A sales funnel describes the steps a person takes to become your customer. It consists of three parts…
The first upper part is the marketing that attracts prospects to your business (e.g. advertising on your storefront or website landing page).
The second part, located in the middle, encompasses all parts of your pre-sale sales process (e.g. people trying on clothes in your store or website visitors reading the benefits of your product page).
Finally, the last part at the bottom is the final purchase (example: website customers enter their credit card information to make a purchase).
Bottom Line: A sales funnel describes where a person is on their buying journey, whether they just found out about your brand or are a loyal brand customer or even a brand ambassador.
The importance of a sales funnel
It indicates the journey each customer or new prospect will take to buy your product/service. Analyzing it, you can understand how it works and where it doesn’t. It will also help you identify the problems in the different stages, i.e. where the prospects give up and don’t convert into customers.
By understanding your sales funnel, you can influence how prospects navigate through it and whether they convert to buying. It also provides insight into how customers are thinking and acting at each stage, so you can invest in marketing activities that attract more leads, develop more relevant messages at each stage, and convert more leads into paying customers.
Remember, knowledge is key to understanding your customers’ buying process so you can identify gaps in the process and invest in the most effective marketing strategies.
The 4 stages of the sales funnel
Prospects go through four stages, from first learning about your product or service to buying (or not buying) your product or service. The four stages represent the mindset of a prospect, and each stage requires you to take a different approach with your message. You can remember the four steps with the acronym AIDA:
The first step is to hold his attention. For example, when a person “enters” your sales funnel, you can register for your webinar through a landing/capture page where they enter their personal information. There are other ways for a prospect to be in your sales tunnel, with a YouTube ad or any other social network, after hearing about your website where to subscribe to a newsletter or other capture page, the best way to Attracting and holding his attention consists of asking him a question that he believes you have the answer to and that he absolutely must have, or then leading him to discover information that has value have for which he wants them (raise his). Curiosity).
The second step is interest. At this point, once you have their email address, you can send them a PDF, e-book, free training videos that add value to them through your expertise, your specialty in your field, the importance of that field, etc , but most importantly don’t try to sell your paid product openly and directly to him, he would risk noticing and putting him off. Your content needs to demonstrate your expertise in creating value and helping the prospect make an informed decision that shows them that your product or service will bring them benefits that are in their personal interest.
The third step is the decision. Now the customer is ready to buy and can consider several options before purchasing. You need to offer him the best deal at a discount, for example if he takes your full training package or with an upsell or downsell scheme. You can offer them an extra bonus when they place their order. The main thing is to make the offer irresistible so that the prospect will want to choose your irresistible offer by increasing the perceived value of your product on the sales page.
The final step is action. The prospect becomes a customer by purchasing your product or service (or by deciding to leave without making a purchase).
Although the sale is over, the process never ends. Your goal is to focus on customer retention so that the customer makes current or future purchases. Your content should help build customer loyalty. For example, thank the customer for their purchase, ask for feedback, offer customer service, invite them to sign up for your newsletter, or enroll in a rewards program.
How do I create a sales funnel?
Building a sales funnel is key to moving leads from first contact to final sale.
There are many ways to create a sales funnel, tools like System.io or ClickFunnels are available to you to create your sales funnel. Follow these steps to create a sales funnel for your business:
Create landing page
The landing page is often the first opportunity for potential customers to learn more about your company and its products and services. Users get to your landing page in different ways. they can click an ad or link on a social media page, download an e-book, or register for a webinar.
Your landing page should convince your prospect to give you their information in seconds. The landing page may be your only way to impress prospects, the copy for it should be strong and compelling. It should also include a way to capture the prospect’s contact information so you can continue to convey your value to them.
Offer exclusive content
In order for a prospect to provide their email address, you need to give them something in return.
Gather valuable content in a PDF download and offer it in exchange for their contact information. Make sure your document promises to meet your prospect’s needs to encourage downloading. You can do the same with free training videos. 1 to 4 videos is an ideal number before offering the paid product or, as mentioned earlier, an e-book.
Track the purchase perspective
After the prospect has shown enough interest to provide their email address, nurture them with content that educates them about your product or service. You should keep in touch with them regularly (once or twice a week) but not so often that all the content bores or discourages them. Make sure the content meets their primary needs and overcomes any objections they may have.
Complete the contract
Make your best offer that the prospect has a hard time ignoring, or refuse to close the deal. For example, you can provide a product demo, a free trial, or a special discount code.
Continue the process
At this point, the prospect has either become a customer or has decided not to make the purchase. In any case, you need to continue the process of communication and relationship building.
When the prospect becomes a customer, continue to build the relationship by educating them about your products or services, engaging them regularly to keep them, and providing excellent service to keep them. If the prospect doesn’t make a purchase, keep in touch with them to convert them into customers through various series of email sequences.
Optimize your sales funnel
Even once you’ve created a sales funnel, your job is never done. You should constantly look for ways to improve or tweak it to see where you are losing leads. Focus on landings where prospects go through a stage and then stop moving between stages.
Start at the top of the sales funnel. Evaluate the performance of each piece of content based on the number of clicks, the number of people arriving on your capture page on average, and the number of people who sign up. You can access these stats on sales of funnel building software.
Rate your landing page. Your offer and CTA should reflect the content (e.g. blog post, Facebook ad) that brought the prospect to your landing page. Do prospects trust you with their contact information? Test each part of your landing page (e.g. title, images, body copy, CTA) to see what works and what doesn’t.
Test each offer in the action phase of your sales funnel. Compare the results of different offers (e.g. free shipping versus discounts). How many purchases are you getting from your email marketing campaigns? If one offer performs significantly better than another, focus on using that offer to convert leads and see if you can improve on it.
Track your customer retention rates. Determine how often customers return to buy your products or services. Do customers come back more than once and buy different products or services? Track how often they refer others to your business. You can use other means to give credibility and social proof to your product/service.
Integrate customer testimonials
Did you know that 72% of customers wouldn’t make a purchase until they read certain reviews?
Give those customers the reassurance they need for the final step by adding testimonials to your page.
You can either simply ask customers for reviews, or look at your existing reviews on sites like Facebook and LinkedIn and ask permission to share them in your content.
Where can I publish the testimonials?
It all depends on your target audience, your brand goals, and your marketing strategy. For example, you could:
- Add positive review quotes to your landing page
- Embed a widget from a site like Trustpilot on your page so potential customers can read your reviews before they buy