Exhibit 28.10 Digital Marketing Funnel.
Conversion is the process of leading prospects through
the digital marketing funnel, from attracting them with engaging content to converting them
into paying customers. The different stages of the conversion process require marketers to use
various tactics, resources, and processes, as outlined in Exhibit 28.10.
Attracting visitors is the first step in the conversion process, and marketers
use different forms of advertising to generate traffic
to their website, including
search advertising,
display advertising,
social media advertising, and
native advertising.
Once visitors arrive on the website, marketers use compelling offers, such as
gated offers, to convert them into leads.
The website serves as the conversion engine, where all these elements come
together to propel prospects down the conversion path.
Retargeting is another tactic used to
pursue prospects who have already shown an interest and to nurture leads.
Lead nurturing is also an essential component of the conversion process. It
involves building relationships with prospects by providing them with relevant and valuable
content at each stage of the funnel. The goal is to keep leads engaged until they are ready
to make a purchase. Different approaches to lead nurturing are covered in Section
Lead Nurturing.
