What’s the secret to converting more leads into customers and increasing sales? If you’re looking for a way to grow your business, keep reading.
The “how to generate leads in sales” is a question that many people have been asking and the answer is not easy. The best way to get more leads and sales is by creating content that will be shared with your customers.
Do you have a visual representation of your marketing funnel?
You’re probably missing out on leads and sales if you don’t. According to Salesforce statistics, 68% of businesses have yet to identify their marketing funnel. Those that do will, nevertheless, see results. According to Semrush, 72 percent of marketers that use “how-to” manuals as a top-of-funnel tactic receive positive results.
We’ll go through the various phases of the marketing funnel and what you need to do to improve leads and sales at each one in this blog article. We’ll also go over some marketing funnel tactics that can help you convert more leads.
What Are the Stages of the Marketing Funnel?
Many businesses have their own marketing funnel phases. HubSpot’s Flywheel model, for example, has grown in prominence in recent years.
The following are the primary steps of the marketing funnel for the purposes of this article:
- Awareness/Attention at the Top of the Funnel
- Interest/Consideration in the Middle of the Funnel
- Intent/Action at the Bottom of the Funnel
- Loyalty/Advocacy at the End of the Funnel
1. Being aware/paying attention
The first and most critical step of the marketing funnel is awareness. According to a poll conducted by the Content Marketing Institute, 88 percent of marketers believe that content marketing is the most effective way to raise brand recognition.
When prospective buyers become aware of your brand or product, this is known as brand awareness. They can stumble across your website in the search results or notice one of your advertising on social media.
You want to concentrate on bringing your brand in front of as many individuals as possible during the awareness stage. This may be accomplished via content marketing, search engine optimization (SEO), social media marketing, and paid advertising, among other methods.
Interest or consideration is the second step of the marketing funnel. Potential clients are aware of your brand and are beginning to learn more about it at this point in the marketing funnel. They may have come to your website after reading one of your blog articles, seeing a video about your product, or reading one of your blog posts.
You want to keep giving useful information to prospective clients at this point to assist them understand more about your product or service. Blog articles, films, infographics, case studies, ebooks, and webinars are all good ways to achieve this.
Intent or action is the third step of the marketing funnel. Potential clients are interested in your product or service and contemplating making a purchase at this point in the marketing funnel. They may add your goods to their shopping or request a demo for additional details.
Loyalty or advocacy is the fourth and final step of the marketing funnel. According to the Content Marketing Institute survey, 78 percent of marketers believe brand loyalty is one of the most successful applications of content marketing.
Customers have made a purchase and are utilizing your product or service at this point. It’s critical to keep offering useful material and help to your clients at this point. This will guarantee that they stay ardent supporters of your company.
4 Marketing Funnel Strategies at the Top
You build awareness and interest in your product or service at the top of the marketing funnel. TOFU tactics are what they’re termed (top-of-funnel).
According to Semrush, 95% of marketers rely on TOFU techniques, making this the most common step in your marketing funnel.
At this point, the aim is to reach out to as many prospective clients as possible and pique their interest in your product.
The following are examples of top-of-funnel KPIs:
- sources of traffic
- sessions that are natural
- advertising impressions
- frequency of advertisements
- per-session pages
Blog articles, social media material, videos, and paid digital advertisements are some of the greatest content forms for this stage.
Focus on increasing awareness and interest while developing content for the highest stages of the marketing funnel. This implies that your material should be useful and instructional. You may also utilize narrative and comedy to grab people’s attention.
Remember that your purpose at this point isn’t to sell your product or service, but to pique people’s curiosity in what you have to offer. You’ll produce more leads and sales at each level of your marketing funnel if you create engaging and helpful content.
1. Use social media to tell your brand’s story.
The basis of your marketing funnel is your brand narrative. It’s the story you want consumers to connect your goods, services, and marketing to.
