How Sales Funnels Help You Convert More Leads
Getting new leads is one thing, turning those leads into customers is what matters. Having an effective process for tracking, reaching out to and following up with those leads is essential for converting more of them.
The traditional sales funnel consists of four stages: awareness, consideration, evaluation and purchase. It's not linear, but it can help marketers understand the journey their potential buyers are on and how to guide them toward a conversion with the right content at each stage.
At the top of your funnel, you'll want to generate as many leads as possible. This can be done through social media, SEO, paid advertising and other lead generation tactics. Once a potential customer is aware of your brand, you'll need to nurture them with educational and informative content to move them through the next stages. This can be accomplished with blog posts, webinars and whitepapers.
After a potential buyer has engaged with your middle-of-the-funnel content, they'll be ready to evaluate your products or services against those of competitors. This is when you'll want to provide product demos, free trials, pricing information and case studies. This can be done through a contact form or live chat on your website. Having the option to talk with someone immediately will also make potential buyers more likely to convert.
Once you've segregated your qualified and unqualified leads, you can follow up with them in a way that will get you more of the former than the latter. Phone calls are a great tool for this, especially if you're in a B2B industry and selling a complex product. But, remember to only reach out if you have a reason, not just because you're trying to meet a sales quota.
Most people don't want to talk with you if they're not ready, so you need to give them the option of booking a call when they are. Having the right tools to automatically remind you of this and to have them schedule a time that makes sense for your potential customers will ensure that you don't miss out on converting leads who were interested but not quite ready.
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