When it comes to digital marketing, the end goal is still the same as any other form of marketing: to convert those future leads into long-term customers. Once you’ve reeled in those followers, you have to take them on a journey that ends with them signing up for your services or product. However, in most cases, that is always easier said than done. But not to worry! In today’s blog post, we break down the key components of a successful marketing funnel to take you from leads to conversions.
Who is Your Audience?
You’re going to have far more success in gaining customers if you break down and identify who exactly it is you’re reaching out to and introducing your business to. If you own a winter coat company, you probably don’t need to be reaching out as much to people in Florida rather than focusing on those colder states. While many people think it’s best to reach out to anyone and everyone, you’re going to be wasting your resources by doing so on those who probably won’t be needing your services. Focus your energy on where you will have the most success.
The Funnel
The Top of the Funnel: Lead Generation
At the very top of your funnel, you’re going to be focusing on lead generation. This is the time to try out a variety of strategies and skills when it comes to marketing, both online and in person. Actively post on all those social media platforms, consider any print work in magazines or any other ideas you can budget for. Be sure to also focus on your search engine optimization. If you run a car dealership in Seattle, you want to make sure you’re popping up on Google any time someone in your area is looking to buy a car. Keep those offerings enticing as well. After you’ve grabbed their attention with eye-catching designs and colors, offer a free trial or other offering that can set you apart. The less risk a future client has, the bigger shot you have at them giving you a chance.
The Middle of the Funnel: Building and Maintaining Relationships
You have accomplished step one, and see those future leads coming to your page. Great! But how do you really lock them in? This takes us to the middle of the funnel. Now is the time to start digging and really research who it is you’ve captured. Consider yourself to almost be a digital spy. Look into those people and what their needs are. This way, it will be a lot easier to target your content towards their needs. Email marketing, targeted content, and personalizing your communication are key. When those leads see that content and those messages, they are far more likely to trust you due to the fact that they can see that you’re willing to fill one of their needs.
Once you’ve started that process, divide your leads based on their behavior and engagement. This will help your chances of moving further down the funnel.
The Bottom of the Funnel: Converting Leads to Clients
We’ve made it to the final step of the funnel. It’s time to shift your focus to conversion. By the time you’ve reached the bottom of the funnel you should be well-versed in the needs of your leads, and your leads should be well-aware of what it is you can offer them to help lighten their load. As an added bonus: Consider offering those incentives again like discounts or free trials.
In order to have the best chance of locking them in, make sure to keep the process smooth and easy, bring up any positive reviews or data to show them your success rates, and keep in constant communication to answer any questions. By following these steps, you’re sure to have a happy customer!
After the Funnel: Retention
Once you’ve converted your followers to leads, and your leads to clients, you’re journey doesn’t stop there. Continuing to communicate with your new customers is great to build loyalty and keep them coming back. Ask them for feedback and to leave a review. Offer them some sort of loyalty program or exclusive offers. You’re sure to keep them for life!
