Your Business Needs a Digital Marketing Sales Funnel

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Importance of a Digital Marketing Sales Funnel

Defining the concept of a sales funnel seems like ages ago. Initially, the customer journey was mapped by E. St. Elmo Lewis back in 1898 —the AIDA model, but what we know as a sales funnel today was proposed in 1924. So yes, ages ago.

Even if the original idea came up long before most of us were doing business, we use it today because it’s proven to be the best way to attract leads and turn them into loyal customers. However, the way we execute that has undoubtedly changed over the years.

At one point in time, there was fax marketing. Now, many people don’t even know what a fax machine is. The world we live in is all about the digital. As the world evolves, so do customers. Their wants and needs are different, as well as the way they interact with businesses.

What Is a Digital Marketing Sales Funnel?

In simple words, a ‘digital marketing sales funnel’ is the framework you will use to model your entire digital marketing strategy. It is a combination of marketing tactics that will help you generate traffic for your business and convert those leads into loyal customers who help you promote your business. That is why it is such an essential element to your marketing strategy.

Fundamentally, what you want to do is attract, convert, engage, sell, and connect. That all sounds great, but how do you do that? Here are three main steps to make that happen:

Establish Your Foundation

Before you do anything, you need to define your objective. That is where you do market research and build the strategy you’ll follow.

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Attract Traffic into Your Funnel

To attract traffic, you’ll need to resort to different platforms to find leads. Your traffic will come from various places, including marketing events, search engines, social media, email campaigns, paid ads, and more. Harvesting all those options will help you maximize your reach.

Move Traffic Through Your Funnel

Getting your potential customers’ contact information is the first step toward conversion. You’ll need to figure out what type of value you will provide in exchange for that information, which will also help you build a relationship with them. Whether they signed up for a monthly newsletter or submitted their knowledge to you in return for a quote, this is where you have the power to convert your leads into loyal customers.

Working with digital marketing specialists is the best way to ensure your sales funnel is what you need to achieve your business goals.

5 Essentials for a Great Facebook Business Page

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Must-Have Elements of a Successful Facebook Business Page

Marketing has changed a lot in the last couple of decades. We now use tools that we never imagined using 20 years ago, like social media.

Facebook has become an essential marketing tool for businesses of all sizes. The first step for your marketing efforts to succeed on this platform is to create a proper business page. Here are some essential elements for your business page to be successful.

Standout Cover Photo

The first thing that people will notice as soon as they land on your business page is your cover photo. The image you use should be true to your business’s identity and must reassure your visitors have found the right profile. The cover photo should ideally be 828 x 315 pixels and of good quality. You wouldn’t want someone to click on it and find a pixelated, unappealing image. Don’t be afraid to keep it simple. Adding an image with too many elements can be distracting and off-putting.

Building a local following on social media

Complementing Profile Photo

The profile photo for your Facebook business page should complement your cover photo from a design point of view. You also want to make sure to use an image that will make your page easy to recognize, like your logo. This way, it helps your customers be sure that they found the right page. As an extra tip, you could add a link to your website in the caption to make it easy for your visitors to learn more about you.

Accurate Information

This section is where you tell your current and potential customers what your business is all about. Add your product/service offering and include enough details to make it clear. Have other relevant information for your business, like your phone numbers and a link to your website. Make sure to keep your business hours up to date, mainly if your service schedule varies by season.

CTA Button

CTA stands for Call to Action. You will find a place for that type of button right below your cover photo. You can choose to add the action that best meets your business’s needs. Over the years, Facebook has updated the list of button options, allowing you to select from Book Now or Get Quote to Shop Now or Send Email. From there, you can direct your customers to any page on your website. That could be an outstanding entryway to your sales funnel.

FB CTA Button options
Facebook CTA options

Active and Engaging Timeline

Attracting visitors is half the battle. Keeping them coming back is the tricky part. Actively sharing relevant information on your profile is the best way to engage with your customers continually. Feel free to get creative and use different types of media like images or video.  

