Foundations of Digital Marketing

Jun 19, 2024

Guide your customers from first click to loyal fan.

1. Top of Funnel (TOFU): Awareness & Discovery

Goal: Get noticed!
Questions: Who are they? What problems do they have?
Channels: [ ] SEO, [ ] Content Marketing (blog posts, infographics), [ ] Social Media (broad reach), [ ] Display Ads.
Metrics: Website traffic, impressions, social reach.

2. Middle of Funnel (MOFU): Consideration & Evaluation

Goal: Build interest & trust.
Questions: Why us? How do we solve their problem?
Channels: [ ] Email Marketing (nurturing sequences), [ ] Webinars, [ ] Case Studies, [ ] Retargeting Ads.
Metrics: Lead generation (downloads, sign-ups), email open rates.

3. Bottom of Funnel (BOFU): Conversion & Purchase

Goal: Make the sale!
Questions: What makes us the best choice right now?
Channels: [ ] PPC (highly targeted), [ ] Free Trials/Demos, [ ] Testimonials, [ ] Optimized Landing Pages.
Metrics: Conversion rate, sales, CPA.

4. Post-Funnel: Loyalty & Advocacy

Goal: Keep them happy & turn them into fans.
Questions: How do we keep them engaged? How do we get them to tell others?
Channels: [ ] Email newsletters (exclusive content), [ ] Loyalty Programs, [ ] Excellent Customer Support, [ ] Community Forums.
Metrics: CLV, repeat purchases, NPS.

Golden Rule: Don’t neglect any part of the funnel. A strong foundation at the top supports conversions at the bottom.