The best way to imagine a marketing funnel is as your customer’s journey with your website. The funnel describes every stage of contact as they take an automated tour of your business and your product offering or service.
Your funnel handles everything from the initial point of contact to harvesting data, introducing the product line, and converting the prospect to a customer through a purchase. Funnels benefit marketers because it allows you to analyze every step of the sales process. By understanding what your prospect does in the funnel, you can tweak your strategy to improve your conversion rate.
Using funnels allows you to increase sales, drive brand awareness, and create brand loyalty. Here’s a brief guide to marketing funnels, and how they can benefit your website.
The Elements of a Marketing Funnel
Funnels allow you to tailor every step of the customer experience with your website. Each stage in the prospect’s journey requires a different approach. A prospect in the awareness stage of the funnel is not ready to move onto the core offer page. Instead, they need social proof that their pending purchase decision makes sense.
By leading them to a blog, for example, you introduce them to your company’s brand and online persona. There are three stages of the prospect’s journey, and your funnels need to push them through organically and convert the prospect into a buyer.
Easier said than done. However, we unpack the elements of a sales funnel for you, and give you what you need to know to build pone yourself.
A lead magnet acts as the entrance into your funnel. With a lead magnet, you promote a value-offering on your landing page, enticing the prospect to leave their information, such as their name and email address. Capturing this information is critical to building your list. The only way you’ll get people to enter their data is by presenting them with a high-value offering.
A lead magnet is a qualifying tool that filters visitors from your site and focuses on capturing your target market. Your content offering needs to be both inspirational and motivational for your audience to take action.
Make sure that your value-add content leaves the prospect keen to learn more. This way, when they start to receive emails from your campaign, they won’t immediately send you to their spam folder.
You’ll feature your lead magnet on your landing pages. The landing page is the point of contact with your website where the prospect leaves their information with you by entering through the lead magnet. You have the option of creating a landing page through dozens of different platforms. However, we recommend that you look at using clickfunnels.
Clickfunnels allows users to create and duplicate a sales funnel, allowing you to A/B test strategies. After opting into your funnel, you need to direct the prospect to a thank you page.
In the thank you page, you make sure that the prospect is aware you’re grateful for them signing up. You can use this point as a chance to promote other content that increases awareness in what you’re selling, as well as your social accounts.
Use the thank you page to tell your prospect that their value-offering is on the way as well. This strategy is also excellent for teaching your prospect that they need to look out for your emails.
Your Primary Offer
Lead magnets and landing pages serve the purpose of guiding your prospect through the funnel toward your core offer. Your core offer is where you preset whatever it is that your website is selling.
You might have one central core offer for all audiences, or you might have multiple offers to suit different buyer profiles and demographics. By the time the prospect reaches your core offer, you should have already done all of the selling and brand building. At this stage, you should have a red-hot buyer that’s willing to convert.
Automated Email Campaigns
Inbound email is the foundation of your sales funnel. Your strategy needs to gently move the prospect through a series of content-rich emails that build the awareness of your brand in the prospect’s mind.
Your email campaign is the way you control the prospect’s journey in interacting and engaging with your website, company, or brand. An automated email campaign allows you to structure your prospect’s journey, dropping pieces of useful content at the right intervals.
For instance, the prospect enters the funnel by signing up with the lead magnet. The prospect then goes through to a thank you page, where they have the option to look at more content.
A few days later, they receive the first in a series of emails sent a few days apart. Each email introduces the prospect to a new part of the strategy. The emails have the intent of keeping them on the path to conversion when you present your core offer in the final email in your campaign.
Use analytics tools in the Clickfunnels dashboard to see where your traffic is falling off in the sales funnel. Make adjustments to that part of your strategy to increase conversion, and retain your prospect until the end of the funnel.
Using Facebook Ads and Your Sales Funnel
Facebook ads are a fantastic tool for drawing prospects from social media to your landing page and into your sales funnel. Facebook offers digital marketers the choice of using four different campaigns to laser-target their marketing efforts.
With Facebook ads, you can whittle away at your buyer profile until you create the ideal target audience for your content. Use the platform to promote your landing page and lead magnet offer, and watch the traffic start rolling into your landing pages
In Closing – Understanding Marketing Funnels Will Build Your Business
Many business owners have no idea how marketing funnels work, and some don’t even know they exist. By utilizing a marketing funnel, you stay one step ahead of your competitors. Regardless of the nature of our business, a marketing funnel can help grow your bottom line.
A funnel allows you to control the prospect’s journey through introducing and building your brand identity in their minds. A funnel offers digital marketers an excellent method of building their list, as well as converting more prospects into paying customers.
Try your marketing funnel out on your warm leads before you go canvassing for cold prospects. Your warm audience will give you feedback on your campaign, and they’ll be less critical if they find something in the funnel disagreeable.
You’ll need to tweak your strategy until you find what works. Use every opportunity you can to check your analytics and ask your audience for feedback on your campaign.