Integral to every big and small business is the lead funnel, also known as a marketing funnel. Lead funnels facilitate the conversion of business leads into paying customers. Moreover, this funnel drives and guides potential customers during their buying process. Usually, sales funnels have the following four phases or stages: Awareness, Interest, Decision, and Action, AIDA for short.
Creating a well-designed and thought-out lead funnel is not an easy feat. Yet, all businesses need such a funnel to identify target audiences, guarantee a good shopping experience, and ensure customer satisfaction. Is this your first time building a lead funnel? Well, you can calm your nerves, as the following article will guide you through every crucial step of creating a fool-proof lead funnel to maximize your brand’s sales.
Read on to find out how a sales conversion funnel can help your business anticipate customer needs and allow you to deliver them at the right place and time.
In normal circumstances, your prospective buyers come to know your brand at the awareness stage. Therefore, you must provide them as much helpful information as possible about your business and its products. You might be tempted to start planning to attract your audience right away, but you first need to locate where they are. Then, go after them.
For instance, e-commerce stores and other online businesses should identify and exploit the channels bringing in current and future leads. Suppose your buyers prefer visual learning and often surf streaming platforms like YouTube. In that scenario, producing an eye-grabbing short clip as product promotion can do wonders for generating leads.
Similarly, you can look for ways to reach your target audience offline. You can employ relevant tools like trade fairs, billboards, or more personal methods such as door-to-door marketing to accomplish this goal.
This stage’s where a business and its leads intersect and interact with each other, which is to say it’s the time to make your mark. From here onwards, you can operate with the assumption that your customers already know a little about your business and its products. At this intersection, try to convince and educate your customers about your value proposition and why they should prefer your products over your competitors.
Consider centering your content around product reviews, descriptions, and peer comparisons. You can use readily available SEO tips to optimize your content and provide case studies, research-heavy blog content, infographics, and whitepapers to your customers. At this stage, people know what they’re searching for and have preliminary answers to their questions. Remember, your customers are now looking for keywords relevant to their desired products and brands. This phase focuses on making people’s purchase decisions easier. When a brand communicates appropriately, it automatically attracts solution-seeking individuals.
At this stage, a customer is finally interested in purchasing a certain brands’ product and showcases their willingness to do so. The decision-making process is tricky. Sometimes, one decides on a specific product after an excellent demo, after a survey, and sometimes only when they’ve already added the product to their shopping carts.
The decision stage is crucial as your prospective buyers are now evaluating their gathered information and giving their final verdict about purchasing your business’s products or not. During this time, your marketing and sales teams need to seize the opportunity and join heads for nurturing potential leads to conversion. You need to present your brand’s offering as the best option available, second to none, so your customer can be sure of their choice.
At the last stage or bottom of a sales funnel is where a prospective customer takes action. Action is the point where potential buyers make their purchase and enter your brand’s customer base.
However, landing your target audience at the bottom of the funnel is only half the work. The actual marketing begins after this stage as you need to keep your future leads growing while also retaining the current ones.
Customer retention strategies may include thanking customers after purchases, customer outreach programs, timely customer feedback, and employing full-time customer support teams.
Simple Steps To Build a Lead Funnel
As we have covered the fundamentals of a lead/marketing funnel now, we should move forward to the steps of creating one.
- Know And Research Your Target Customers
As mentioned earlier, it’s imperative you know and understand the people you’re serving. Researching your target consumer is the first step in building a successful lead funnel. You can start by looking at customers’ social media channels and understanding their particular purchase problems and desired solutions. Additionally, you may search for customer interests, dislikes, and any preferences in their shopping behavior.
- Create A Landing Page
All your optimized content and advertising will be in vain if they don’t direct your customers somewhere. Hence, you need to point them towards a landing page providing hard-to-resist offers.
When customers are still at the initial stages of your sales funnel, focus your efforts on capturing leads rather than conversion or sales. An engaging landing page can help nudge your audience to the next step, and a lousy one can do the exact opposite. Landing pages act as a compelling call to action that drives customer actions.
- Generate Traffic
It’s a business rule of thumb that increased brand awareness translates to increased sales and revenue. So, it’s a good idea to establish lead generation practices for turning your audience’s attention towards your website.
You can take several measures for this purpose, including PPC ads, email drip campaigns, guest blogging, search engine optimization (SEO), influencer marketing, social media marketing, and landing page optimization.
- Engage Your Audience
A lead funnel is only as good as the people or leads it accumulates for your business. For this reason, you must put your brand content where it’s visible to your target customers.
For example, if you want to go organic, you can spread relevant content across different social media platforms. You don’t have to be restrictive in your approach, though. Various tools like animated videos, infographics, among other kinds of content, come in handy here.
Moreover, if your budget allows you to go the extra mile, try advertising. The best place for running ads and other promotions depends on your type of business and audience. For B2B concerns, sites like LinkedIn are the ideal place to market and advertise.
Convert Leads To Purchases
At last! Here comes the final step in the lead generation process. In this stage, site visitors convert into real-cash paying customers. For better conversion, ensure the time to complete a purchase remains minimum. How to accomplish that? By including fewer steps in the purchase process, reducing the number of form fields, and enabling one-click customer log-in and sign-up options.
Whether you’re a fresh start-up or an established multinational firm, the current economy offers no mercy. One must constantly evolve with the changing market trends, adopt improved strategies, and provide better products and services than all the rest. However, using systematic approaches such as lead generation funnels can take some of this pressure off. This article discussed the ABCs of a lead funnel and the basic steps to create one that assures greater lead generation and conversion. These steps include understanding your target audience, generating traffic, creating a landing page, and engaging the customer.
Guest Article by Sherley Alaba
Sherley Alaba is an eagle-eyed wordsmith; a writer and translator, always interested in ways which can help individuals (especially youth and women) reach their full creative potential. Her focus has been on writing, producing and editing stories on business, finance, interesting personalities, entrepreneurs, culture, the environment, gastronomy, lifestyle, and social issues.
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