How To Use Digital Marketing To Advance The Sales Funnel
When people come to your site looking for a product or service, they don’t all want to buy right then and there. They’re in different stages of the sales funnel, especially if it’s a big ticket item.
Many just started the sales cycle and visited your site for research or to get more information. Others are narrowing down their choices and the last ones are ready to buy. From the lead generation state until they click the buy button, your website and digital marketing need to nurture potential customers. It’s going from “what is your service” to “I want your service.”
Getting them to Your Site
There are many reasons why a customer might come to your site for information. Something might be broke and they want it fixed. They’re looking for a gift. They have a problem that your product or service solves, etc. They might not even know what they want.
This is where your SEO, Google Ads, and content get them to your site. Using search engine optimization for specific search queries and ranking well for them, drives traffic. The same goes for Google Ads.
Once they’re on your main site or taken directly to a blog post, you can provide much-needed information to them. Blog posts that answer questions, showcase your knowledge in your business niche and show people why your products are better and different than everyone else helps push them to the next level of the sales funnel.
By providing them with the information they want and not just an endless barrage of products, you’re showing them you care about their needs and keeping your company in front of mind. They’ll remember you and put you on the short list for consideration.
Too many companies neglect customers in the early stages of the sales funnel and tend to concentrate on the ones further along. By catching their attention early, you’re cementing your place in the next step of the sales funnel.
Mid-Sales Funnel Social Media
The next step in the sales funnel occurs when they now have the information they need and it’s time to look for options. The sales lead has now become an informed buyer. They’re looking at various companies and finishing up their research.
This is a great time to have a social media presence. They’re looking at reviews of your business and products to see what other customers experienced. They’re checking your Facebook and Twitter feeds to see your activity and what others put on your timeline.
Potential customers see how you react to both positive and negative comments. They’re making a decision about the character of your company, so don’t disappoint them.
If they have additional questions that your content didn’t answer, then they’ll likely contact your company directly through social media or your website. It’s important to respond to them quickly, especially if it’s through a messenger app.
24-hours used to be an adequate response time, but in today’s digital world they expect an answer within a few hours.
When a customer is this far into the sales funnel, a sale is almost guaranteed. It’s just a matter of when and who they choose. Active social media and fast response times keep you in the running.
Gated Content Pushes them to Final Funnel
When a customer hits the middle of the sales funnel, they’re beyond the general knowledge stage and want more specific and technical information. High-level white papers and reports provide them the information they’re craving, but it doesn’t have to be for free.
Email marketing is one of the most effective ways to push customers into the final stage of the funnel. It’s a no-brainer that you have a newsletter sign-up on your site, but gated content provides high-value information in exchange for an email address.
Once you have the email, then you can send them newsletters, sales information and even contact them directly. This keeps your company at the front of their mind and you can tailor messages to specific customers.
It’s the Final Countdown
They’ve narrowed down the list and they’re ready to click that buy button, so make it easy for them. Your email marketing can showcase sales and encourage them to head to the shopping cart.
The key now is user experience. Choosing a product or service and heading to the shopping cart should be an easy process. The simpler the checkout processes, the better chance of a customer completing it.
You can focus on keeping the clicks to the checkout a minimum, making sure the pages load quickly and keeping the checkout simple.
If you want more information on how to use digital marketing to advance your sales funnels, then feel free to explore our site.