The funnel is an important part of the sales process that shapes the experience of the potential audience of the company and is a determining factor in the final purchase.
The sales funnel is, in fact, the customer’s journey or the potential audience’s path, ranging from “brand awareness” to the moment of “buying action”.
Usually in the field of marketing and sales, this trip is represented by a graphic illustration that divides Lead’s development into a series of steps in increasing interactivity and trust.
Preparing the sales funnel document helps teams identify related marketing and sales activities that will lead to building trust and increased customer engagement.
After illustrating these tasks, the team manages the CRM tools of the libraries and focuses on its tasks and responsibilities and prioritizes its subsequent efforts.
In this article, we describe the concepts and stages of the construction and improvement of the funnel for you.
What is a funnel?
Before we talk about the benefits of making a funnel, let’s review the basic concepts. Basically, during the sales process, we are in touch with three groups of people:
Lists or potential audience
Laid is the one who knows about your company and product or even who is looking for a purchase; however, it is still not familiar with your product.
As you can see, the group will be very large; however, you will later qualify for this category – the lids that have certain features and are more likely to turn into your customers.
For example, if you sell pets, you will find more people who own pet in comparison to those who publish pet pets on their blog.
A “prospect” is a term used differently by company type. In many cases, we find potential audience with eligible ones.
However, if you look for a more precise meaning of this term, potential audiences are people who have been somehow in contact with your company and are still interested in your work.
Therefore, all potential audience is Lead, but the picture of this statement is not correct.
The third is the customers that we all know. “Customers” are people who have bought from you.
At a higher level, you can distinguish customers who have just purchased you from customers who have purchased multiple times. The second group is called “repeat customers”.
All of these people play a role in your sales funnel. To imagine a sales hopper, you can imagine a pyramid in reverse or a kitchen funnel in your mind.
Notice the following image:
As you can see, the lids are on top of the funnel. This section is where you set up a large network and try to enter into your sales funnel for as long as possible.
A small percentage of these libraries will be your potential audience, meaning those who really are interested in your product or service and have a purchase situation. In fact, we are faced with a kind of game of numbers.
The better you get into the funnel, the more potential audience you will have. This is a very important issue because more potential audiences mean increasing your actual customer base in the future.
The last section of our sales funnel is dedicated to our customers. A small percentage of buyers interested in your products will eventually buy.
An important point is to calculate the percentage of people who drop into the sales hopper. So, when working with a hopper, you have two goals:
Find loyal lids and guide them to the process
Increasing the number of people who go down the hopper.
If you want to experience more sales, you need to take both goals seriously. Of course, the above image is a very simplistic version of the sales funnel.
At this point, let’s take a look at the general sales process and adapt it to the top hopper.
The characteristics of the sales process depend on the type of product you are producing, but usually in most processes, customers go through the following path:
Awareness: In the first step, you must get potential customers from your product. To do this, you can use various methods, such as social media marketing, email marketing, cold calling, attendance events, marketing, and marketing.
How you want to make others aware of your product is really about your product.
For example, if you are a mobile phone designer, mobile marketing is a more effective way of informing the lids; but if your product is a lawnmower and related parts, traditional advertising on the radio is a better way to introduce your brand.
Training: At a later stage, you need to educate your potential audience. The purpose of training is to give people a look at why you need your products or service and how these products or services work.
At this point, you can start promising sales, but the excess in promising measures is somewhat baffled by customers. Instead, think about ways to be friends with potential customers.
Evaluation: Potential audiences want to check if purchasing is the best option for you. At this point, it’s best to stay a little back and let them do their own assessment.
Again, depending on the industry in which you work, you can put a trial version or demo of the product to customers to try it out. If you do not have direct sales, movies and videos come to your aid.
Generally speaking, potential audiences at the assessment stage want to talk to others about their potential purchases. Therefore, the base of loyal fans is made at this stage.
Interaction: You have provided all the information needed by the audience to make a decision. Now they just have to make a decision.
Many people are stuck at this stage in the sales funnel; therefore, your job is to close them without excessive pressure or pressure, so that they can be discarded from the hopper. One of the right options for special rewards or discounts is limited.
Commitment: Commitment means that people have decided to buy your product. Some marketers consider this stage to be the same as the purchase stage, but depending on your industry, other options are likely to occur.