Brand stories, according to studies, boost ROI. According to data from Headstream, 55 percent of customers are more inclined to purchase from a company if they enjoy the narrative behind it. Furthermore, 44% said they will tell others about the tale in the future.
Your brand’s narrative may be told in a number of ways. You may recount the story of how you got started by writing blog entries or creating social media material. You may also create films or podcasts that showcase the personality of your company.
Make sure your tale is genuine, relevant, and engaging while telling it. Share examples of your company’s culture, values, and purpose.
Patagonia, for example, is a company noted for its environmental dedication. Theirs is an adventure, an exploration, and a conservation narrative.
This brand narrative has helped them attract customers who are interested in the outdoors and care about the environment.
People purchase from them not just because of the quality of their goods, but also because of their belief in Patagonia as a brand.
2. Become an advocate for causes that are important to your brand and customers.
Values-based marketing is just as powerful as product-based advertising in boosting purchase intent, according to a research by Edelman Earned Brand.
This implies you’re more likely to gain your clients’ business if you fight for topics they care about.
Toms, for example, is a corporation founded on the principle of giving back. They put a third of their revenues towards grassroots groups that work to create long-term change.
By marketing to individuals who wish to make the world a better place, Toms has grown into a billion-dollar corporation.
You may accomplish the same thing by identifying issues that matter to your target market and promoting them via marketing campaigns.
It might be anything from environmental concerns to social justice concerns.
The crucial step is to match your marketing activities with issues that your target market cares about, and to demonstrate that you care as well.
This increases their probability of doing business with you, as well as their likelihood of becoming brand champions and promoting your company to their friends and family.
Do you know what causes are important to your target market?
3. Use Pay-Per-Click (PPC) Ads
Paid advertising are an important component of any digital marketing strategy. They may target certain demographics, hobbies, and even places in addition to helping you reach a larger audience.
According to eMarketer’s data, paid advertising is a reliable approach to raise brand recognition.
For your top-of-funnel marketing plan, there are a number of paid ad possibilities, including:
- advertisements on podcasts
- Advertisements on YouTube
- advertisements on social media
- Ads by Google
Consider where your target audience spends their time online when deciding which platforms to advertise on. This study will guarantee that you aren’t spending money on advertising that aren’t being seen.
If you’re targeting young individuals, for example, you should concentrate your paid ad strategy on sites like Snapchat and Instagram. If you’re targeting an older population, though, Facebook and LinkedIn are better choices.
Design your advertising with brand awareness in mind after you’ve decided which platforms to employ.
This might include developing a story-driven commercial or use emotionally charged language. The idea is to pique prospective clients’ interest in your product or service so that they may progress through the phases of your marketing funnel.
4. Create blogs that are SEO-friendly
According to studies, 60 percent of buyers believe blog postings are useful in the early phases of the marketing funnel.
Blogs are a great approach to create leads since they enable you to demonstrate your business knowledge while also attracting readers who are unfamiliar with your brand.
Include important keywords throughout your blog entries to make them more successful.
This can boost your search engine ranking, making it easier for visitors to discover your blog when they’re seeking for information on the subjects you cover.
Incorporate calls-to-action (CTAs) throughout your blog content as well.
A call to action (CTA) is a prompt that urges readers to do something particular, such as visit your website, sign up for a newsletter, or download a white paper or e-book.
You may direct readers to the next step of their buyer journey by incorporating CTAs, which will move them along your marketing funnel phases.
Check out these recommendations on how to rank a blog if you want to increase your site’s rating even further.
4 Marketing Funnel Strategies in the Middle
The purpose of the middle stage of your marketing funnel is to nurture leads and get them closer to making a purchase decision. It’s also about weeding out leads that aren’t a good match for your company. MOFU is another name for this stage (middle-of-funnel).
At this time, your KPIs are mostly concerned with cost savings. You don’t want to send material to those who aren’t interested, therefore your placements should be more targeted.
KPIs for the middle funnel include:
- responses to direct messages
- installations of apps
- volume of leads
You should also consider how to keep them coming back for more.
