More and more business owners are waking up to the idea that they need a ‘sales and marketing’ funnel to drive customers into their business. The idea that you can take ‘unknown’ people and convert them into paying ‘customers’ – with no stages in-between – is simply flawed. You have to work hard to get people ‘in’ and to work them so they convert into customers.
But I suspect rather fewer business owners are aware of the six very discreet stages in the funnel – all of them equally important. Most businesses should think very carefully before missing out a step.
1 – The traffic driver
The method you use to drive people towards you and your business. This might be Google Adwords taking people to your website. It might be your business card. It might be you speaking at a local business show. It draws your target customer towards you.
2 – The lead bait trigger
The reason that people will ask to be added into your funnel. This can be your free ‘7 secrets’ book, or a video training session, a free trial at your gym, or a money off voucher at the local restaurant
3 – The opt-in
This is the mechanism where you collect the person’s information. It can be a web form, or even a sheet of paper passed around the room after a talk.
4 – Nurture
The section so often missed out. You’ve met me. I’ve said I’m interested. You’ve got my details. You’ve sent me some information. And then ….. nothing!! People aren’t always ready to buy when you are ready to sell. Give them time. Keep telling them what you are up to. Nurture them.
5 – Conversion
There comes a time where you have to make it easy for them to spend their money with you. Campaigns. Offers. Reasons to buy now.
6 – And then the upsell
Once people have become customers – make it easy for them to spend more money with you. Don’t be shy about it.
In my experience, many businesses are pretty good at steps 1, 2 and 3 – but often the strategy after that is to simply hope for the best. If you want a robust machine that continues to deliver paying customers, you need a marketing funnel that works powerfully top to bottom.
Let me know if I can help you construct your marketing funnel.