Sales Enablement: No Lead Left Behind
A high-performance content funnel attracts your target audience, helps provide key data and audience metrics, and more importantly, doesn’t let them slip away when it comes time to make a purchase.
Your entire strategy should redirect its focus to the customer while ensuring they have the best user experience at all stages of contact. However, in order to get people to go along for the ride, you have to first pave the road and direct them down the path.
With that in mind, here are three ways you can enhance your marketing funnel and get the kind of results your team has been looking for:
Top of the Funnel
At the top of your funnel is the content used to generate interest and subscriptions.
While dispatching consistent content into your funnel is a must, you also want to do more to entice existing and prospective customers. Social media platforms have made it possible for you to impart new information and educate your customers about your brand in seconds.
Next, you need to diversify the content you share and don’t just include posts of your brand and products. Instead, share a variety of information that your audience will find interesting. You can use platform data and user analytics to research your demographics to see what posts they engage with, as well as which ones lead to site visits and website clicks. According to Hubspot, lifestyle photos and inspirational quotes are a great way to build authenticity and gain followers. However, once you hook them in with compelling campaigns, you can then start pushing them toward making a purchase.
Email marketing has come a long way since its early days, and now, you can use it to engage with your audience and direct them to your website by a simple click.
You can easily tap into email trackers and data-analysis software to get an exact number of how many customers are opening your emails based on your subscription list. This is a great way to assess what email blasts work the best and persuades customers to visit your site. Not to mention, it pushes them down the funnel and closer to making a sale.
With an application like MixMax, you can develop hyper-personalized emails (from Gmail) and take advantage of automation strategies that make sending content and keeping customers engaged simply.
For instance, here are a few more things you can do with email automation tools…
-Increase productivity with workflow and automated task management
-Embed the company logo and enhance your brand
-Get your point across with visuals and web previews
-Use email triggers to respond automatically to customer actions and responses
-Segment email lists to create focused personas and buyer communities from your subscribers
-Craft compelling, engaging newsletters with dynamic templates
Altogether, resources from the top of your funnel bring customers closer to making a purchase decision. At that point, the data from their interactions with your brand is what matters most.
Middle of the Funnel
The middle of your funnel is your opportunity to use data to profile your audience. Once you get a close-up look of who they are and how they behave, you can use it to inform the content you produce.
Data-driven campaigns will become your best friend. This form of content can help you know pivotal information about your clients such as:
-Age
-Gender
-Occupation
-Location
-Hobbies
-Interest
You will want to use this information to make straightforward content. For example, in an email to a stay-at-home mom, she may be more inclined to visit your site if you entice her with an email with the subject line “Take Your Kids Somewhere Fun,” or “Need Some Me Time?” The idea is to use customer insights to distribute hyper-focused content to niche demographics.
It may sound like an easy concept, but first, you have to gather the right kind of data to make it stick. Today, there are plenty of software programs designed to track customer interests, reviews, habits, dislikes. You can also use this software to make help identify changes or updates to your product or service and tailor your campaigns to your audience members’ exact needs.
Here are some ways you can use content in the middle of the funnel to educate and gain more conversions:
-Send polls and surveys to inquire about customer responses for your product and get instant feedback. These forms can help you get a better understanding of customer experience and overall satisfaction.
-Review insights on all your blog posts, videos, podcast episodes, and social media posts to see what content did the best. Then you can use your top-performing content to design a lead magnet ebook and use it as another way of spreading awareness and educating your audience.
-Free trials and demos are another easy way to show your customers why your product is the absolute best. Once you lead them to your site, entice your lead by signing up for a free trial. Make the sign-up process simple and touch base with your customers during these trial periods to sway them toward making a purchase.
Bottom of the Funnel
Finally, you don’t want to leave any leads behind. You have poured so much time and effort into getting customers to go to your site, interact with your content, so why not do all you can to seal the deal?
After countless email campaigns and slow nudges along the path to a conversion, you don’t want your website to be the final thing that makes or breaks the outcome. With that in mind, to avoid a loss, you have to design your site in a way that makes the buying process simple.
Your website should be user-friendly and easy to navigate, here are some qualities of a well-designed website that inspires conversions:
-Showcases original content that engages with the target audience at first glance
-Has user-friendly navigation and call-to-action strategies to get customers to sign up
-Garners a simple and professional design intended to create a calm and welcoming -virtual experience; cluttered and busy sites turn consumers away
-Time is always of the essence, so ensure that your site has optimal speed and won’t scare guests away with lengthy loading times
-Design your site with mobile-friendliness in mind. Over 60% of all internet access is done on mobile
-Incorporate a point of contact or live chat. This is a great opportunity to communicate with customers and relay key information in seconds.
In fact, integrating a live chat feature should be an integral piece to your website. It provides instant feedback and helps get information to your customers at any given time. You can learn what your customers think, help ease their concerns, and show that you care. It’s an easy way to gain conversions, and more importantly, build a meaningful relationship with your customers throughout their buyer’s journey.
Show Customers, You Go Above and Beyond
Remember, the more customers feel like they are being heard, recognized, and cared for, the greater your chances are of gaining a conversion
Your sales funnel is a holistic approach to bring a prospective buyer from point A to point B, so rather than forcing them to make a purchase from the get-go, take your time to cater to their needs, learn from their habits and interests, then present them with options that are too good to pass up.
