Basically, the sales funnel in digital marketing is a tactic that guides customers through their purchasing journey. In this process, sequences of actions are taken to encourage leads to move from the top to the bottom of the funnel.
In view of this, managers have already realized that a well-planned path can be decisive for good decision-making and increased sales.
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According to the study published by Exame , 63.3% of businesspeople are concerned about the customer experience , which leads them to follow the journey even after the purchase is completed.
Although this approach is latent for managers, every purchase and sales strategy starts with the marketing team. Therefore, understanding the concept, the steps and how to create a sales funnel can be a step forward towards the success of your business.
Are you curious? Then stay with us until the end. Enjoy reading!
What is a sales funnel in digital marketing?
A sales funnel in digital marketing is a strategy in which you identify the steps a customer goes through, from their first contact to the purchase. To foster this relationship, your marketing and sales teams must create actions to turn this consumer into a regular customer.
From the moment you and your team identify the lead 's behavior when choosing a product or service, it becomes easier to understand the main doubts at each stage of the funnel.
This way, you start to develop answers to solve the problems of those who seek you out, making the clarifications increase your chances of closing a deal.
How does the sales funnel work in digital marketing?
In digital marketing, the purchasing process is not the only movement within the sales funnel. Among the main actions that reveal the potential customer's proximity to your brand, the following stand out:
when he discovers your product/service and understands the real consumption need;
when the purchase itself is made;
when the potential customer recommends your product to other people;
loyalty and new acquisitions
Therefore, to determine the customer's level of maturity in relation to the purchasing decision, there are three stages of the sales funnel, which we will explain below.
What are the sales funnel stages in digital marketing?
The sales funnel is divided into three stages: top, middle, and bottom . This classification follows a marketing and sales perspective and serves as a visualization to understand the process of transforming leads into customers.
Below, check out the importance of each of them.
Top of funnel
The top of the funnel is when you focus on presenting your service to a customer who is unfamiliar with your business or brand. In this case, the best ways to leverage your business are:
advertise on social networks or websites;
create branding campaigns;
sponsor local events
At this stage, you should also consider that, in many cases, your target customer or persona does not recognize their own pain points. This way, you can capture them with phrases that stimulate their imagination.
Let’s say you have a hardware store. To attract a consumer, at first, use content like “Does your home need maintenance or renovation?”
Here, the idea is for the potential client to identify the real problem and then look for ways to solve it, understand?
Funnel medium
The second phase of the sales funnel in digital marketing highlights the importance of taking the customer to your landing page, convincing them to fill out a form and thus obtain data. In exchange for the information, your job is to deliver valuable content or offers, such as an ebook or consultancy, for example.
Tools such as social media, content marketing, automated email marketing and SMS, for example, are used to nurture the captured lead.
Therefore, presenting your content to the customer is a step towards reaching the bottom of the funnel, where leads are actually converted into sales.
Bottom of the funnel
Bottom of the funnel is the moment when a customer closes a deal with you. This process is called sales conversion .
Since conversions don't always happen australia business fax list immediately, your team should use techniques to motivate them. For example, if the customer abandoned their shopping cart or simply clicked on your ad several times, offer them free shipping or a discount coupon .
How to make a sales funnel in digital marketing?
To create a powerful digital marketing sales funnel, you should consider the following factors:
define your product or service;
determine your persona;
create your offer and automate the email flow;
make a landing page;
drive traffic to your landing page;
be loyal to your customer;
optimize your sales funnel
1. Define your product or service
First, decide what service or product you will offer to your client. With the material you have chosen, determine its market position based on the following elements:
cost;
payment method;
format (digital, physical, printed, etc.);
delivery model (download, email link and email)
2. Establish your persona
Not sure who you want to attract? Create a complete profile of your persona based on basic information, such as:
age;
gender;
residence;
marital status;
general interests;
profession;
wishes
Look for as many details as possible, as each ingredient is essential to create the most realistic persona possible and communicate with them.
3. Create your offer and automate the email flow
Keep in mind that your offer should be a killer, so offer something impactful when potential customers land on your landing page.
As it is a page integrated into your company's website, make a complete and clear description of your product or service, including benefits and a registration form for people to receive what you have offered.
Prime examples of valuable offers are:
instruction guides;
instructional videos;
white papers;
plug-ins or applications;
ebooks and more.
