How to attract and add more customers to your conversion funnel

You’ve got your team. You’ve got your product. But it can feel a lot harder to get new customers...

Before you rely on digital marketing to do the heavy lifting for you, you’ve got to figure out who your ideal customer is. When you know the type of person who’ll enjoy your product, you can tailor your marketing to their tastes. You should be looking at who likes your product now or people who like products similar to yours. With this information, you’ll be able to keep these factors in mind as you, or a marketing consultant, design your future digital marketing campaigns.

Looking for some foolproof ways to acquire these ideal customers? Try these five digital marketing channels to add more customers to your conversion funnel.

Lead generation

Lead generation is the practice of generating leads—people interested in your product who could become buying customers. Its goal is to gather their info in a contact list to nurture your relationship with them through emails, promotions, and other communications.

One popular lead generation method is using a lead capture landing page. These pages offer your audience something like a resource or newsletter in exchange for their contact info. Lead capture landing pages give you the chance to offer early information or access to upcoming products in return for an email. Look how Airbnb does it:

Content marketing

Content marketing involves creating content like articles and videos to generate awareness of your brand. Most content in content marketing doesn’t aim for a hard sell. Instead, it builds your brand’s authority by educating customers about a relevant topic.

If you’re looking for an example of content marketing, you’re reading one right now! This blog post helps businesses market to their customers and boosts awareness of Prism. But content isn’t just limited to blog posts. You can also create sharable resources, interactive quizzes, or in-browser tools. 

Before you create any content, go over your audience research again. Then, brainstorm topics that overlap with their interests and your product. Content based on these subjects will build your authority in your industry while keeping potential customers hooked. As customers get to know your industry and product through your content marketing, they’ll gain more confidence in your brand. Then, once they’re ready to buy in your market, you’ll be on the top of their list.

Email marketing

It might seem like email’s taken a back seat because of social media’s rise to fame, but that’s a misconception. With so much information out there, emails let you personalize messages in a controlled environment. Since people who receive your emails signed up for them in the first place, they’re more receptive to what you have to say.

What should you write in your emails? The world of email marketing offers endless possibilities, including product plugs, business updates, and informational content. Kate Spade uses email to spread the word about special offers:

Social media

Social media marketing offers tons of opportunities to raise awareness of your brand and build an audience. With people using social media for an average of 2 hours and 25 minutes every day, you could tap into some of that time to teach them more about your business.

Remember to choose your social media channels based on your audience’s preferences. Feel free to use a variety of channels, but don’t spread yourself so thin that you aren’t posting enough content on them. Oh! And don’t forget to keep your social media content consistent with the rest of your brand's content. 

Paid advertising

Paid ads are excellent for getting your brand in front of new faces because they use a different algorithm from social media and unpaid search engine optimization. You’ve just got to know what platforms and keywords to use to attract the right audience. 

A robust SEO strategy will get you at the top of the list, and raise your brand awareness. When you create your paid digital ads, choose your keywords carefully and consider your target audience for the best chance of getting eyes on your ads.

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