What does the sales funnel tell us ?
Undoubtedly, consumer habits tend to change and do not stand still. It should dynamically adapt and be used in building the sales funnel. Otherwise, business can stagnate for a long time or completely dry up.
There are different interpretations of the sales funnel. To examine the problem, we will use one that consists of six phases:
(1) Dating; (2) Interest; (3) Research; (4) Purchase; (5) Consumption; (6) Gazetteer
Based on this, the role of social networks and search engines in the sales funnel is different. Social networks are used to build relationships with potential customers and existing customers, as well as satisfy interest, which can be educational content. On the other hand, search engine marketing basically participates in the research stage. Therefore, these channels do not intersect, but complement each other.
Why can search engine popularity be wrong when evaluating website traffic?
Considering the sales funnel, it can be lithuania b2b leads seen that social networks are mostly used for brand campaigns, which do not always lead to an immediate visit to the website. On the other hand, brand campaigns increase direct (Direct) visits, which take place using search engines. Consequently, the more a client or marketer focuses on brand recognition, the more visits they receive from Google as a result .
However, that's not all! The problem is that more and more contest campaigns on Facebook are being overestimated . We read more about it in the article on Viral Marketing, but the main idea is that the more marketing is based on the mentioned contests, the more it moves away from a targeted buyer's path and conversions.
” Consequently, it appears that social networks, including Facebook , are not working and a false impression appears that consumer behavior has changed, but in reality this statistic has been promoted by an inept marketing strategy.
Therefore, what we can conclude is that statistics are one thing, but another when each specific case is carefully analyzed separately and the behavior of the actual consumer is studied. From this point of view, the construction of the buyer's journey is more important than the popularity of search engines, since it can only be used in a certain phase of the sale.
Tips for the perfect digital marketing strategy
Let's start with the fact that the ideal exists only in human fantasy! Therefore, let your imagination set the ultimate goal of the buyer's journey. Once that goal is set, start building a path from that goal to the buyer through all the stages of the sales funnel, which will also be a unique buyer's path for your product and target audience. One of the most important components of this path, which intertwines various stages with each other, is the call to action (Call to Action).
Knowledge, experience, personnel and technological resources are needed to build a quality buyer's path. Of course, not every company has the opportunity to maintain it all on a daily basis, so the most convenient and cheapest option is to hire an agency. One such agency is "Zīle", so feel free to contact us so that we can provide assistance in the construction of your buyer's path.
