For example, when a customer finds you organically through a Google search for example, that means you have some element of authority. When you have authority, prospects are more likely to enter into your funnel because they know that if they found you relevantly, that whatever it is that you're providing must be of a great value. That's just the nature of SEO and organic search.
Dayna Rothman is the senior content marketing manager at Marketo, a leader in the marketing automation space. Dayna leads content creation and strategy at Marketo and is the managing editor for the Marketo blog, which receives more than 400,000 unique visitors per year. Dayna has also been featured as one of the top 25 content marketers to watch according to Kapost, and one of the top 50 content marketing influencers according to Onalytica.
Spread out promote of your own links over the course of the day, rather than lumping it all together. Remember, your customers might be in different time zones or active at different times based on their work and family obligations. Share the same link at different times and track your engagement to see if links shared get the most clicks in the morning, afternoon, or evening. Likewise, test whether you get better engagement on weekdays or weekends. There are lots of experts happy to share their opinions on what works better, but until you actually test, you can’t know. Every audience is different.
Let’s say that instead of just sending one email to your entire list, you instead separate them into lists based on the type of pizza they buy most often: Plain Cheese, Pepperoni, Everything, Specialty, or something else. Everyone in the “something else” pile can get the generic discount, but send people on the other lists special emails. For example, if you send a coupon for a one-topping pizza to the people who prefer plain cheese or everything pizzas, you won’t make a huge impact. That isn’t what they normally order. But send it to the pepperoni lovers and watch the orders roll in! Customize the discount you’re offering to make it relevant to what people order.
Here’s an example: To create your prospect experience in the Awareness stage, think about and articulate what you will do or say to your prospects when you first meet them. Then think about how your interaction will make them feel. Consider your prospect and their needs as you’re doing this. Then, document your actions and your prospect’s experience for this stage. Repeat this throughout the entire sales funnel.
Think about that the next time you're building out a sales funnel. This complex and intricate concept in business can literally take you from a complete unknown to a global powerhouse quickly through the art of scaling out a highly-converting offer. Don't try to take shortcuts or implement hacks, and put in the time if you're looking to eventually reap the benefits and results.
The next part is about getting your audience to willingly give you their contact details by submitting a form or something equivalent to that. Why is this important? Because, when they voluntarily allow you to contact them, it indicates that they are interested in you. And, secondly, you would be able to further nurture them and push them into the next stage.
The final stage of the sales funnel is the action that you're intending them to perform. In most cases this is the purchase. Again, how well you move them through the various stages is going to set you up with a specific conversion for this action. For example, if 100 people click on your offer and 10 people enter your sales funnel but only purchase people purchase, then you have a 2 percent conversion.
Sales funnel is an illustration of the stages that a prospect goes through before becoming a customer. It resembles an inverted pyramid—it starts with a lot of your potential customers at the top. And, as your sales reps start engaging with them, only your most qualified prospects move to the next stage, and ultimately towards the close. So, at the bottom of the sales funnel are your most committed customers.
Social media: Social media platforms are great marketing channels for the top of the funnel. Social media users spend a lot of time in them and usually spend a good amount of that time consuming content shared by other people. When it comes to getting non-paid traffic from social media channels there are two main ways to do it: you can grow your own social media audience and share your content with your followers, or you can participate and contribute to already existing communities.
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Generating revenue is a multi-step process in which you have to progressively nurture people before they are ready to make a purchase. A shoe salesperson is nurturing you when they ask your size, show you lots of options, help you try a few pairs on, and let you know about a deal. It’s giving you the information and support you need to make a decision about buying.
There are also plenty of low-intent keywords that trigger ads in Google Search and this is an opportunity to increase awareness about your brand. Now, I would describe this as a fairly advanced PPC technique because you really need to have a mature paid search strategy (quality ads, landing pages, conversion rates, remarketing campaigns, etc.) and a solid lead nurturing system in place first.
As people progress through your funnel, their intent to buy steadily increases. You always lose people with each new commitment you ask for (we refer to these actions “conversions”), but the more people you can get to convert at each step in your funnel, the more sales you will ultimately produce. In marketing, we call this process “widening the funnel.”
Say you’re into cycling and you’ve decided to purchase Trek’s latest Emonda line road bike. You read a few less-than-positive reviews online, but brush them off on the understanding that all Internet comments should be taken with a grain of salt. After all, people only review products and services that they absolutely love or absolutely hate – but most customers fall somewhere in between.
Advocacy: Turning your customers into advocates is the ultimate evolution for nurturing current customers. Evangelism in the form of writing product reviews, posting about products on social media, and more can help drive more new leads for your marketing funnel. Having an external recommendation not connected to a brand can strongly influence prospects. Marketers can work to develop their communities to better support advocates, ask them to participate in case studies, or engage them around consumer-generated content on social media.