As a CPG brand, you know that having a strong online presence and digital marketing strategy is crucial to your success. But what happens once you get people to your website? How do you convert those visitors into loyal customers who will keep coming back for more? That's where inbound funnel development comes in. In this post, we'll walk you through the basics of inbound funnel development and show you how to design and execute a strategy that drives traffic and demand for your brand.
Step 1: Know Your Audience and Where They Spend Their Time
The first step in developing an inbound funnel is to understand your audience and where they spend their time online. This will help you determine the channels and tactics to use to attract and engage them. You can use social media, email marketing, content marketing, SEO, PPC, and other digital marketing strategies to reach your audience. The key is to choose the channels and tactics that are most effective for your audience and your brand.
Step 2: Develop Your Multi-Impression Funnel Path
Once you know where your audience spends their time, it's time to develop your multi-impression funnels. These funnels are designed to guide your audience through the awareness, consideration, trial, and repurchase paths you've developed attribution for. At each stage of the funnel, you need to provide value to your audience with relevant and engaging content, offers, and experiences.
Step 3: Optimize for Retail Goals
Remember, your digital goals have impacts on your retail goals. So when you develop your funnels, don't just focus on conversion on the web. Consider developing funnels that push your audience to your Store Locator, digital IRC for in-store coupon redemptions, and other unique conversion opportunities. This will help you capture an email and nurture your audience over time, leading to increased loyalty and revenue.
Step 4: Test, Measure, and Optimize
Finally, it's crucial to continuously test, measure, and optimize your funnels. This will help you identify what's working and what's not, and make adjustments to improve your results. You can use tools like Google Analytics, A/B testing, heat maps, and customer feedback to track your performance and make data-driven decisions.
Inbound funnel development is a critical component of any CPG brand's digital marketing strategy. By understanding your audience, developing your multi-impression funnels, optimizing for retail goals, and continuously testing and optimizing your strategy, you can create a traffic and demand generation machine that drives results for your brand. So take the time to develop your funnels and watch your business grow.