One of the core concepts in the digital marketing industry is the sales funnel. This single core concept can take a business from virtually non-existent and unknown to multi-million-dollar marketing machine with mass saturation. In fact, there are skilled practitioners who have built a career around implementing this single concept in business.
The sales funnel is a multi-step, multi-modality process that moves prospective browsers into buyers. It’s multi-stepped because lots must occur between the time that a prospect is aware enough to enter your funnel, to the time when they take action and successfully complete a purchase. Marketing Funnel Automation is the strategy that helps you to generate new leads automatically. Content, lead magnets, ads, etc. work together as one to bring leads without your interference.
Funnel systems sell, so that your business can focus on delivering the service or product.
Funnel System Steps:
The goal of your entire sale funnel and platform is to solve your customer’s problem. When you know the problem, and you build content to draw them in, then offer them a product or service to solve their problem, that’s when the real magic happens. However, getting to that stage takes work and you have to garner their awareness first.
Once the prospect is in the funnel, you’ve peaked their awareness. That’s the first stage of the funnel. Awareness is built organically or through paid advertising, and the method you reach them impacts how those leads view your funnel, and your opt-in rates. Therefore the marketing message must always be a direct match to the target market’s problem.
You gain the prospects interest through an follow up sequence. This can be achieved through email, messenger, or text.
How you position yourself is entirely up to you, but your message must be consistent throughout your entire “pitch” and it needs to be steeped in the truth. Your backstory, and just how you convey that through parables, character flaws and polarity, has much to do with just how well you can “hook” in your prospects to create a mass movement.
The next stage is the decision. What’s the best way to get them there? Beyond the art of story telling, copy writing and building the habit of link-clicking, you need to have lots and lots of customer reviews and testimonials. This is one of the most powerful ways that you can entice people to take action. If we go the social media route, paid advertising through Facebook and Google re-targeting keeps that awareness and interest level high.
Decision Making Steps:
A. Law of reciprocity: Over deliver value for free, through digital assets like lead magnet, and a follow up campaign, to create a reciprocal relationship with the prospect.
B. Consistency: People like to be consistent in their behaviors, that’s why when people commit to something, they’re far more likely to purchase from you. Therefore our marketing campaigns are structured in a way that gains some sort of initial commitment, to ensure customer loyalty. This is a powerful principle in sales technique.
C. Likable Character: When people like you (i.e. they relate to your stories) they are more likely to purchase something from you. How well you craft your story and convey that to your prospects is going to play a big role in whether they decide to act or not.
D. Authority: Authority is established by leveraging respected people in the niche of your product or service who have endorsed it. Another way to demonstrate this is through any scientific studies to support your claims.
E. Social Proof: People are more likely to take action if there is undeniable proof of raving fans, great reviews, and an abundance of testimonials. This builds credibility and trust in your offer.
F. Scarcity: People want what they can’t have. But at the same time, this concept must be applied delicately as it can be an overused sales tactic. Time limits, product and discount availability are a few strategies that entice people to take action.
The final stage of the sales funnel is the action that you’re intending them to perform: in most cases this is the purchase. How well you have positioned the brand and moved them through the various stages is going to set you up with a specific conversion for this action. However, getting to this stage is not a simple process. It takes an enormous amount of work and effort plus tracking. 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.