How to create your own marketing channel

If your business relies on customers buying products, you probably already have marketing channels.

Beginners may not be new to the term, but experienced marketers know that it is almost impossible to start a business without some kind of marketing channel optimization.

This guide will cover all the basics of what a marketing channel is and how it affects different business models.

The marketing funnel, also known as the purchase channel, is a customer-centric marketing method that illustrates the entire process of customers from brand recognition to purchase.
The earliest model similar to modern marketing channels is the reduced cone shape of the AIDA stage of Elias St.Elmo Lewis of William H. Townsend:

The creation of marketing channels was intuitively thought of by early marketers.Even if you missed our in-depth study How to build effective content marketing channels, You may still have referred to some of your marketing activities as “top”, “middle” or “bottom” channel stages (ToFu, MoFu, Bofu).

If you do, then you are ready to participate in the major leagues.

The need for potential customers is self-evident: random browsers don’t always translate into actual customers. This is why we even do marketing!

Sales channels help us intuitively understand how traditionally potential customers enter the top channels. By choosing to buy, only some of them will become actual customers, so they exit the channel at the bottom.

If a casual browser becomes a paying customer, we call it a “conversion.”

Although many people will leave the channel earlier, optimized and efficient marketing channels will enable a higher percentage of potential customers to complete all channel stages of purchase.

Determining which channel stage a potential customer is currently in can provide you with information on using the right marketing strategy and increase your chances of making sales. We can say that increasing the number of conversions is the most important goal of marketers.

However, since the earliest marketing channel model in the late 19th century, many changes have taken place.

When viewing the current marketing channel, you can’t compare it with Customer journey. In other words, marketing channels are a way to guide potential customers in the right direction during their buying process.

The customer’s journey should be used as a guide for determining the number of stages in the funnel. In this new digital age, the stages of your marketing channels may be different.

You may realize that the traditional linear customer process has become more complicated in the past decade. Technology adds touchpoints in the customer journey, so potential customers have the opportunity to exit the marketing sales channel before completing the purchase.

It is foreseeable that buyers have stopped the process of moving from one stage to another through marketing channels. These new buyer habits completely changed the shape of the funnel.

If we insist on using the universal 3-stage funnel, namely ToFu-MoFu-BoFu, we can see that the modern funnel does not look like a funnel at all.

Marketing channels

Marketing channels

Since modern marketing channels contain more components than the original AIDA model, your goals and marketing channel optimization strategies also need to be adapted.

Through an online advertisement or search engine, the advertisement or search engine can lead to your e-commerce website and ultimately generate sales. The user’s journey is also called ” Conversion funnel. However, focusing on pure conversion will not win your customers over time. Reservation will be.

With the help of modern marketing channels, potential customers can leave the customer journey at any stage and re-enter the exact location where they left according to their inherent online marketing strategy Omnichannel.
Marketing channels

Various re-engagement paths from different traffic sources (newsletters, events, social media posts, etc.) enrich the marketing channels that bring loyal customers back to your store and promote them.

Does it sound a lot? Our toolkit can help you gain insight into all the different levels of the marketing channel-shown here.

Once you understand the typical customer journey, you can determine how many different stages the channel requires.

As a guide, we will use a simple three-stage model:

The goal is to attract as many people as possible and spread brand awareness.

The more people understand your brand, the higher their chances of buying your product. Some marketers may divide it into two stages. If you want more precise and targeted channels, you can separate the cognitive phase from the interest phase.

In order to attract your target audience, you need to understand who they are and their interests.

along with Market Explorer Tool, You will gain insights about the market, such as audience interests and key demographic information.

SEMrush's market traffic data example

The custom market function can help you identify market trends and analyze them in detail.

Marketing channels

Popular marketing strategies at the ToFu stage are:

  • Blogs can generate sales leads and increase your organic search traffic. Video and podcasts are also becoming very popular content media.
  • SEO technology can provide your audience with the exact content they need. An optimized website will win you more organic and recommended traffic.
  • Social media and influential marketing campaigns (gifts, contests, etc.) can attract more people and redirect traffic from social networking sites to your website. For example, asking your audience to tag others under a post will immediately increase your online visibility.
  • Paid search or pay-per-click (PPC) campaigns can quickly reach your target audience, provided you already know who you want to target.

