Role of Sales Funnels and Digital Marketing

Written by Nick Stamoulis

When it comes to digital marketing, it goes without saying that you need to have a comprehensive strategy that aligns with your business goals. Of course, there is a lot that goes into arriving at an effective strategy, such as analyzing the performance of your existing digital marketing, determining your budget, and discovering your ideal mix of activities, such as content marketing and social media.

However, there is another element that needs to be considered when discovering the ideal digital marketing strategy and this is the sales funnel, which is also sometimes referred to as a marketing funnel. They need to work in tandem in order to get results.

Sales Funnels and Digital Marketing Work Together

Both the sales funnel and digital marketing work together to ultimately get someone to either purchase something from your business, whether it is a product or a service. A sales funnel maps the customer journey, and this journey needs to be understood in order to connect the right digital marketing activities to the process.

Think of the sales funnel as a representation of the customer journey. The process begins when someone becomes aware of your business, and it essentially never ends, even after they make a purchase. Once the customer journey is mapped out, the right digital marketing strategy can be established.

It’s Okay to Have an Intuitive Understanding

To be honest, not every business needs to spend a lot of time mapping the customer journey and determining all the nuances of each phase of the sales cycle. However, some businesses do need to take the extra step of really understanding each phase and mapping it out, especially if there had been a lot of turnover in the company, there was a rebrand, the company is new, or the initial work of mapping it out had never been done.

Of course, it all depends on the business. Some will have complex customer journeys with many different types of customers, and other businesses will have much simpler customer journeys. It all depends, and some businesses know the journey and accompanying sales funnels so well, they don’t always need to think about it when making digital marketing decisions.

Mapping the Customer Journey Gives Clarity

Mapping the customer journey can give a digital marketing strategy some much-needed clarity. It is clear when a company needs to take a step back and really map things out. Too often, we’ve seen companies string together a series of digital marketing activities, such as posting content on the company blog or making social media posts, without a sense of the bigger picture.

When the bigger picture is lacking, it makes sense to stop, map out the customer journey and the sales funnel, and then make sure the digital marketing strategy is connected to the big picture in the best way possible. This is essential, otherwise all your marketing efforts will be wasted because they won’t be as effective as they could be.

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