What is a sales funnel?
Your sales funnel is the step by step customer path you want visitors to take so you can convert them into a sale or client. To do this, you need to move them down your funnel.
Picture the funnel you have in your kitchen.
At the widest part, which is the top of your funnel, you have brand awareness. Think social media posts, videos, car signage, adverts – everything you do in marketing to make people aware of your product.
After brand awareness, you have interest. This is where you want to capture their email address in exchange for something of value (a discount or a a PDF guide). Ideally, this then leads them into an email sequence where you help them with the next part.
Then they move down the funnel into Decision. This is where your content informs them and prepares them to make a purchase.
As you move down the funnel, it gets narrower until you get to the thinnest part, the Action step. This is where you want everyone to get to because it means they have converted into sale.
Having a sales funnel will help you qualify your leads. That means those who aren’t interested will fall out of your funnel at the top and those who are interested, will most likely give you their email address. It’s very common for people to fall in and out of your sales funnel so it may take them a few interactions before they move from Brand Awareness to Interest to Decision to Action.
How to Build A Simple Sales Funnel Model
Step 1: Know your Audience
The more you know about your target audience and their behaviour, the more effective you can make your sales funnel. Use apps like Hotjar and Google Analytics to help you understand your audience and how they behaviour on your website. Use that data to create or adjust your funnel and by that I mean your call to action button, content layout etc.
Step 2: Capture their Attention
Show up and be seen…everything your target audience is. If they are on Facebook groups, be there commenting on their posts, leaving helpful tips and advice. It also means if they aren’t where you are…move on to greener pastures.
If your budget allows for it, paid advertising is a great way to capture attention but if it doesn’t that’s okay. Focus on social media and blog content to help raise awareness and get people interested in you. Remember it can take at least 7 touch points before someone will take action.
Step 3: Website
Know that you have their attention and you are building trust and rapport with them online, you need to make sure your call to action is sending them somewhere…ideally your website where you can capture their email address. At this point you want to be very clear and tell them exactly what to do. Don’t make your visitor think.
Step 4: Email Sequence
By now you will have email addresses in your mailing list. This allows you to capture their attention again and bring them back to your website and moving down your funnel. Keep your newsletters regular and filled with great content to help them make a purchase. If you don’t have anything to say, sometimes it is best not to say anything!
An engaged list will make you money but it will take time to build up. So be patient and focus on providing valuable content that they want to see.
Step 5: After Sales Care
Don’t forget to look after your clients once they have gone through your funnel and made a purchase. You can always bring them back into it through your social media and email content. Send a follow up email after their purchase, share their social media post thanking them for their order (use a company brand hash tag and ask customers to use it so you can easily locate posts!).
How Your Sales Funnel Works
Okay so now you understand what a sales funnel. Let me show you how one works.
Let’s look at the Kai Carrier website.
You land on their website after a friend told you about their product. (this is brand awareness)
Once the website loads, you a great looking website and a pop up box asks you to subscribe and save if you enter your email address. (this is capturing your Interest)
Then you click on their main call to action button ‘Shop Gifts’ where you are taken to their product selection. (this is Decision)
You click on the product you want to buy and check out. (this is Action).
Do you have a sales funnel or do you need help with it?