Marketers love to use a model to simplify and clarify what we’re trying to achieve. The sales funnel demonstrates how various elements of your marketing campaign work together to funnel leads from your target audience through the different stages of the buying process.
It also helps visualise and align the content and activities that are important for each campaign stage.
Generally, when it comes to demand generation there is a tendency to focus on creating awareness of the offer and to drive traffic to the top of the funnel. We then hope that’s enough impetus to pull people through to the bottom of the funnel towards a sale. But people tend to fall by the wayside before they get that far and the funnel leaks.
By creating our buyer personas we can understand the needs of our audience at the various stages of the buyer journey represented by the sales funnel. We can then create a mix of articles, video and images to explain, educate and inform the visitor and do our best to help them move through the funnel towards a sale or a conversion.
As a conversion is our ultimate aim there are 4 factors we need to understand and implement:
The offer has to be applicable to wherever the visitor is relevant to the buyers journey e.g. if a visitor is in research mode, there’s no point in asking them to “buy now”
The Call To Action (CTA)
You may need to experiment with CTA blocks/buttons e.g. where they’re situated on the page, what colour they are, the font size and imagery. Keep tweaking till you’ve optimised the results but you’re looking to create an action oriented, attention grabbing design that should be visible above the fold.
The landing page
Remember the landing page should be focused on achieving that conversion, explain to the visitor the benefits on offer and keep the options to an absolute minimum.
The thank you page
This is where you deliver the offer and it provides an additional touch point to the prospect or customer, so use it. Invite visitors to connect with you on social media or to register for an event or blog etc and guide them onto the next stage in their buyers journey.
Adding strong Calls to Action at every stage can persuade the visitor to act and this type of approach can increase the campaign conversion rate.
Not everyone will convert so you need to consider a lead nurturing process.
Key tip: You’re telling a story to take your visitors through the different stages of the buying cycle, the end game is a conversion.
For a more detailed explanation of how to get more from your marketing activities, read the ebook: 6 Stages To Inbound Marketing Success.
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