Analysing Marketing Functions And Buyer’s Journey
Digital marketing has a set of primary components that are used to achieve the marketing goals set for each function. These will overlap as multiple components that can be used for different functions. As you can see on the slide, each colour links to the buyer’s journey and showcases the component that is most likely to be relevant for passing the consumer from this stage to the next, as we will in the next few slides.
- Social Media Marketing: Social media advertising, community management, content sharing and competitions are at the heart of this marketing component. Social media marketing facilitates the ability to create a real connection with consumers, keep them informed, and make it easy for them to reach your website, ask for information and provide feedback. Social media are also platforms for showing your brand’s personality and connections with other companies, influencers, causes, making your company more relatable. In addition, a social platform such as Facebook is often used as a search engine and is therefore a key tool for raising awareness and interest. Facebook has over 2 billion daily active users.
- Paid search: This component is central to awareness. Because consumers turn first to their search engine to find answers to their solutions, being top of search engine results pages (SERPs) is a competitive advantage. Knowing that consumers online will click on the top 5 to 6 links presented and rarely look past the first page, it makes paid search a component of digital marketing worth investing in.
- SEO: SEO is also at the centre of digital marketing strategy as it enhances natural website authority over organic search. The better the SEO, the less effort the consumer will have to exert to find your website and the more relevant your content will appear to be for the search engine, ultimately ranking your content closer to the top of the page.
- Content: Based on the inbound methodology, content is king. It is your content that attracts interested consumers to find out, learn and research your product and brand. Content marketing is the number one priority in your inbound strategy as it will be at the centre of all efforts and campaigns as the added value to build trust with the consumer, and eventually convert them into customers.
- Email marketing: The consumer doesn’t always proactively come on your website, or find you on Google. Some are interested but don’t take the time, as your product is not their number one priority. Email marketing is the component that allows you to reach out to subscribed consumers that want to hear from you.
- Lead Generation: This component is based on the opportunity to transform a consumer into a lead, by creating the touchpoint where they will provide their emails, ask for more information, download your content, etc. This component relies on specific formats that ease the process of providing data and downloading content, such as lead generation cards with embedded forms on Facebook or landing pages.
- Conversion optimization: Focuses on making conversion happen quicker and more frequent. This can increase your website speed, responsiveness, using smart and prepopulated fields in forms, minimize the number of clicks between actions, make the user experience smoother and seamless etc. This is based around format usage and website optimization.
- Analytics: Analytics are the spine of all your content and platform, they allow you to connect each campaign, visits, conversion and tie it all together to understand the consumer journey through your marketing and sales funnel. Different analytics tools are incorporated in social media, Google and website platforms, all of which provide vital information on the health of your assets and your database. They are at the heart of optimization and re-targeting, allowing data on your visitors, customers, and advocates to be collected.
As we have seen on the previous slide, the different marketing components are better suited for bringing the consumer from one side of the funnel to the other. Even if most of them will be used in sync to cover the full scope of the consumer’s needs, others are used to take the buyers to another stage.
The Awareness and Interest stages are driven by discovery when the consumer slowly becomes aware of their problem and the potential solutions. This stage is driven by your contents relationship with the main topic. A user may not carry out a detailed and in-depth search, meaning that positioning on a broad topic and sharing content that stands out (video or advertising) will help your product become part of the conversation. The ideal situation is for your content to be engaging, interesting, bring added value to the conversation and provide solutions to the consumer’s problem. Developing a strong social media presence and engagement is recommended for bringing your product forward organically and on your target timeline.
Consideration and Conversion are stages where the consumer is more focused. They know the available solutions and are now wondering which one to chose by looking for additional information, experience, reviews and creating a mind map of the best quality/price/value ratio. As they will likely search for content with precise questions and considerations, optimizing your content for search engines and investing in paid ads on keywords translation, consideration is a strategy to consistently stay top of. The more your product or brand is associated with a specific topic and keyword, the stronger the association will be shaped in the consumer’s mind. This can increase content discovery and engagement significantly.
Retention uses more personal components, such as email marketing automation and analytics to provide a consistent customer experience, reaching out, following up a purchase and using the correct information to create a sense of intimacy between the customer and the brand. Using information such a birthday date, membership start date, favourite topic or product can produce engaging content that triggers an emotional response from the customer.
Automation: This is one of the principal components in digital media and analytics. Thanks to the development of various software, digital marketers can set up campaigns for lead nurturing such as email marketing and social media marketing, based on their database and the quality of the leads they have in the marketing funnel. Setting these workflows up in advance allows the software to work in the background while focusing on optimizing and creating new content.
Now your take on this article…
I know you might agree with some of the points that I have raised in this article. You might not agree with some of the issues raised. Let me know your views about the topic discussed. We will appreciate it if you can drop your comment. Thanks in anticipation.
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