So let’s talk marketing sales funnel shall we?
The name pretty much describes exactly what it is. It’s function is to increase the likelihood that ALL (or most) of the people that enter go straight to its destination.
In essence, it helps to avoid losing potential customers.
I never really burst out the old school marketing acronyms but hey, some things just hit home like this one.
The idea of using a funnel as an example for the marketing and sales processes in business derives from the simple marketing concept, AIDA. Attention, Interest, Desire, Action.
Although pretty self explanatory this is basically how you nurture your relationship with your customers and legitimize their loyalty.
Long before the internet…
marketing sales funnels existed. And throughout time there has always been one fundamental element always present in each part of the funnel that converts traffic and subscribers.
You guessed it…content!
Even recent studies have shown that 90% of consumers find custom content useful and 78% believe that organizations providing custom content are interested in building good relationships with them. (TMG Custom Media)
Quality content will drive quality traffic and leads to your sales funnel and it makes sense why it converts so well.
1. Generate more qualified leads
It doesn’t matter what it is you are promoting the less authoritative you seem the less qualified the lead.
In order to attract more qualified customers to your website it will have to come from content and this is why blogging, video, and even podcast are critical to you and your brand as a whole.
These are free, TARGETED leads! So take care of them before they enter your list.
2. From lead to subscriber
With solid content marketing efforts it won’t be hard to start generating quality leads. Your opinion matters and will ultimately carve out your perfect customer or prospect.
Your content should be aiming to build authority with your visitors and preparing the next round which is building trust.
The first act is usually an exchange of personal information for more information (content, again…)
Here you offer some exclusive content and this content should ultimately be the driving force to attract visitors back to your site time and time again.
An interesting free consultation, a value packed video series, a step-by-step blueprint, etc. See the trend? When it comes to the internet, content is king!
3. From subscriber to happy, repeat customer
Of course your job isn’t done yet. In fact, the real work just started. The majority, about 80% percent, of the money you make online will come from your email subscribes so let the nurturing begin.
Give them what they need to grow. I often tell people give as much as you can afford away for free.
Remember it was value that attracted them there so allow value to guide them straight to the intended destination as mentioned earlier.
This doesn’t happen all in one and not everyone will become a customers. However your email marketing will help in nurturing the one s who will.
Nurturing vs. Milking Your List
Milking, one of the biggest pitfalls internet marketers run into by buying emails and trying to pitch and sell them at every opportunity.
Although the money you make online will primarily come from your email list the responsiveness of the list will lack without you guaranteeing value every time you end up in their email.
Like a plant needs nourishment, so does your list. But remember, you’re running a business here and have the right to an income generating presence online so long as you’re product or service is of value.