Do you want to grow your business online, but have no idea where to start? Do you know what are sales funnels?
Have a company, that is successful, but for some reason, you are feeling stuck?
So, let me share my experience with you. I was also in the same phase a few months before. Then I came to know about The One Funnel Away Challenge
In this 30 day challenge, I learned everything about the sales funnel. If you want you can also check it out.
Here, in this article, I am going to talk about what are sales funnels, why sales funnels are important, different stages, some examples, and how to build a sales funnel for your business.
What is Sales Funnel?
A sales funnel is a marketing concept that is designed to turn cold prospects into long-term customers. It is a process of breaking a buyer’s journey into smaller steps or stages that allows you to be more precise about how and when to present offers.
Sales funnels are the visual representation of the journey of your prospect from first contact with you till the complete purchase.
This can have a crazy impact on your business. Defining and managing the sales funnel is one of the most powerful concepts in any business.
The sales funnel is the most fundamental concept in sales and marketing. The top of the funnel specifies the goal of the business – to generate as many leads as possible. While the narrow bottom specifies how many of those leads are converted to customers.
If you optimize your sales funnels correctly, then more people will complete your sales funnel from start to end because your funnel will serve your target audience as they need to be served.
The goal is to create a successful sales funnel that will generate the best results for your business.
A sales funnel is usually divided into three parts:
- Top of the sales funnel (ToFu): Target audience
- Middle of the sales funnel (MoFu): Potential customers
- Bottom of the sales funnel (BoFu): New and existing customers
No matter how simple or complex, the fact is sales funnels works when are built according to some universal principles.
In addition to Top. Middle and Bottom, sales funnels are traditionally structured around four stages.
What Are the Stages of a Sales Funnel? : AIDA Model
The AIDA was developed in the late 19th century and it has become the backbone of almost every successful advertising and marketing campaign.
AIDA takes a potential customer through the emotional journey of making a purchase.
The main four stages of a sales funnel are:
This is the first stage of the sales funnel. It is also referred to as “Attention”. In this stage, your goal is to show your business to the target audience. Here what you have to do is catch a customer’s attention.
In the Awareness stage, your ideal customer may realize that they are going through a problem. At this point, they seek some resources that could educate them about their problems.
At this point, your job should be to create content that educates them on their challenges. In this way, you can convert the prospects into leads and move them one step down the funnel.
Therefore, you should perform such actions so that your brand’s visibility gets increased.
Your actions may be:
- Working on social media presence
- Content marketing activities like creating blog posts
Paid ads campaigns
- SEO optimization
Customers may find out about your brand from any one of these mentioned platforms.
Once people become aware of your brand, now your task is to create their interest in your product.
In this stage, the prospects understand their problems and also know something about your brand, but they want to learn.
During this stage, it’s very hard to explain why they should choose your product or service and it will help them to achieve the desired results.
People usually try to use all the available solutions to solve their problems.
For example, If someone has back pain and he knows that he needs to do something to fix the back pain but he is not sure whether or not your mattresses are the right product to buy.
This is the point when you need content that will tell how your mattresses will help him to fix the back pain and why he should buy them.
This is the stage when your potential customers have finished the research and they are ready to make the decision.
Now your goal is to help them to make positive decisions and finally become your customer.
At this point, your potential customer is ready to buy. They are at bottom of the funnel knowing everything about their problems and solutions.
They may consider you as well as your competitors. The factors like free shipping, a bonus product, or a discount can make you stand out from the competition.
Make your offer so attractive that your website visitors rush to become your customers.
This is the final stage of the sales funnel where the prospects decide to purchase (or not purchase) the product or service.
At the bottom of the sales funnel people take action. If they decide not to purchase your product or service, your efforts still can produce results. You can create a campaign to nurture the audience.
You can engage with your customers and ask them to leave feedback. If your customers buy your product, it doesn’t mean your work is done.
A customer can be turned into a repeat customer. You have to help them thoroughly with all aspects of their problems.
You can click here to learn more about sales funnels.
How To Create Content For Each Stage Of The Funnel?
One of the common mistakes that most marketers make is that they don’t align their message with their sales funnel stages. That’s why they fail to deliver the right message to the prospects and don’t progress through the sales funnel.
So, it is very important to align the message. It doesn’t matter what kind of content you produce, but it should take people from one stage to the next.
Let me explain how to use the content for each stage to improve conversions.
1. Top of The Funnel
At the top of the funnel, people are completely unqualified prospects. They hardly know who you are and what your business is all about.
Your goal in this stage is to spark the interest of your potential customer.
The top of the funnel content is the first touchpoint between your brand and your customer.
