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You may have heard of the term sales funnel at some point. When we talk about digital marketing, knowledge of the sales funnel is mandatory.
To find out what it is, let's illustrate the following situation: a user visits your website and starts reading about your products and services. At this moment, he is somehow thinking about whether to purchase your products or services or not.
The knowledge of purchasing journey of the customer is what makes it possible to plan each stage of the sale. See here the advantages of using a sales funnel and learn how to set it up. Let's go!
What is a sales funnel?
To begin with, it is important to keep in mind that planning is the basis of any business, even more so in the digital world.
A sales funnel is a model that shows a potential customer's purchasing journey from the moment they make initial contact with your company until they complete the purchase.
The sales funnel varies depending on the type of business and, therefore, it is essential to know how to set it up and have a good understanding of what happens at each stage of the cycle.
How does the sales funnel work?
A sales funnel can be roughly divided into 3 parts: top, middle and bottom. Each of them has its own characteristics and, therefore, ends up requiring specific marketing strategies. See below:
Top of funnel
In this first stage, users want to solve a problem or satisfy a need and are looking for information about a market. This user is not yet ready to consume the product or service, as they have not yet decided what they want.
Often, at the top of the funnel, the user is not yet aware of their problem to be solved.
Middle of funnel
The person is already more informed or educated about a certain subject and is in the process of defining the best solution to the problem. The objective now is to carry out a conversion, transforming it into a lead, by filling out a form.
For this to happen, it is necessary to offer an incentive in return, such as a interesting content material, for example. This way, you will be helping him to obtain more information about his problem. And it will also present itself as a possible solution for it.
funnel bottom
The bottom of the funnel is where the lead can become a business opportunity. The user already has more information about the subject and about your company. You have probably already achieved a certain number of conversions on your website and already have several materials from your company.
This is when you must convince your lead about hiring your services or purchasing your product.
How to assemble it?
We suggest that you follow the 4 steps listed below to set up your sales funnel:
1. Grab your visitor's attention
Try to attract visitors to your website, landing page, blog or social network profile through digital marketing strategies.
2. Capture it
After catching your visitor's attention, it's time to get them to provide contact information so you can start interacting with them.
A commonly used way to do this is to give in exchange a free e-book, with well-thought-out content! There are also other very efficient ways, such as holding webinars, for example, which can also help convert visitors into leads.
3. Nourish it
Nurturing a potential customer means convincing them that your product/service can be the solution to a problem.
Consumer testimonials and videos are often an efficient way to build company credibility. Techniques such as promotion and free offering of other products are also often used.
4. Convert
Finally, make your potential customer pay the value of your product/service to solve their problem.
There is no secret: for you to understand your potential customer's behavior, you need to dedicate time to setting up your business's sales funnel and, of course, study each part in detail so that it advances through all the stages.
A very common mistake is to focus only on the top of the funnel and then not be clear about what to do until the purchase is completed.
The tip is to observe how much each step costs, what the possible bottlenecks are and the points for improving the process. And don't forget to review your sales funnel periodically!
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Marcel Castilho is a specialist in digital marketing, neuromarketing, neuroscience, mindfulness and positive psychology. In addition to being an advertiser, he also has a Master's degree in Neurolinguistic Programming. He is the founder and owner of Vero Comunicação and also the digital agency Vero Contents.
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