Sales Funnels and Beyond - Crafting Customer Journeys That Convert
A sales funnel is a marketing tool that illustrates the theoretical customer journey from attracting prospects to the moment they become a loyal customer. It is an essential marketing strategy that adapts to a business’s model, enabling marketers to effectively plan engagements with leads and convert them into paying customers.
A well-crafted sales funnel starts with research into a customer’s recurring questions, concerns and behaviors. It outlines a process that will help nurture those leads, keeping them engaged until they reach the top of your conversion funnel. The top of the funnel focuses on creating brand awareness, whereas the middle of the funnel concentrates on turning contacts into leads (or prospective customers). Finally, the bottom of the funnel focuses on converting those leads into purchasing customers.
As a general rule of thumb, you should target specific metrics for each stage in the sales funnel. For example, you would want to measure your SEO impressions, social media ad engagement, and website visitor numbers in the awareness stage. Similarly, in the middle of your sales funnel, you should target lead generation KPIs like email newsletter subscriptions and ebook downloads. And at the bottom of your sales funnel, you will want to measure your customer conversion rates like free trialist to paying customer conversions.
Using a digital marketing platform like Ortto AI, you can track how your visitors are progressing through each step of the sales funnel. For example, you can use Ortto AI to create a sequence of automated emails to be sent to a new lead after they complete a certain action on your site such as completing an information form, downloading an ebook or subscribing to your newsletter.
This helps to keep your content relevant to the specific needs of each individual prospect.
A sales funnel’s true power comes from its ability to nurture and guide prospects from one stage to the next, converting them into paying customers and encouraging repeat purchases and referrals. It takes time and effort to create and optimize a sales funnel, but it is the key to building a business that can survive in the long- term.
Once you have built a strong foundation, you can begin to expand your sales funnel by including post-purchase stages that focus on cross-selling or upselling products and services. After all, retaining an existing customer costs five times less than acquiring a new one.
Focus on building loyalty in your customer base, ensuring that your brand stays top of mind by offering incentives like free shipping, discounts, or tech support, and tracking how many customers you retain. With the right tools and a clear understanding of your customer journey, you can start to see your sales performance skyrocket.
Start mapping and crafting your sales funnel today! It is the key to success in any industry.
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