What is Digital Marketing? An Updated Guide

Marketing can be difficult to define, especially if we introduce the modern variable of digital marketing. We all know the basic notion behind the word, but little do we ask ourselves about its true meaning. Before engaging in strategy and social media, we must ask ourselves, “what is digital marketing?”. The answer will surprise you and help you define what you genuinely hope to accomplish with it.


Digital marketing can be defined as the process of using online channels to promote and sell products or services. It can be used to reach a wide audience in a short amount of time, and is often considered more cost-effective than traditional marketing methods.


Digital marketing covers a variety of activities, including search engine optimization (SEO), pay-per-click (PPC) advertising, content marketing, and social media marketing. Each of these channels has its own strengths and weaknesses, and businesses should use a mix of tactics to achieve the best results.


As you can see, Digital Marketing encompasses much more than just the graphic design behind an image. You can define it as the strategy that governs all the interactions with clients, leads, and even other companies in the same industry. The digital factor in the name also refers to just how vital the internet is when you wish to deploy your marketing efforts.


As experts in providing virtual assistance specialized in the marketing industry, it is essential to define this. Our virtual assistants need to understand the business they will be supporting for our clients. This guide will help you define the fundamental knowledge behind this concept and polish your ideas for future projects. Join us on this incredible journey to defining what digital marketing is!

How Marketing Works?

For many, marketing is the science behind creating a necessity in potential customers. Although this is quite true, it is not a static definition. Marketing is also the strategy that goes behind communicating with others. It also helps get your brand message and values, or even effectively communicate the information behind your product to others.


The goal of marketing is to create awareness and interest in a product or service, this eventually generating sales. To do this, businesses use a variety of marketing channels, such as television, radio, print, digital, and word of mouth.


Many business owners tend to struggle when it comes to handling all the different channels that the internet offers. Social media platforms are quite different from each other but even, so they vary in their audiences, preferred media, and segmentation. 


So, it is essential to strategize accordingly to get the best of each world. This is how marketing works, adjusting your message to each platform, based on each ideal client needs and ways of being. 


Why Marketing is Important?


Now that you know how it works, it is important to define why marketing is vital for you and your company. As you have already read, a marketing strategy is crucial to get your message across properly to your ideal clients. This, in turn, affects your company on all levels. The marketing strategy is essential for everything from your budget to your inner team.


Additionally, marketing is what helps you stay ahead of your competition. If you want to maintain a leadership position in your industry, you need an excellent marketing strategy that differentiates you from others. 


Marketing also allows you to build customer relationships. The better you know your target market, the easier it becomes to create content and messaging that really resonates with them. 


It will sometimes define how many resources are at your disposal. Remember that marketing efforts are one of the most expensive parts of a company’s overall budget. Also, it will define your reaction to certain events that may occur outside your company. 


Marketing also helps you convert specific problems into solutions by making the most of a negative situation. As you may have learned in other spaces, it depends on the optics you take for specific problems. 


There is no way that a successful company can leave its marketing efforts and remain successful. It is your first defense against the other world, and you must make the most out of it. 

Why Marketing Strategy is Important?

As we explained in the last point, marketing is a massive component of your company. Thus, it can create a real hole in your budget if you don’t prepare a strategy that fits your possibilities.That is where the strategy takes the leading role of helping decide where, when and how much to invest in each of the components of your digital marketing efforts. 


Certain elements will help you decide which should be your primary focus points. Key elements of the strategy, such as buyer personas, will lay out for you the steps that, as a company, you need to take. With these guide points, you can focus your strategy better and invest where you need it. 

In short, a Marketing Strategy:

  • Is a long-term plan to achieve specific objectives
  • Takes into account the resources and limitations of your company
  • Allocates budgets and timeframes for each action
  • Identifies the target audience
  • And finally, establishes KPIs to track progress and success.


Metrics are another ally that will help you see the importance of strategy. They help you see your overall performance and test where you should pay more attention.


Sometimes, a wrong number does not mean a wrong decision, but a holding point.

The optics you will give to this information depend mainly on your strategy and where you see yourself in the mid and long-term. 

