Don’t take it personally. Maybe what the title of this post says doesn’t apply to you, but I needed to put something that would get your attention. What I’m going to tell you is important for you to understand how branding and marketing in general work.Although conversion is moving away from the traditional conversion funnel towards a decision-making journey , it still serves to explain in a simplified way how sales work. We can use TOFU, MOFU and BOFU to explain it:
Branding Advantages Photo rights by Fotolia
It doesn’t matter how many times the message is qatar telegram data repeated. The same mistakes are typically made when launching online advertising campaigns . When we invest money in advertising, we expect an immediate return on investment. There is a false belief in the advertising world in general: there must be an immediate effect between promoting my company or offer and generating income thanks to it. If things don’t work as expected, the following conclusions are usually drawn:
The visits have not been of quality so it was not possible to generate sales.The targeting has not been adequate and the wrong audience has been reached.We have a landing page that doesn’t convert.Our offer does not fit the needs demanded by the market.Understanding the “traditional” conversion funnel: TOFU, MOFU and BOFUAlthough it is true that some of the conclusions may be correct, one of the most important consulting back to the index how seo ones for understanding how branding works when it comes to marketing is not on our list: the results may come later because we have to give the user a little more time to get to know us.
Top of the Funnel (TOFU) : The vast majority of people who land on your website are part of this group. Congratulations, because you are about to get new customers. Users in this area are b2b faxlead clear that you are the one they choose when it comes to making a purchase. Now don’t screw up because the sale is not yet closed. The decision is one thing, but now a concrete action is required to generate income. An attractive offer can be the drop of water that was missing to
Bottom of the Funnel This is exactly what I thought
make the jump and become your client.
The most effective online channels for sales
Tristán Elósegui recently wrote a post on the subject. “What is the most effective online channel in the conversion process?” based on the studies of a company. A highly recommended post, so check it out if you have a minute. The channels with the best direct conversion (BOFU zone) according to the article are the following:
Affiliation (22%) : Here we have the great advantage of being recommended by a third party.
Brand SEO (17%) : People who directly search for our brand on Google.
E-mail (11%) : newsletters and recommendations from other users via email.
Non-brand SEO (10%) : visits that come to us from Google that are not related to the brand.
Social Networks (5%) : Twitter, Facebook and other “junk” sites where we have created a profile and have a presence.
Display (3%) : everything that has to do with advertising in banner and video format.
These figures may not be so surprising if you have been working in online marketing for a while. Affiliate and brand searches convert better than the rest. SEM is definitely missing from this study, which would also be in the top 3 or better.
It’s one thing to convert, which can be relatively
easy” if you’ve managed to score enough points. What’s more difficult, in my opinion, is for the user to consider you as an option. This means that you’ve somehow managed to get their attention, which isn’t easy considering the number of alternatives that exist for practically any offer. Here the order is a little different:This clearly shows one thing. The banner that many have been trying to kill for years has an essential function in the conversion funnel. They act in the MOFU and help push users towards the purchase. The display as a format traditionally used for branding helps indirectly (but indispensable) to generate sales . Social networks may not serve as a direct channel but they have almost the same weight as the banner and the video in online advertising campaigns.
So let’s be clear about one thing. If we don’t measure what we do, we’ll never know what each channel contributes. It’s incredibly difficult to accurately assign the weight of each channel. Web analytics experts may have a slightly different view, but I think we’ll all agree on one thing: there are things we can measure and others we can’t. Everything we can’t track through a Google Analytics code because, for example, everything that happens offline makes the task more difficult. On the one hand, a TV appearance may not generate sales, nor can a direct relationship be observed in the form of visits. On the other hand, it can be a very good “consideration” channel even if no correct purchase decision has yet been made. Without this or any other type of branding, you would never get to this point.
