Are you looking for information on how to craft a high converting sales funnel? While conversion funnels often come across as a simple and straightforward process of attracting, converting, closing, and delighting, consumers cannot be expected to behave like cattle. People are not designed to be herded. Therefore, it is critical to place more attention on consumer behaviours, nurturing, and retention at every stage of the customer life-cycle. This article will walk you through the different stages.
Crafting a High Converting Sales Funnel
1. Attract a Community – Initially, you need to attract and build a community for those who are unfamiliar with you. This is called growing brand awareness. There are millions of people who want o buy what you are selling, they just don’t know you exist. Therefore, you need to build a community around your brand. However, this means giving people a reason to keep returning to your website. The most common tactics include blogging, video content, social media, pay-per-click and retargeting campaigns, and old-fashioned public relations.
2. Engage with the Crowd – As you build your community and brand awareness grows, you must now engage with those who know you exist. Through the process of engagement, you are encouraging a prospect to make small commitments before they are ready to buy. Essentially, you are providing a free offer in exchange for contact information, which will allow you to market more directly and personally. The most effective methods include optimised landing pages, calls-to-action, and forms.
3. Educate the Committed – Next, educate those within your audience who are most committed to making a purchase. At this stage, you are pre-qualifying your prospects. Your potential customers have questions, and it is your job to answer them. Through education, your goal is to help the prospect understand why your product or service is a good fit for them. There are various tools you can use to educate, including drip marketing emails and CRM software.
4. Convert the Customers – When a person is ready to buy, it is time to convert. In marketing, there is a concept known as effective frequency, which is the number of times an individual must see your offer before making a decision. Depending on the business and industry, the average customer may need to see your offer as many as seven times. You simply cannot assume that your audience will eventually find their way to your check-out. You must clearly and consistently make offers using e-commerce promotions and transactional content.
5. Remember Your Core – Lastly, don’t forget your past customers. Within every business, there is a group of customers that can be identified as the vital few. This group is often described as the 20 percent of customers who are responsible for 80 percent of all sales. They are your core customers and are easy to sell to again. However, you don’t want to leave them out of your marketing equation. Your effort will earn you referrals, resells, and upsells.
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