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What is Conversion Funnel And How Does It Affect Your Digital Marketing Campaign?


Digital marketing – Today, brands and businesses place considerable importance on their desired digital marketing agency. They know that it can make a huge difference in their performance. The reason is that establishments know that many people today spend much of their time online. According to Pew Research, there has been a growth of 5 percent in internet users in the past three years.

Correspondingly, it is understandable that several brands and businesses want to take advantage of this opportunity. This is a great time for them to offer their products and services to potential buyers.

Digital Marketing Campaign

What Is Digital Marketing?

Because of the extensive use of the Internet nowadays, brands and enterprises take advantage of it by reaching their prospective customers. Marketing, in general, is all about connecting to the enterprise’s desired audience at the appropriate moment.

Digital marketing is all about the enterprise reach its audience through the Internet. This is where their prospects are most likely to be. Businesses make use of all the marketing efforts to reach their target on various electronic devices that they use.

The term digital marketing is an umbrella of the digital channels that enterprises can develop a digital marketing strategy from which include the following:

  • Content marketing
  • Pay per click (PPC)
  • Native advertising
  • Search engine optimization
  • Email marketing
  • Inbound marketing
  • Social media marketing
  • Online public relations
  • Affiliate marketing
  • Marketing automation

Knowing how to effectively use these channels with the help of other marketing tools and applications enables the marketers on how to utilize their campaigns well.

An Effective Digital Marketing Strategy

Although digital marketing can be cheaper and more effective than the traditional way, one must know the right digital marketing strategy to reach the business’s goal.

It is because there are many differences between digital marketing and traditional marketing. Even though it seems like digital marketing is more advantageous in terms of engagement and resources needed, further monitoring is necessary.

You need constant monitoring because digital marketing is highly dynamic. There is always a possibility that your ads or posts might end up on the lower page of the SERP. Additionally, your competitors might end up above you. For this reason, constant monitoring of your performance is a must.

Because it is dynamic, you also have to keep yourself updated with the changes in digital marketing. It is because search engines like Google and even other platforms like social media often change their regulations.

Moreover, even though you have the most significant intention of delivering excellent content or campaigns for your target audience. There are instances that what you do might backfire if they end up not liking them.

Therefore, it is essential to be knowledgeable in digital marketing before you jump into it right away. Among the things that you should learn that require more in-depth expertise, are how to create digital campaigns, what are the best digital strategies, and how they affect the conversion funneling.

What is a Digital Marketing Campaign?

Facebook ads and posts are only a few among the examples of digital marketing campaigns. However, it is more than just adverts ads. Digital marketing campaigns refer to all the marketing efforts done by a company to push traffic, engagement, revenues, and conversions. Therefore, businesses use digital marketing campaigns not only for selling but also for other reasons depending on their goal.

Creating a digital marketing campaign is cheaper and more targeted than conventional ones. On the other hand, it also requires time to succeed, and it also needs sustainability because of its dynamic nature.

One example is the use of Search Engine Optimization (SEO). If you implement SEO strategies, you must ensure to retain its performance because you do not want your competitors to appear above you in search results. The first step you should take when considering SEO is your actual website content. The second is to optimize all of your title tags. There is a lot more to SEO, so we will go over the basics in a future blog post. If you are looking for effective SEO services, you can contact us for a free consultation here.

For this reason, one cannot easily purchase it and let it work by itself. To create effective digital marketing campaigns, one needs to have a definite goal and plan to be able to produce an effective campaign.

Planning Your Marketing Campaign

Planning your campaign is crucial to ensure that it will target the audience you want without spending more than how much you should. It is also vital so that your business will achieve what it needs.

Here are the steps that you can take to create a digital marketing strategy:

1. Plan Out Your Goals and Choose The Right Tools to Implement Them

Although it seems like common sense that you should plan in marketing, a lot of people seem to forget this vital process still. They feel excited about their ideas for making a campaign, that is why they jump into it without testing the water first.

Having a great plan includes having a definite goal. Businesses have different goals on why they create campaigns. Although it seems that the general idea is to sell, specific goals can be much more than selling. Others want to see the improvement of their conversion rate. Some want to place higher on the SERP.

Therefore, marketers of a digital marketing agency need to utilize digital marketing tools. This includes Google Search Console, Hootsuite, Google Trend and the like. It enables you to get an accurate view of a campaign’s performance or to find the right topics and keywords that would greatly help a focused campaign.

Whatever your goals may be, having a plan ensures that the campaign that you will create will get to the right audience. More importantly, with the right message that interests them.

2. Determine Who Your Target Market

This step is one of the crucial processes that many amateur marketers ignore. For inexperienced marketers, you can also easily identify your target market. Just think about what kind of audience your product will appeal to, and voila, you have already identified your target.

