April 6, 2022 0:00
Internet Marketing Funnel. Principles of Construction and Automation
Vassa Ferapontova
Marketer R-broker
Content
Introduction
Marketing models
User Behavior Map
Is it possible to automate a funnel?
Conclusion
How to build a sales funnel for your business? How to use it to phone number database evaluate the effectiveness of an advertising campaign ? How to learn to manage various marketing tools? Read our article.
Introduction
Why is a well-thought-out strategy so important?
As experience shows, a competent construction of a marketing funnel allows you to monitor, plan and manage any advertising tools . By analyzing the levels of your funnel, you can correctly assess the current state of advertising and think through a further strategy.
How do you measure the return on tools like A/B testing? Is it just about conversions? Is feedback that important?
In our work, various ways of interacting with the user are perhaps the most important. Communication with the client plays a major role not only before, but also after the conversion action.
A marketing strategy is needed, first of all, to accurately evaluate the effectiveness of advertising and correctly interact with the user at different stages of engagement.
Let's look at the advertising campaign of a client - the owner of an online school, with whom we worked two years ago.
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At that time, our task was to collect applications for courses. With the help of platforms such as Instagram and Facebook, we managed to collect 50 applications. Everyone who made a payment subsequently communicated with the client by phone and via email.
Ultimately, of the applications received via social networks, only 10 people actually paid for the courses. Why was the return so insignificant?
It turned out that the client did not interact with those who left an application, but did not pay for it yet, but was in the waiting stage. We spent money and got 10 people, and the remaining 40 interested people never became buyers. And all this only because there was no strategy for attracting at this stage.
That is why, when assessing the effectiveness of a particular advertising tool, it is clearly not enough to focus only on the percentage of conversions. We recommend comparing it with the final number of sales that the business owner actually receives.
Every experienced marketer must consider all aspects of working with a potential buyer. Today we will give examples of how to act to avoid situations where there is no strategy.
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One of the campaigns in Yandex Direct brought us 244 clicks, of which 15 applications were sent, that is, 15 conversions were made.
This is six percent conversion and CPA, therefore, the price for a commercial application was 1094 rubles. For us in this example, what is important is that 244 potentially interested users came to the site, and only 15 left an application. The question is: how not to lose the remaining 229?
What to do at this stage if there is not enough data to launch retargeting? Let's figure it out.
There may be many possible answers: a problem with the company's positioning or with the content. Perhaps the problem is that the site takes a long time to load - there was a click, but the user did not wait for the page to open. Problems with opening in a certain browser or with adapting the site for the mobile version cannot be ruled out. In all these cases, even an interested potential buyer leaves your site.
The reason for leaving may be internal factors - an unconvincing offer, an inflated price, poor information, lack of trust in the brand, and much more. There may also be external reasons: the user was distracted, accidentally closed the tab, did not have time to complete the action on the site, the Internet went out.
There may be many explanations here, but it is important for us to answer two main questions: “At what stage did the user leave?” and “What can we offer to get them to come back?”
Ben Hunt's Method
Ben Hunt's book "Website Conversion: Turning Visitors into Buyers" is not new, but the advice you'll find in it is still relevant.
The author builds a certain ladder of states, using which as an example he analyzes a professional technique that allows you to hold the attention of users. With the help of this technique, any random visitor to the site can be turned into a client or a regular user.
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Indifference.
The user does not yet know that he needs something and therefore is indifferent to your offer. For example, you offer new phones of current models, and someone who has an old but working phone does not yet see the need to buy.
Awareness.
At this stage, the user realizes the need to replace the old phone with a new model. This can happen due to the influence of a variety of factors: both external and internal.
Comparison.
At this stage, a person is looking for a solution - comparing different offers, evaluating the cost of repairs in comparison with buying a new phone, etc.
Choice.
Having considered all the offers, the user makes a decision in favor of the most attractive one.
Purchase and retargeting.
At this stage, it is important that the client who has already bought something wants to come back to us. For example, these could be calls to buy additional accessories for a new phone or a bonus for the next purchase.
Sometimes a potential buyer leaves because they are being too actively attracted at early stages, when they are not yet sufficiently interested or “warmed up”. Thus, at the “Indifference” stage, it usually makes no sense to show ads, etc. Ideally, each level of involvement should have its own communication, perhaps even its own landing page.
How to determine what stage of engagement the client is at? If a person comes in due to information requests, then we can assume that he is at the awareness or comparison stage.
It is more difficult with targeted advertising, but even there we can determine the engagement stage by assessing the user's behavior on the site. By which pages the client visits, how long he reads, whether he finishes reading, you can determine how interested he is in your offer.
It is important to understand that with each challenge that may arise at any stage, the structure of your funnel can and should be reviewed and changed depending on the situation.
This is clearly illustrated by the example of two hypothetical organizations that are engaged in the construction of houses.
The first company has so many applications that managers cannot process them all, and hiring additional ones is not profitable.
The second organization has the opposite problem: there are few applications, managers are sitting idle, but at the same time they regularly receive their salaries.
It is possible that in the first case, not all those who left applications will ultimately make a purchase. Here we can offer to automate a number of initial stages, where interaction with "cold" clients takes place. Then managers will get only those who have moved on to the next level. We would also offer to improve the application form. So that it would be possible to determine the client's qualification level.
If there are few applications, then often the reason for this is low traffic. In this case, you should build your strategy from the very first stage. We recommend paying special attention to traffic and its sources.
The principles of an effective marketing funnel
To form an effective funnel, it is important to follow a number of basic principles.
A funnel is always the shortest path to the goal.
First of all, you should think about how to shorten this path. Your task: be sure to bring the user to the goal - making a purchase.
The funnel starts where we can track the user's actions.
The sales funnel is the observation of processes that can be directed and controlled. Online stages are tracked using web analytics systems , and offline stages are tracked in one of the CRM systems. If we are talking about calls, then we need to use call tracking, which allows us to track, decipher and manage the work of managers.
The funnel should take into account all stages of business processes.
When planning a marketing model and funnel, it is important to take into account all stages. If the processes of interaction with the client take place only on the Internet, then you should also think about the possibilities of establishing offline contacts. The buyer should be able to pay for the goods in different ways: on the website, when placing an order, upon receipt, etc.
Marketing models
The sales funnel is based on a marketing model - a short path that takes into account all stages of the business process. Each topic has its own model. The Internet offers various options, and you can always choose a model that is structurally suitable for you. In our article, we will consider the RACE and ARRR models.
RACE
reach > act > convert > engage - “reach > action > conversion > engagement”
We attract the user - he performs actions on our site - a purchase occurs - we interact with the goal of returning the client.
Try to guess what business topics the following RACE examples are created for?