The goal is to attract potential customers and build trust in your brand.

The middle of the funnel is the stage where potential customers will interact with your content or leave the funnel. They are considering your offer in detail, while also comparing you with competitors.

You know the needs of customers, yes, your product can meet these needs, but why should they get this product from you?

At this stage, great content will make all the difference. It’s all about building trust.

use Market Explorer Tool Provide a broad range of ideas about the competitive landscape and the top players you will face.

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Combine Market Explorer with Traffic analysis tool Map the traffic sources of competitors. Find the best-performing content to learn from these insights and create your content.

Examples of data in traffic analysis tools

A good way to discover niche topics and pinpoint the audience’s problems is to use Keyword Magic Tool.

Keyword magic tool data example.

The following are the most popular marketing strategies in the MoFu stage:

  • User-generated content on social media provides valuable brownie points for your brand; online celebrity articles such as product reviews or unboxing and trial videos can build trust.
  • Optimize the pages on the website that describe task descriptions and team members. Use keywords to optimize product descriptions.
  • Use case studies and comments to further support how past customers received your products and services well.
  • Sending targeted emails regularly can help you gradually encourage more participation.
  • Content marketing focused on e-books and white papers can add value to your audience (especially B2B) and attract them for a longer period of time.

The goal is to convert and direct clicks to your shopping cart for purchase.

The BoFu stage has a high purchase intention. At this stage, the customer knows the service you provide; you just persuade them to click “Buy”.

Clarity is essential.

At this stage, there is no need to defeat the bushes. More sales languages ​​can be used. You need a simple CTA (call to action) to reduce friction during checkout. Remember to mention that you are always ready to help your potential customers at any time.

Find out where you may still have problems to resolve during the checkout process. Where does your traffic go and why?

use Organic traffic insight Tools to analyze data such as click-through rate, session, bounce rate and the number of natural keywords.

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By using Traffic Analytics and Market Explorer, you can have full access to historical traffic data, and finally evaluate and draw conclusions about fluctuations in demand and the reasons for the decline in sales.

Marketing channels

Here are some of BoFu’s marketing strategies to help you bring sales home:

  • Checklists of existing content and customer journey mapping enable you to place the right content on the right page.
  • Optimize the product description so that all necessary purchase steps are very simple: provide in-depth product and shipping information.
  • Free product trials and demo versions can enable people to start using your product before buying it and push it to the next step in the sales channel.
  • Sales techniques that generate a sense of urgency or scarcity, such as “only limited available inventory” or providing favorable prices within a limited time frame, are very effective.
  • Use remarketing to target people who have interacted with your brand by visiting your website, but they left them without making a purchase and brought them back to the marketing channel.

As we have already said, retention is more important than conversion.

In the long run, loyal customers who repeatedly shop back are more profitable than one-time customers. Establishing repeat customers requires long-term strategies and internal knowledge of specific markets and customers.

At this stage, don’t just focus on sales, but build relationships.

In addition to providing regular information to loyal customers through newsletters to inform them of offers and discounts, one of the main strategies for referrals is referrals.

  • Find the most loyal customers online and contact them to turn them into advocates. Encourage them to recommend new customers to you.
  • Invest in referral programs to encourage customers to leave reviews, perhaps by hosting contests or giveaways that ask them to do so.
  • Make your customers feel like a part of your fan base through storytelling: invest in affiliate links and social media campaigns.
  • The employee advocacy program will also support your storytelling. Your employees’ opinions and posts about the company are more influential than advertisements.

After investing in referrals, remember to track referral traffic to measure Post tracking tool.

Marketing channels

The core of digital marketing is to develop a positive customer experience. Tools such as Semrush allow marketers to finally listen to their users.

Market Explorer Tool And similar competitor research tools break down all the information you need in convenient and easy-to-use reports. Use a healthy combination of strategy and research tools to conquer your market today.

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