The sales funnel is the cornerstone of every digital marketing strategy. In other words, it is the foundation of all content marketing and inbound marketing strategies . However, it needs to be well structured to achieve its main objective: increasing the conversion rate.
But optimizing this conversion rate is not that simple. It requires some important knowledge about what makes the entire sales funnel work.
First step, know what a funnel is
A funnel is an instrument with a wide opening that narrows to a very narrow outlet, helping to channel liquids through small inlets. And the concept canada mobile database of a sales funnel is not called that by chance, as it works in the same way. It starts out very wide, with many visitors, and at each stage it gets a little smaller, as shown in the example below:
sales-funnel
If you want to increase your conversion rate, you need to be able to increase the bottleneck in this funnel that will convert leads from one stage to the next.
Are you interested in knowing what this knowledge is? Then continue reading with us!
To optimize a funnel you need to know it
There is no point in trying to optimize a funnel if you do not know its stages and the importance of each one. To understand where your consumer is within the sales process and how to structure each phase of the funnel, the process is divided into three stages: top, middle and bottom.
Top of the funnel
At this stage, it is time to outline the macro strategy of the channels that will be used as a point of contact to generate and interact with leads . To do this, it is necessary to know the target audience very well, so that it is possible to identify whether communication on Facebook will be more effective than on LinkedIn or Instagram, for example.
In addition to outlining the channels to communicate with the personas , it is time to implement a sales process where each of the points of contact with each of the leads will be defined , whether through landing pages and social networks or through automation flows.
To attract: Use different traffic sources (Google, Facebook, Youtube, etc.) and work on SEO strategies to optimize organic traffic;
To convert : Use exit intent ( conversion pop-up that appears when the reader tries to leave the page), scroll-box (conversion box when the page scrolls down), e-books , videos and other CTAs to grow your email list.
Don't forget: to know which channel is relevant to your strategy, you need to always measure it! To do this, the ideal is to, based on the macro conversion goal, outline the expected results for each of the channels worked on. Only then will it be possible to prove which channels are worth spending effort and investment on.
Furthermore, it is the perfect time to test, but always measuring effectiveness through A/B testing. Do you know what A/B testing is ? Well, these tests are done by placing two different pages at the disposal of users and then checking which one generated more conversions.
Examples:
Ask the reader to subscribe to your newsletter in text or image and then analyze which converted more.
Put a green and a red buy button. Which one will generate more clicks?
These tests are done by placing one of the options and leaving it for a while, then doing the same with the other option, then checking the results between both.
Middle of the funnel
The middle of the funnel is the time to define your consumer's purchasing journey . After capturing the consumer, you need to start a relationship, measuring what requirements are necessary to make the lead evolve in the automation flows. And this is when Lead Scoring is used .
The purchasing journey is based on a process created by the marketing team together with the sales team , where the lead is qualified to prepare it to receive a proposal or offer.
A very important point that has a great influence on qualification, but that few companies take into consideration, is the nurturing of their leads.
Nurturing a lead means offering them top-quality content to detect their needs and convince them that your company is the best option to solve their problems.
Some companies do not do enough work on this lead nurturing process and, in an attempt to close a deal faster, they pass these unprepared leads on to the sales team, thus missing out on good opportunities.
Therefore, always offer the best content , the one that stands out from the rest, that is truly relevant to the lead and that allows them to identify their needs, their pain points, their problems. This way, your company will be able to offer the best possible solution for them.
After ensuring the success of this phase of the journey, the lead will mature, becoming an MQL ( Marketing Qualified Lead ) at the end of the process, which means that it is ready to be passed on to the sales team.
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