How the Pandemic Has Affected Reputation Management

Reputation management for small businesses

Reputation Management During COVID-19

The year 2020 is one for the books. Since the world began to experience the shifting circumstances of COVID-19, everyone started looking for ways to cope. In terms of marketing, businesses have had to think outside the box to remain profitable.

This year has turned the world upside down in every aspect, and it is safe to say it has changed everything, including reputation management.

A business’s online reputation comes from reviews, ratings, comments, and other user-generated content posted online. Reputation management refers to monitoring and reacting to that information to safeguard the importance of a business.

When the pandemic started, businesses had to alter their work hours due to government instructions. Customers would find stores closed, which triggered many negative reviews. Google shut down those reviews back then because those were unfair negative ones since businesses had no choice but to close their doors or alter their service hours to comply with government instructions. Had Google not done that, the flood of negative reviews would have affected the online reputation of many businesses.

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Managing Online Reputation Today

The downside to Google’s approach is the loss of many positive reviews in the process, which forced marketers to work harder to get those numbers back to where they needed to be. Today, business owners must remember that it is essential to increase brand awareness to ensure they remain top of mind for their loyal customers.

Thanks to the Internet, businesses have been able to continue interacting and engaging with their customers despite the latest events. Everyone is online looking for the products and services they need. Every word that your potential customers read about you online could either motivate them to contact you or push them away. That’s why online reputation management is more critical than ever and can impact your short-term and long-term success.

Is it Time to Update Your Digital Marketing Strategy?

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5 Signs That Tell You It’s Time to Refresh Your Digital Marketing Strategy

Things change quickly. Everything does, but especially anything related to the Web. We see trends take the Internet by storm one day and then slowly fade into the background. This phenomenon applies to the world of marketing too.

Developing effective marketing strategies takes time, but no matter how great they might turn out, they still need to be revised periodically. It would be great if your business could come up with one single killer strategy that can stand the test of time, but that’s not how things work in the real world. Eventually, even the best techniques need to be updated.

So, how do you know when it’s time to update your digital marketing strategy? Keep an eye out for these signs.

Your Website Is Outdated

Your website should tell your customers everything they need to know about your business. If it’s not fulfilling that purpose, your customers will likely find information about you somewhere else on the Internet, or they could decide to find someone else that can provide them with the information they need.

An outdated website usually brings very little traffic, and that is a sign that your digital marketing strategy needs some work. Invest in updating your site to make it look good, offer the right information to your audience, and properly reflect your brand.

You’re Not Catering to Your Mobile Audience

These days, almost all content should be viewable from a mobile phone. Computers are no longer the primary source of the Internet. If your site and digital marketing efforts are not optimized for mobile, that’s a big gap that should be taken care of promptly. Otherwise, you’re giving customers a reason to avoid doing business with you, finding someone else who can offer what they need.

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You Don’t Have Metrics in Place

If you do not measure the impact of your digital marketing strategy, how can you know if it’s working? Maybe it is, and you’re missing out on opportunities to make it better and grow your business. Or, maybe your strategy isn’t performing as expected, and it needs to be changed. Either way, this is an indicator that you should take some time to review your strategy.

You Haven’t Defined a Budget

You should have a budget to support your digital marketing strategy. If you don’t know how much money you can spend, making effective plans becomes a complicated task. Take a step back and consider investing in inbound marketing, a smart move that can allow you to spend less money and earn more.

You Haven’t Had Any New Leads Recently

If no one is reading your content, clicking on your emails, or engaging with you on social media, there is certainly something that needs to change. All that effort should help you generate leads, which is your primary goal.

Reel in Your Content Marketing Strategy with a Content Calendar


Your Business Could Benefit from Using a Content Calendar

Content marketing is an excellent way for your business to bring traffic to your website, improve your SEO, and share relevant information with your customers and target audience. Having a well-defined content marketing process makes things more manageable, and it can make your marketing efforts 60% more effective.

Producing engaging and relevant content is no “piece of cake.” It takes time and dedication to build out a strategy that properly aligns with your business needs. However, there are ways to streamline the process and help you create compelling content that supports your content marketing goals, and a content calendar is one of them.

