What Is a Funnel in Digital Marketing?
Have you ever purchased any online course after watching or reading an advertisement on Facebook or Instagram or YouTube? Then after clicking that ad you are redirected to a landing page or a website? After that you saw the online course purchasing link, you made the payment and in just next minute you could log in, make an account and start your online course.
Well, this is one method of funnel in the Digital Marketing. Today, through this article, I want to shed some light about what is a funnel. And we will see what are the three most common types of funnels.
What Is A Funnel?
Those people who are working in the field of Digital Marketing might be aware of this concept. In simple words, a funnel is a process or steps which your audience go through before they become a customer. It all starts with creating awareness about your product or services.
In the case of the digital world, anyone can become our prospect based on their interest. How these prospects become the company’s lead and from a lead to the customer. This entire process is what we all funnel. So, what all methods we can apply to attract people to become our customer. Let’s see three of them.
Types Of Funnel
Lead Magnet Funnel
First and foremost funnel which most digital marketers use online is called lead magnet funnel. In this, as the name suggests – people are offered free things online to attract the prospect.
This free offer attracts prospects like a magnet. So, if you ever got something like a free e-book, free video series, and free cheat sheet etc. then those are examples of lead magnet funnel.
To do this first we need to build one landing page or website, and we offer say some free e-book but the prospect will get this e-book once they submit their email to the landing page. Once they submit their email they get the free e-book in their email and agency/company get their lead (prospect’s information).
So, how does someone will reach marketers’ landing page or a website? Well, marketers use platforms like Google Ads and Facebook Advertising and direct them to a website or landing page.
When they see those ads they are a prospect and when they reach landing page and submit their emails they become marketers’ lead. Later, marketers’ can send more emails and up-sell their higher products or services through a process called remarketing.
Free Book Funnel
In case of free book funnel – marketers’ offer you an actual book and in this case it’s a physical book, not an e-book.
Here also the process is the same; marketers’ build landing page/website, run advertising on Facebook Ads or Google Ads and send traffic to their landing page. Marketers’ send the free physical book to prospect, the book will be free of cost but marketers’ do charge shipping fee from prospects. So, to send you a physical book – you need to give your address, phone number, email etc. to the marketers’.
Best example, Dotcom Secrets and Expert Secrets by Russell Brunson. His company will ship you this book anywhere in the world free of cost, you just need to pay for the shipping charges. It is one of the finest books and Russell provides an amazing look into the world of building a company online and selling products online.
Webinar is a short form of the web-based seminar. A webinar is a presentation, lecture, workshop or seminar that is transmitted over the web using video conferencing software.
Means in case you can attend any live event related to lecture, presentation or workshop by sitting in your home. You don’t have to move out of your home.
So, how does it work? Again you run an ad that you are conducting free webinar live on so and so date at so and so time. And you reveal the topic.
Then once people turn for your webinar you tell them about your choose topic and then you try to sell your product or service or your software. Some people will like and go ahead purchase you’re offering and for those who haven’t brought your service you will further send them emails through a process called remarketing.
For any funnel to work further you will always need to have something in the backhand. Means you need to have more services or products in backhand which you can offer to your customers in future. And there are many versions of different kinds of funnels.
Although at first building funnels look complicated but if done the right way they are helpful in better customer conversion. And we need to test them over and over again. If your lead magnet will not work in first go then it means you need to look into your offers. Make changes and try again, so you will have a better funnel.
This content is accurate and true to the best of the author’s knowledge and is not meant to substitute for formal and individualized advice from a qualified professional.
© 2020 Vikram Brahma