How to make a Marketing Plan?

So the basis of all marketing plans should be the strategy triangle. This refers to a triangle that will sustain all your marketing efforts in a productive and focused way. Using this method, you won’t lose profit, and it will help you ensure you are reaching the proper audience. 


Here is a brief description of each of the sides of the triangle, so you can evaluate if they are an active part of your marketing efforts and how you should tackle them:


1. Understand your Buyer Persona:

A buyer persona is a semi-fictional representation of your ideal customer. It takes into account their demographics, behaviors, motivations, and goals. Creating a buyer persona helps you better understand your target audience so that you can create content that really resonates with them. 


When we refer to a buyer persona, we are making mention of the person you should aim your sights on. You need to be careful as it may look like your consumer is the same as the buyer persona. That perception is wrong because sometimes, the people who consume your product or services are not the same ones who pay for it.


A simple example of this is when we fabricate toys. Ideally, we need to keep our design and marketing efforts on the consumers, which are the kids. However, it is also true that the parents are the ones who will purchase the toys for them, so they become your buyer persona even if your consumers are a different group. 


This is important to understand as it will help you define better how to tackle the challenge of reaching out to your buyer persona while also pleasing consumers. 


2. Pick your Communication Channels Wisely:

Once you have defined the audience you want to speak to, it is necessary to define how. Using the same example we mentioned above, you must promote your product to kids and their parents. So, the channels you need to use are very different as they consume content differently.


With kids, you would ideally use advertisements embedded in TV or streaming platforms. But their parents might be more susceptible to social media or even traditional media in buying spaces such as convenience stores or department warehouses. 


Your channels need to make sense to the audience you wish to reach. Even if you want to create more complex strategies, it all needs to focus on a floor to stand on. This is where your buyer persona defines your communications channels and your communication channels define the tactics you’ll use to approach those targets. 


3. The Identity of your Company: 

The identity that goes beyond your company is the final piece of your puzzle. You need to define your personality and tone as a company before creating any type of marketing strategy. Maybe you wish to be direct and concise, or you want to sell through a metaphor of what your product can do. 

Each product and service uniquely serve a client, and you need to understand that. Also, as a company, you may have different ways to create that need for your product. You may use jokes or a detailed analysis with numbers; it all depends on your corporate identity. 


In this case, there is no right or wrong answer; it all depends on how you wish to present your company to your audience. Some strategies work better than others, depending on your buyer persona and the channel you select. Using numbers and metrics is good if you have a small format, such as an Instagram post. But, if you want to go big with videos and broadcasts, you can try a friendlier approach or demonstration. 


There are almost infinite combinations of buyer personas, products, companies, and channels, so be bold and think outside the box. Innovation and creativity are significant for this last step.


Once you have defined these 3 elements, it is straightforward to design a marketing strategy that integrates them.


On this stage, you need the inventiveness to mix everything into a unique work plan. Do not worry if you need to correct it on the way; this is not an exact science, and corrections along the way are just part of the process. 


Do not be afraid to try a strategy and adjust as you see fit. As long as you keep a close eye on your resources, you are suitable to mix things up. 


Looking for assistance creating a digital marketing plan to start creating that stream of clients, don’t hesitate to contact us! We have a specialized team devoted to providing marketing solutions to all!


How to Advertise your Business?


We already spoke a bit about this point when discussing the triangle strategy, but it is a complex matter. You need to consider what channel is more effective for your buyer persona and how to reach them effectively. 


It can be tricky to define this combination of factors because they are crucial elements that play a role in this decision. Geography, interests, and available media are all critical factors that define your options. This is where a big part of your strategy will rely on, as you must create a plan to successfully advertise your business. 

A Deep Understanding to Craft your Digital Marketing Roadmap 

You must study your product or service carefully to decide how best to present it. Some companies offer testimonials of happy customers, while others prefer to x-ray their products to present the main advantages. Both approaches are promising, but you need to decide how you want to reach out to the market. 


If you want to use internet ads, you need to be solid and concise with your message, as you probably only have a banner. However, if you want to have video formats on specific platforms such as YouTube, a more interactive approach will benefit you more. 