Your content should be like it answer all their questions and provide them value to educate them.
Here your goal is to get their attention, provide the best answers to their queries, and introduce them to your brand or product.
Here are some types of content that work well at top of the funnel(TOFU):
- Blog Posts
- How-to videos
- Educational webinars
2. Middle of The Funnel
In this stage, your goal is to guide and educate your prospects. In the middle of the funnel (MOFU), the prospects are much more willing to interact and engage with your brand.
Now they know about you and want to learn more about how you can help them.
At this stage, your content should more in-depth apart from the introductory part.
The content should be about your brand and the solutions that you are providing to your potential customers.
Some type of content to use in the middle of the funnel (MOFU) is:
- Social media posts
- Case studies
- Landing pages
- Video interviews
3. Bottom of The Funnel
In this stage, your goal is to drive conversions. If we talk about the bottom of the funnel content, Your focus should be on demonstrating how your brand is better than your competitors and why they should choose you.
Customer-generated and case-oriented content are most effective for conversions at this stage.
Your content should be compelling enough to remove all the doubts of the prospects.
Here are some types of content for the bottom of the funnel (BOFU):
- Product overviews
- Customer reviews
- Success stories
- Use cases
- Case studies
What Is The Importance of A Sales Funnel?
The importance of having a sales funnel in your business is explained below:
The Right Message At The Right Time
With a sales funnel including a map of prospects’ questions and the detail they need, You can deliver the right information and the right message every single time.
It can save your prospects from future frustrations.
Alignment Between Marketing and sales
Your prospect can get in touch with you at any time during their customer journey. So it is important to align your marketing and sales efforts so that they can receive the information that they need.
With a proper sales funnel, you can deliver a proper offer to your prospects outside your sales conversations.
Saves Time And Efforts
Having a solid funnel in place will allow you to increase your efforts with highly qualified ones — ultimately resulting in more sales and better customers.
How To Build A Sales Funnel Fast?
Now you are stoked, right? You want to create a sales funnel now– and fast. Don’t worry it’s not as difficult as it seems.
To build a proper sales funnel, you first need potential customers who can move through that funnel.
You can track their behavior and engagement to identify, where they are in the funnel.
Let’s dive into the steps to help you create a sales funnel:
1. Gather Data And Understand Your Customers
You should talk to your audience to understand them better. The more data you gather about your audience, the more effective your sales funnel will be.
Remember one thing – You are not marketing to everyone, you are marketing to the people who are a good fit for your product.
You should ask some important questions from your customers:
- What are their current challenges?
- What are their current fears and frustrations?
- Their goals and aspirations?
- What they have done to achieve their goals?
- Did that work for them?
Based on the gathered, you can create content for different stages of the sales funnel to help your prospects.
2. Capture Your Audience’s Attention
If you can bait your prospects into the funnel, then only your funnel will work.
Without prospects and people interested in your business there is no sales funnel. You should take the organic route and post a lot of diverse content across all your platforms.
Your content should be in different forms like – infographics, videos, social media content, and other types of content.
Organic traffic includes:
- Social media traffic (Non-paid)
- Referral traffic ( From other sites linking to you)
- Direct traffic
You can also run a few ads. The ideal place to run the ads depends on where your target audience hangs out.
3. Build a landing page
Your ads and other content need to take your prospects somewhere. For this purpose, you need a landing page.
When your prospect will click on the ad, sign up for a webinar, or download an ebook, they will go to the landing page.
Since these people are still low in the sales funnel, focus on capturing leads instead of pushing the sale.
Your landing page should communicate who you are as a company and your unique benefits.
This could be the one and only opportunity you have to impress your prospects and capture them.
Your landing page should have a CTA (call to action) that tells them exactly what to do.
4. Create An Email Campaign
After capturing the leads through the landing page, You need to communicate with them in order to close them.
You should nurture your leads through email marketing by providing them valuable and engaging content.
Start by educating your prospects first. Send them educational content rather than promotional content. You should answer their questions like:
- What do they want to learn?
- What obstacles and objections do they have?
At the end of the email campaign, make an incredible offer. That is the piece of content that will inspire your prospect to make a purchase.
5. Keep The Communication Going
Once your prospects convert into paying customers, don’t forget about them. Continue to reach out to them and keep sending educational content that might be useful for them.
You should thank your customers for their purchases and send them regular updates on any promotions or sales.
Involve them in your social media strategy and build a community out of your customers to develop brand trust and loyalty. You can click here to learn more about sales funnels.
I hope this article will help you in finding your customer persona. Stay tuned for further posts.
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