The Pipe – aka the Funnel
The funnel is a digital marketing tool that enables us to stay connected to anyone who’s shown interest in a website. The process begins with a broad-brush approach but gradually sends more targeted communications based on the recipient’s responses. With DDL Homes, our funnel targeted anyone interested in building a home. We engaged with each visitor and captured an email address, then quantified their level of interest with some strategic communications and intelligent tools. In this case, we relied heavily on social campaigns and data capture that built trust and added value to the audience.
Our toolkit for this client included SharpSpring, an inbound marketing platform which enabled lead scoring and relevant EDM communication, sales funnel automation and database management. Alongside this we created comprehensive social campaigns along with dedicated data capture landing pages and bounce back communications. The ultimate result was an explosive growth in engagement.