It all boils down to how you want your identity as a company represented, how your user is behaving on that specific channel, and how you want to make your product talk.


This is the reason defining what is digital marketing it’s so special, because it encompasses many complex ideas. No business is identical to the other, so each digital marketing strategy must be personalized to fit each channel and customer. 

What is a Digital Marketing Strategist?

We know that it can be overwhelming to consider so many factors simultaneously. It can also be quite tricky if you think about all the variables that come into play that are not related to marketing. 


That is where having a Digital Marketing Strategist plays such a vital role in your inner team. You need someone whose only focus is ensuring your strategy is sound and working in harmony. It can be pretty hard to pinpoint a problem or to diagnose where something is not working correctly.

Good Digital Marketing is Going One Step at a Time 

A digital marketing strategist is someone who plans, implements, and oversees an organization’s digital marketing campaigns. 


A digital marketing strategist is responsible for developing and managing digital marketing plans that are designed to achieve specific business goals. 


The role of a digital marketing strategist is to ensure that an organization’s digital marketing efforts are effective and efficient.


A digital marketing strategist is perfect for ensuring that you can focus on the bigger picture while you can delegate. Marketing is a complex structure in itself, more when we consider how digital marketing works, so having an expert is invaluable. He can manage your metrics to help you decide where to invest more or where to cut your losses. 


He will play a key role in your marketing efforts by helping you create a plan that will work in the short and midterm. Remember that you need to prepare a solid team to support this endeavor; that is where we can help you.


You should always hire an expert on deep marketing strategy and establishing other tools. Funnels, lead magnets, and downloadable resources as just a couple of advanced strategies that will help you increase your online presence. 


For this endeavor, you will need an expert to help you implement as required. We have a devoted team of marketing professionals who are eagerly waiting to help you reach your highest potential. 


What is a Digital Marketing Agency?

Sometimes more than a digital marketing strategist is needed. Some companies are just too small or do not have the time or manpower. Consider bringing in the big guns in the form of a digital marketing agency. This alternative offers you a complete package to tackle your marketing problems. 

Know When to Delegate your Digital Marketing

Hiring a digital marketing agency will take many problems from your hands. It also opens up the door for new possibilities where you can manage bigger workloads. It is possible to get a more significant number of posts or interactions with leads using these agencies. 


One of the main advantages is that you won’t need to recruit or deal with more staff.

Nonetheless, digital marketing agencies tend to be expensive, and sometimes it can take time to pinpoint an exact type of service as they do not belong to your company. 


We recommend you passing them some points on your online presence and company profile, it takes work to ensure the quality of the processes, but once done, you can rest assured you’ll start seeing the benefits of experience and deep understanding of the craft. 

Experience Pays Off

It is a complex service to handle, but it does pay off when you have no other chance to build an internal marketing team. Most digital marketing agencies come with their strategists, so you can rest assured that it is the best alternative for your digital marketing efforts. 


It is an excellent opportunity to ensure more dynamic support if you plan on handling significant communities or sale services through your marketing channels.


Your budget will often decide for you, but it is an incredible opportunity to try new add-ons for your overall marketing strategy. It can be pretty interesting for your long-term goals. 

What Services do Digital Marketing Agencies Offer?

As described in the upper section, digital marketing agencies offer many services related to your marketing needs. Most of them are aligned with social media and content management. However, digital marketing agencies also offer plenty of other services, which can be divided into three main categories: 


  1. Planning and strategy
  2. Implementation
  3. Analysis and optimization

Planning and strategy 

Involves the process of determining what goals to pursue and how to achieve them. This includes developing a digital marketing plan, researching competitors, and identifying target markets.


It goes around the actual execution of digital marketing campaigns. This includes developing creative assets, managing digital advertising campaigns, and executing social media strategies.

Analysis and optimization 

It’s the base of evaluating previously implemented actions. Constantly monitoring digital marketing campaigns to ensure they are achieving the desired results. This includes tracking website analytics, analyzing conversion data, and conducting A/B testing. 


