What's a marketing funnel? (A guide for creators) |
Are you looking to increase your conversion rate and make more money selling digital products? Marketing funnels could be your best weapon. Let's see how.
It's a digital piece that you're sure your customers will enjoy. It's loaded with practical information and expert advice. It has the potential to make the difference in the lives of your clients.
Why doesn't it fly to (virtual) storefronts?
Your marketing plan could be faulty, especially in the event that you lack an approach to guide customers at a certain point (discovering your product) starting from A (thinking about it) until the point of C (becoming satisfied and devoted customers).
Marketing funnels are the place they come in.
In this article we'll discuss the main reasons funnels used for marketing are a necessity for any creator. Then, we'll share the most effective marketing methods to employ in each step within the funnel.
Let's first take a moment in order to address the question all of us are thinking about: How can we define what is the term "marketing funnel?
What is a marketing funnel?
The funnel for marketing maps the path a prospective buyer (or "lead") will be on beginning with the business until they decide to decide to purchase.
The place a lead falls into the funnel will depend on the level of familiarity they have with the product or company and the degree to which they're close in making a choice.
Different companies break their marketing funnels down into various stages. The funnel we'll keep simple with a three-stage funnel that depicts the buyer's journey from awareness to making a decision.
Awareness:They're just starting to learn about your company or your brand. They are aware of a pain but do not know what options are readily available.
The considerations:These leads are evaluating different solutions. They're trying to figure out the best solution for their problem and if they're confident in your product.
Option:These leads are ready to purchase. They need an additional push to convert them into buyers.
Also, it is common to look at the stages of funnel separated into TOFU, MOFU, and BOFU. This is the top of funnel and middle of funnel and the lowest point of funnel. The lower down leads are, the more close they are to achieving the conversion.
Now that you know what funnels are, what can it do to make it a must-have for marketing?
What are the main reasons why you require an effective marketing funnel?
Using a funnel for marketing helps improve your marketing and efficiency.
What I'm talking about being a creator. your time is among your most precious resources.
The majority of small businesses spend less than 5 hours per week on marketing. When you have limited budget and resources to market your company online, it's difficult to guess what content will be most appealing to the people you want to reach.
So, you don't end up pitching a hard pitch to a person who knows your name.
Brian Clark, digital marketing expert and co-founder Copyblogger, a digital marketing expert and co-founder Copyblogger Explains: Copyblogger, explains :
"We are not direct selling to every audience member who engages in our content. Instead, we utilize diverse strategies both indirect and direct that help us make an argument that is convincing to our products when the time is right."
Plus, customers expect relevant content:
90percent of consumers prefer to purchase from brands who offer relevant discounts.
60% customers will be more positive about a company if they gave them useful and informative facts.
If you present your leads with relevant information at the right moment and in the appropriate moment, you'll be able to see the outcomes that target users with pertinent data that's pertinent to where they are in the buying process may yield 72% higher conversion rates .
Are you looking to turn lead leads into paying customers? We'll look at the most effective marketing tactics that work for every stage of the funnel.
What are the ways to promote your digital product at every stage of the funnel?
Attract leads through lead magnets in addition to social media ads
When they are in the stage of awareness there's no need to consider purchasing a product. They're seeking out more about their pain points and the solutions available to meet their requirements.
Give these prospects the data they're seeking through providing information of high quality which addresses their needs. The valuable information helps to establish your company's image and establish yourself as an expert in your area of expertise.
Take Ryan of Signature Edits as an illustration. Signature Edits has templates, presets, and even training programs for their intended photographer group.
Ryan knows that different photographers face various issues that is why Ryan has two guides which include an candid posing instruction as well as a gratis sample pack of editing tools to improve photos. .
Once someone has downloaded one of the lead magnets, Ryan forwards follow-up emails informing people about the company and the products it offers. Offering two lead magnets will help Ryan to tailor his follow-up emails more specific and useful.