During this level, you may employ the following strategies:
- Creating lead magnets that need an email address to download, such as ebooks or white papers.
- Offering free product samples or demonstrations.
- Creating email marketing strategies to keep prospects interested.
- Creating retargeting advertising for visitors who haven’t converted on your site.
In the center of your marketing funnel, there are four tactics you may utilize to generate more leads and sales.
1. Create content for FAQs
In the midst of your marketing funnel, frequently asked questions are critical for content marketing.
FAQ pages may be a wonderful method to target certain keywords in search, as well as answer customer concerns and hesitations.
You may use keyword research tools like Ubersuggest to identify queries that your target buyers are asking.
You may also hunt for queries pertaining to your sector on social media and forums. You may locate such queries by searching famous industry hashtags. Another source of inspiration is Google’s “people also ask” inquiries.
Start thinking similar questions your target clients are likely to ask after you’ve gathered a list of queries.
You may then answer these questions using blog entries, infographics, or even videos. On your website, you may also establish a separate FAQ page.
FAQs can help you generate organic traffic from search engines as well as draw leads further down the marketing funnel.
2. Make Case Studies Available on Your Website
According to HubSpot, case studies are one of the most used types of material utilized in marketing strategies by 13% of marketers.
Case studies are now the fifth most popular content type, after only visual material, blogs, and ebooks.
Now is the moment to start incorporating case studies on your website if you haven’t before.
Case studies nurture clients in the middle of your digital marketing funnel by showing how your product or service helps organizations accomplish their objectives in real-world scenarios.
This develops confidence and credibility, all of which are necessary for converting leads into consumers.
Case studies may also be used in sponsored marketing campaigns to boost conversion rates.
To discover more about how to write great case studies, watch the video below.
3. Take use of retargeting
How can you find out whether a lead is interested if they haven’t already contacted you?
Remarketing (also known as retargeting) is a marketing strategy that presents your adverts to individuals who have previously shown interest in your brand. They may have looked at your website or followed you on social media.
To leverage this strategy, you’ll need to install a pixel from an ad platform on your website that allows you to track visitors as they move around the internet. Here’s how to get started with Facebook retargeting and Ads by Google retargeting.
Once you’ve placed the pixel, you’ll be able to build personalized advertising that will follow your leads throughout the web as they browse.
You might, for example, design an ad that promotes your product to individuals who have visited your website but have not yet purchased.
Alternatively, you may provide a discount to anybody who has visited your website in the previous week.
Installing a pixel on your website is a very efficient approach to maintain your brand at the top of your funnel. It may also enhance the likelihood of leads returning to your website and becoming customers.
Remarketing, as you can see, may be employed at every level of the marketing funnel.
4. Share Customer Success Stories
According to research, 40% of buyers buy products based on recommendations from friends or family. In addition, 91% of people check internet reviews before buying anything.
That is the social proof’s power. Customer tales are one of the most effective methods to provide social proof.
These might be testimonials on your website or product reviews on individual product pages.
You may also produce more detailed case studies that demonstrate how your product or service assisted a client in achieving their objectives.
ClearVoice, for example, has a Customer Stories page on its website that offers in-depth interviews with customers about how they utilize the platform to achieve their goals.
This method not only raises your reputation and authority, but it also increases your social proof.
Furthermore, prospects will be more willing to conduct business with you if they regard you as a legitimate and trustworthy organization.
4 Strategies for the Bottom of the Marketing Funnel
BOFU (bottom-of-funnel optimization) is all about conversion.
Your aim at this point is to convince prospects to take the necessary action, whether it’s signing up for a free trial, joining your email list, or purchasing anything.
The following are KPIs for the bottom of the marketing funnel:
- Visits to stores
- the lifetime worth of a client
Here are four conversion-boosting methods at the bottom of your marketing funnel.
1. Make a video of someone demonstrating how to use your product.
When clients reach the bottom of your marketing funnel, they should have a clear understanding of the value you provide.