One of the most popular digital marketing services is SEO/SEM optimization. This will make your website and landing pages much more effective, since SEO/SEM focus on targeting the intention of the customer withing search engines. 

Not all Digital Marketing Agencies are Made Equal 


Digital marketing agencies typically offer a variety of services within each of these categories. For example, a digital marketing agency might offer website design, search engine optimization (SEO), pay-per-click (PPC) management, and social media marketing.


So, as not all digital marketing agencies offer the same services, some digital marketing agencies specialize in one or two areas, while others offer a full suite of digital marketing services. 


How to Find a Marketing Agency

When looking for a marketing agency, it’s important to consider your needs and budget. For example, if you’re a small business with a limited budget, you might want to focus on finding an agency that specializes in small businesses and offers affordable services.

Want to go big or small? 

On the other hand, if you have a larger budget, and you’re looking for a full-service digital marketing agency, then you should look for an agency that offers a wide range of services.


It is essential to take the time to research and compare different marketing agencies to find the one that is right for you. You can start by asking for referrals from friends, family, and other businesses. You can also search for marketing agencies online and read reviews from past clients.


Once you have a list of potential marketing agencies, you should contact them and ask for proposal (RFP). An RFP is a document that outlines your business goals and objectives and asks the agency to provide a detailed plan on how they would approach your project.


The RFP process can be time-consuming, but it’s worth the effort to find an agency that is a good fit for your business.


When choosing a digital marketing agency, it is important to consider the services they offer and whether those services align with your business goals.


An effective digital marketing strategy combines the right mix of digital marketing channels to target the right audience with the right message.


All the above are the means by which digital marketing strategies are executed. Each digital marketing channel has its own strengths and weaknesses, and each is best suited for certain types of businesses and goals.


For example, SEO is a great way to generate organic traffic to your website, but it takes time to see results. PPC on the other hand is excellent for companies that require a more immediate reaction from the audiences. 


Each one has its way of implementing and executing. The return of investment is also quite different from each.


Good SEO optimization can differentiate between getting your message across or failing to reach your ideal audiences. Speaking of which, community management is another invaluable service that comes with most packages. 


Having someone to tend to your community while focusing on the product is a decisive factor when building customer trust. You can attract the masses, but you need someone to handle them for you.


There are more specialized services such as video editing, banks of images, and even email campaigns. All these depend more on your marketing plan and how you wish to connect with your clients. Keep in mind that specialized services tend to come with a bigger price tag, so prepare accordingly if you wish to try these. 


In our experience, digital marketing agencies tend to have a unique perk that makes it worth every penny: their experience. They have probably worked with different audiences and markets, making them invaluable when it comes to choosing what to do next. 


They may specialize in a specific industry or not, but their in-depth knowledge makes digital marketing agencies so important when defining strategies. 

What is Content Marketing?

Content marketing is creating relevant content for your target audience to attract leads or clients. It is essential to define content marketing as a way to reach your audience and not your buyer persona because of its nature. 


It is essential to define the limits of content marketing, as it we have already considered this when discussing strategy.


When creating relevant content, we need to consider how valuable this information is. You don’t always need to write for your target audience, but you need to consider a whole audience. 


Always think about what will make you an essential player in the market you participate in and share with others. It may be your innovation, experience, connections, and new products; there are many ways to focus on this. 


Another core element of content marketing is answering the question: 

  • What does my audience take from this? 


The more relevant the answer, the better your planning is. It does not matter if your audience is not people who will become customers; the masses are essential here. 


As a company, you need to enhance your whole identity through relevant marketing because it will position you in your industry. You probably know that Nike has customized basketball shoes, even if you don’t like sports. 


That is because they focus on creating relevant advertisements around their branding and how good their product is. People know the quality of their products, even if they are different from their ideal customers. That is the idea you must build around when creating content marketing for your company. 

What is Content Creation?

Now that we know what content marketing is, it is essential to define the process by which it is created. Content creation refers to conceptualizing the ideas to transmit and execute them. Your company can create content either in text form, visuals, or videos. They are valid as long as you fulfill the points we mentioned before.


A digital marketing strategist is essential to direct your digital marketing efforts. They need to conjugate all the elements to create the necessary content for your company. 


