Many companies use the AIDA sales funnel to categorize the different stages of customers’ purchasing journey. AIDA is an acronym for Awareness, Interest, Decision, and Action. Each is an individual step that the average consumer experiences as they go through their process
However, many companies fail to use retargeting to guide the consumer through the funnel to complete the desired conversion. There are many ways companies can use the AIDA funnel. But, this article will cover how the sales funnel can be used as a digital marketing tool and where retargeting falls into that strategy.
The top of the funnel requires brand advertising. The company must create content, press releases and other news around the company and its products or services. By creating brand awareness, consumers have a general understanding of your company.
In the digital world, this is done through a typical entry page of the company website, such as the home page. Once a personlands on any page within your website for the first time, you need to add them to the sales funnel for future nurturing.
At this stage in the process, retargeting is used to remind the consumer of your company. Advertise about the services of your company to get them moving further into the funnel. Or even showcase how awesome your company is with a “Find Out More” tease.
The second stage in the funnel occurs when the consumer shows initial intent to complete a conversion. This step in the funnel is hard to determine as it could mean several different things.
In the digital world, this could mean the consumer lands on the “About Us” or “Contact” page. It could also mean that they filled out a contact form or requested more information. This will change for each company depending on the intended final conversion. Similarly, retargeting at this level could be difficult to plan because “Interest” means different things for each company.
Through retargeting, you can track the exact page the consumer visited and craft original content around that page. This might involve using several campaigns to target different areas of interest or actions.
Moving deeper into the funnel, the consumer reaches the decision stage. This is when the consumer begins to make a commitment.
The consumer has already told you what they want by their actions on the website. The pages they land on within the website will give you what they are after
This could mean that they have visited a specific product or service page. Or that they have visited the shopping cart or started to fill out a form for a free trial. Whatever it is, this is the stage where the consumer has shown a greater interest and has started making their decision.
Retargeting at this level is critical. If someone abandons a shopping cart, retargeting is used to give the consumer the final push to complete the conversion. At this point, you know exactly what the consumer is looking for. Retargeting ads are specific only displaying the product or service that the person was close to converting.
Finally, the last stage is when the consumer completes the intended conversion, whether it be to click, download, buy, or share.
If your company is continuously providing unique products and services, then retargeting can be used at this stage as well. Inform the consumer of a new webinar, or other products they might enjoy.
Companies tend to spend a lot of time and money working to get people into the funnel at every level. Why not nurture those leads to increase the chance of conversion?
Take advantage of the information you know about the consumer and tailor content to match their specific stage in the purchasing process.
Additionally, building remarketing audiences for Google and Facebook is free. Even if your company isn’t planning to use retargeting soon, this should be done to collect data that is extremely valuable.