When you’re trying to optimise your content and campaigns to generate conversions, it’s important to remember that your visitors won’t always follow the route that you expect. You can create a traditional marketing funnel, which helps generate leads, as long as you keep in mind that it doesn’t always work the way you assume. Here’s how to reimagine the conventional marketing funnel in a way that will improve your lead generation and conversion rate.
What’s Wrong With The Traditional Marketing Funnel?
The traditional marketing funnel was first created in the eighties and hasn’t changed much since. However, online conversion paths have and they change all the time. Marketing trends go in and out of fashion, selling tactics improve and buying patterns change. Therefore, marketing funnels must always be flexible. The goal of marketing is to reach your target audience at moments where their decisions can be influenced to buy. If the traditional marketing funnel doesn’t meet that goal, then it needs to be redesigned.
Leads Don’t Follow Specific Steps
A typical marketing funnel looks the same in every campaign you run. The top is broad, for a large pool of prospects, and it gets more narrow as the pool gets more defined. However, site visitors and leads don’t always follow the steps to conversion in a linear fashion.
Website users aren’t all the same, and so they won’t buy products in the same way. Fortunately, the Reverse Funnel Path in Google Analytics helps identify these conversion paths. The optimisation process can be made by assessing these paths and reducing friction wherever possible.
Start Using Segments
Visitor segment analysis is very useful for understanding conversion trends, and optimising funnels to convert each of the different segments available. Here are a few segments that you should take advantage of:
- Devices – fashion your marketing efforts per device. Your prospects are using various devices, and you can spot differences in conversion rates depending on the device category.
- Referral websites – Prospects who know of your business from referrals are likely to convert after visiting your site.
- Demographics – This segment shows the differences between males/females and different age groups.
- Blogs – Content marketing increase conversions when it’s high-quality, well-written copy that engages leads.
- Paid channels – Excellent for lead generation, especially if you run paid ads on these channels.
Landing Pages Are Key
A key element of your marketing funnel is a quality landing page because they can drastically influence the numbers of conversions you make. Landing pages should be clear and concise. If written well, they’ll pinpoint the problem that your lead has, and introduce your product or service that will solve the problem. You’re making a mistake if you think your blogs are enough to get more leads, so make sure that landing pages are included in your marketing funnel.
If you think that your marketing funnel isn’t bringing in as many leads as expected, you might be right. If you follow these steps to reimagining your marketing funnel, you’ll see an increase in lead generation, traffic, clicks and conversion rates. Don’t hold on too tightly to what’s traditional; the world of digital marketing changes often, so your strategies should change with it.
To learn more, talk to the Team at Sprocket Digital.