For the most part, digital marketing is straightforward. Anyone can now create a Google or Facebook ad campaign and start driving traffic. The stakes are tremendous, and it appears like everyone wants a piece of the internet action.
There are no limits to how you can attract people’s attention these days, thanks to the rise of new-age tech and consumer companies. Click-based ads, YouTube ads, banner ads, narrative ads, and so forth are all available. At the same time, internet marketing is becoming more difficult.
While running advertising is very simple, obtaining a return on ad dollars spent on these numerous channels is the largest hurdle for most companies and digital marketers. It’s difficult to get a ROI because funding ad spend is difficult unless the customer transacts with you and makes a profit for you. Anyone can fund ads with investor money in the early stages, but this isn’t a long-term sustainable way to build the funnel. The most crucial question to address in digital marketing is not how and where to run the advertisements, but how to ensure that the ad dollars spent provide a return on investment and that the campaigns are sustained over time.
There are various stages in the funnel, and the only way to ensure that an ad campaign succeeds is to ensure that all of the funnel’s stages are well-built. Branding initiatives are generally out of the question for bootstrapped small firms. Putting your company’s name on TV and in banners isn’t going to turn people into buyers.
When digital marketing is focused on lead creation, it becomes more effective. The best way to attract potential clients into the funnel is to collect names, emails, and phone numbers. And the greatest method to entice viewers to sign up is to offer a free resource in exchange. Because it draws leads, this is commonly referred to as a lead magnet. Consider it an ethical bribe that you offer the visitor in exchange for their email address and permission to promote to them via email again.
After this step, most brands (both B2B and B2C) tend to goof things up. The leads are cold, and they will be unable to purchase your goods or service. It is necessary to establish trust. Engagement breeds trust, and good content breeds engagement.
Because ad campaigns are run at a large scale, nurturing must also be done at a large scale. Marketing automation is the only method to nurture thousands of leads. In a process I call deep marketing, marketing automation must also be tailored at scale.
Deep marketing is creating a marketing funnel in which each category of your potential consumers and leads receives personalized content. The faster cold leads become warm leads, the better the relevancy. Converting cold leads to warm leads takes time, and the ideal method to do so is to send a series of emails spread out over a two- to three-day period.
Warm leads are valuable since they require trust before you can begin selling to them. To effectively convert cold leads into warm leads, you must nurture them over time. Warm leads, on the other hand, are not the answer. Warm leads do not generate revenue. If you want warm leads to turn into paying clients, you need to give them a push. You must gently persuade them to make a deal without appearing sleazy or demanding.
If attention is the first stage and gaining trust is the second, the third and most critical stage of the funnel is captivating text and sales presentation.
Someone’s faith in you means nothing unless they’re willing to put their trust in you to do business with you. A multitude of sales strategies can be used to turn warm leads into paying customers. Sales pages, sales videos, sales meetings, group sales via webinars, and even offline meetings can all be used.
An ad campaign’s efficacy is determined not only by the commercials, but also by the nurturing sequence and sales efficiency. You can take the profit from the purchase and reinvest it back into ad campaigns to grow if the transaction is successful and profitable.
When this practice is repeated for a lengthy period of time, the brand develops a reputation. The brand’s reputation also helps with the ads, increasing KPIs like click-through ratio, visitor-to-leads ratio, and lead-to-customer ratio.