About this video
Measuring the middle of the digital sales funnel.
Video length: 2:42
Dave Harries: We’re talking, Grant, about measuring the digital sales funnel. I want now to talk about the middle of the funnel, the bulge, if you may like. What actually are we measuring there? Because it’s different than the traditional one in that it’s gone from small to large. In a way that’s sort of anti-intuitive. What’s going on there?
Grant Leboff: Essentially at the top of the funnel we’re trying to attract people into us. That means we’ve got their attention. That really is the most precious resource today from a sales and marketing view and very difficult to get. Once they’ve come into the funnel at their own fruition, as it were, you don’t want to lose that attention. What we want to measure in the middle of the funnel is engagement. Let’s say we’ve got 5,000 people in that bulge, how many of those are engaged?
What we mean by engagement, why is it before you get married traditionally you get engaged? Why is it if you lock a public toilet in the UK, it says engaged on the other side of them? It’s because engaged means busy. It means taken. It means occupied. What we’re asking ourselves is, how often are we occupying or keeping people busy in the middle of that funnel? Now, clearly we’re not going to keep them busy every day. They’ve got other things to do, but we do want to keep them busy to an extent so they remember who we are. It’s about mind share and we’re going to keep them busy by giving them value. They’re not going to be busy with us if they don’t get something out of interacting with us. We’ve got to create content and things of value for them.
Then we measure that engagement. Depending on what we do is depending on the timeframe in which we measure it. I’ll give an example. If you’re a supermarket, you may measure engagement on a weekly basis. Actually the majority of the population of the UK go supermarket shopping every week. If you’re a law firm, for example, you may measure engagement with your corporate clients who have dedicated law departments on a monthly basis. From your small businesses you may do it on a quarterly basis. I would advise them that if you’re not getting engagement at least once a quarter, you’re worrying now that you’re going to fall out, they’re going to forget who you are. At a minimum I think it should be quarterly. That’s how you measure engagement.
Then what do you do? Are they clicking on videos? Are they reading articles? Are they listening to podcasts? Are they interacting with you on Facebook? You can use software to monitor this, but you can know who’s engaging and who isn’t. Now, if you’ve got 5,000 in the middle of your funnel, and you’ve got 2,000 people engaged, then the question is, one of your KPIs is, how do I get that 2.000 up to 2,500? How do I get that 2,000 up to 3,000? What do I need to do to get more engagement from more of those people?
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