One of the most used strategies by marketing and digital business teams is the sales funnel. It is used both for converting leads and organizing sales process strategies.
In this way, all stages of the sales funnel, which are three, are structured in order to align a company with the customer’s journey, depending on which stage he is in in the purchase decision.
Thus, it is possible to use strategies so that this potential customer becomes not only a buyer but a loyal consumer of your business.
Content Strategies for Sales Funnel
One of the most used digital marketing strategies today is inbound marketing. It prioritizes connecting with customers and prioritizes producing quality content over offerings.
The function of this content is to guide the lead through each of the steps in the sales funnel, from the moment he discovers a problem to the point where he is willing to invest in a solution.
In other words, the sales funnel is a way to understand the customer’s journey and nourish it with the appropriate content in each one of them.
What is a sales funnel?
Basically, the sales funnel is a compilation of strategies used by a company, mainly in digital businesses, to follow the customer’s purchase journey, from the first contact to the sale.
Based on the AIDA (Attention, Interest, Desire, Action) method, the sales funnel focuses on studying the consumer’s behaviour and the stage he is at. Thus, the company is able to define more specific strategies to remove the customer only from the “attention, interest and desire” phases and place him in effective action.
This model is usually worked in conjunction with the marketing and sales areas, which are divided between content production, customer contact, and campaign creation, among other issues related to lead behaviour and how to turn it into a loyal customer of the business.
A point that should not be forgotten when using the sales funnel is to know your avatar very well. This is extremely helpful in knowing how to approach him and thus develop the best sales funnel for him.
Ask yourself: “How does the lead think?”; “What are his wishes?”; “Is my business meeting expectations?”; “What’s left for the action to be done and the purchase to be made?” This way, you will know your target audience and the consumers you want to reach.
Now that we know why the sales funnel strategy is so beneficial to companies, marketing and digital businesses, let’s take a look at the three stages of the sales funnel:
Top of the funnel: the first step of the sales funnel
The top of the funnel is where the customer has their first contact with the brand. Although this is only the first step in the sales funnel, by no means can an entrepreneur be discouraged by having customers here, as having potential customers in this area means you only need to apply some specific strategies to move them to the next steps?
As such, it is very interesting to have potential consumers at this stage. After all, to get to the bottom of the funnel, you have to go through the top.
The advantage is that the person who is here is already interested in your brand. So, it’s good that a lot of people are at the top of your company’s funnel.
The tendency of the basic functioning of the funnel is for the final content to be smaller than the initial one. So, if your business has few people in the first step, get busy working to create marketing strategies that will bring others here.
This way, when the natural bottleneck of the process occurs, you won’t lose the only people you had, since a considerable number must reach the bottom of the funnel and be taken to the action of buying and building customer loyalty.
How to bring people into your funnel
For this, you can use social networks frequently, invest in a blog, and create interesting content, newsletters and media in different formats. You must also invest in email marketing.
At this stage, which is known as “awareness”, the way to attract the public is broader than the others, because they are people who have just met the company and are still unaware of what it offers. So, have clear communication with whoever comes to you.
This can be done if you make content available on multiple channels, for example. That way, people will find you in different ways and you will create a brand on them.
To improve your understanding of how this step in the sales funnels works, let’s use a cosmetics company as an example.
To attract more customers, this company can create a blog with various articles about beauty, such as: “5 tips for skincare in summer” or “the causes of hair loss”.
Let’s assume that a person suffering from hair loss usually searches for this type of content on the internet. Soon, she will be posted on this company’s blog and will know about it. Consequently, when reading the content of the article, she may discover that the problem behind her hair loss is some specific product. Then, she discovered the cause of her problem thanks to the cosmetics company’s blog article.
But she could get to that kind of content through social media, for example. Therefore, investing in informative content for different communication channels and applying SEO techniques for blogging is extremely important so that the public knows about your company’s existence. D this way, in view of the aforementioned example, the person entered the top cosmetics company hopper.
Middle of the funnel
Did you know that only 86% of content producers create information for the middle of the funnel? Imagine being in a valuable process, such as gaining customers, and giving up right in the middle? The middle of the funnel is the intermediary place between generating and capturing leads from the whole of the funnel and, in fact, making sales at the bottom of the funnel.