Not only is the audience influential, but also how you wish to channel your efforts to reach them. Budget is a significant part of the equation. However, it is also important to strategize how to make the most out of it. 


You can, as we discussed, hire a digital marketing agency to take most of the load off your hands or try to hire an in-house team. 


Both choices are correct if you plan to make the most out of either. Consider your resources, time and expansion plans before committing to a long term plan and things will be just fine. 

What is Market Segmentation?

Market segmentation is the process of targeting your audience by dividing it into smaller groups. This division helps to create an ideal buyer persona and target them more accurately. 


Knowing what kind of people will be interested in your product or service can help you tailor the content for them more precisely and make them feel like they are a part of something.


Segmenting your market by age, gender, and interests are some of the most popular forms. But you can also segment them by location, income level, language or even lifestyle choices. 


The goal of market segmentation is to make your content more accurate towards the people who will be interested in it. Consequently, this will help you generate more leads and increase your profits. 

What is the End Goal of Market Segmentation? 

When we are creating a marketing strategy, it is important to know that you can’t reach everyone. You must focus on reaching certain parts of your overall audience with each push.


This is another important point that we have discussed when we spoke about content creation. Knowing your market and the different people who are part of it is essential. 


There is always the possibility of switching gears and try to reach out to a new group inside your audience, but always try to keep your focus. 


Whether it is a buyer persona, clients, leads or any other segment of your audience, always reach for one specific group. It is also quite important to focus your content to make it useful.


The golden rule of content creation is relevant content. But, to fulfill this, you also require a clear sight of your audience. Write compelling articles that can work for everyone, while educating others about your products or services. This is also important when creating sales campaigns, funnels or outreaching clients. 


Each part of your audience has a specific way of engaging, so you need to take this into account. Make a marketing plan capable of engaging with your different audiences and provide them the information or solutions they need. Segment your audiences and your services accordingly. 

What is Marketing Research?

Marketing research helps you understand what your product or service needs to become successful. Before investing any money, market researchers gather data from various sources such as surveys, focus groups, interviews and online sources to get a better understanding of consumer behavior and trends.


By doing this research, you will have enough information to create the necessary content for your product or service. You can also use it to identify potential consumers and target them with precision. 


Marketing research is also essential if you want to make sure that your customers are satisfied with your product or service. It helps you understand the needs and preferences of customers so that you can deliver what they want.

How to do Proper Marketing Research?


To successfully segment your market, you need to do a proper research of it first. It can be really easy as studying who are purchasing what you have to offer, but the reality is much more complicated. You should take into account current customers, yes, but also what you are projecting to reach. 


A good way to do this is by studying the consumer needs of your market. If your industry is healthcare, for example, you will need to study how are the tendencies in your country, state and city. Also take into consideration the age of the ideal buyer persona of your product, their income and many other factors. 


This marketing research can be done using a number of useful tool such as lead finders, forms and even with CRMs. You need to find a combination of tools that is really appropriated for you. Digital marketing experts are ideal in this aspect as they have the necessary insights. Marketing agencies can also provide easy and practical solutions for the research problems. 


Try to create a database that will help you take any kind of decision. An educated plan is much better than just taking a guess. Do not forget that resources are limited, and you must focus on reaching specific targets. 

What is Segmentation?

Finally, this is the most important aspect when it comes to segmenting your audience, learning how to group people. We usually suggest one of the simplest yet effective segmentation when dealing with your marketing efforts:


1. Leads: 

When we speak about leads, we speak about people who are interested in your product or service, but not necessarily ready to buy. 


They should be one of the main cornerstones of your marketing efforts, as they are the consumes who need to be educated about your product. Most likely they are still learning how can you truly provide a solution for them. 


Leads are your first stop as your useful content should be aimed to them. Help them identify your selling points and main attributes, so they can make the right call when they decide to purchase. 


2. Buyer persona: 

These are your ideal clients, the people who are most likely to pay for your service. They can either be people who have already purchased from you or people who are most likely to do it because you truly connected with them and your offer. 