However, targeting is more than just using one’s common sense. What you think may appeal to you might not appeal to other people. That is why it is essential to take some extra measures for determining who your target audience is.

One way to do it is by developing your customer’s persona. Create your customer’s persona by determining their social status, interests and hobbies. Every detail matter. That is why it is not surprising that several companies are willing to pay to conduct surveys to the volunteers.

3. Know Your Limits

Even though you have good plans for making a campaign, you should keep your hopes grounded by knowing how much you can afford. After all, your budget sets the limits on what you can do to your campaigns. You are the one who has to adjust.

4. Determine the Perfect Channels for Your Campaigns

You should start by evaluating the channels that you already have. There are different kinds of media framework categories to choose from. There are paid, earned, and owned media. You can select one or all of them, depending on your goals and campaigns.

Even if there are tons of marketing channels that you can choose from, never disregard the use of social media. It dramatically affects the success of a digital campaign. That is why every company should utilize this platform well. Combining it with other marketing channels would be better. Moreover, more effective if you just know how to make use of them.

Now that you know how a digital marketing campaign can help your business. It is time to learn its relationship and importance to the conversion funnel.

What Is Digital Marketing Funnel?

For you to learn about the conversion funnel, it is essential to learn about the digital marketing funnel.

The traditional marketing funnel starts from the famous four-step concept. This is known as attention, interest, desire, action (AIDA). Although there are marketers who still implement this concept, in the digital marketing funnel, it is more than just AIDA.


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The changes and the growth in technology and communication make the digital marketing funnel more than just the four-step marketing concept. Since communication and reaching out to customers is more accessible nowadays, marketers in a digital marketing agency take the factors affecting the concept into consideration.

The digital marketing funnel has five main components. These are the value, testing, opt-in, traffic, and engagement. By utilizing each element, you can reach your business goal. Now that several factors are affecting the concept, here are the six stages of the digital marketing funnel:

  • Exposure
  • Discovery
  • Consideration
  • Conversion
  • Customer Relationship
  • Retention

Exposure is all about increasing the potential customers’ awareness of the business brand. Discovery is the stage where you should ensure that the customer will discover your products or services. Consideration is when the audience is already considering purchasing the products or services offered.

Conversion is the stage at the businesses that will attain their return of income (ROI) when the customer buys a product or service. Customer relationship is the stage where companies and marketers provide a post-purchase experience to their customers. While retention is where the company gains customers that can be loyal to them. This happens when a business forms a strong relationship with its customers.

What is a Conversion Funnel?

A conversion funnel is one of three types of digital marketing funnels. The other two are the sales funnel and Facebook funnel.

The conversion funnel illustrates how you can guide your customers with multiple steps to reach the business’ desired action. One example is the conversion to ROI when one of your prospective customers makes a purchase.

Holding people’s interests is one of the challenges of the conversion funnel. It is unlike the traditional one presenting your campaign to people at the right place and time will already do. With a conversion funnel, you have to hold your potential buyers’ interest to reach the end of the funnel.

There are three categories of the conversion funnel.

  • Acquisition
  • Activation
  • Monetization

Make use of these categories depending on what your business needs and goals. Although all of them can work together to achieve the ideal conversion rate, you still need to focus on one to help reach your goal. For example, if you want an increase in revenue, you should focus on using the monetization funnel.

Conversion Funnel and Digital Campaign

Digital campaigns play a vital role to help retain the leads to reach the end of the funnel. The digital marketing funnel provides a targeted insight to help you understand the best campaign that will attract or retain your leads. That is why a digital marketing strategy is also essential when using the conversion funnel.

Five Elements of Conversion Funnel

In each of the processes, you would have to use campaigns to reach your audience and guide them to help you reach your goals in each element.


In this element, your goal is to attract potential customers to make them aware of your brand. You can use inbound or outbound marketing campaigns and referrals to grab your potential buyers’ attention. Google Analytics is another option and other tools to determine your target audience’s thoughts.

You must know your clients so that you can save your resources.


Your goal here is to make your audience feel interested in your products or services. You can use different kinds of campaigns like newsletters, banners, and images to spark their interest.


Desire is the conversion funnel element where you would use digital campaigns that would make your potential customers want your products and services. It includes the use of product videos and copies.


The conversion is the part where your customers act on your objective. It can either be buying your products and services or signing up for a subscription.


Some businesses stop in the fourth element when the customers have already fulfilled their desired action. However, it is still important to retain them and place them back on top of the funnel. You have to use a digital campaign that would encourage them to purchase your products or services again.

To Sum Up

The conversion funnel and digital marketing campaign go together. In each of the elements of the conversion funnel, you have to strategize your campaign. It makes sure that you will retain your customers on their way down to the bottom of the funnel. If you set your campaign correctly under each element, you will reach your desired goal.

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