A content calendar is an excellent marketing tool meant to help you plan and organize upcoming content. Here are some reasons why having a content calendar could benefit your business.

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Keeps Things Organized

As we mentioned before, better organization is one of the top benefits of having a content calendar. It’s the perfect way to keep all your ideas in one place. It also helps you hold practical brainstorming sessions, keep up with important dates —like product launch dates, special events, and holidays, and allows you to visualize your content strategy across platforms and over time.

Helps Save Time

Part of the beauty of planning your content ahead of time is that it gives you an advantage in the execution process, helping you be more productive and efficient.

Makes Effective Planning Easier

With the help of a content calendar, last-minute decisions about upcoming campaigns and topics will no longer be the norm. Having a content calendar will give you a bigger picture of your entire content strategy, making it easier to prepare, create, and execute, simplifying the process of integrating marketing efforts across channels.

Helps to Better Understand Customers

Keyword research is an essential part of planning your content calendar. It gives you a deeper understanding of what your audience is interested in, allowing you to target your customers better and boost engagement.

Integrated Digital Marketing Could Give Your Business the Boost It Needs


Why Integrating Digital Marketing Channels Matters

The digital marketing spectrum offers a wide variety of methods designed to help you bring awareness to your brand, increase traffic to your website, generate leads, and boost your sales. Every plan has its pros and cons and offers different benefits. However, just because one works, it doesn’t mean you should neglect the rest.

Each marketing channel offers different opportunities for your business, and you don’t want to miss out on any of them. Although you can pick and choose your preferred methods, you can maximize your reach by combining them all. Integrated digital marketing can take your business to new heights.

Dare to Try Out Different Demographics

Perfect Combo

The most successful digital marketing campaigns are usually cross-channel, which means they deliver content and messages through different channels, including social media, blogs, email marketing, search engine optimization or SEM, websites, and more. This approach allows businesses to maximize their interaction with their target audience.

So, what is the perfect combination? How do you build an effective integrated digital marketing campaign? The truth is the ideal combination is whatever works best for your business. What works for your competitors won’t necessarily work the same way for you. It could work, but it’s not guaranteed.

To find the ideal combination of digital marketing channels for your business, you first must understand your audience. Then, you’ll want to identify which channels are driving performance and have more impact on your business. In other words, you want to understand which channels convert. To follow, you’ll need to work on your content strategy and ensure it’s consistent across channels.

The first part —strategy and planning— is likely to be more time-consuming, but once that’s ready, it’s all about executing, optimizing, and measuring. This way, you will find what works best for your business and continue to fine-tune your strategy to meet your needs.

4 LinkedIn Tips to Build Brand Awareness

Using LinkedIn as a Marketing Tool

Leverage the Power of LinkedIn to Market Your Small Business

LinkedIn is a good platform for your business to expand its reach, increase brand awareness, and generate more leads.

Some people consider LinkedIn to be somewhat intimidating in terms of using it as a marketing tool and not just a way to connect with old colleagues. However, there are simple ways that can help you create a company profile that looks professional and helps you attract more business.

Set Up Your Company Page

There is more to your LinkedIn profile, a.k.a company page, than just your company name and website. Remember, this profile will serve as the face of your business on this platform, which will allow you to connect and engage with your audience.

Set your company logo as your profile picture and add a cover photo that relates to your business’ identity. Add a description that tells your audience who you are as a business and how you can serve them or address their needs. Make sure you use keywords that relate to your business. Fill out the information for company size, and year founded, location, industry, etc. That will help potential customers find you with ease.

3 Updates to Mobile Page Speed You Should Consider

Make Your Page SEO Friendly

Optimizing your company profile on LinkedIn is just as important as optimizing your website. Keep your business keywords and critical phrases handy because you’ll need to use them when you’re setting up your profile, as we mentioned before. Take advantage of your presence on LinkedIn and link to your company page from your website, blog, and other social media accounts to drive traffic to it and increase exposure. Also, keep your account active and share relevant content regularly.