They should be your second focus point when it comes to your marketing efforts. While they are already convinced, you still need to get through to them.


3. Community: 

Not everyone is going to be a customer, but that does not mean that you can ignore them. They are also an important part of your audience, as they will help you generate presence and overall interaction in your industry.

Remember that you also need to establish yourself as a big part of the industry where you sell your products or service. No one is going to take you seriously or purchase your products without establishing the quality of it. You will do well to always try to create content for everyone.  

CTA Section.

As we have been discussing, marketing is a very vital part of any company. It can define whether you successfully connect with others or just fail at the fine art of selling. Marketing also helps us nurture our clients and convince those harboring doubts.

Marketing can be seen as an accessible branch of the corporate world, but it is quite deep. Easy to pick up and hard to master is the best way to define the learning curve of marketing. Let us help you get started on more advanced topics this time around.


Remember that we have a whole team helping you cover your marketing needs. Whether you are a marketing firm looking to expand or own a business from another industry but need to power up your marketing, we have you covered. Our devoted team of professionals can help you define, set, start and manage a marketing campaign. Just be sure to book your free demo!

What is a Social Media Campaign

We already mentioned social media campaigns at the start of this blog, but do you know what a social media campaign is? Campaigns are specifically when you produce content with a unique goal. This goal can be to convert new clients, educate your community, or promote a new product.


As you can see, the objectives can be very different, but they all share one thing in common. They focus on a single target, ensuring all your efforts are towards that goal. You will usually deal with several campaigns simultaneously, even combining them. 


Some companies prefer to cross the product launches with a very educational campaign to help clients see the advantages of their new lineup. It is common to initiate a social media campaign to entice new leads and switch to a more sales approach. 


Your marketing team needs to adapt constantly to switch your campaigns as you need to. Changing a campaign does not only entail changing the goal but also the way you channel your efforts. You may want a more passive campaign where you only generate content vs. a more proactive one where you reach out to people with invitations and discounts.


There are no right or wrongs when doing social media campaigns. You only need to measure your engagement; that is the only factor that can define how effective you were with your efforts. As long as people are engaging with your content and learning about your brand, you’re good to go. 


What is Lead in Marketing?

We have been using this word right and left since the beginning of this article. However, let us dive deeper into what a lead is. 


We use the word leads when we want to speak about a group of potential customers that fall precisely into our “buyer persona” selection. Usually, leads have not been interested in buying your product or service, but have heard about you. 


Most leads are also somewhat open to learning more about your company or your services. They often have this interest because they have a necessity that you can cover with one or more of your products or services. Leads are your number one priority, as they are interested in learning more or are open to hearing you out. 


Why are Marketing Leads Important? 


They are precious as potential customers because they have some of the work done, they have the profile you need and are just waiting for the right push. 


A good part of marketing campaigns aims to hook this customer from different channels. Ads are the most popular ones, but do not underestimate other contact channels like word of mouth or referrals. 


Most companies believe that an aggressive campaign is the best way to reach out to leads, but this is not necessarily true. 


Remember that they are interested but not ready to buy yet, so you figure out the best way to provide them with the trust to push them a bit farther. You can do so passively, even just by being present when they needed instead of reaching out. 


Each company, industry, and market has a way of treating leads, and you should capitalize on this. 

What is Lead Generation?

As we explored in the last point, leads are one of the most valuable assets that your marketing team can generate for you. However, when we talk about the process in which you capt them, we refer to lead generation. 


They are a vast number of ways in which you can generate leads for your company, as many as you can imagine. 


There are many ways in which you can classify your lead generation efforts. You can split them between online or offline, active or passive, or even depending on the stage of the sales pipeline you wish to attack with each effort. 


Your lead generation efforts are not condemned to be only one; you can try to attack different fronts simultaneously. However, take into consideration that this can prove to be challenging for a small team. 


As with many other points in this article, we always recommend a focused strategy rather than a wide one. We also know that not all industries are the same, so do not fear if you wish to try a wider net to see how many fish you can catch. 


Lead generation can also be done in many ways. Advertisement and SEO optimization are two of the most common and powerful tools to generate leads. 


