As an entrepreneur, you know the importance of turning your readers into subscribers and eventual buyers. So, whether you’re selling a product, an e-course, or a service, there is one sharpened tool in which you will always need to include in your marketing arsenal: The Sales Funnel.
Together, we’ll walk through the basics of this popular and effective marketing tool, and we’ll discuss the components which make it a success. By the end, you’ll have a better idea of what a sales funnel is, as well as how to effectively implement its use in your business.
Before we can dig deeper into the topic, it’s first vital that we understand the sales funnel definition and various related terms and concepts.
A sales funnel is a marketing tool in which leads (those who show initial interest in your product or service) will venture through any number of stages or phases until they reach your final offer. As the funnel narrows, less leads will stick around. However, these leads are the ones for which your product or service was created, as it’s the job of the sales funnel to weed out those who don’t qualify (those who have no need to buy your product, or those without the means to do so). The individuals who remain are known as qualified leads, also referred to as prospects.
The beauty of the sales funnel is all in the design.
As a business owner, you may think that pitching your product or service to anyone who will listen will yield the best results.
The funnel, however, shows us that the best results come from those who stick around throughout your marketing campaign. A good sales funnel will weed out unqualified leads, and this will allow you to focus your time on the prospects who are more likely to purchase.
1. Landing Page
A landing page is a standalone page on your website with one goal in mind. While this goal can be non-sales related (e.g. collecting visitor emails), in a sales funnel, the sole goal of the landing page is to intrigue the reader and bring them through to the sales page.
This is the page which is linked to in email sequences (which we’ll discuss below), social media campaigns, and within any content used to upsell your product or service.
It helps to think of the landing page as an anchor for your particular campaign. This is where leads will go to collect more information, perhaps provide their emails, and get a good idea of what you’re offering. This part of the campaign will spark an interest in leads.
Use the Landing Page to ensure your page is set-up to convert your visitors into subscribers.
2. Sales Page
It can get a bit confusing trying to distinguish between landing pages and sales pages. After all, a sales page can technically be a landing page, especially if it’s the main page used to promote a certain campaign or product.
As you can imagine, the sales page will make up a large part of your sales funnel, guiding visitors towards the ultimate goal of purchase.
Once readers have landed on this page, they’re likely weighing their options and ready to learn more. This is a great time to collect emails, especially if you plan on using the next component in our list.
3. Email Sequence
Whether you’re relying on this as the main component of your sales funnel, or you’re using it as a supplementary tool, an email sequence can be used to inform readers of your product or service, and entice them to purchase.
This is more of a long-haul tactic, but it’s a great tool for turning those reluctant leads into prospects.
The email sequence will require a lot of work. You need to offer your readers value, not just a pitch. But this is why email sequences can be an effective, long-term tool to convert leads into prospects.
If you want to showcase your product on a more personal level, but you also want to offer leads some value and quality content, then a webinar is a great addition to your marketing campaign.
A webinar can be used to inform, entertain, and offer.
You can provide free content to your website’s readers in the form of a webinar, with a bit of a sales pitch at the end. Or, you can perform a product review and Q&A to help leads get a better feel for the product you’re pitching.
This is the very last component of an effective sales funnel.
While your leads will be aware of what you’re offering from the very beginning, you want to first focus on creating a need and showing them how your product or service can fill it.
At the end, when the number of leads has been whittled down to a prospective few, is the perfect time to really focus in on the offer. This is the part of your campaign which will likely take the most time. At this point, your prospects will be in the midst of making a decision. They may have lots of questions, and some prospects can really make you work for the sale. Keep in mind, however, that at this point in the funnel, your prospects are serious.
Yaro Starak of Entrepreneurs-Journey.com beautifully illustrates The Blog Sales Funnel below.
The idea of creating a sales funnel for your online business can seem daunting at first. With the breakdown of essential components provided above, however, you’re one step closer to creating a successful marketing campaign.