A marketing funnel is important for your business; it is a step-by-step process that allows you to bring your target audience one step closer to your product/service and a buying decision. It is done through a series of actions that support your pitch and your value proposition.
Before starting a sales funnel, prepare your website with a remarkable landing page.
One of the everyday things I see on websites is a weak landing page, beautiful indeed but without a clear message. A landing page design should be simple, free of clutter, and with your target audience in mind.
Having a clear message allows visitors to focus on the most critical elements of your page. It also prevents viewers from being distracted with unnecessary information and more focused on clicking the call to action (CTA). Use your colors wisely, add contrast to elements that you want to stand out, like a CTA. Create your landing page with the buyer in mind.
For instance, take a look at One Village Coffee.
Before starting a marketing, campaign look at your competition and see how attractive (or not) their sales funnel is. Then make yours better.
Why do you need a funnel?
A funnel allows you to prospect different segments of your audience at various stages; not all of your potential customers are ready to buy from you since the beginning, with a funnel, you pave the road towards the decision.
A funnel gives you more exposure, thus more leads.
Designing a funnel for different channels helps you have better quality leads.
A great post-purchase experience will boost your exposure.
A funnel also serves as marketing research; it gives you inside information on what your audience wants and, more importantly, shows you how motivated they are to buy from you.
A reasonable conversion rate in average is 2.35%, top industries like personal finances have a 2.9%
Remember that for every 100 customers opt-ins, one will make a purchase, thus the importance of growing your email list.
STEP 1 ACQUIRING CUSTOMERS
Use social media to drive traffic to your website and your store. Your website is a display to showcase your products and services. Use your elevator pitch to inspire your clients, let them know more about you, opt-in, and eventually purchase from you.
STEP 2 MAKE YOUR CLIENT TAKE ACTION: THE OPT-IN
Offer something of value in exchange for that email, it doesn’t need to be your “secret sauce” or an expensive giveaway, but it has to be something worthy of your customer contact info. In other words, it has to be unique and irresistible.
Stop using “sign up” or “subscribe” if you want visitors to share their email; use inspiring words instead.
STEP 3 WELCOMING EMAIL AND THANK YOU NOTES
A welcome email is the first impression a company makes with a new customer; you need to make it unforgettable and of value. For instance, Food52 gives a discount when spending $50.
STEP 4 FOLLOW UP EMAIL
Now that you have your customer’s email design a campaign to lead them into taking action (purchase your product/service).
Newsletter? Coupons? Video content? The marketing campaign requires targeting your audience with special promotions crafted for them. You can segment your audience and send different emails to each segment or a generic one.
The purpose is to send them back to your website and convert.
STEP 5 LOYALTY
Once the customer purchased your product or service, send an email letting them know how much you appreciate their business and would love their feedback.
Everyone loves to share their opinion significantly if it adds up to a frequent buyer reward.
Sales funnels are essential for prospecting leads. However, your email marketing strategy is crucial to grow your business and generate revenue.
Best email marketing practices
When designing your marketing funnel, make sure to use email marketing software like Constant Contact.
I used to have Mail Chimp, but I made the shift to Constant Contact for all my email marketing needs. It is easy to use, has a drag-and-drop feature that makes our lives a bliss. You already have so much on your plate. You don’t need extra tutorials on how to make your newsletter look impressive and professional. Constant Contact does that for you with jaw-dropping templates. They offer a free 60-day trial of that is a good deal. You can use all their tools without putting your credit card info.
I also recommend creating posts with templates from Canva. They have background removal, resize, and animation tools that will boost your brand – Try Canva for Enterprise Free for 30 Days!
- Create a template. When choosing a template, look for a layout that is clean, eye-catching, and mobile-responsive.
- Write catchy subject lines. It should be short and crisp — around 40 characters.
- Draw attention asking a compelling question, including a deadline or just a teaser. You want your email to stand out in the inbox. (emojis are ALWAYS welcomed)
- Three-steps structure. Break your email into three important sections: headline (what you offer), body (how it helps the reader), call to action (what should they do next?)
- Test your email before sending it out to your entire list. I do that myself to make sure everything looks like I imagined. I click on every single link, especially the CTA.
- Send your email at the right time. For example, according to Constant Contact, the best time/day to send an email if you are in the restaurant, café, bar, and caterer industry is on a Thursday at 10:00 pm. However, track your results and optimize your opening rate by paying attention to your audience.