Do you think that clients wake up one day and say, "I'm planning to make a purchase today?" Of course, no! Instead, they follow a purchasing route that involves study and assessment before making a sales contact. Consider what would happen if every new visitor to your website purchased a product.
The problem is that selling isn't that simple. In fact, because of the ordinary customer's access to information and rival offerings, it's arguably more difficult now. And marketing managers confess that contemporary customers are more aware and powerful than ever before. Thus, it is critical to understand your buyer's needs, so you know the route they take thoroughly. Therefore, creating appealing display ads for every step of the marketing funnel is crucial.
As a fact, each stage of the marketing funnel has its own unique content. To provide a detailed response, first, let us unravel "What is a marketing funnel?" The marketing funnel has become a prominent internet marketing word in recent years. Fortunately, it's straightforward to grasp.
A marketing funnel describes the path your prospects and leads take from the minute they hear about your product or service to when they sign up or purchase. Following your digital marketing strategy, you'll need to map out content for various phases of the marketing funnel while planning your content calendar.
Understanding the Purchasing Procedure
To build a successful marketing funnel, you must first understand the purchasing process. Regardless of what you're offering or how much it costs, all prospective buyers go through the same fundamental procedure before making a purchase.
Let's walk through the funnel step by step to examine what display ad template is significant at each level and what function each stage plays in the marketing plan.
Stages of the Marketing Funnel
A marketing funnel operates in phases, with the more extensive area at the top (Top of Funnel) attracting many people, the smaller section in the center (Middle of Funnel), and the narrow section at the bottom (Bottom of Funnel) attracting serious buyers.
Therefore, it is essential to map out the display ads to see them from a customer perspective. This way, it will make your clientele feel that you have their needs at heart. With that said, let's look at the various stages of the marketing funnel.
Stage 1 - Identifying the Problem/Awareness
Recognizing that you have a need is the first step in the purchasing process.
Why would you buy a solution if you don't realize you have a problem? When prospective clients enter the content marketing funnel for the first time, you should presume they are unfamiliar with your organization or the service you provide. It is now your responsibility to make them aware.
At this point, you can create display ad templates like banners, text images, videos as it is all about getting the prospect's attention. But don't knock yourself out; test what works and what doesn't, then stick to the most effective strategy. Then, you will have the attention of your prospects to lead them on to the next step.
Stage 2 - Evaluation
At this phase, the customer already understands their problem, but they don't have the solution yet. So, it is time to build your trust with the client, let them see you understand their problem, and solve it.
During the evaluation stage, you must generate content that distinguishes your firm from the competition. In addition, it should pique your market's curiosity in connecting with your brand further. These might be in the form of facts, figures, or the advantages of your product.
Consumers want content showing why they should buy your product or service: Do you have testimonials from previous clients? Can they attend events or webinars to have a broader perspective?
Stage 3 - Aspiration
At this point, you've focussed your content funnel on picking clients' interest in your goods. Give consumers a cause to purchase at the bottom of the content marketing funnel. You may quickly influence purchase by providing side-by-side comparisons of items and emphasizing how your product or service is better.
The prospect is aware of your solution as well as those of your rivals at this point. They must, however, have an emotional connection to your offering. And the content at this point should arouse a desire and conviction that your solution will improve their lives or company.
Undoubtedly, everyone customer wants to be sure about their purchase. So, give your prospective customers specific reasons why purchasing your goods or investing in your service is a wise decision.
Stage 4: Taking Action
When you get prospective customers' attention, spark their interest, and instill a desire in them for your product, they have reached the end of the sales funnel and are ready to take action. They now have all the knowledge they need to decide, but they need your guidance to feel secure in firing the trigger.
The goal of your entire content strategy should be to establish an audience and keep them interested. This effort continues beyond the point of purchase.
Customers should be able to interact with your content quickly and provide feedback to your company. Other forms of key content to offer your clients at the bottom of the sales funnel include;
- CTA (call to action) buttons,
- Email follow-ups, and
- Offers, and discounts that are only available for a limited time (to create a sense of urgency).
Make a Success Plan
Developing a marketing funnel is not an easy task. Yet, it is one of the effective strategies you can apply to drive brand awareness.
The primary goal of the content marketing funnel is to create content that converts. Your company will interact and influence clients at every level of the content marketing funnel if you have a sound plan in place.
When you incorporate display ads in a marketing funnel approach, you will see compounding effects that lead to higher outcomes at every level of the funnel. They include raising ROAS to increase sales to develop awareness and buying intent. Want a copy of my Avatar, Messaging, and Iteration Framework? It's a simple Figma file that is easy to use. Send me an email requesting it and I'll send you a copy.
Wouldn't you like to learn more about display ads, messaging, and the customer journey? Don't hesitate to reach out.
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