Since the intention of your offer is to receive contact information from your potential customer, use automation software to send additional data about your company, as well as elements that can attract their attention to potential purchases, including: welcome messages, social proof, testimonials and promotions.
4. Make a landing page
A landing page is a powerful conversion tool, objectively and strategically created to arouse curiosity, interest and provoke desire in the target audience.
When building a landing page, include:
a clear title;
simple yet attractive graphics;
benefits of your offer
However, for someone to sign up for your landing page offer and receive your emails, you need to have a specific field for filling in data, such as emails, phone numbers, WhatsApp and name.
5. Drive traffic to your landing page
There are several ways to grab your audience's attention for free:
produce content for social media;
provide additional content to encourage subscribers to share the offers with others;
apply search engine optimization (SEO) strategies
It is also worth highlighting the investment in paid advertising on platforms such as Facebook Ads and Google AdWords, for example, to win people over more quickly.
6. Be loyal to your customer
Keep in mind that customers see you as the solution to their problems, so find ways to ensure that they remain loyal to your brand. After all, loyalty is an important tool for generating high-value customers and revenue.
7. Optimize your sales funnel
As your website traffic grows, your intention is to understand how your landing page converts and qualifies your visitors, especially because when the sales funnel in digital marketing is created correctly, it increases:
the volume of qualified leads;
visibility among potential customers;
the overall revenue in your business.
In this regard, you can make some moves to identify the growth of your traffic.
When it comes to the top of the funnel, A/B testing , for example, is a simple way to generate good insights. Therefore, it is possible to change images, headlines, element layout, text size and the language used.
In the middle of the funnel , invest in qualifying leads , that is, focus on those who have the greatest potential. Have a defined method and consider when they come close to your business's ideal customer.
Finally, to optimize the bottom of the funnel, start negotiations by contacting the sales team. Once the purchase is closed, continue creating content for that customer and invest in a long-term relationship.
Read also: Sales Funnel for Online Courses: Improve Your Sales Process
Digital Marketing Sales Funnel Examples
Throughout this article, you discovered what a sales funnel is in digital marketing, but perhaps your understanding of the concept is still not clear.
With that in mind, let’s give an example to help organize your sales process.
So, let's say you own a hardware store and have a website where you publish all the tools and equipment you have in stock. Imagine that a potential customer is searching the internet for lumber and finds your website ( top of the funnel ).
After reading a certain piece of content about wood wear, he becomes convinced that this is a recurring problem in his home and needs to solve it. Following the article's guidelines, he searches on his website for items that replace wood (funnel medium).
Motivated, the potential customer begins to compare prices and evaluate them in several stores (bottom of the funnel) in the niche. However, since he is familiar with your store, he discovers a section with positive customer testimonials, leading him to actually make a purchase with you.
But the relationship doesn't end there. Finally, he receives, via email, an ebook with tips on how to renovate the house with the product he purchased, an attitude that proves his real concern for his client.
Sale of distance learning courses
Another simple example is to simulate the implementation of an offer to create an EAD course within the sales funnel in digital marketing.
Here, we objectively separate how the sales funnel planning and action works. Follow along!
Planning
Product: distance learning course to motivate professionals;
Audience: self-employed or contracted professionals;
Offer: when you purchase the course, get 1 group mentoring session to increase your productivity.
Digital Marketing Sales Funnel
Landing page: page to offer a free ebook on how to have a successful routine;
Email marketing campaign: sending an email with an ebook and testimonials from people who have had good results with the course with the link to purchase.
Increase your sales with the EAD platform
Now that you've seen how the sales funnel works in digital marketing, it's easier to create conversion campaigns aimed at your target audience.
In view of this, if you are a content producer and want to boost your course, count on the EAD Platform .
This is a rich platform that offers incredible and complete features to make your audience fall in love with your offering, such as:
full control over student entry into the learning environment through the creation of groups and automation of processes;
recorded and live classes with chat via EAD Player;
insertion of tests between classes and modules;
participation of multiple teachers;
library and public forums for content generation, etc.
Amazing, isn’t it? So, organize your sales funnel and promote your course to be a success. Want to know more? Talk to one of our experts and learn more details about implementing an e-learning platform in your company.
