A Digital Marketing Funnel is an automated version of a traditional direct sales funnel.  Instead of a human sales person, a website, social media account, video, webinar or other digital media is used to generate and close sales leads.

Traffic Generation

Digital marketing funnels start with a means of generating traffic to attract potential customers.  Examples of traffic generation tools include:

  • Direct Mail
  • Email
  • Online Videos
  • Pay-Per-Click or Pay-Per-Action Ads
  • Banner Ads
  • Social Media Ads
  • Contests
  • Surveys
  • Coupons
  • Affiliate Offers
  • Mobile Apps
  • Content Platforms
  • Auction Websites
  • Television Ads
  • Radio Ads

Digital Content

This traffic is typically directed to a piece of digital content, such as a:

  • Website Landing Page
  • Social Media Page
  • Online Survey
  • Podcast Page
  • Coupon Site
  • Affiliate Product Page
  • eBook Sales Page
  • Mobile App Page
  • Auction Page
  • Donation Page
  • Political Action Page

Lead Magnet and Opt-In

Once the prospect visits the desired location, he or she is presented with an offer in exchange for the prospect’s contact information or account signup.  Most offers are free or low-priced to eliminate barriers to signing up.  Typical offers and contact information include:

  • Free PDF file in exchange for email address
  • Free consultation in exchange for telephone number
  • 50% off event ticket in exchange for social media account signup
  • Free bracelet in exchange for signing an online petition
  • Free coupon for responding to a survey and providing research data
  • Free notification of upcoming book release in exchange for email
  • $1 delivery in exchange for account signup

Automation and Engagement

Once the prospect’s contact information is acquired, he or she is automatically engaged with additional offers, up-sells, educational material, invitations, rewards, suggestions follow social media, etc.  Marketing automation and social media automation software are used for this, ranging from free and relatively simple tools, to sophisticated platforms charging $1,000’s per month.

Each step in the process has a myriad of options, from the channels you use to the ad design, images, video, headlines, copywriting, targeting, timing, engagement campaigns, etc.