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Today's Digital Marketing Funnel (and How to Optimize Your Conversions)

by Matt Banner  |  
March 22, 2016

You may have heard that the traditional marketing funnel is dead. It's true that what used to be a linear path from attracting leads and converting them into customers is now a multi-faceted process than can start and stop in various parts of the funnel. With so many key entry and engagement points and possibilities, many have abandoned the idea of a funnel entirely.

Today, in this digital age of mobile, social media, and brave new world of marketing, we're going to build a new type of funnel, one that's crafted in accordance with to your business and your audience.

Visualizing Your Digital Marketing Funnel

Put aside previous notions about how a funnel is structured, or even how it looks. Take a look at this image of a digital marketing funnel:

We can divide that funnel into three sections:

  1. Top of the funnel (TOFU)
  2. Middle of the funnel (MOFU)
  3. Bottom of the funnel (BOFU)

I recently read an enlightening Moz post that took that digital funnel and paired it with some lesser-known features of Google Analytics to pinpoint the specific marketing channels that are working best for businesses.

We'll be doing something similar to help you understand which avenues are bringing you the most results, and how they fit into the flow of this digital marketing funnel, will help you maximize your marketing efforts and optimize conversions. This approach builds a funnel specific to your business.

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Matt Banner is the owner of On Blast Blog and helps guide and inspire bloggers (and those who have yet to become one!).

Twitter: @BlastYourBlog

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  • by Blair Symes Tue Mar 22, 2016 via web

    Thanks Matt! I would add that it's important to understand which marketing efforts (search PPC, banner retargeting, Facebook ads, email nurturing, etc.) are effective at getting new or existing top-funnel leads to call you and re-engage. Those calls usually signal buying intent, and getting leads to call is a critically important part of funnel optimization that marketing can help drive. You can also see those calls in Google Analytics:

  • by Lorraine Ball Fri Mar 25, 2016 via web

    I appreciate the new shape to the funnel which widens after the sale. I would add another step beyond retention which is referrals.

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