Your sales funnel is healthy if you have enough prospects going through it. If you’re moving enough prospects through the funnel with the experiences and interactions you create, and if you are able to profitably convert enough prospects into paying customers, your sales funnel is healthy. See our article on Sales Metrics—17 Reports That Improve Your Sales Pipeline Performance to help measure your funnel’s health.
In fact, more than 80 percent of people look for recommendations before purchasing a product, according to research by Business 2 Community. And Nielsen reports that 84% of people trust the recommendations of friends and family over marketing campaigns. That makes personal referrals the highest ranked source for trustworthiness when it comes to making a purchase.
Now that you know the stages and strategies for the new digital marketing funnel, it’s time to put it all into action with a content distribution plan. To start, create an asset list in Microsoft Excel (I’ve included a downloadable template for you below). In your asset list, you should include all of your online marketing assets, including your landing pages (an easy way to do this is to run a crawl of your website with a tool like ScreamingFrog), ad creatives, blog posts, case studies, white papers—anything that’s come out of your marketing department.
This lead capture software ranges from simple to complex. You can have a landing page that captures the data, or you can sign up for a system that tracks your user's accounts once they sign in. You can see what products they looked at, what pages they read and, judging from their account activity, you can see how likely they are to become customers.
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How to get started: If you want to do this at a conference, start by making sure that it’s ok with the organizers if you share content on your website with the people you are speaking to. Most of the times they will be ok with it and give you some pointers on what you can or can’t do, but for certain large conferences you might not be allowed to do this. To get people to visit your website, create content that is highly relevant to the topic of your talk and share it using a URL address that’s easy to write down or remember, as people will likely need to go back on their notes to visit your site.
This gives you a platform to manage and organise your leads at every stage of your marketing funnel. You can also use ActiveCampaign to track user behaviour, place users on segmented lists and target them with highly relevant email campaigns. And where ActiveCampaign really shines is its email and marketing automation, which means you can automate entire marketing strategies, turning awareness into consideration and guiding leads through every stage of the consumer journey.
In brief, we are inclined to go along with someone’s suggestion if we think that person is a credible expert (authority), if we regard him or her as a trusted friend (liking), if we feel we owe them one (reciprocity), or if doing so will be consistent with our beliefs or prior commitments (consistency). We are also inclined to make choices that we think are popular (consensus [social proof]), and that will net us a scarce commodity (scarcity).
Exits from stage. The exits from stage metric is very similar to your time in stage metric, but it allows you to see how many potential customers you are completely losing in a particular stage. For example, if your potential clients spend a year on your email list before they buy (but most of them do eventually buy), that’s a time in stage problem. If people spend 5 days on your email list before they buy, but 98% of them unsubscribe within 5 days, that’s an exits from stage problem.
At this stage, your prospect is evaluating you, your company, and your products and services. They are taking a closer look at what you have to offer than they were in the discovery phase. They are also looking at other options to see how you compare to them. At this point, you have probably sent them an initial quote or proposal and are answering any detailed questions they have.
An event scheduling tool allows you to schedule events like conference calls, lunches, and so on right from the CRM. These events become part of your calendar and serve as another way to help you move your prospects and customers down your sales funnel. You can associate contacts and deals to your events. You can also update information like dates and times from the calendar view.
That’s the main question you want to ask yourself in the final stage of the new digital marketing funnel—because there really isn’t a “final” stage in the buyer’s journey. Any business owner knows that it’s easier to keep an existing customer than it is to generate brand-new ones, so invest in keeping your current customers. Hopefully, after your new customer made a purchase, they start their journey all over again with another one of your products. Or, even better, they become a brand advocate and start selling your product or service for you in the form of recommendations.
You need to understand your audience like you do your very own yourself. You are aware of your dislikes and likes, you know what problems you face and you know the sort of people you will let help with those problems. If you learn to know your audience in the same manner, the chances of you establishing a genuine connection increase vastly. You will also be able to guide more people through your sales funnel and get those coveted ‘closed-wons’.
However, the best part about this, and the most powerful route that entrepreneurs take to scale their businesses, is that if you know that sending 100 people to your site costs you $200, for example, but you get two people to convert at $300 each, then you have a $600 return on $200 invested (300 percent). When you know that, that's when the entire game changes and you can infinitely scale your offers.
Sales funnels are right for businesses that rely on a high degree of prospect interaction and engagement to make sales or close deals. Their sales process may be long and complex or they may be selling a high-ticket item that requires a lot of consideration by the customer. Both business-to-business (B2B) and business-to-consumer (B2C) businesses use sales funnels.
Use website links that have embedded web analytic codes. You can do this through your website provider or with a free Google Analytics account. Make sure each strategy uses a different link, so you can track your most successful lead gathering strategies. Most web analytics programs will automatically mark down leads that come from major search engines.
However, say the customer is evaluating marketing automation programs to help improve the sales funnel they created. Because these programs can require investments of $1,500 a month, they’re likely to undergo a much more careful and thorough evaluation process. They might request free trials of the different systems they’re considering, have online demonstrations with each company’s representatives or view training videos to get a feel for how each system will perform.
How to get started: Everything about SEO, including its name, acronym, and definition sounds way more complex than it really is. I recommend that you start with performing keyword research and optimizing your content. You can find all about how to do that in this blog post. After that’s done, you should look into link building, which is nothing else than getting other websites to link to your content. I recommend that you checkout Backlinko’s excellent link building guide.
According to Pardot, 70% of buyers turn to Google at least 2-3 times during their search to find out more about their problems, potential solutions, relevant businesses, etc. Many people also turn to social media and forums for recommendations. At this point, they aren’t looking for promotional content; they’re looking to learn more about potential solutions for their need.
For different types of businesses, buyer needs at the problem/need recognition stage – top of the funnel (TOFU) – are different. If you’re running a consulting business, for example, then your clients already realize that they’re having certain problems around your service area – like a high cost per lead (if you’re in marketing) or disorganized spending (if you’re in accounting).