Marketing has historically focused on exposing your brand to the largest audience possible. But reaching more people doesn’t necessarily yield more engagement with your brand.
Marketers are finding that they can now cast a shorter net and still reach more members of their target audience. By flipping the traditional marketing funnel on its head, some brands are taking a digital-first approach to marketing that attracts the users who are most likely to engage.
The traditional marketing funnel below depicts the basic strategy behind most campaigns. Regardless of whether their campaigns use public relations, advertising or content marketing tactics, marketers tend to follow this four-step process:
- Awareness – target a mass audience
- Interest – some members of that mass audience show interest
- Consideration – re-target interested members with additional information
- Engage – some members make a purchase or engage with your brand
Under this model, much of your budget is wasted trying to earn the attention of people who’d never be interested in your message. And, you can’t effectively build individual relationships when targeting a mass audience.
With a suite of digital tools now available to marketers, such as data-driven intelligence, highly targeted audience segmentation, influencer identification and real-time content optimization, the traditional marketing funnel is becoming outdated. Rather than sending a broad message, you can send hyper-specific messages by understanding your target audiences on a deeper level that transcends demographics.
The flipped marketing funnel below can help you create a digital-first strategy that achieves more meaningful brand engagement and greater budget efficiency. The process is:
- Identify – research and attract users who are most likely to engage
- Expand – build relationships with the people your efforts attracted
- Engage – some users will make a purchase or engage with your brand
- Advocate – satisfied users influence their own networks, further expanding your brand’s reach to a specific audience
This model creates an opportunity to attract users who are most likely to engage with your brand. Then, you can target resources toward building relationships with them by providing useful content or experiences. Your target audience will, in turn, become advocates for your brand and share your content with their own networks, helping you reach mass audiences on a deeper, more meaningful level.
Ready to launch a digital-first strategy for your business?
Contact Roop & Co. at (216) 902-3800 or email@example.com.