You can drive traffic to your website using Google, Facebook, and other methods—then what?
What happens to your visitors when they land on your page?
Most companies have an inline email opt-in form, pop-up, pop-under or some other way to get users to subscribe. While it is great to have all of these methods of subscription, what happens after that?
I know, you thought you had it covered. You probably thought that putting your opt-in up and sending periodic emails was enough, am I right?
The truth is, you’re missing out on big money if you don’t know how to build a sales funnel. Continue reading this article to learn how to make a funnel that converts.
What is a Sales Funnel?
Simply put – a sales funnel is a way to take cold leads to prospects. On the way through the process, some of the leads get sifted out and only the ones that convert come out the bottom.
As you’re looking at creating a sales funnel, you might notice that your website needs to be updated to support this strategic build.
What Are the Stages of a Sales Funnel?
The most agreed upon stages of the sales funnel are as follows:
- Qualified Prospect
Some people also look at the stages like this:
Sales funnels help you take as much control as possible of the buyer’s journey. They help you take control by allowing you to design content based on where your potential clients are in the funnel.
Where Do Sales Funnels Fit In?
There is a lot to do when it comes to digital marketing. Where do the sales funnel fit into your marketing plan?
If you don’t learn where you place your sales funnel to be most effective, it isn’t going to do you any good. The following information will help you understand the sales funnel’s place and how to make it work for you.
The Basics of a Sales Funnel
You already know the stages of the sales funnel. These stages represent steps your potential clients take as they move towards the sale.
If we keep it very basics, your funnel will take traffic, turn it into leads and then into sales. You can have funnels for different goals in your business. You should keep this in mind for the future, but we are going to continue to focus on the sales funnel in this article.
If you create a winning funnel, you can repeat the process and get high conversions. You should know that no matter how good of a funnel you create, your conversion rate is never going to be 100%
How to Build a Sales Funnel
Building a sales funnel can be a little technical, but we are going to break it down for you, so it is as simple and easy to understand as possible. Learning how to build a sales funnel is worth it.
Step #1 – Lead Capture Page Creation
A lead capture page is a page that is specifically for capturing leads. When you set up a lead capture page, you don’t want to have other things on it. You don’t want to have your most recent or most popular posts—none of that!
When you send traffic to a lead capture page, you want to get people’s attention and have them sign up. If you put other things on the page, they might get distracted or confused about what they need to do next.
Step #2 – Drive Traffic
People need to be able to find you. Whether you are looking for local customers or you are serving a national audience—you need traffic.
There are multiple ways you can drive traffic. We will talk about how to drive traffic to your sales funnel later in the article.
Step #3 – Develop Lead Magnets
Many people aren’t going to enter their information on your website without an incentive. You can get people to enter their information by developing lead magnets that are irresistible.
When you make your lead magnets, they should be actionable. You want people to be able to download them and take the action in the free giveaway. You want them to be able to take action on the free giveaway right away so they know you are someone they can learn from.
Step #4 – Put Your Email Marketing Campaign Together
You won’t have a proper funnel without an email marketing campaign. Email marketing is a powerful tool to help you convert people coming into the funnel.
You’ll need to create what is called an autoresponder. An autoresponder will go out at specific times with the proper information to the right people. Without an autoresponder, your funnel isn’t going to get the results that you want.
There are many different companies that provide autoresponders. Look at some of the top autoresponders available so that you can find ones that integrate with other software you may be using.
Step #5 – Track Results & Review Analytics for Tweaking
If you aren’t tracking your results, you can’t see how you are doing. If you don’t know how you are doing, you can’t improve.
Before you get started, you need to set up analytics. Setting up analytics properly is an important part of the process. If you don’t know how to use technology very well, you may consider outsourcing your sales funnel creation.
Once your sales funnel is set up properly, you don’t need to design it again fully. You will want to tweak it as the analytics tell you what’s working and what isn’t working.
How to Get People Into Your Sales Funnels
Even with the most amazing sales funnel, if there is no traffic flowing through, there are no conversions. Below are some of the top ways you can use to get traffic to your lead capture pages.
