How to Fine-Tune Your Sales Funnel
On the surface, buying and selling goods or services may seem cut-and-dry. Not so. The “mobile age” we live in perfectly proves that the promotion and purchase of a product is much more sophisticated and complex. There are different thought phases that a customer goes through before making a purchase. And marketers must be ready to accommodate these phases to successfully sell a brand.
The A, B, and C of buying and selling
As stated, the process of making a purchase seems simple. An old-fashioned way of thinking would have “Point A” as when the customer goes to a store (or online) to make his or her purchase. And "Point B” as when the customer pays and then owns the purchased item. And that's where it ends.
There is, however, a lot more to it than that. How do you actually get the buyers interested enough to even come into your store (or on your website) and make them aware of what you're selling?
A great deal of planning, promotion (and hopeful predicting) goes into making a product or service appealing to potential customers. What was termed “Point A” and “Point B” now have entirely different meanings. And there is also a “Point C.”
These three points make up the buyer’s “journey” known as the “sales funnel.”
Why is it called “sales funnel”?
It’s appropriate that this model is referred to as a “sales funnel.” Here's why:
Point A – Top of the Funnel: Awareness
This correlates to the beginning of a marketing campaign. The top is the largest part of the funnel, because it is where a mass audience is made aware of your brand’s product or service which they can either ignore or pursue. Are your “awareness” ads eye-catching?
Point B – Middle of the Funnel: Evaluation
Some (not all) members of that mass audience have sat up and taken notice of your brand, so the “evaluation” stage will therefore be narrower. They may consider buying from you, but want to know more. They may also have questions. Does your brand offer what they are looking for, and are you able to answer their questions?
Point C – Bottom of the Funnel: Purchase
The dream-come-true of selling your brand to these customers is within sight, and they want to know how to become customers. What more can you do to make them not only purchase – but truly want – your brand?
Notice that each of the above points in the list ended with a question? The answers to these questions are based in one word: content.
Create, curate, and capitalize on content
Carefully composed and timed content is the easiest funneling system for a campaign. Whether it's a blog or short video (great for the awareness stage), a more in-depth offering like an e-book or case study that gives the reader more knowledge and information (ideal for the evaluation stage), or live demonstrations and free trials (perfect for selling the deal in the purchase stage), as long as the content properly aligns with each of the three stages of the sales funnel, it will help your customers stay the course of your campaign, and ultimately choose your brand over another.
As the sales funnel narrows – from the “awareness,” “evaluation,” and “purchase” stages – the concentration to keep consumers interested increases. The challenge is in getting the “right” content in front of the “right” audience at the “right” time.
Is the content about your brand separated and curated for each stage of the sales funnel, and do you know when to present it to your target audience? It will make all the difference in turning interested prospects into enthusiastic paying customers. Who knows? If your content is particularly effective, enthused customers might become brand ambassadors – another powerful and persuasive content option.
Ready to get an effective sales funnel in place?
Contact us today to get started on creating cohesive, creative inbound marketing campaigns that get your leads funneled down to the purchase stage with ease.