You’ve got the clicks from the various online platforms you are using (could be Instagram, Facebook, SEO, etc ). Which means your digital marketing strategy is working. Now what?
This is the stage where you need to level up your digital marketing game and turn those clicks into customers. In this blog, we will explore and understand the various ways of converting visitors into paying customers for your brand and business. We’ll start by understanding the customer’s journey.
Table of Contents
- The Customer’s Journey
- Types of Digital Marketing Strategies to Turn Clicks Into Customers
- Bonus Tip – Educate and Entertain Users with Content Marketing
- In Conclusion
- Frequently Asked Questions
The Customer’s Journey
Each click represents someone curious about what you’re offering, but curiosity alone won’t pay the bills. So the first step before creating an actual strategy is to understand where they are in the sales funnel. If they are clicking on your ads or reading blogs, they could be in one of the following stages.
Possibility 1: They’re just browsing. That means they are just in the awareness stage. This is called the top-of-the-funnel stage. This is the first stage of a buyer’s journey — usually when a prospect comes to know about or product/brand.
Possibility 2: They are seriously considering. That means they want to buy the product but looking for options. It’s the second stage of the buyer’s journey. At this point, they have researched everything about your product. This is when you need to communicate why your product is better than your competitors.
Now when they have crossed these two stages, they are almost ready to buy. It is called the bottom stage. Here’s when you need to convert them with a conversion-focused digital marketing strategy.
Types of Digital Marketing Strategies to Turn Clicks Into Customers
Depending on the industry and your target audience, you can employ a mix of the following digital marketing strategies that will help you convert those prospects into your actual customers.
1. Landing Pages
Landing pages can be used at any point in the buyer’s journey depending on your product, industry and target audience. For example — an EV company Ather uses landing pages to nudge their prospects into booking a test ride.
But what exactly is a landing page? A landing page is a standalone web page that a visitor “lands” on after clicking a link in an email, ad or search result. Your landing page could be the same as your homepage in an exception scenario.
However, unlike your website’s homepage, which serves many purposes, a landing page is hyper-focused on a single objective—usually to convert visitors into leads or customers.
You can nudge the customers to take the following action with a landing page.
- Sign-up for newsletter
- Make a purchase (if you sell something online)
- Book an offline experience (like Ather EV’s offering)
2. Retargeting Ads
The Hubspot State of Marketing Report 2024 suggests that a lot of buying decisions happen on social media. Hence, you can entice prospects from social media using retargeting ads.
You must have done ads before. However, retargeting ads are way different. Essentially, retargeting involves showing ads to people who have already interacted with your brand—maybe they visited your website, added something to their cart or engaged with your social media.
The beauty of retargeting is that it keeps your brand top-of-mind, nudging potential customers back to your site to complete a purchase.
Now the question is — which type of business can run retargeting ads? Well, it is beneficial for any kind of business if you have the right strategy.
For example, if you’re an e-commerce store selling fashion apparel, retargeting ads can help re-engage visitors who left items in their cart.
Similarly, For B2B companies (like IT services, Franchise sellers or Real estate businesses), retargeting can bring back potential clients who visited your pricing pages but didn’t make an immediate inquiry.
3. Email Marketing
A lot of business owners we meet think that email marketing doesn’t work anymore. However, it is the other way around. You can create personalised emails that consumers might find relatable and build relationships.
Because Hubspot State of Marketing Report 2024 also says that 75% of marketers think that personalisation drives business growth.
And the biggest advantage of email marketing is that it’s versatile, powerful and can be incredibly effective when used right.
Here’s how you can build a relationship with your leads and gently nudge them towards conversion.
- Segment Your Audience: Segmentation is essential to creating hyper-personalised emails. Divide your audience based on their activity. For example — whether they’re new subscribers, repeat customers or folks who’ve left items in their cart.
- Create Tailored Emails: Instead of just “Hey [Name],” go deeper. If someone’s been eyeing those fancy sneakers on your site, send them a “Hey, still thinking about those kicks? Here’s a little something to help you decide” email, with maybe a discount or styling tips. Boom—personal and effective
4. SEO
According to Hubspot’s state of marketing report – online channels like SEO, blogs and websites have the highest return on investment. So, it’s obvious that implementing SEO might give you some much-needed conversion.
Because when people who find you via search are often looking for what you offer, which makes them prime candidates for conversion.
So, upgrade your SEO strategy to make it more conversion-focused. You can do this by segmenting your content strategy according to 3 stages of the funnel with the help of an SEO company.
Here’s how you can implement it.
1. TOFU (Top Of The Funnel) Blogs
Tofu content is all about attracting a broad audience and providing value through information and education.
For example, a skincare brand can publish a blog on a topic like “Why Natural Ingredients Are Revolutionising Skincare in 2024” or “Skincare Basics: How to Build a Routine for Glowing Skin”.
This blog might attract those internet users who are just starting to explore skincare options and are looking for general advice.
2. MOFU (Middle Of The Funnel) Blogs
Let’s continue this funnel with an example of the same skincare brand. What’s next after they have done a series of blogs revolving around awareness-related topics?
You can target existing readers or attract new readers who are already in the consideration stage here.
Let’s say users might be considering buying a Vitamin C serum or a moisturiser. You can add a link to this blog in some other related blog to attract traffic. At the same time, attract new traffic by targeting keywords that revolve around these products.
3. BOFU (Bottom Of The Funnel) Blogs
Let’s say potential customers of this brand know what they want and are ready to buy but still reluctant. That’s when you can entice them by communicating why your product is best by giving them an offer or talking about what customers feel about your product.
Now this could be a landing page also. It depends on your budget, industry, target audience etc to decide which strategy you want to use.
As we are a digital marketing company, you can consult us for an effective strategy that turns clicks into customers.
Bonus Tip: Educate and Entertain Users with Content Marketing
Content isn’t just the king—it’s the whole royal family. Done right, content can educate, entertain and guide your audience down the path to conversion.
But how do you do that? It’s simple — Speak their language. Your content should address your audience’s needs, pain points and burning questions. Think of yourself as a helpful friend who’s there to provide value, not just push a sale. Blog posts, eBooks and case studies are your tools of the trade.
Additionally, always guide the customers about the next step. You can do this by adding a clear “Call-to-Action” that guides your audience to the next stage in their journey — whether it’s downloading a guide, signing up for a newsletter or making a purchase, make sure to clearly state in the particular content piece.
Conclusion
Please be patient after implementing the digital marketing tips and tricks mentioned in this blog.
Because turning clicks into customers isn’t just about quick wins—it’s about building long-term relationships that keep customers coming back.
Focus on building customer relationships with personalised messaging. Upgrade your digital strategy with a landing page, email marketing, SEO and retargeting ads — whatever works in your industry.
Figuring out what works for you is the trickiest part. When you cannot crack it, you might not see any conversion.
If you wish to attract customers in the right way, please get in touch at hello@florafountain.com. We will analyse the strategies of competitors, learn about your goals, budget and current strategy and craft a personalised strategy that will help you boost sales.
Frequently Asked Questions
The founder and partner of Flora Fountain, Shefali leads the Content and Technology divisions. A one-time engineer who started her career writing front-end code, she took a detour sometime during her 9 years in New York, studied journalism and started writing prose, poetry and sometimes jokes. She now has 15...
