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Aligning the Buyer’s Journey with Channels

This step helps you recognize how using an integrated marketing strategy can help you move your leads through the funnel towards conversion.
Digital marketing has a set of primary components or channels that are used to achieve the marketing goals set for each function. These will overlap because multiple components can be used for different functions. Working in collaboration is key to moving your leads through the funnel and converting. Using the full circle of marketing tactics is known as a 360 or integrated marketing strategy. The common definition of a 360 marketing strategy is that it is a marketing plan that is both online and offline, on social media, and more. It’s a holistic promotion that truly covers all the bases. Content. Based on the inbound methodology, content is king.
It is your content that attracts interested consumers and encourages them to find out, learn, and research about your product and brand. Content marketing is the number one priority in your inbound strategy, as it will be at the center of all efforts and campaigns as the added value to build trust with the consumer and eventually convert them into customers. Display and Video Advertising. Based on an outbound strategy, marketers and brands can drive awareness and consideration by using engaging banner and audiovisual formats displayed to audiences who fit a certain profile on channels across the web. This can be done by targeting interest groups, programmatically, or using retargeting methods to ensure you are targeting the ideal audiences at all times.
Goals and KPIs for video and display tend to be awareness-driving outcomes rather than direct conversions through the channel. Social Media Marketing. Through content distribution and social engagement, social media marketing enables you to create a real connection with consumers, keep them informed, and make it easy for them to reach your website, ask for information, and provide feedback. Social media allows you to showcase your brand’s personality and connections with other companies, influencers, and causes, making your company more relatable. Search Engine Optimization. SEO is mostly most useful for discovery and researching activities on search engines.
Good SEO means your content will be considered more relevant by search engines and will hopefully list your website closer to the top of the page in the organic, nonpaid search results. Paid Search. This channel is directly tied to conversion and sales. Because consumers turn to their search engine to find answers, being top of search engine results pages (SERPs) is a competitive advantage. Knowing that consumers online will click on the top links presented and rarely look past the first page, it is essential to be visible when consumers search and are ready to buy. Email Marketing. The consumer doesn’t always proactively come on your website or find you on Google.
However, email marketing is a channel that allows you to reach out to subscribed consumers who want to hear more from you. Automation. By using specialist software, digital marketers can set up campaigns to automatically engage prospects and customers at key times using email marketing and social media channels. You can set up a workflow, which is a number of rules for sending emails or delivering social content to different people on your prospect or customer list to keep them engaged with your brand as they come to a purchase decision. This is called lead or prospect nurturing, and it can have a very positive impact on consumer purchase patterns. Analytics.
This enables you to connect each campaign, visits, and conversions and tie it all together to understand the consumer journey through your marketing channels and sales funnel. Different campaign analytics tools are incorporated in the various social media platforms, search engines, and email service providers. You can also track website visitors using web analytics to understand what happens after a user clicks on your campaign ad and lands on your site. Both campaign and website analytics are essential for optimization of channels by providing marketers with the data to make informed decisions.
The Awareness and Interest stages are driven by discovery when the consumer slowly becomes aware of their problem and the potential solutions. This stage is driven by your content’s relationship with the main topic. A user may not carry out a detailed search, meaning that positioning on a broad topic and sharing content that stands out, video or advertising, will help your product become part of the conversation. The ideal situation is for your content to be engaging and interesting, bring added value to the conversation, and provide solutions to the consumer’s problem. Developing a strong social media presence and engagement is recommended for bringing your product forward organically and on your target timeline. Consideration and Conversion are stages where the consumer is more focused.
At these stages, the customers know the available solutions and are now wondering which one to choose by looking for additional information, experience, reviews, and creating a mind map of the best Quality-Price-Value ratio. As consumers will likely search for additional information by asking precise questions about the product, you need to optimize your content for search engines and invest in paid ads on keywords translation to ensure the Consideration stage is well integrated in your strategy. The more your product or brand is associated with a specific topic and keyword, the stronger the association will be shaped in the consumer’s mind. This can increase content discovery and engagement significantly.
Retention uses more personal components, such as email marketing automation and analytics to provide a consistent customer experience, reaching out, following up a purchase, and using the correct information to create a sense of intimacy between the customer and the brand. Using information such as a birthday date, membership start date, or favorite topic or product can produce engaging content that triggers an emotional response from the customer.

Digital marketing has a set of primary components or channels that are used to achieve the marketing goals set for each function. This step helps you recognize how using an integrated marketing strategy can help you move your leads through the funnel towards conversion.


When you were making your most recent purchase what channels did you use when you were considering your options?

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Getting Started with Digital Marketing

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