Sometimes people speak about buying (verbal commitment); but then they go their own way and never return for purchase.
Remember, the likelihood of returning the audience that left your brand or product is very low.
So, if someone says they are going to buy, you must immediately get the money. Do not let them go back and return a week later. Do whatever you can.
Purchase: At this point, the customer bought your product, which means you finally experienced the sale.
Loyal fans or recurring customers: Though when the real customer buys you, the sales hopper ends, there’s another level outside the sales funnel.
In fact, there are two levels that work simultaneously: loyal fans and repetitive customers. Every customer can become your loyal fan.
Loyal fans may once again buy from you and maybe not.
For example, someone who bought you home, even if he is loyal to you, will not buy you for a long time.
However, the advantage of loyal fans is to introduce and recommend your company and product to you and encourage them to buy them.
This will help you to find out more about leeds and your awareness.
The advantage of the regular customers is also greater than the brand fans, because they buy from you again.
These people may not need your help to buy again; but it’s likely that they will return to the sales funnel.
In this case, the stages of training, evaluation, engagement and commitment are repeated. In the next sections of this article, we are still talking about repetitive customers.
In one of the previous Zoom reports, we have explained that the good conversion rate is between 20% and 25%.
The conversion rate is 20%, which means 20 out of 100 products or services led to your purchase. In this section, we describe some of the ways to find and enhance the leader:
Social networks: Social networks are a great place to communicate with fans, but you should not ignore any of the opportunities to attract LID.
Join and join with different groups and communities. Instead of simply focusing your website or blog link on all posts, focus on value creation.
Do not overlook the less valuable social networks for your industry. For receipt of customer information, submit an online form and publish at the bottom of your posts.
Ask interested readers to read relevant content to fill out this form. In this section, content performance evaluation is helpful.
Blogging: Blogging is a personal and popular form of content marketing that has great performance in attracting leads.
Perhaps your blog will share news and information related to the company and products, but at the same time, through SEO, many leads to the sales funnel.
We suggest that you read two more articles on the internal and external SEO website. If you use your blog to generate the link, keep in mind some of the following:
Consider the way to collect information, for example, to get an email from an audience, because some audiences may just read blog posts once and no longer. If you do not have a contact with them, you can not move them in the sales funnel.
Avoid banner ads. Of course, earning these ads is tempting, but banner ads are usually displayed through Adwords, and other apps become your rivals.
Set up targeted blog posts. Your content should encourage customers to buy your products. In addition, if you publish interesting posts that are not related to your product, you will not increase the rates.
Suggest valuable and almost free items to people. One of the great ways to boost leydom is to offer something for free.
Instead of asking people for money, ask for your email address or contact information.
As explained in this article, the free item that you give the potential audience is called the Lead Magnet.
The Lead Magnet should be relevant and useful and make life of the potential audience easier in some way. Some common alternatives to Magnet Layd include:
E-books, infographics, webinar or training courses, tools, research and reports.
Convert LID to real customer
The real issue of the hopper is not to increase sales, but to leverage the lines from the top of the hopper to the bottom, and eventually turn them into customers who buy money.
In the long run, we will briefly review some of the best ways to increase the rate of conversion:
Make the lids feel special. No one wants to feel that they look at him just in the eye.
Communicate with people through the funds. For example, people who have liked similar sports reports.
Answer the questions in the fastest time. When someone requests specific information, it needs information at the same time to make a decision.
Constantly interact with the audience. Of course, it does not mean that you show disturbing behavior, but make them always remember you.
Give people motivation. If people buy now, what bonuses or options can you consider for them?
Be helpful and helpful. In your industry, you will find expertise to become an influential force. In this case, people consider your recommendations to be serious and trustworthy.
Investigate enough to provide recommendations and suggestions to each individual person. How Much Money Can Your Leaders Have? What are their biggest problems?
Limit partially. The indexing section allows you to access people through relevant methods, and in other words, the sales rate increases.
Division of leagues
After the stage of absorbing the lids into the sales hopper, the time for segmentation is exceeded; that is, you need to split the list of potential audience names into smaller groups.
