5 Small Steps for creating a Sales Funnel
Sales funnel is one of the core concepts in digital marketing. If its analysis is properly, taken care of, and the holes its journey points out are duly and instantly plugged; then virtually even an obscure and almost non- existent entity can metamorphose itself into a multi-million dollar leviathan.
The name sales/ marketing/ revenue funnel is a bit misnomer,because, while in a funnel when something is poured in, it filters down towards one finite destination; but in sales, at the top, clusters of visitors arrive who may enter sales funnel but only a small fraction of those visitors re-emerge out from the other end. The path website visitors take on for buying a product or service is abandoned abruptly by a large segment of visitors after satisfying their inquisitiveness, so much so that some of them never leave the top of the sales funnel, while the residue reaches the very end. Thus, the journey of every sale starts with a large number of potential customers but ends with a much smaller number of people who actually make a purchase.
The curiosity demands why is a sales-funnel so important? In fact, sales funnel illustrates the path website visitors take before actually making purchases. By peeping deep into this journey of a funnel, we can detect the holes therein, i.e., the places where visitors drop out and never convert into purchases. Thus, we can visualise the customers’ journey from initial awareness all the way, through which one can analyse business and identify areas for improvements.
Generally, sales funnel stages can be divided into four sections, though they may vary from activity to activity.
Awareness:- This stage includes the largest number of prospective customers. This comprises the stage when a customer’s attention is attracted towards the product or service through any media of marketing viz, tweet, facebook, google or any other channel. The prospective customer gets apprised of your business and your product. The consumer may buy immediately if he had already done research work and is convinced that what you have offered is genuine, reasonable and competitive. It is a right — place,right-time scenario. But more often, the awareness stage is more of a courtship whereby you try to woo the prospect into returning to your site and providing you more business.
Interest:- When potential customers reach the interest stage in the sales funnel, they get engaged in research, comparisons, substitutes, and analysing their options. This is the stage where the number of prospective customers recedes, though the possibility of a sales conversion increases. The prospect requests for more information makes inquiries about the product as also the organisation. This is the moment when you should be equipped with incredible but genuine content to help them, provide every information and convince them. Do not be in a hurry to sell the product or service from the very beginning. This will turn off prospects and chase them away. The target, at this stage, should be to establish your expertise, help the consumer make an informed, decisive decision, and offer your assistance in any way they expect.
Decision:- Once the customer is convinced of the genuineness of the organisation and its product, feels his queries have been fully satisfied, then it is the time for him to make a decision. The customer is ready to buy but might be considering two or more options. Now is the time to make your best offer. It may be free shipping, some discount or any bonus product. It should be offered in such an irresistible way that your lead does not wait but plunge into taking advantage of it.
Action:-At this very bottom of the sales funnel, it is only the customer who acts. The product or service is purchased and the customer becomes a part of your business and its ecosystem. However, your effort should not cease here. Your aim is to incessantly, multiplying the leads and have to focus on customer retention. Express gratitude, follow for the feedback and assure that you are always available for technical support if need be.
Steps to build a Sales Funnel
Step 1– Analyse your audience’s behaviour — the more you know about your audience, the more effective your sales funnel becomes.
Step 2– Capture your audience’s attention — you should have the ability to lure and captivate your audience with your impressive and convincing interaction.
Step 3– Build a landing page — your ads and other content should be convincing, attractive and innovative; so much so that your prospects may have the feeling that they would be missing the offer if not then availed of.
Step 4- Create an email drip campaign — market to your leads through email regularly but not too frequently.
Step 5- Keep in touch — continue reaching to your existing customers, thanks to them for their purchases, offer additional coupon codes and involve them in your social media sphere.
Toconclude, the concept of sales funnel can make you emerge from an oblivious entity to a global powerhouse quickly through the art of scaling out a highly converting offer and winning the customer forever. Avoid shortcuts, do not implement hacks, and invest time to eventually reap the benefits and fruits of your efforts. Ultimately, perseverance pays. Creating and optimising a sales funnel takes time. Satisfy customers queries to impact conversions. Haste chases the customers away. Build out a sales funnel that represents what you want and also what your audience desires. Cultivate, adjust, adapt and last but not the least, find out why your efforts are not yielding desired results.