The best digital channels for marketing funnel stages
Equip your marketing funnel stages with top platforms
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Business owners and marketing managers are spoiled for choice when it comes to connecting with customers. For maximum impact, it’s important to match the most effectivedigital marketingchannels with the relevant marketing funnel stages.
This helps you to develop astrong marketing strategy—using various approaches to raise awareness, generate interest, build connections, and persuade people to buy. You can then utilize thebest CRM softwareto map and preserve these customer connections for future use in marketing and sales.
We’ve already explored whatmarketing funnel stagesare, and the customer journey through each one. We’ve alsohighlighted the main marketing channelsand how each of them works. Here, we’re bringing those approaches together, and suggesting ways to use each digital channel based on the specific marketing funnel stage.
We’ll start by reminding you of the marketing funnel stages and the most common digital marketing channels. Then, we’ll share examples of using these channels based on each funnel stage, and suggest some of the best marketing software for each one.
Recapping the TOFU, MOFU, and BOFU marketing funnel stages
Specific marketing funnel models do vary, but they share some common characteristics—namely, the “level” of the funnel that your potential customers are currently in. They are:
Learn about these stages in our guide outliningwhat is a marketing funnel and how does it work?
Recapping five of the most popular digital marketing channels
There are dozens of different marketing channels. Here are five of the most popular when it comes to marketing your business online:
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You can find out more in ourMarketing 101guide, discussing the marketing basics for small business owners.
How to use marketing channels for the TOFU marketing funnel stage
In this stage of the marketing funnel, you want to raise awareness of your business, brand, products, and services. The most relevant TOFU channels are:
Here’s how to use each channel to raise awareness as part of TOFU activities.
PPC advertising for the TOFU marketing stage
Display advertising for the TOFU marketing stage
Social media marketing for the TOFU marketing stage
Content marketing andSEOfor the TOFU marketing stage
How to use marketing channels for the MOFU marketing funnel stage
In this stage of the marketing funnel, leads want to discover more about your specific products and services. All of our five marketing channels are useful for the MOFU stage.
PPC advertising for the MOFU marketing stage
Display advertising for the MOFU marketing stage
Social media marketing for the MOFU marketing stage
Content marketing and SEO for the MOFU marketing stage
Email marketing for the MOFU marketing stage
How to use marketing channels for the BOFU marketing funnel stage
In this stage of the marketing funnel, leads are ready to buy. You just need to encourage them to follow the call-to-action and hit that buy button. The most relevant BOFU channels are:
PPC advertising for the BOFU marketing stage
Content marketing and SEO for the BOFU marketing stage
Email marketing for the BOFU marketing stage
Experiment with and refine your digital channels for each marketing funnel stage
The key to good marketing and a strong ROI is to track your metrics and see what’s working—and what’s not.
Keep a close eye on your keywords, click-through rates, and conversions. Try out different headlines and content to see what your customers engage with. Split-test ads and landing pages and learn what’s most effective. Then, implement the changes to maximize your conversions while minimizing your costs.
The best marketing software for your digital channels and marketing funnel stages
Fortunately, there’s some great software out there to help you create content, manage marketing channels, automate your business marketing, and track what’s working.
Combine these tools with your marketing strategy to createpowerful, automatedmessages that engage with your customers, get them to your website, and persuade them to buy!
Paul is a professional writer who creates extensively researched, expert, in-depth guides across business, finance, and technology. He loves the challenge of taking complex subjects and breaking them down so they are easy to understand. He can quote ‘The Princess Bride’ in its entirety and believes the secret to good writing is Earl Grey tea.
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