Digital Marketing Funnel Strategies: Explaining Tactics with Clear Examples

At Aztek, we understand the complexity of the digital marketing funnel and the importance of clear, actionable goals. Even the most esoteric industries can see digital marketing success with the right strategy and framework.

Whether you're a marketing pro who wants to fine-tune their digital strategies, look for new tactics and inspiration, or is just starting out, there’s always room to learn a new method. This guide breaks down each stage of the digital marketing funnel and offers practical examples of each tactic you can use to grow your business.

Top of the Funnel Marketing Tactics: Building Awareness

Have you ever heard the saying, “Don’t put the cart before the horse?” Nowhere is this truer than when it comes to building awareness and your digital marketing strategy. Without a strong foundation of awareness, the rest of your marketing tactics could, and most likely will, fall flat.

The good news is that there are plenty of top of the funnel tactics you can use to boost your brand. Here's how you can capture attention, starting at the top of the funnel and working your way from the broadest tactics to more focused awareness strategies:

• Display Advertising: Place visual advertisements on websites, apps, or social media platforms. Example: Banner ads on industry-related blogs or websites that showcase your products or services.
• Podcast Advertising: Sponsor podcasts that align with your brand to reach new audiences. Example: Running ad spots or having your products mentioned in episodes of podcasts that your target customers are likely to listen to.
• Paid Search Advertising (PPC): Use paid advertisements on search engines to drive traffic to your website. Example: Creating ads that appear at the top of Google search results when someone searches for keywords relevant to your business.
• Influencer Marketing: Collaborate with social media influencers to promote your brand. Example: Partnering with a well-known figure in your industry to create sponsored content that features your products.
• Search Engine Optimization (SEO): Enhance your website to improve its ranking in search engine results. Example: Incorporating relevant keywords into your website content and optimizing meta tags and descriptions.
• Social Media Marketing: Engage with your audience on platforms like Facebook, Instagram, and X. Example: Regularly posting content relevant to your audience, such as industry news, product updates, or behind-the-scenes glimpses of your business.
• Content Marketing: Create and share valuable content to attract and engage your target audience. Example: Publishing informative blog posts, infographics, or creating a YouTube channel with helpful videos related to your products or services.
• Video Marketing: Use video content to engage your audience. Example: Producing how-to videos, product reviews, or customer testimonials to share on your website and social media channels.

Mid Funnel Marketing Tactics: Encouraging Consideration

Once you have your foundation of awareness, and are growing your broader target audience, you can keep the momentum going by shifting your focus to nurturing potential leads that have already engaged with your business:

• Retargeting/Remarketing: Re-engage visitors who showed interest in your products but did not make a purchase. Example: Display ads that target previous website visitors, reminding them of the products they viewed.
• Social Media Engagement: Build deeper connections through interactive content on social media. Example: Hosting live Q&A sessions, running polls, or creating contests on your social media channels.
• Lead Magnets: Offer valuable resources in exchange for contact information. Example: Free eBooks, webinars, or white papers that require an email sign-up.
• Webinars and Online Events: Host online events to showcase your expertise. Example: Live webinars on topics relevant to your audience, offering insights and engaging directly with participants.
• Email Marketing: Send tailored email content to nurture leads and keep your brand top-of-mind. Example: Regular newsletters, drip campaigns, or personalized emails based on the recipient's past interactions with your website or products.
• CRM Integration: Use CRM tools to track and analyze customer interactions for more effective marketing. Example: Integrating a CRM system to segment your audience and tailor marketing messages accordingly.
• Content Personalization: Tailor website content to individual visitor interests. Example: Dynamic website content that changes based on the visitor’s past interactions or preferences.
• Interactive Content: Create engaging online content like quizzes or polls. Example: Online quizzes related to your products or services that provide value or entertainment to your audience.

Lower Funnel Marketing Tactics: Driving Decisions

All your hard work has paid off and it's time to convert interest into action. Here are our favorite tactics we use to help clients seal the deal:

• Retargeting Campaigns: Focus advertising aimed at users who are considering a purchase. Example: Personalized email campaigns or targeted social media ads highlighting products the user has shown interest in.
• Customer Testimonials and Reviews: Showcase positive feedback from existing customers. Example: A dedicated section on your website for customer testimonials and reviews.
• Personalized Email Campaigns: Tailor emails to individual customer needs to encourage purchase decisions. Example: Sending special offers or product recommendations based on the customer's previous purchases or browsing history.
• Sales Promotions and Discounts: Create offers to incentivize immediate action. Example: Time-limited discounts or exclusive offers for subscribers or first-time customers.
• Live Demos and Consultations: Offer personal interactions to address specific customer queries or needs. Example: Online demos of your product or free initial consultations for your services.
• Chatbots and Customer Support: Provide instant, automated assistance to website visitors. Example: An AI-powered chatbot on your website that can answer common questions and guide users through the purchasing process.

Finding the time to implement digital marketing funnel strategies and tactics can seem daunting, even for the pros. At Aztek, we guide our partners through every stage of the funnel, ensuring their strategies are appropriate for their goals and marketing budget. If you're looking to build awareness, nurture leads, or drive sales, our team is here to help.

Reach out to us today to talk to one of our experts and see if we’re a good fit for your business.