Today’s online consumer is much better educated than the consumers of yesteryear. While they enjoy learning about new products and services from brands, they hate being sold to. They digital buyer’s journey has many different touchpoints, and different people follow different patterns. That’s why you need to invest in more than one middle of the funnel marketing strategy.
Exits from stage – Similarly, seeing an excessively high number of people falling out of a particular stage is an indication that you aren’t doing enough to answer their questions or you’re asking them for too much of a commitment too early. Add more content to give them the information they need to move forward or make it easier for people to convert (e.g. don’t ask for a phone number when they’re downloading a certain e-book).
You gain the prospects interest through an email sequence. You begin to relate stories to them that tie into who you are and how you've arrived to this point in your life. Brunson, in his book, Expert Secrets, calls this the Attractive Character. Are you the reluctant hero whose journey happened almost by mistake, but you feel like you owe it to yourself and the world to convey something of great value?
One of the core concepts in the digital marketing industry is the sales funnel. While odd sounding at first, this single core concept can take a business from virtually non-existent and unknown to multi-million-dollar marketing machine with mass saturation, seemingly overnight. In fact, there are skilled practitioners who have built a career around implementing this single concept in business.  
If you’re running an accounting business, at this stage your customers would be evaluating different potential service providers. They might need resources like pricing guides (so they know what ballpark rates are), how to evaluate the landscape of accounting services (i.e. whether to hire a solo accountant, an agency, etc.), or how to choose an accountant.
Of course, implementing this isn't easy. You need to first develop your stories, then decide on how you're going to convey those stories and at what drip-rate. For example, your first email or two might go out on the day they first signup, then one email per day might go out afterwards. How much of that will be story-based and how much will be pitches?

You can do this all by caring. Reach out and ask for reviews. Engage with them on social media. Offer them an insider-only discount. Give them something for free on their birthday. Give them advice for free. There are literally hundreds of customer retention tactics out there—find the ones that best suit your products and business. One simple—and cost-effective—way to care is with personalization.
Hello Sunil.. thank you for your feedback, it’s great to hear that you are finding this article useful. Re your question: yes, it makes sense to follow-up as often as you need to to reach the decision-maker. At the early stage of cold calling / emailing / SMS you may have to follow-up 6-12 times with a combination of cold calls and cold emails before you get to kick-started with your prospective customer. Obviously if they unsubscribe or say no then you have to respect this. At later stages, non-response would indicate that your prospective customer no longer sees (or has doubts) about the potential value of the solution you are selling. After following-up 2 times at a later stage, I would make it easy for your prospect to voice their concerns by communicating something like: “I’m struggling to reach you, perhaps we could hop on a call for 5 minutes as I’d like to understand your current thoughts rather than assume you are no longer interested in progressing.”
This is VERY important (as you can see above)! You can use a simple spreadsheet to make this happen quickly. Tracking your leads will help you understand where to tweak your funnel AND understand what is working. For me, it took me almost a year to realize my best deals were coming from one deal source. Once I realized that, I leaned in hard to that one source—my business exploded and my time to vet leads plummeted!
The idea is to condition your users. Don’t push towards selling only your products, make it a point to create comfortability with users thus allowing a relationship to form. Make contents that are relevant, timely, and tends to help users. Or engage in creating games or mini games so your site or page could be deemed as not only informative but also engaging in a good way.
Imagine this situation: you go into a shoe store and look at a pair of shoes that caught your eye. Immediately after you enter the store, a salesperson asks you if you’ll pay with cash or credit card. You haven’t tried the shoes on, you haven’t looked at the color options, you haven’t seen other shoes in the store, but this salesperson just keeps asking you for your payment information. Of course, you’ll end up leaving the store without purchasing anything. 
People are lazy. I know this because I'm a people and I'm lazy :) Even when something is explained in easy to follow steps, if all it requires is a few hours of work, most of us will find an excuse not to do it. But just like the story of the grasshopper and the ant, those who make the time and find the energy to take action will prosper. Those who sit around making excuses lose out.
Now, this basic sales funnel offers a simplistic view of the consumer journey and the stages buyers go through before making a purchase. So you can use this as a basic template for your marketing strategy. For example, you create brand/product awareness campaigns to build an audience, target this audience with ads to generate interest and deliver content to build emotional desire before hitting them with the big CTA.

For example, let’s say your business has a blog and social media accounts it uses to get on a potential customer’s radar. From there, you encourage people to download an eBook in exchange for their email and drop them into an email drip that promotes an upcoming webinar. At the webinar, you sell people on your product or service, which convinces them to submit a lead form, work with your sales team and ultimately make a purchase.
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.  
Why is the set of steps to conversion called a “funnel”? Because at the beginning of the process, there are a lot of people who take the first step. Then, as the people continue along and take the next steps, some of them drop out, and the size of the crowd thins or narrows. (And even further along in the process, your sales team gets involved to help close the deal.)
Your sales funnel is healthy if you have enough prospects going through it. If you’re moving enough prospects through the funnel with the experiences and interactions you create, and if you are able to profitably convert enough prospects into paying customers, your sales funnel is healthy. See our article on Sales Metrics—17 Reports That Improve Your Sales Pipeline Performance to help measure your funnel’s health.
Homepage: their homepage is the first step of their sales funnel. Their branding line is aspirational marketing. It’s about identity, freedom, and self-expression—ideas that are bigger than a product. It’s likely that this method converts better and is more persuasive. These companies are established, and through A/B testing are embracing these aspirational marketing ideas.

Once you’ve collected leads, it’s time to segment, which essentially means that your splitting the list of names into smaller lists. The first an most obvious split to make is into prospects (people who might buy) and non-prospects (people who won’t buy). After that, though, you might still have a huge list of leads that never make their way down your sales funnel. Why? You aren’t segmenting!


The idea is to condition your users. Don’t push towards selling only your products, make it a point to create comfortability with users thus allowing a relationship to form. Make contents that are relevant, timely, and tends to help users. Or engage in creating games or mini games so your site or page could be deemed as not only informative but also engaging in a good way.
Suppose your furnace goes out in the middle of winter. Your problem is obvious: you need a new furnace. And the solution is easy — you need to call HVAC providers in your area for quotes. But say you need a new car. Should you look for an SUV, a compact car or a mid-size sedan? Even vaguer still, if you’re frustrated with how much your accountant is charging you to do your business’ taxes, you might not even be familiar with all the different solutions, like cloud-based accounting services.
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