1. Search Engine Optimization
Using search engine optimization is one of the most sought after ways to get people to your site. Businesses love search engine optimization (SEO) because it can bring in massive amounts of traffic without much expense after your site’s pages are ranked.
SEO does take a while to build in most cases, but the ability to get very targeted traffic is very high value. Since people that find your site through the search engines are looking for what you have, they are more likely to buy. This is a form of inbound marketing.
To win with SEO, you need to ensure your website is optimized for search. You also need to make sure that your website loads quickly. When visitors come to your website, you want them to be able to view your site fast, so they don’t click away.
Another important part of SEO is building links and getting exposure. You don’t want to have random people linking to your site. You want to have relevant and high-quality websites linking back to your website.
2. Social Media
Social media has become a major player in the traffic generation game. Facebook alone has 2 billion users and is one of the favorite social hangouts online.
If you want to get attention to your lead capture page on social media, you need to create shareable content. Besides for shareable content, you need to create compelling offers.
Remember earlier when we talked about creating freemiums? Freemiums are high-quality content such as ebooks, checklists, reports, and whitepapers. You create this high-quality product and use it as a carrot to get people to enter their email address.
Once they enter their email address, they are now at the top of your sales funnel. They then can start working their way down the funnel until they become customers.
3. Pay Per Click
Do you have a budget for pay per click advertising? If you have money in your budget for pay per click advertising, that’s a great way to get people’s attention and start driving traffic to your sales funnel quickly.
If you don’t know how to run a PPC campaign, you may sink a lot of money and still come out with less than great results. Make sure you either learn how to use PPC or hire an agency that knows.
Advertising on Google AdWords without knowing what you’re doing can cause major problems. There are various scoring factors for AdWords. If you aren’t scoring well, the amount you pay per click is going to cost more.
You are rewarded for a high-quality and high-relevancy site. If you are going to run an ad that is a little off-topic, create a whole new page that is going to make it more relevant.
Don’t think that AdWords is the only game in town. You can use platforms like Facebook or Twitter to serve ads as well.
4. Content Marketing
Content marketing is used with search engine optimization a lot, but SEO isn’t the only way to get eyes on your content. You may send emails with content you want your email list to view to get them more engaged with your company.
You may post videos on YouTube and other platforms. There are so many ways to use content for marketing to your target audience. The only limit is your creativity.
Let’s get into freemiums again. We’re going back because it’s such an important part of the sales funnel strategy.
Creating one freemium isn’t enough. One freemium may not be what someone needs, but if you create two or even three, you might hit the sweet spot for that potential client.
You don’t only have to put your freemiums in pop-ups, pop-unders, lightboxes or sidebars. You can also put opt-ins within the content that are relevant to what you’re talking about. You should position it as the next level of information.
Don’t be afraid to make your freemiums front and center. Your visitors should be able to see it right away so they can opt-in while they are interested.
Make it easy for people to put their information in your form. If the colors make it difficult to read, people aren’t going to work to give their email address to you. The easier you make it, the more email addresses you’ll get.
6. Email Marketing Campaigns
87% of B2B marketers use email marketing to get more leads. Why do so many B2B marketers use email? Because it flat out works.
The reason email converts so well is because people have already given you permission to contact them. Since they’ve given you permission to contact them, they are likely very interested in what you do.
Putting campaigns together that continue to provide value through email will allow you to continue to keep contact with people. When you’re top of mind with people, they are more likely to seek out you, your products and services.
When you set up your autoresponder, make sure you don’t leave too much time between the emails. You want to continue to contact people for at least the first five days with a super value-packed email series.
Get Started On Your Funnel
With the information above, you have plenty of knowledge to get started. Make sure you have all of your components together and any add-on tools you want to use to make your tasks easier.
When you’re creating your funnel, you should get all of the components together before you start building.
Build Your Online Business
Now you know how to build a sales funnel and how to get traffic to it. Understanding sales funnels and how to build them means you’re among a very small percentage of people in the world that have this knowledge.
Maybe you don’t want to do all of your marketing on your own. Maybe you want to have the experts work on your project and get the results for you. Does that sound like you?
Instead of trying to do everything on your own, let us help you. Contact us today and find out how we can help you build your business online.