If you’re a RevLocal client, you are probably familiar with our marketing analytics dashboard called Reveal.
Guess what? We’re making some updates to make this dashboard more aligned with the marketing funnel and how it relates to your clients.
In this blog, I’ll be breaking down the different parts of the marketing funnel, explaining how the data we collect in Reveal correlates to the funnel and giving some examples of both the business owner and customer’s perspective.
If you want a super quick explanation, check out this video.
What Is the Marketing Funnel?
Before we get too far into the blog, let me explain what the marketing funnel is for those who are unfamiliar with it. The marketing funnel is a tool that you can use to identify where your customers are at during the buying journey.
There are several different types of marketing funnels depending on who you talk to, but for the purpose of this blog, we will be breaking it down into four main steps: awareness, consideration, decision and share.
To make things even easier, all the data in Reveal is color-coded to match the steps in the marketing funnel below.
The awareness step’s main goal is to increase the visibility of your business online!
I’m sure you’ve seen an ad for a business you’ve never heard of. Guess what? That’s part of the awareness step of the marketing funnel.
During this step as a business owner, you should be thinking, “I want more people to know that I exist.” As a potential customer, you’ll be thinking “What options do I have in my areas?”
At this point, your business’s information has been seen online. During the consideration step, consumers are wanting to learn more about your business. Think about it like this — When you’re looking for a new restaurant to eat at, you want to choose one that is the most desirable, right?
You may not realize it, but that thought process is part of the customer journey!
As a business owner, you want to have the best option for your customers’ needs, so you must consider what they want and how it will impact them during their journey.
Consumers have done their research and they’ve decided to call, email or visit your business. This step of the marketing funnel is known as the make-or-break point. They will either decide your product or service is great and move forward, or they’ll decide to choose a competitor.
As a business owner, you want them to choose you (duh!). To turn your potential leads into customers, you’ll want to provide them with all the information they need, such as ways to contact you.
We’ve almost made it through the marketing funnel, but there’s just one more step! The bottom of the funnel is where your customers will share what they think about your business.
Getting feedback from your customers is an essential step of the marketing funnel. Whether the feedback is good or bad, you’ll want this information so you can make improvements for your business.
But remember, customers won’t always leave feedback or give you a review. If you’re struggling to get reviews, you can always just ask them to leave you a review!
Important Metrics for Each Stage of the Marketing Funnel
We’ve talked about each step of the marketing funnel and the different customer and business owner perspectives, but what metrics are we focused on for each stage? Let’s talk about it!
- Awareness. The metrics and data pulled into Reveal will revolve around impressions or views on Google and your social media pages.
- Consideration. During this step, Reveal data will focus on things like traffic to your locally optimized website from Google.
- Decision. This is where Reveal will show you things such as calls and leads your marketing efforts have generated.
- Share. This step focuses on what people are saying about your business, either through social media or leaving a review.
Here is a sample of what your marketing results will look like in Reveal (and remember, everything is color-coded to make things easier):
As digital marketing changes, we believe that we should update our systems and processes, too! With these changes put in place, we will be able to provide better analytics and data to help your business succeed.
If you have any questions, please reach out to your marketing strategist or leave us a comment below!