Increase Engagement by Using Rich Media

If you had to choose between interacting with an all-text social media post or an image-based post, where would you click? Most people will prefer images because our brains process them faster than text. Adding attractive photos or videos to your posts is a great way to increase engagement.

Encourage Your Employees to Connect with Your Company Page

Personal profiles are likely to have more first-degree connections than starting business profiles. Encouraging your employees to follow your company profile will expand your network and give you closer access to more relationships that could potentially become customers.

Types of Digital Marketing That Can Help You Grow Your Business

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3 Types of Digital Marketing to Rev Up Your Business

There are many types of digital marketing out there, but which one suits your business best?

Regardless of the size of your business, if you’re interested in increasing your sales, investing in advertising is a must. Choosing the right method is the tricky part. Should you be using them all? Sure —if you want to, but you can be more efficient by targeting a few at a time until you find which work best for your business.

Here are three types of digital marketing that can help you grow your business:

Social Media Marketing

Social media is much more versatile than most people think. You can run different types of advertising campaigns by using a variety of platforms. You can run ads on Instagram, Facebook, even on YouTube, and they can help you boost brand awareness, expand your reach, generate leads, and increase sales. You’ll want to run your ads on those platforms that are most popular among your audience.

Dare to Try Out Different Demographics

Search Engine Marketing

You’ve probably heard about PPC or Pay Per Click campaigns. Well, they are part of what we know as SEM or Search Engine Marketing. This marketing method offers the possibility to customize your ads, set your budget, and run analytics on those ads once they are live.

You can do display ads, which are ads that appear on other websites, or search ads. The latter will help you get in front of your potential customers after they search for keywords that relate to your business. Both types of ads can help you reach a larger audience and generate more leads.

Retargeting Advertising

Have you ever felt almost like the internet can hear your thoughts? You know you searched for a product that you’re interested in, and suddenly, there is an ad for that product on any website or platform your visit. It is called retargeting or remarketing, which is a way for businesses to gather data about products customers have shown interest in —through analytics— and use that to their advantage. Retargeting can be through SEM, social media, and even emails.

E-Commerce Best Practices That Can Boost Your Online Sales

E-commerce: A Tremendous Opportunity for Businesses

These E-Commerce Marketing Strategies Could Help You Take Your Business to the Next Level

E-commerce marketing has always been a robust business model, but it has recently become much more popular and necessary in today’s market.

To run a successful e-commerce business, you need to find ways to increase traffic to your website, develop relationships with your customers, build trust, and re-gain sales that seemed lost. It all sounds like a lot to do, but we would like to offer some strategies or best practices that can help you boost your online sales.

Clean Up Your Checkout Process

Cart abandonment is always a concern when it comes to e-commerce, but it can be corrected. You want to make sure your checkout process is customer friendly. Up until that point, you’ve been building trust with your potential customers —enough to make them interested in buying your products. During the checkout process, you should continue to build trust while offering a seamless experience to your customers. 

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Things like having all relevant information on the same page, making buttons easy to find, and allowing your customers to visualize which step of the process they are in via a progress bar, will help minimize your cart abandonment rates.

Add Helpful Product Descriptions

Using accurate product descriptions will not only help your customers; it will be good for SEO and help you minimize returns. Put some time into optimizing your representations, too. It will make an impact on your position in search rankings, increasing your business’ online visibility, leading to growth in sales.

Consider including customer reviews on your product page as well as frequently asked questions.

Be Transparent About Product Shipping Costs, Delivery Times and Payment Methods

Few things are more annoying than having typed all your information on a site to make a purchase, only to find out later that shipping costs are higher than you thought, that your package will take too long to arrive, or that a particular payment is not accepted. Shipping rates, estimated delivery times, and payment methods should always be visible for your customers. They are essential elements in their purchase decision process.

Allow Your Customers to Continue Shopping

Not all customers that are inspecting their shopping cart are ready to stop shopping. Give your customers the option to keep shopping before they officially check out. Many of them will likely want to take another peek around to make sure they don’t miss out on anything.