Creating funnels to sell services
Sales funnels, known as “sales funnels” in English, refer to a technique aimed at maximizing conversion rates to sell more effectively online. A sales funnel is an online pathway designed to guide visitors towards a specific action, such as purchasing a product or generating leads through a contact form.
This marketing concept describes the process through which prospects become customers, transitioning from awareness of their need to completing the purchase. A sales funnel functions like an inverted funnel, converting a visitor into a loyal customer through successive stages. To succeed, it is essential to reassure the consumer, build trust, and convince them of their purchasing decision. A funnel guides the user in a structured manner towards your product or service, ensuring a smooth and effective sales experience.
The Three Types of Funnels
The primary goal of sales funnels is to convert your visitors into customers by following specific steps that a prospect takes on your site before completing a purchase. This process includes four key stages:
- Awareness (Attraction): The consumer becomes aware of a product or service.
- Interest (Interest): The consumer shows interest in the product or service.
- Decision (Desire): The consumer decides to purchase the product or service.
- Action (Purchase): The consumer completes the purchase.
This method, known as the AIDA method, is essential for understanding, facilitating, and improving the customer’s journey and experience when making a purchase from your brand, regardless of the marketing strategy in place.
Russell Brunson, an American marketing expert, discusses three main stages:
- Top of the Funnel (ToFU): Attracting qualified visitors to your brand. This can be done by improving visibility through a content strategy on social media, optimizing your site’s SEO, and establishing partnerships with other affiliations.
- Middle of the Funnel (MoFu): Converting visitors into leads by generating interest and demonstrating your expertise. You need to show what sets you apart from the competition and why they should choose you.
- Bottom of the Funnel (BoFu): Converting these leads into customers by assisting them in their purchase decision and convincing them 100%. It is crucial to highlight the benefits of your offer and to sell the right offer to the right person.
A well-structured sales funnel works like an entonnoir, guiding the internet user from awareness of their need to the completion of the purchase.
Tools to create your sales funnels
To create effective sales funnels, it’s necessary to use multiple communication channels and adopt a content strategy that reaches the target clientele. This falls under inbound marketing, where the consumer, who isn’t yet familiar with the brand, is drawn in by high-quality content.
- Use social media (SM): Publish professional content to attract attention.
- Establish partnerships: Collaborate with personalities, brands, or relevant certifications within the company’s field of activity (DAS).
- Launch advertising campaigns: Use social media and Google Ads (GA) to optimize your SEA.
- Optimize SEO: Improve the natural ranking of your website with precise queries and quality content.
Example of a customer journey :
A prospect discovers a brand on Instagram, Pinterest, or through website SEO. They sign up to receive a lead magnet offered on your site or in a blog article (such as a white paper, e-book, or other documentation). They enter a sequence of welcome emails and subscribe to the newsletter. If they have an immediate need, they visit the company’s services page and make contact or a purchase. Otherwise, you continue to nurture them with information through the newsletter until they make a purchase decision.
To create an effective sales funnel, it’s crucial first to study and identify the needs, problems, and buying behaviors of the target market. Then, to retain their attention, inform them with freely available content that demonstrates your expertise and addresses their needs, using a sign-up form to strengthen leads. Once you’ve gathered their details, contact them with personalized newsletters to offer tailored deals until they finalize their purchase.
Through these elements, your prospects will be guided toward completing their journey with your company. The more personalized and meaningful the experience, the higher your conversions and customer loyalty will be.
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