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The "Interest Stage" in a Digital Marketing Funnel


Digital marketing funnels are the backbone of any successful online marketing strategy. It consists of different stages that a potential customer goes through before converting into a loyal customer. In this article, we will focus on the "Interest stage" in a digital marketing funnel, which is a crucial step to move the customer further down the funnel. We will discuss what it is, how it can be done, and some useful tools that can help execute it.


What is the Interest Stage in a Digital Marketing Funnel?


The interest stage is the second stage in a digital marketing funnel after the awareness stage. At this stage, potential customers have shown interest in the product or service, and the goal is to keep their attention and keep them engaged. The primary objective of this stage is to educate the customer about the product/service and build a relationship with them.


How to Execute the Interest Stage in a Digital Marketing Funnel?


  1. Develop targeted content: The content created for the interest stage should be educational and informative to keep the potential customer engaged. It should also be personalized to the customer's needs and interests. For example, a potential customer looking for a smartphone might be interested in articles about the latest phone models, phone features, and phone accessories.


  1. Offer a lead magnet: A lead magnet is an incentive offered to potential customers in exchange for their contact information, such as an email address. Examples of lead magnets include e-books, webinars, free trials, and discount codes.


  1. Use email marketing: Email marketing is an effective way to keep potential customers engaged and build a relationship with them. It can be used to offer exclusive content, promotions, and news about the product/service.


  1. Retargeting Ads: Retargeting ads are an effective way to remind potential customers about the product/service they showed interest in. These ads can be targeted to customers who visited the website or social media pages but did not convert.


Tools to Help Execute the Interest Stage:


  1. Google Analytics: Google Analytics is a free tool that can be used to track website traffic and monitor user behavior. It can be used to identify the most popular content, pages, and keywords, which can help create targeted content for the interest stage.


  1. Leadpages: Leadpages is a tool that can be used to create landing pages and lead magnets. It offers a wide range of customizable templates and integrations with email marketing tools.

  2. Mailchimp: Mailchimp is an email marketing tool that can be used to create and send targeted email campaigns. It offers customizable templates, A/B testing, and automation features.


Examples of Interest Stage in Digital Marketing Funnel:


  1. A potential customer visits an e-commerce website, looks at a product, and leaves the website. The customer is then retargeted with an ad showcasing the product and offering a discount code to encourage them to return to the website.


  1. A software company offers a free trial of its product in exchange for the customer's email address. The customer is then added to an email marketing campaign that offers tips and tricks for using the software and encourages them to upgrade to the paid version.



The interest stage is a crucial step in a digital marketing funnel that helps build a relationship with potential customers and move them further down the funnel. By developing targeted content, offering lead magnets, using email marketing, and retargeting ads, businesses can keep potential customers engaged and interested in the product/service. With the help of tools such as Google Analytics, Leadpages, and Mailchimp, executing the interest stage becomes easier. By following these steps, businesses can increase their chances of converting potential customers into loyal ones.


References:

Chaffey, D. & Smith, P.R. (2017). Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing. Routledge

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