They’re probably interested in trying your product, but they’re hesitant to buy it until they see it in action.
Create a demo of your product in action to alleviate their anxieties and enhance the chance of conversion.
This might be a movie or an interactive tool that replicates how your product works.
If you’re selling apparel, for example, let your consumer see how it appears on their body. Gucci executed this by showing buyers how their shoes would appear on their feet using Snapchat’s AR filters.
You could also provide an interactive application that lets customers view how a product might appear in their own house.
IKEA Arrange allows customers to virtually place furniture in their own homes to get a sense of how it might appear.
You may boost the chance of a sale by offering them a genuine glimpse of what your product looks like and how it operates.
2. Write Blog Posts That Are Highly Targeted
You should concentrate on offering as much value to your audience as possible towards the bottom of your marketing funnel.
One approach to achieve this is to write blog entries that are specifically tailored to their wants and requirements.
You might, for example, publish a blog article on the value of data tracking in marketing if you provide software that helps marketing teams track customer data.
This would be an excellent resource for marketing teams evaluating your product, and it would assist you in generating leads and sales at this level.
You may even go a step farther and discuss specific ways your product has alleviated a customer’s problem.
You may boost the probability that your audience will make a purchase from you by giving value and addressing their individual requirements.
Furthermore, evidence suggests that marketers that prioritize blogging are 13 times more likely to receive a favorable return on investment.
3. Provide discounts or coupons
In order to enhance conversions, coupons and discounts are often presented in the middle of your marketing funnel.
Six out of ten free trials result in paid subscriptions, according to data. This close rate is significantly greater for B2B enterprises, at roughly 66 percent, or two out of every three trials converting. B2C accounts for about 57 percent of all sales.
What if, on the other hand, your consumer hasn’t spent enough time with your product to convert?
Should you cancel the offer and evict them, even though they may make a purchase if they remain longer?
If you believe the consumer simply needs a little more time, there’s nothing wrong with extending a voucher or discount.
It’s preferable to maintain them in your marketing funnel (and convert them eventually) than to lose them completely.
Extending coupons and discounts may help you boost conversions, but only if you do it at the correct moment. You risk losing potential earnings if you expand too soon.
If you wait too long to make your offer, the consumer may have already made up their mind and gone on.
Finding the right balance is crucial to optimizing the efficacy of your marketing funnel.
4. Make pricing easy to understand and customize.
When a buyer reaches the bottom of your marketing funnel, they’ll want to know how much anything costs.
This is where things become a bit more complicated. A conversion’s price may make or break it. Customers may switch to a competition if they believe your pricing is too expensive.
If your cost is too cheap, though, people may doubt the quality of your goods.
The easiest method to fight this problem is to make your price as open as possible.
Make sure that all of your rates are clearly stated on your website or in your marketing materials. If you provide discounts or a free trial, be sure to include that information as well.
Customers should also be able to personalize their orders so that they receive precisely what they want.
According to the CXL Institute, designing your price page from high to low has also been proved to enhance conversions.
WPForms provides an example of this.
You don’t want a consumer to get to the bottom of your marketing funnel just to be confused or turned off by your cost.
Being open and honest about your costs might help you avoid problems and enhance conversions.
In this article, you’ll learn how to develop a price page that converts.
4 Post-Funnel Marketing Strategies
Your job isn’t done after clients have converted. At this point, your main emphasis should be on keeping clients satisfied so they come back for more—and tell their friends about you.
Here are four tactics for achieving long-term success.
1. Take use of surveys to learn more.
Learning how and where your clients get stopped is one of the greatest methods to optimize your marketing funnel phases.
Include surveys in your approach, whether on your website, through email, or after a transaction, to get useful data about client behavior.
A post-purchase survey, for example, might gauge customer happiness and reveal what works in your marketing funnel.
When a client cancels their subscription or requests a refund, a drop-off survey may help you figure out what went wrong so you can enhance the customer experience.
