It takes a very long time to convince a buyer to make a purchase, every marketer knows that. Every marketer also knows that creating a conversion funnel would be a great bait to make customers take small steps that would lead to a purchase. Finding leads is already a work itself, how much more in making them convert.
But, if you’re new in the field, you may be wondering what type of messages can you pass through your audience for you to convince them to take one step in your marketing funnel. There may be no single step to attain success, but there are some proven ways that may work for your business. But the question is, why do you need to create a marketing funnel for your business?
Why Do You Need a Conversion Funnel?
The answer to this question is actually quite simple. That’s because having one that is optimized will play a vital role in attaining your digital marketing success. You may say that you don’t have one for your business but I tell you, you do have one. It may not be that optimized but I assure you, there you have one. Asking how I’m so sure about that? It’s because a business without a conversion funnel does not have a specific goal in mind.
Even if your goal is for your traffic to convert or just merely to create a little step like making them join your newsletter is already a proof that you have a conversion funnel for your business.
What is a Conversion Funnel Exactly?
A funnel, by definition is a pipe that has a wide top but a narrow bottom. In the marketing world, we use a funnel when creating a diagram to thoroughly explain what a sales funnel is. The following are the steps in your conversion funnel that comprise the sales process:
- Awareness – your customer should be aware that your brand does exist.
- Interest – build the interest of your customers about your product for you to be one of their “heroes” when they encounter the problem. This means that they are already considering your brand. As you can see in a funnel structure, the second part is a bit narrower than that of the top because not everyone who is aware that your brand exists is interested to know more about it.
- Action – let your customers take action. This is the part where you want your customers to do something. It may be simply as making them sign up for your newsletter or doing the big decision – to do the purchase. If you see this portion, this is the smallest portion of the funnel because not everyone will take an action.
The points above will be discussed thoroughly below.
TOFU (Top of the Funnel)
Those who are at the top of the funnel are people who do not know a single thing about your product or service. This is where you have to increase brand awareness first, not to try marketing your products and services already. Imagine this, you wouldn’t want to walk down the street and sell your product or service to every stranger you come across with, right? The same goes for your content too. Most of the success in content marketing are in indirect marketing, and that’s exactly why you should not skip this stage and go to the hard selling yet.
In this part of the funnel, your main goal is to make them realize that there is a problem and that there is a strong need of the products or services that you are offering. With that in mind, the content you create should not be threatening and something that requires your audience to create a small and easy. You need to exert an effort to help and build rapport.
You have to make them understand that what you are offering is something that’s of value that will benefit not only your brand but more importantly, them. Without making this happen, it would be impossible for you to capture their interest that will lead the prospects to the middle of your sales funnel and bring them closer to doing the purchase.
Put in mind that for you to bring people to the funnel and bring them to the next part, you should be aware of who they are. That’s when gated content enters the scene. You could not just give away a link for them to download your worksheet or something. You can create a form where they can opt-in and collect their personal information such as their email addresses, phone number, etc… When you already have the information, it would be easier for you to enroll them in your outreach marketing campaigns and other initiatives related to marketing your product and service.
MOFU (Middle of the Funnel)
When your audience is already aware of what you are offering, that means they are already on the second part of the funnel, the middle part. In this part, they are already aware of your brand and what it can do for them. However, they are not yet ready to do a purchase yet. What you need to do is to give them tons of reasons why they need to buy your product. That is for you to bring them to the bottom of the funnel, where sales and conversion happens.
Case studies and ebooks are perfect at this stage. Also, money back guarantees, discounts, and free trials work best to help them go to the bottom part of the funnel. In this point, you should create a content that is motivating enough for them to do the purchase. That means, your content in this stage should not be as indirect and gentle as it was in the top of the funnel content.
Segmentation and targeting are two important things in the middle part. The content you create in this part should be something that has a specific persona in mind. You need to ensure that every customer experience you create is fit to the persona of a buyer. You can do that by creating messages, landing pages, highly targeted offers, and of course content. By doing this, you’re developing your relationship with them by making them feel special.
BOFU (Bottom of the Funnel)
This is the final stage – where the decision is made. In this stage, you have to craft content that will motivate your buyers. To take that one big step and to buy the product or hire the service. Also, you would want your content to be more product-specific. It should have the pros and cons of what you are offering to those who are in the competition. You would need to backup your content with data to prove your argument and convince the customers to do the purchase to solve the issue at hand.
The message of this part of the funnel should awaken their emotions. It should also should target them individually for them to be excited about buying your product or hire your service. However, you have to understand that not everyone who reaches the bottom part is ready to buy right away. There are some who needs one last reminder. There are also people who still need more reasons to make the purchase. Discounts, in this part, works best but make sure you’re not touching the revenue part. If that’s not possible, just make sure it does not harm it. This is where performing testings can be so helpful.
Beyond the Negotiation (After Completing the Funnel)
When a customer takes the leap and makes a purchase, that doesn’t mean that your job is done. Keep the engagement with them by providing relevant, useful, and a more personalized content. That will make them feel that they are important. Yes, they have already made the purchase through this conversion funnel but who knows? You might need them again to a different conversion funnel in the near future.
After all, a satisfied customer is most of the time an instant brand ambassador. They may also raise your word-of-the-mouth referrals which is beneficial for your business to increase your sales over time. An effective and well-planned marketing funnel will not only skyrocket your revenue but it will extend to the future.
Many companies in the United States especially in New York is specializing this type of strategy in marketing. However, put in mind that increasing your business’s ROI is not as easy as every marketer thinks of it. You need to exert extreme efforts in “courting” your clients to persuade them to make a purchase. If creating a conversion funnel would ease things up aside from getting the help of a New York SEO agency or any other agency that will help in boosting your conversion, why not try creating one today? Any other tip that would make sales conversion easy as one, two, three? Share it down in our comment box!