Marketers should be bucketing all of their activities into the aspects of the purchase decision funnel that it correlates with most.
Most checkout funnels are completely unique, so there isn’t one single one size fits all solution, but the broader structure of the flow usually looks something like this:
- Step #1: Awareness
- Step #2: Initial Visit
- Step #3: Return Visit
- Step #4: Consideration
- Step #5: Conversion
- Step #6: Retention
The activities to consider matching these steps with are the usual suspects:
- Display ads
- Content marketing
- Social media marketing
- Paid search ads
- Organic SEO
After laying all of these out on a table, the trick is then to put them together in a way that ensures your activities drive the most value, and that users end up getting what they want from the messages you’re crafting.
It’s the Purchase Decision Funnel. Try it out with your marketing efforts in 2016.