Naturally, in the first step, you should divide your listing into two groups of potential customers (people who may buy from you) and non-buyer lenders.
After this step, you will find that a large number of leeds never reach the bottom of the sales funnel. Suppose you own a pizza shop.
In this case, the simple funnel form is as follows:
Of course, in optimal mode, you need to add more steps to the sales funnel, which we’ll mention later. Set up a loyalty program to generate leads and collect customer information.
According to the program, people will receive concessions for their purchase, which will be considered a cash discount in the next purchase. Then, send them a special coupon via email.
One percent of the libraries return email and 1% of the people who opened the email will later buy pizza from you.
Here, the question arises: what happens if you break up the lids instead of taking this process?
Suppose, instead of sending the same email to the entire list of titles, they are divided according to the type of pizza you usually buy; for example, simple cheese pizza, pepperoni pizza, mixed pizza, special pizza and other types.
Everyone in the “Other Pizza” group receives a general discount; but for people in other groups, you send different emails.
For example, if you send a Special Pizza Discount Coupon to people who often buy mixed pizza or pepperoni, you’ve tried to use it, but if you send this coupon to people who love special pizza, see its amazing effect.
So, you need to customize your discounts based on different groups.
There are other ways to segment the lids. For example, you can group people by order volume; for example, people ordering more than 100,000 tomans and people ordering between 50,000 and 100,000 tomans and those who order less than 50,000 tomans. If you consider a 10% coupon discount for people who order more than 100,000 tomans, only those who order in this volume will benefit from your discount and those who purchase less than 50,000 tomans will have no advantage They will not take However, people are encouraged to rank in orders ranging from 50,000 to 100,000 tomans, and at a later time, increase their order volume slightly.
To categorize the list of titles, you can also look at other important factors; for example, there is a different approach for men and women or those who have children and those who do not.
The location of the lids can be an important factor in your segmentation. The more personal relationships you have with the labels, the better you can drive them down the sales funnel.
Customers who buy frequently
An important part of the sales process, which is not often shown in the sales funnel, is attracting customers with the goal of increasing future sales.
Sometimes you do not have a recurring customer because some products are only sold once, but in most cases, you need recurring customers.
Recurring customers are divided into two groups:
People who buy the same product again
People who buy other products from you
For example, if you have a florist, someone may buy a gang for you every week, but if you’re a writer, probably someone who bought one of your books once again will not read the same book; though if you publish your next book, He is very interested in it.
In both cases, when two occurrences occur, people become repetitive customers:
When people like the products they originally bought.
They love your company.
Never underestimate the initial effect. Make sure customers who buy for the first time receive quality products or services.
Also, stay focused on your brand identity and organizational culture as these elements determine your company’s charm.
Signs of major problems in the sales funnel
In another Zoom article, we mentioned Silversmith’s research on launching a funnel in companies across the globe.
According to the research, about 68% of the companies studied did not even bother to evaluate the sales funnel.
Some indications are that your funnel has serious problems. These symptoms include:
Customer shopping is not smooth: potential audiences should be able to move freely in the sales funnel. If the process you’ve made is confusing and wandering the customer, you should not expect to be profitable.
For example, if the purchase process on your website is long and requires multiple forms and multiple log-ins, even your customers will lose their bootloads.
The number of loyal customers is lower than the expected rate: if your sales are less than what you anticipated, there’s definitely a problem with your sales funnel.
Often, the main reason is the disability in the bottleneck of sales. It’s best to keep track of the progress of your sales funnel with the help of tools like Google Analytics.
Also, the A / B test will help you find the factors that lead to more sales.
Disregard for old customers: If you spend all your time and resources marketing your company to produce new ones and stay out of old customers, you’ve made a big mistake.
According to statistics, loyal customers buy about 67% more than new customers. If you disregard your former clients, you lose a lot of revenue, because they are the main source of revenue for your business.
Finally, we answer the question of who, when, why and how to use the funnel:
What companies: All companies need to have a funnel to turn them into real customers.
How: A sales funnel is a program that tells customers about your products and teaches them to make a decision about purchasing after an initial evaluation.
When: From the very first day of the product launch, you can start the funnel process and steer your potential audience to the point of purchase.
Why: The sales hopper allows you to track your ROI and consider better ways to keep your customers.