However, there are also alternatives such as email marketing, link building, and referral programs, just to mention a few. In all comes down to just how you want to connect with leads and how you want to nurture their interest in you. Which, in turn, takes us…

What is Lead Generation in Digital Marketing?

One of the most common questions is how marketing can support our lead-generation efforts. Although lead generation can be considered more of a sales task than marketing, both are very important. When we want to establish a funnel that considers digital marketing, we have plenty of tools at our disposal.


The most common one is social media, but you can also try different ways of connecting with potential clients. You can build a robust website with good SEO optimization or plan ad campaigns on social media or google. These options allow people to find you based on their interests and searches, so it is less invasive for them.


To be more proactive, you can reach out to people directly on social media via posts, interactions, or messages. LinkedIn and Instagram are perfect for these strategies, where interaction is significant to gain notoriety. However, you can also build strong content to attract people to these platforms. 


As we mentioned before, there is no right or wrong way to generate leads as long as you do it successfully. It helps to provide something useful for people to take home, so they remember you, whether it is knowledge or a friendly smile. Reaching out to others and making them aware of you and your products is essential. 

What is a Lead Funnel?

Now, a funnel is a much more complex yet beautiful concept. We define a funnel as all the stages a lead must go through to close a sale. 


Funnels tend to have 4 or 5 levels, depending on your marketing strategy. However, they all start in the same “awareness stage” and finish in the “Loyalty” stage. Funnels are essential because they encompass all the small parts of your marketing strategy and take them to the next level.


When we design a lead funnel, we need to image a pipeline. This pipeline will have different parts in different colors that will symbolize the stages of your funnel. Each of these parts has a unique purpose, so they use different strategies to fulfill that purpose. A funnel may use different platforms or tools in each stage, making them quite complex and hard to control. So, the most common definition of the stages are:  


1. Awareness: 

In this stage, you need to focus your efforts on getting on the radar of your prospects. Usually, you would do this with ads and other tools that make you present in a non-invasive way. You won’t need to push a sale at this stage; instead, you need just to make people aware of your company. Promoting your services and products and showing everyone your exact mission is an excellent idea. 


2. Conversion: 

Now is when we switch gears up and start to focus on helping people find out more about your sale process. Do people need to shop on your website? Or maybe just get on a call with you to explore options? 


This is where you start using calls to action (CTAs) or other types of persuasive speech to get your prospects up to speed. Sometimes it is not easy, and you won’t be able to do it in a single moment, but you do need to show them your interest in serving them.


It is also noteworthy that discounts, promotions, and other incentives are stronger in the conversion stage. They usually serve as a very persuasive factor to convince people to finally get to know your product.


3.  Close: 

This phase is pretty straightforward because the other 2 are just setups to execute this one. However, do not underestimate the importance of providing a good customer journey and a remarkable experience when people finally decide to purchase from you


It is essential to guarantee customer satisfaction during the whole process of acquiring your products or services. Whether you offer them through a website, a phone call, or an app, it has to be a unique experience. Make it easy but memorable, something that will encourage your clients to talk about you even after they finish the process.


Ensure your client is properly informed before committing to payment and protect their information. The close stage is critical, even though it is not related mainly to social media. Your marketing department has a huge role to play here.


4. Nurturing/Loyalty: 

This is the final stage of a regular funnel. As you can notice, it has two names because they are two different paths that can derive from the previous point. If the customer decides to purchase, you should use a loyalty program. 


That is to say, encourage this new lead that transformed into a client to keep that status. You can offer them incentives to come again or share constant news of your fresh products. 


Always make them a priority and ensure your clients enjoy their purchases. There is no better way to get referrals and advertise your company overall than client satisfaction.


If the close stage fails and your client does not purchase, you must activate a nurturing phase. This refers to warming up that lead again until they resume their interest in purchasing your product. It would be wise to try and detect where this happened to see why the client decided against it.


It could be from your customer journey, your reviews, or the products available. Always take into consideration that the nurturing phase works both ways. You will be wise to take the opportunity to study your flaws and improve upon them. 


