The sales funnel is a vital component of any worthwhile sales strategy.
Crafted well, your funnel can convert more prospects into paying customers, improving your bottom line. If you lack experience in designing funnels, however, it may well be the case that yours isn’t converting as well as it should.
It’s not enough to simply know what a sales funnel is if you want to get ahead. You’ve got to know how those sales funnel stages work together and how you should fine-tune various aspects of your funnel to bring in prospects and make conversions.
To that end, let’s analyze the key goals that high-performing funnels set out to do so that you can gain a better understanding of how to create a sales funnel that works.
Prioritize Lead Generation Through Engaging Content
If your funnel isn’t grabbing eyeballs, chances are you won’t be luring in any prospects.
For any funnel to reach high conversion rates, it has to have prospects flowing into it constantly. That’s why successful funnels put a significant focus on generating leads from multiple sources. These include (but aren’t limited to):
- On-Site SEO
- PPC campaigns
- Landing pages
- Blogs & guest posts
- Social media marketing
- Influencer marketing
No matter which lead generation strategies you adopt for your funnel, you’re going to need content. That content has to have a hook that captures your audience’s attention.
If you’re incorporating a landing page, for instance, it should be clean, concise, and present a front-end offer that will entice visitors to provide you with contact info.
Similarly, if you’re trying to generate leads on social media, you’ll need to present prospects with a diverse variety of content (articles, infographics, etc.) and ensure that it speaks to their interests in order for it to guide them into your funnel.
There are multiple ways to present eye-catching content, but a common feature shared by most successful funnels is that lead generation content incorporates bespoke imagery that presents the product or service in the most attractive light possible.
Provide Informative and Valuable Content
Being eye-catching is only one component of the sales funnel content strategy. It’s crucial to lure prospects in, but to hold their attention, your sales funnel also needs to provide content that is informative and educational.
Think about it like this. Prospects have limited time and a whole lot of choice when it comes to the brands they want to affiliate with. Content that offers nothing while sapping their time decreases trust in a brand and makes prospects more likely to turn away.
Content that offers added value, on the other hand, gives prospects a reason to continue investing their time. It also increases their trust in your brand. As that trust increases, so too does the likelihood that those leads progress further down your sales funnel and closer to making a purchase.
Emphasize Ease of Conversion
If your sales funnel expertly shepherds leads along only to make the final conversion a hassle, it will more than likely fail. The best sales funnels make it easy for prospects to become customers by removing as many barriers to purchase as possible. Examples of barriers you’ll want to circumnavigate include:
- A lack of helpful product or service information
- A lack of engagement during the buyer’s journey
- A lack of personalization (and affordability) in pricing options
- A lengthy or complicated ordering process
The list goes on, of course, but the point is that the best sales funnels remove as many barriers to the decision-making process as possible. The easier it is for leads to convert, the more likely they’ll make that eventual purchase.
Place Importance on Follow-Up
Repeat customers are key to business growth. It makes sense, then, that the best sales funnels don’t end abruptly after a lead becomes a paying customer — they keep the momentum going to encourage repeat business. Customer follow-up is a key component here, and it starts with just a few simple steps:
- Keep the lines of communication open
- Send a thank-you note
- Check in to see if your new client is pleased with their purchase
- Direct your client to additional resources
- Position yourself for additional sales
You can pair basic follow-up measures with more advanced techniques like rewards or loyalty programs to bring the customer deeper into the fold and build trust.
Remember that follow-up doesn’t just provide you an opportunity to make repeat sales. It also provides an opportunity for you to learn more about your customer’s experience and how you can improve on it to support future sales.
What’s more, gathering customer thoughts can provide even more content for the sales funnel in the form of reviews, customer stories, and testimonials. The more positive feedback you’re able to collect and show off, the more trust you’ll be able to build with future prospects who are curious about your brand.
Understand the Target Audience
The best sales funnels have a deep understanding of the challenges prospects face, what they’re looking for in a solution, and what tactics they respond the most to.
With some research, you can develop buyer personas that aid in your understanding of the customer and answer some basic (but important) sales questions like:
- Why are they interested in your product or service?
- What will nudge them towards a purchase?
- How will they implement your solution post-purchase?
These are elements that are always subject to change — which is another part of why customer follow-up is so important to your sales funnel.
Use CTAs Effectively
Calls-to-action (CTAs) are a simple-but-effective component of high-performing sales funnels. These statements can get prospects to “bite,” taking actions that will lead them further down your funnel and closer to making that all-important purchase.
The best funnels include CTAs that are simple, to-the-point, and clearly spell out what actions you’d like the prospect to take next. To maximize your sales funnel conversions, you’ll want to make sure you include these throughout the customer journey.
What Is a Sales Funnel That Works?
There’s a lot that goes into making a sales funnel effective, and you’ll want to make sure you have the right tools to support your funnel from start to finish.
Generating leads on social media, for instance, is something you can accomplish with greater ease when you take advantage of automation tools like Sharetivity and maximize your potential impact through social media.
Be sure to look for opportunities to simplify every step of your funnel, and streamline your sales process so you can guide more prospects down the path to becoming repeat customers.