For instance, if one decides to sign up for the editing software for photographs, Ryan knows that editing might be a subject of interest -- or perhaps it could be a way to get paint on the subject. Armed with this information, Ryan can confidently promote the tools for editing to this individual.
Writer Minessa Konecky of Direct to Success utilizes the power of interactive games to attract new leads into her marketing funnel and then provide customers with an experience that is personalized for customers.
Making use of the software for quizzes, Interact , Minessa created the lead generation game to aid you in identifying your company's greatest obstacle to generate leads. find out more about the leads you could have.
If someone passes their test, Minessa divides them into the following three categories:
in a state of overwhelm:Small business owners with many tasks to finish and don't know which way to get through their day.
Professional midlife:Entrepreneurs that have gained the knowledge they should know yet are unable to figure out how to integrate the action items into a strategy.
Perpetual procrastinators:People who understand the things they must do however, they are unable to get it done on their own.
The group in which every lead is part from, Minessa moves them through the funnel and shares three of her free mini-courses.
Once they are at the top in her sales funnel, she introduces leads to her two main products, and asks them to buy the products she sells or join her team, The Squad Academy .
One last thing to keep in mind prior to moving on to our funnel's middle: How do you get these lead magnets in the hands of the ideal customers?
Social media ads are efficient ways to advertise your lead magnets -- specifically on Facebook.
The reason is: Facebook ads generally have less cost and a higher ROI than other channels, which makes it among the most popular social media channels for small-sized businesses.
Additionally, Facebook has some of the most specific audience targeting choices available. For instance, Lookalike Audiences are a great way to find those that are like your existing customers.
Choose one of your current customers, such as bloggers or students taking online classes. Tell Facebook to reach out to more customers like the one you have.
For more information on the ways Facebook ads can help you enhance your marketing strategies, take a the following tools:
So, you've got the top of your funnel covered now that you've completed the entire bottom of the funnelyou're well-prepared for the next stage that is a consideration.
Be aware of the need to maintain leads via email marketing
If they're in the process of thinking about options, prospective customers are researching and comparing different alternatives. They are aware of what the problem is and know that they have a variety of choices to resolve it.
Your job is to convince people that your product is the best choice. You must nurture these prospects.
It's hard to quantify how important it is to nurture leads. When most leads do not convert into sales, nurturing your leads can be the difference between rocketing earnings and lower sales.
Do you think confident? On average, nurtured leads are higher in sales by 47 percent and result in an increase of 20% in possible sales, compared to leads that have not been nurtured.
with a ROI of 42 cents for every dollar spent. email is among the cheapest and scalable marketing tools that are available, especially if you're a small-business proprietor with the budget to back it.
Once you've got the leads added to your list of email addresses, you're ready to enter the leads in a nurture sequence.
Email 1.Introduce yourself, and then encourage your audience members to consider the problem you're trying resolve for them.
Email 2:Now the prospect you are talking to is thinking about their issue, Offer some valuable insights to your prospect to help in getting it solved.
Email 3.It's time to introduce your course. Outline what your course offers and why it could be a great solution for them.
email 4.You've completed your initial presentation, however the prospective customer may be hesitant. Make sure you are prepared to respond to some of the most crucial questions they might have about your program.
email 5.Make one final pitch. Explain to them the reasons they should do something now and invite them to contact you with any concerns.
Every email comes with a clear motive. After we've gotten into the emails 4 and 5 the lead has reached the process of making a decision and selling doesn't start until the last email. You want to gently lead your prospects to conversion -- not shove them in the middle of the ocean.
In the middle can also be a great chance to highlight the social proof you've built for your leads.
The concept was coined in the work of Dr. Robert Cialdini in his well-known publication Influence The idea of social proof states that "we think that an act is considered to be acceptable to the degree that there are people around who practice the behavior".
If customers also see how similar to their needs are purchasing and observing outcomes from your product they'll want to join in of the fun.