Just as you did in the first step, you should do it here: produce and generate content that feeds your consumers so that they can move on to the next step.
Good news: if your leads have moved from the top of the funnel to the middle, you’re adopting the right strategies! Keep doing the work and following our tips so that your leads become loyal customers of your digital business.
How to get people to follow your funnel
Here, the person already understands that they have a problem. In the case of our example, she uses a product that causes hair loss. Now, she is willing to look for a solution: find another product to stop this hair loss.
Thus, this person became a potential customer of the company. The lead will search for alternatives to solve your problem in other companies, comparing them to see which one performs the best result.
This is a natural part of the sales process and part of consumer behaviour. Before making the decision to buy from you, he will search for other companies or brands. It is part of the process for him to be confident with your brand and understand that you have credibility in what you are talking about and selling.
Therefore, it is necessary that the contents you create in this step are useful for the customer to identify with the company. The work that you, the entrepreneur, will deliver here is extremely important. These contents will decide whether the consumer will take the purchase action or give up.
Here, there are fewer people, due to the bottleneck of the process, but they are willing to listen to what you, as a brand, have to say. At this stage, the customer has to be convinced and believe in what you are sharing.
Ways to Pass Credibility into Your Sales Funnel
The cosmetics company’s mission at this stage is to offer more specific and complete content, to show its brand’s authority on the subject. She can do it this way: Create a landing page offering an e-book on “hair loss solutions” with details about a product she offers in the midst of the content.
To obtain the e-book, the lead will have to fill out a form with data such as name, email and interests in general. Thus, the company gets closer and closer and knows what kind of people are looking for its services.
With the acquired data, it is possible to understand the behaviour of your target audience and thus create a persona.
This persona is important so that you know where to direct your effort to attract customers and avoid attracting an audience that doesn’t need your solution and won’t buy your product.
We finally got to the last step! Here, at the bottom of the funnel, the consumer will make the big decision to buy your product or service. Now that the lead already knows the company (in the example, cosmetics), what it offers and how it is willing to solve your problem, the time has come to take a more direct approach.
The lead is already practically convinced that the product from that company is the ideal one to end his hair loss problem. Thus, what the company needs to do at the bottom of the funnel stage is to take that data it acquired from the landing page and always be in contact with it.
For example, sending email streams showing the effectiveness of the hair loss product with testimonials from people who used it and had a good result, and even offering a discount for the first purchase.
At this stage of the sales funnel, it is essential to have an attendant always available to clarify doubts and very detailed information on your page, providing the product characteristics and, in this way, convincing the lead to make the purchase. Anyway, becoming a customer.
Contact with the customer does not end there. There is also the after-sales stage, which is when the company needs to retain its customers. This part is very important and cannot be left out.
A customer who has made a purchase needs to be loyal. It is extremely necessary for this to happen, otherwise, at every moment of your digital business, you will have to dedicate efforts in all stages of the sales funnel.
If you already have customers who have reached the last step, don’t risk losing them! Work, create and generate content to keep them close at hand.
In the after-sales, the company can maintain a relationship with the customer by sending personalized emails on commemorative dates and offering discounts and exclusive content. After all, this is already a “special” customer that deserves attention. This guarantees a good image for the brand and, as a result, new testimonials from people satisfied with the service.
How to organize your sales funnel?
Now that you understand how the sales funnel steps work, you may be asking yourself: “but how to put all this into practice?”
There are several digital platforms for organizing the sales funnel steps. So today, applying this technique in your business is no secret.
However, you need to be aware of which platform has the best functions to create efficient sales funnels that translate into the customer journey.
Always look for complete platforms already approved on the market, such as HeroSpark. Some of its features are:
- Lead tracking;
- Unlimited lead base;
- Email marketing flow automation ;
- Email Templates ;
- Support for showing webinars ;
- Metric reports for each step of the funnel;
- Templates for landing pages with tried and tested structures.
Did you understand how the three stages of the sales funnel work? Now, invest in one for your business, target your online business to the right audience, create quality content and get great results.