Remarketing: We already covered remarketing in the middle of the funnel section of the post. In this stage of the funnel, you can use remarketing to target those leads who are really close to purchasing your product. For example, you could target people who visited your sales page but didn’t purchase the product, or maybe target those who downloaded one of your lead magnets to offer them a special discount.
The concept of “creating customers” may at first seem to be an odd one. Don’t you find customers, not make them? Well, yes and no. While it is extremely hard to turn someone into a customer if they have no interest in your product/service or don’t have the money to make the purchase, with a proper sales funnel, can can create fans out of people who never even knew you existed (or at least never realized how much they needed whatever you’re selling). A sales funnel can also turn an “on the fence” customer into a raving fan who refers even more people to you!
To better understand the concept of a sales funnel and just how you can implement it in your own business, let's look at the following image from Shutterstock. On the left side of the image, you see a magnet. That magnet is attracting customers, which happens a number of ways. From blogging to social media to paid ads and everything in between, how the visitors arrive to your website has some impact on the success of your funnel.
Awareness and Friend: This stage covers all leads who might know you’re your company is but that are not known in their database. The company understands that a lead might be visiting their website or downloading an ebook, but has not formally identified himself. These leads are curious about your organization; they are often brought in through inbound marketing efforts such as social media and content.
Congrats! Someone has committed to buying your product! Some people combine this with the next step, “purchase,” but depending on your industry, this could be a different step entirely. Sometime people make a verbal commitment to buy, but then walk away and never come back to make a purchase. Once someone leaves, there’s a very good change that they’ll never be back. So, if someone says they intend to buy, it is your job to get that money right away. Don’t let them go talk to a spouse. Don’t let them come back next week. Do what you can to make the sale now.
However, getting to this stage is no simple feat. It takes an enormous amount of work and effort plus tracking. By implementing sales funnel software, such as the platform built by Brunson, you can definitely cut down the headache, but there's still lots of work to be done. Copy needs to be written, tracking pixels need to be installed and email sequences need to be created. But that's what it takes to succeed.
In this email, Nerd Fitness includes a case study from a customer who saw amazing fitness results by completing the Nerd Fitness Academy. The case study is appropriate during the consideration stage, because it relates to subscribers’ interests (fitness) and introduces subscribers to the product (Nerd Fitness Academy) while showing the value of that product.
Visitor-to-lead conversion rate: This metric will tell you what percentage of your website visitors end up becoming leads. You can use this as an indicator of how attractive your offer to become a lead (we’ll talk about the type of content you should use in this stage in a second) is to your visitors. As you might expect, you should aim for a high conversion rate. If you use tools to capture leads with popups forms, this metric will be tracked and provided to you. However, if you use other tactics to collect leads you might need to use Google Analytics goals to keep track of this metric.
We can’t stress this enough—the biggest challenge for a sales rep is to be able to identify qualified sales leads. Experienced sales reps probably know how to qualify their leads over time, and therefore effectively work on the right opportunities. But for the rest of them, this is still a burning issue. The struggle to pick out qualified leads in the funnel forces sales reps to chase them all. The result—getting nowhere.
This is exactly what it sounds like—the total number of opportunities across each stage of your sales funnel. Here, you’ll want to ensure that you have a good balance of leads in each stage of your sales funnel. If you notice an excessive amount of leads in any one stage, this might mean that your reps are struggling to move them down the funnel, which is cause for concern.
Before you start building your sales funnel, it is essential to have a clear business vision, develop a marketing strategy and then define your target audience to work towards your business growth. If, for example, you are looking on how to create an online clothing store, you need to follow specific steps to develop your business and stay successful.
A sales funnel illustrates your customer’s journey and works by increasing the level of engagement and trust in each interaction with your prospects. It typically contains six stages, starting with awareness and ending with loyal customers, with each stage more intentional than the last. While not all prospects will reach the end of the funnel, those who do are actively engaged and therefore more serious about buying your product or service.
Depending on your business and industry, you could have 1,000 prospects at the top of your funnel. However, towards the end of your funnel, you may have 25 qualified leads. While these 25 prospects are more likely to convert than the ones at the top of the sales funnel, at the very end, there may only be five customers who make a purchase and only two that go on to become repeat customers.
Example: Angela Fehr, who teaches watercolor classes on her Teachable school, offers a wide variety of courses like landscaping, fluid painting, and creative painting. Angela created a comprehensive bundle of her individual courses. It’s called called “Watercolor University” and it includes a total of twelve courses, which she sells for a premium price.
Trials / demos: Trials and demos are a great idea if you can easily take a portion of your finished product and provide it for free. Doing this will allow your leads to experience your product with very little commitment on their part. The downside of using trials or demos, is that since they are not stand-alone content, they can be perceived as incomplete offerings.
When a contact or target fits the profile of your lead and has been identified as having a high lead score, then you can qualify this particular lead for further marketing. First and foremost, this lead should have demonstrated considerable interest in your products and services to be deemed worthy of further marketing efforts and direct contact from your sales team, otherwise your campaign will just be flushed down the drain.
Whitney is a real estate investor and personal finance trainer whose vision is to launch 10,000 families on the path toward financial independence. After purchasing her first rental in 2002, and hitting a homerun, then nearly losing it all on her second deal, Whitney took control and figured out how to invest in real estate the right way. She realized that success must leave clues. So, she studied and replicated the very personal finance and wealth creation strategies the wealthy use to create financial freedom. Today, Whitney is a partner in $370MM+ of real estate assets, including 3,000+ residential units (MF, MHP, SFR, and assisted living) and 1,430+ self-storage. Additionally, she has flipped over $1.7MM in residential real estate and a solid portfolio of commercial notes. (Don’t tell anyone, though... BRRRR investing is still one of her favorite ways to invest—26 units and counting!) In 2018, Whitney founded ASH Wealth, where she helps you develop a clear, workable plan that gives you the results you dream of, solves your business startup or scaling issues, and drives massive progress toward your real estate and financial goals.