In the case of marketing, social proof is about the inclusion of feedback and reviews throughout the sales funnel, particularly at the stage of decision. Here's why:
The majority of buyers read testimonials and online reviews when they're considering a purchase.
Eighty percent of customers believe that online reviews should offer more than advice from a personal source.
72% of customers say that they have positive experiences and positive reviews make to believe in a company more.
You've made it through the initial thought process, and now the purchase is just so near that you are able to taste it. Let's go to the bottom of the section.
Decision: Convert leads with Retargeting, along with special deals
The stage where you decide whether to go ahead is the end of your marketing funnel. At this point, your advertising should make converting to your target audience.
How do you get them to the finish line?
One of the most powerful BOFU methods of marketing is to retarget.
Have you ever looked at a pair of sneakers at an online store but then went to Facebook and saw the same pair of shoes on your feed? That's retargeting.
Retargeting that is specific to Facebook is done through Facebook Pixel. Facebook Pixel , "a piece of code that you can add to your site's pages that lets you measure how you can optimize your site and create the audiences you need for your ads". It allows you to target leads from BOFU who have visited your website and were enticed by your posts.
This is how Facebook Pixel works: Facebook Pixel functions:
The pixel is added to your web page's code.
It lets you know what kinds of products your people are the most interested in.
The pixel is used to retarget and target those users via Facebook advertisements.
If they click on ads, they return to your site, from where they can complete their purchase.
In terms of the content for those advertising retargeting, the final stage is the best moment to raise the level of pressure and to highlight any special deals.
Obe Fitness did the latter by serving this retargeted advert to my feed on Facebook:
I've visited Obe Fitness' site before and have even begun filling the sign-up forms. Knowing I was close to making the switch I was targeted by them with a special discount code and an CTA to sign-up.
If you're trying to build the urgency of an event, a deal which is time-bound will make people more inclined to purchase -- and buy right now. Eighty-nine percent of Americans say that a special offer will make them likely to shop at a specific brand, whereas 48% think that an exclusive offer would encourage them to buy earlier.
Here are a few ways to incorporate the urgency of your BOFU marketing
Create a deal that lasts for a limited time and then include a countdown timer to your product webpage. It could lead to a 147% increase in the number of conversions .
When you're providing a limited-time sale, make it clear to your prospects in the middle of the sales funnel. It might just provide the incentive they require to make the purchase.
It is important to focus on customer retention over acquisition.
It can cost more than seven times more to find a new customer than keeping the existing client.
52% consumers will go above and beyond to buy from companies they've been loyal to for years.
Customers who have been customers for a long time tend to be nearly nine-times more likely to purchase than a buyer who is a first time.
In fact, many marketers think that advocacy and preservation are the final step in the funnel of marketing. When your clients have an excellent experience, and they share the information about your company or product. The referrals you receive will go to your marketing funnel, and so on.
Include a funnel in your marketing toolbox
Each product, business and audience is different. There isn't a universal strategy for marketing that will help make your conversion rate increase, and allow your funnel to grow in a matter of minutes.
If you can maintain the funnel of marketing in your top in your mind, it can aid in understanding the process of customer acquisition from the moment of awareness to buying. If you're aware of this, you'll be able to get an appropriate message to the potential buyers when they require it.
To recap of the top strategies for marketing that can be applied at all stages of the marketing funnel
consciousness:Focus on providing high-quality data that address your customers' pain points and establishes your company as an authority in your industry. Lead magnets as well as Facebook ads work wonders for this aspect.
Beware:Nurture your leads with the use of an email sequence, as well as other social evidence. Help them feel confident that your service meets their needs.
The choice:Go for the hard sales pitch. Retargeting, discounts as well as a sense of urgency to drive your leads across the finishing the line.
Keep in mind your customer's journey at the forefront of your mind every step of the way, and you'll be well on your way to creating an effective marketing funnel that can make your sales increase.
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