Remember that you can also have more than one lead funnel active simultaneously. However, it can be tough to keep all of them working and not clashing. Unless you have a solid marketing department, we suggest having just one very polished lead funnel and expanding upon it.


You can add new tools or platforms to certain sales funnel stages to strengthen it. It yields better results than just trying to recreate a whole funnel for each platform, product, or type of client. It can also be quite expensive to run all of these simultaneously. 

What is B2B Lead Generation?

During this guide, we spoke of selling to an ideal buyer persona. However, what happens if your ideal customer is not a person but a company? That is where you need to switch gears and enter into the B2B lead generation. B2B stands for Business-to-Business and refers to an utterly different strategy. 


It needs a very different approach when we want to engage with another company to offer our products. You won’t be reaching out to everyone in the company but only to those we classify as “decision makers.” 


They are the people who have the power to make big decisions inside a company. You will think of the CEO, but do not underestimate the influence of a chairman, vice president, or senior management employee. 


This time around, you also need to switch up your discourse. You need to understand the company you are trying to connect with and see how you truly make a difference in the processes. 


Unlike regular individuals, companies have much more data to make educated decisions based on their inner numbers. That is where you need to focus your efforts rather than just making your product look “exclusive.”


Get to know your potential client well and make them an offer that genuinely hooks them at a deeper level. But how can you access a VIP in their own company? You can very quickly do so by sliding into their inboxes!


What is Email Marketing?

The answer is simple; you can use email marketing to your favor. Using proper email marketing, you can reach almost anyone, everywhere. Everyone with a smartphone has an email address you can use to reach them. Most clients won’t give you their addresses just because, so that is where your funnel comes into play. 


You need to create a lead magnet that offers your clients the opportunity to earn something in exchange for their data. These strategies are crucial to finding out the emails of your leads. Once this step is done, you can create a vibrant database of possible leads to nurture.


Your email marketing strategies need to be focused on this process of nurturing. We advise you not to be invasive, but to focus more on what they can get from you. Teach them, share knowledge, or try to focus on the positive side of your industry. Engaging with your clients over email is essential to build a relationship, which should be your primary goal. 


No one wants to date a boring person; you need to create an exciting persona capable of getting your client’s attention. 

What is an email campaign?

An email marketing campaign is what we refer to as a whole strategy. You must devise a whole campaign with different emails to build that relationship. 


Not all campaigns are the same, and their goals may be different. It is necessary to learn how to mix up things to nurture the relationship with your future leads. 


Do not be afraid to change the mix sometimes to bring up more profound opportunities for connection. What is very important here is to plan the whole campaign, so the objective becomes clear.


Also, you need to consider your resources to populate the campaign with images, videos, and other references that will be useful for your leads.


Automation has a special mention here as it will allow you to create and program the whole campaign in one place. 

What is a Drip Campaign?

Now, is it possible to create a pre-designed campaign for other media? The answer is yes. We call that a Drip Campaign. It copies the email marketing strategy but to other platforms. LinkedIn is particularly popular for this strategy, as many people want to connect to expand their networks and influence. 


These types of campaigns are effective when they are well-planned. You need to choose your leads and how to reach out effectively. 


Also, the reach platform has certain advantages and limitations that need to consider. A video message is a great way to convey emotion and trust, but some people don’t want to lose time with it.


Also, voice messages are great for introducing yourself but may put off some leads. On the other hand, a message needs to be thought-full and straight. Not everyone is going to respond to the exact words or the exact offers. In this case, you need to try and connect with their specific interests. 


Marketing is a vital part of all 


During this journey, you have learned all the different stages of marketing planning. It is not always easy to consider all these essential parts when designing a complete marketing plan for your company. It is always vital for any business owner to know the exact ins and outs to make more educated decisions. 


Do not be afraid to take a more profound jump into marketing in the future, especially if you are considering changing your workflow to fit more options for both. Also, do not hesitate to reach out to us in order to learn more about to set up a remote team and how to make the most out of it. 

We have years of experience working with marketing agencies and marketing department of big companies. Our success has taught us how to better face the challenges that we describe here. We can also help you set up the tools you need to succeed in your marketing efforts.

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