In marketing, a sales funnel forms the basis of any lead generation strategy. Promotional content and ad media work to raise basic product awareness online. Secondary pieces of media are then used to pique consumer interest further, before persuading consumers to take direct action.
Key Sales Funnel Components
Every funnel can be broken down into four distinct stages.
The first step in the lead generation process rests with raising product awareness. Often, online marketers will achieve this goal via the likes of paid social media ad campaigns. Viewers of ads and awareness raising media are then funnelled toward the next funnel component.
After raising consumer awareness, potential sales leads are directed toward secondary pieces of media designed to pique their interest. This might be a comprehensive sales copy, blog, or a video which pitches the key features and benefits of a product.
During the decision phase of the lead generation process, promotional content prepares people to make a purchasing decision. To do this, content should focus on product value and powerful promotional features like limited time only special offers.
After pitching incentives during the decision phase, the final and most active component of a funnel encourages leads to take direct action and purchase a product or service. Often, this is accomplished by offering extra incentives like coupons and discount codes.
How to Build a Powerful Sales Funnel That Works
Building a successful sales funnel can sound straightforward. However, modern marketers agree that many funnel based lead generation strategies are too rigid.
In the case of a company selling ceramic kitchen knives, a sales funnel designed to capture professional chefs, will often fail to capture home cooks. Neither will the same funnel capture people like catering students or high-quality homeware enthusiasts.
Sales Funnel Automation
To cater for complicated customer journeys, smart marketers tailor sales funnel experiences to suit specific target audiences. To do this, lead generation processes identify consumers with particular interests. Each is then served landing page and funnel content that is tailored to these interests.
In the case of a catering supplies company, professional chefs can be served landing pages which speak to their professional pain points. But sales funnel automation will see that home cooks and other consumers are served content which speaks more specifically to their interests.
- Several landing pages can be created and tailored to specific target audiences.
- Different sales funnel deployments can present different consumers with different incentives and calls to action.
- Automated tracking can identify the best performing funnel designs to help marketers fine-tune marketing efforts.
Most importantly of all, modern sales funnels should be designed to capture as much visitor information as possible. This way, follow-up promotions, and direct outreach can be used to capture lost leads.
Getting Started with Sales Funnel Automation
Getting started with sales funnel automation can be difficult. Time needs to be spent creating and deploying different landing pages. Marketers also need to implement GDPR compliant reporting tools capable of identifying where new leads originate.
Thankfully, cloud-based lead generation platforms like LeadLabs can make sales funnel automation altogether easy. To find out how Lead Labs can streamline your lead generation process, click here.