You may also utilize a post-visit survey to learn about a customer’s in-store experience, like Nordstrom Rack did in this example.
You may also segment your audience and develop marketing personas using surveys.
You can better target your marketing and obtain greater results from your campaigns this way.
Here are some possibilities for creating an online survey.
2. Put Session Recordings in Place
Consider integrating session recordings if you want to learn more about how to enhance the consumer experience on your site.
Session records demonstrate how users interact with your website, allowing you to see any areas of misunderstanding or dissatisfaction.
All you need is a recording tool like HotJar or Mouseflow to get started.
You may begin analyzing your website traffic records once you have them. This will help you enhance your marketing funnel.
If you want to know how well your checkout page is functioning, for example, you may build a segment of all visitors that visited the page and then observe their behavior.
Perhaps they get irritated when they realize your delivery costs. Perhaps they are having trouble locating the promo code entry form.
Identify the problems, then make the necessary modifications to enhance your marketing funnel and boost conversions.
3. Establish a Referral Program
Your clients are most likely already utilizing your product or service at this point in the marketing funnel.
Incentivizing them with a referral program is a terrific approach to encourage them to keep doing so.
For example, you might give them a discount on their next purchase if they suggest a new consumer to your company.
You may also thank them for their continuing patronage with a loyalty program.
This is a win-win scenario for you and your clients since they get rewarded for spreading the word about your company, and you receive more leads and sales as a result.
This sort of program not only keeps your clients returning, but it also helps you get new ones via word-of-mouth marketing.
Check out this referral example from Koodo, a Canadian phone provider that pays both the referrer and the referee an upfront reward as well as annual discounts.
4. Prioritize customer service.
You may believe that your job is done once your consumers convert.
That isn’t the case at all.
You must guarantee that customers are satisfied with their purchase, which is where customer service comes into play.
Customers are more likely to do business with you again—and to suggest you to others—if you provide exceptional customer service.
Poor customer service, on the other hand, will cause you to lose clients and tarnish your reputation.
Indeed, 68% of consumers are prepared to pay extra for items or services that provide excellent customer service.
Customers think strong customer service encounters transform them into long-term brand supporters in 86 percent of cases.
That’s why, if you want to improve leads and revenue through your marketing funnel, it’s critical to prioritize customer care.
Here are a few suggestions for improving customer service:
- Employees should be trained on how to deal with client enquiries and concerns.
- Respond to consumers as soon as possible.
- Provide a variety of customer assistance options, such as phone, email, and live chat.
- Customers’ input should be taken seriously, and it should be used to enhance your goods or services.
These pointers will guarantee that your marketing funnel runs smoothly and that your clients become long-term brand evangelists.
Frequently Asked Questions about the Stages of the Marketing Funnel
What is the difference between a marketing funnel and a sales funnel?
A sales funnel is a path that leads a customer from marketing to conversion. The process of turning a prospective lead into a paying client is known as a marketing funnel.
What content categories are appropriate for each level of the marketing funnel?
Blogs, explainer videos, ebooks, and webinars are examples of content that may be utilized at every level of the marketing funnel.
How long does it take to develop each step of a content marketing funnel strategy?
A full content marketing funnel plan might take anywhere from six months to a year to develop. Each step should be constructed independently before being joined to form the whole funnel.
In a marketing funnel, how many phases are there?
A marketing funnel has four stages: awareness/intention, interest/consideration, intent/action, and loyalty/advocacy.
Stages of the Marketing Funnel
Now that you’ve learned about all of the steps of the digital marketing funnel, it’s time to start planning your approach.
Understanding who your consumers are, what they want, and how you can provide that experience is the first step.
Begin developing content that will lead them through each step of the marketing funnel from there.
For optimal effect, remember to personalize your marketing message and methods to each level of the marketing funnel.
The sooner you get started, the more leads and sales you’ll be able to create.
What strategies have you discovered to be effective at each point of the marketing funnel?
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