Once you decide to start-up your own business, you’re expected to come up with innovative strategies every now and then. What you did with your business a few years back will never be as effective if you implement it now or in the future. You should know that business is a fast-paced world so as an entrepreneur, you should ride that wave. You should be open-minded to welcome any strategies which may improve your business processes over time. Sure, there are a lot of ways on how to do it but using sales funnel to deliver content can be useful for you, regardless of what type of business you’re into right now.
Must Read: 5 DIGITAL MARKETING TIPS FOR SMALL BUSINESS OWNERS
But First, What Is A Sales Funnel?
This might be your first time to hear about this strategy, but a sales funnel can do wonders for your business. Sales funnel is a visual and marketing tool which allows you to help convert prospects into repeat customers. There are three phases involved in this process and in each phase, you can determine what the prospect wants so you can create ways to meet their demands. Its phases are divided into three:
- Top: Awareness Stage
- Middle: Evaluation Stage
- Bottom: Purchase Stage
To put it simply, imagine a funnel¾you’ll notice that it has a wide top and a narrow bottom¾this is also what happens within a sales funnel. The number of your potential customers is decreasing as you work through the sales funnel and as an entrepreneur, your goal is to keep them interested until they make a sale. You want them to purchase from you, and not only to know about your product.
How Can You Move People Through The Sales Funnel With Content?
Now that you know how sales funnel works, you’ll know now how to meet the demands of your prospects¾especially when it comes to your marketing campaigns. It’s obvious that in every phase of the sales funnel, your prospects would want to see something different and you can meet this demand through the content that you give to them. Content will be your key to ensuring that your prospects will move through your sales funnel¾and not just be with you at the top of the funnel.
These steps can help you come up with the right content at the right time throughout the sales funnel:
This is the first part of the sales funnel, and most of the people here are visiting your website for the first time. They need information to know more about your business and the products that you’re offering so use this phase for this purpose¾educate the people about who you are and what you can give to them. They’ve browsed through your website, act on it. This is a clear indication that they’re initially interested in doing business with you. You need to provide them with content that will continue to spark their interest and entice them for more. You can do this by:
- Creating blog posts
- Offering free webinars
- Posting videos
- Providing comprehensive guides
- Sending out e-mail newsletters
Once you decide to implement any of these, make sure that you do it creatively. Other businesses are doing these too so yours should be a stand out from the crowd. Also look for ways for your content to be relatable to everyone. Assume that these people don’t know anything about you or your products so get down to their level to get your point across to them.
When people are in the evaluation stage, they’re already considering doing business with you but they’re also doing the same among other businesses¾they’re evaluating which business can give them the greatest offers. This is the best time for you to provide content that will convince them that your business is undeniably the best among others out there. You can do that with content that highlights the benefits and how their lives will improve once they purchase from you. You can do that through:
- Case studies
- Demo videos
- How-to content to showcase your products
- Product descriptions
Yes, you can talk about your products here but don’t solely focus on that. Instead, tell people how your products/services can improve how their lives. Provide examples showing them that regardless of how different their lives are right now, your products can be the solution to some of their problems.
3) Purchase Stage
Finally, you’re done with your courting, and you’re ready to turn those people into your buying customers. One of the reasons why people are still not purchasing anything from you in the second phase of the sales funnel is because they’re looking for reasons to trust you. You’re still a new name for them, and they might be scared that they won’t get what they expect. For you to erase these fears and concerns in their minds, you can create content which showcases how your products have been able to satisfy diverse customers in the past. You can do that through:
- A comprehensible sales process
They’ve been with you from the start, and now that they’re still with you in the last phase, you can finally use your sales pitch. You can now sell your products and give them the guarantee that they’re making the right choice. Make them feel valued and strive to meet what they’re looking for. After all, you want to make a relationship with them and not just a one-time purchase, right?
Everything might seem alien to you, but you don’t have to worry because this is a skill to be learned over time. No one is expecting you to become an expert in the sales funnel immediately¾things take time, and this includes you being able to provide appropriate content. The experts at Fone Dynamics encourage you to learn every day, and this is one area which you should strive towards mastering. Yes, the sales funnel might require your time and effort to learn, but in time, you’ll be able to gain loyal customers and make relationships using this tool!
John is a long-time professional with over two decades of experience in analytics and communications technology. He works as the Senior Data Analyst at Fone Dynamics, a leader in call tracking, voice, and SMS communication. When John steps out of the office, he loves to spend time with his family and bike riding.
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