaking their interest in your brand. With carefully crafted commercials and eye-catching print ads, you can create a lasting impression and lay the foundation for future consideration.
The combination of traditional and digital media ensures that your brand message resonates with a wide range of individuals, spanning different demographics, preferences, and behaviours. This comprehensive approach guarantees that you are not only reaching a larger audience but also establishing brand familiarity among potential customers who may have different media consumption habits.
2. Consideration stage: keeping the pace and building interest
Now that you've fired up the engines and got the crowd's attention, the middle of the funnel is about keeping the momentum and turning interest into consideration. It's all about maintaining the momentum, keeping the crowd engaged, and building upon the initial interest. By utilising organic social media, display ads, and podcast sponsorships, you can continue to captivate your audience and move them closer to the final lap of the decision stage. It's like shifting into a higher gear, where the real race begins.
Organic social media: Organic social media becomes your team's pit crew, working tirelessly to provide regular and valuable content that keeps your audience educated, entertained, and connected to your brand. Through engaging posts, informative articles, and interactive discussions, organic social media nurtures the interest that has been sparked and encourages prospects to continue considering your brand as a viable option.
It's like having your very own fan club cheering you on throughout the race, providing constant support and fuelling the excitement around your brand. By consistently delivering high-quality content, organic social media keeps your audience engaged and invested in your brand, making them more likely to convert into loyal customers.
Google Ads (display): Display ads play a crucial role in the consideration stage. They act as banners around the track, reinforcing your brand message and offerings, subtly reminding the audience about your brand as they browse different websites. Display ads serve as a gentle reminder, keeping your brand top of mind and further building interest among potential customers.
Just like strategically placed billboards along the race route, display ads catch the attention of your target audience and serve as a visual cue, reminding them of the value your brand offers. By utilising compelling visuals and persuasive messaging, display ads create a lasting impression and encourage prospects to seriously consider your brand as their preferred choice.
Podcasts: Sponsoring a podcast can be a powerful way to engage a captive audience in a personal, trust-building way. It's like a racer sharing insider tips over the loudspeaker, providing valuable insights and establishing your brand as an authority in the industry. By aligning your brand with relevant and popular podcasts, you can reach a targeted audience that is already interested in your niche, further fuelling their consideration and increasing the likelihood of conversion.
Podcast sponsorships allow you to connect with your audience on a deeper level, as listeners often develop a sense of trust and loyalty towards podcast hosts. By partnering with influential podcasters, you can leverage their credibility and expertise to position your brand as a trusted source of information and a go-to solution within your industry. This sponsorship acts as a valuable endorsement, giving your brand a competitive edge and solidifying your position in the minds of potential customers.
3. Decision stage: the final lap and conversion
In the final lap, it's all about driving the conversion home. This is where your viewers make the decision to choose you over your competitors. By utilising video Google ads and paid social media advertising, you can ensure that your brand stands out from the competition and captures the attention of the target audience. The race is not over yet, but with the right tactics and a well-coordinated team, victory is within reach.
Google Ads (video): Video ads are your last-minute turbo boost, a compelling way to demonstrate your product/service's value and make a final push towards conversion. By utilising the video format you have the opportunity to showcase your product/service in action, providing a visually engaging experience that highlights its features, benefits, and unique selling points.
The power of video let's you can captivate your audience and leave a lasting impression that compels them to choose your brand over others. Whether it's a demonstration of how your product/service solves a problem or a heartfelt story that resonates with your target audience, video ads have the ability to emotionally connect with viewers and convince them to take the next step towards conversion.
Paid social media: Think of this as a cheer from the stands, where carefully targeted ads encourage the audience to take the final leap and choose your product or service. Through paid social media advertising, you can strategically reach your target audience on platforms like Facebook, Instagram, Twitter, and LinkedIn, delivering tailored messages that resonate with their needs and desires.
By leveraging the power of data-driven targeting, you can ensure that your ads are seen by the right people at the right time, increasing the likelihood of conversion. Whether it's a compelling offer, a limited-time discount, or social proof in the form of customer testimonials, paid social media ads have the ability to create a sense of urgency and persuade prospects to choose your brand over competitors. With eye-catching visuals, persuasive copy, and a clear call-to-action, these ads act as the final push that convinces your audience to take the leap and become loyal customers.
4. Retention stage: the victory lap and repeat business
The race may be over, but the journey doesn't end at the checkered flag. The victory lap in marketing is all about nurturing the relationship, turning first-time customers into repeat buyers, and ideally, brand ambassadors.
Email marketing: It’s like the post-race debrief, where you keep the excitement alive and maintain a strong connection with your customers. Through regular updates, offers, and personalised content, email marketing allows you to engage with your audience on a deeper level. You can provide them with valuable information, exclusive discounts, and insider news, keeping them informed and interested in your brand. By nurturing this ongoing relationship, you not only encourage repeat purchases but also foster brand loyalty and advocacy. Just like a post-race debrief, email marketing ensures that your customers stay connected and invested in your brand for the long run.
Retargeting: Retargeting acts as your encore performance, bringing previous customers back into the race and enticing them to experience your brand once again. By strategically placing targeted ads across various platforms, you can remind previous customers about your brand and reignite their interest.
Whether it's showcasing new products, highlighting special promotions, or offering personalised recommendations, retargeting keeps your brand top of mind and encourages repeat engagement. It's like extending an invitation for another round, reminding customers of the positive experience they had and enticing them to come back for more. With retargeting, you have the opportunity to reinforce your brand's value proposition and build a lasting relationship that goes beyond a single purchase.
Final pit stop
Just like in a race, every stage of the marketing funnel requires the right tactics to succeed. From revving the engines with SEO to speeding towards the finish line with Google video ads, understanding how these strategies fit into your marketing funnel will keep you on the fast track to success.
But remember, while a solo racer is impressive, a well-coordinated team always has the upper hand. Blend these tactics together, like a well-oiled machine, and you'll see your brand racing ahead in no time.
Ready to take the lead in this marketing race? At Refuel Creative, we’re your dedicated pit crew, here to help you navigate the twists and turns of the modern marketing funnel. Pit stop over, let's get back in the race!
