funnel
/ˈfʌn(ə)l/

noun
1.
a tube or pipe that is wide at the top and narrow at the bottom, used for guiding liquid or powder into a small opening.

synonyms:

tube, pipe, channel, conduit “fluid was being poured through the funnel”

Not quite what you were looking for? Let’s substitute the words liquid and powder for opportunities and leads, and see if that make more sense…

Funnel:

A tube or pipe that is wide at the top and narrow at the bottom, used for guiding opportunities or leads into a small opening.

And that is exactly what everyone is talking about! A marketing or sales funnel is the process of casting your net to your target audience, and then taking them through a journey toward the purchase of your product or service. It is designed to assist the customer in their knowledge and trust of your brand so they feel comfortable in their final buying decision.

So how do we create a sales funnel?

There are loads of ways to create a sales funnel depending on your systems and processes. However a typical marketing or sales funnel looks a bit like this:

1. Awareness
2. Interest
3. Desire
4. Action!

This is a very simplified version of course… otherwise everyone would be doing it!

 

Let’s break these elements down briefly:

1. Awareness – The most common way these days of being able to do this is via a Facebook ad, but there are other ways that you may get in front of this new desirable potential client.
2. Interest – Also known as the Opt-in Phase. This is often done in the form of a lead magnet. A Lead Magnet is an irresistible offer or the ‘hook’ that you have put in front of your target audience. It could be an eBook or a webinar. It might be your Top 10 tips on a certain subject, or a how-to video. Whatever it is it must offer an immediate and free benefit to your ideal customer. If you’ve targeted your client in Step 1 right, then hopefully now they are willing to give you their contact details (usually just an email is fine at this point) to receive your irresistible offer. List building is like liquid gold. One’s email address is never given lightly, so we must do everything we can to hold onto this precious information and keep them engaged, and on our database!
3. Desire – now we’re onto the good stuff. A carefully thought out automated email sequence that gives our new prospect more information about us and our brand to help nurture them, build trust, and develop a relationship with them. When we’re ready to sell them something, or they’re ready to buy, this step gives them everything they need to feel confident making that next decision… which is…
4. ACTION! – Depending on your Nurturing phase objectives the action (or sale) may be an additional limited time offer from you (as an upsell on their initial free lead magnet), or simply a purchase of your product based on their needs.

Ideally this is all automated through your email marketing system or CRM (Customer Relationship Manager) once the opt-in has occurred, so once you have set it up you don’t need to touch it again. Bonus!

How to stand out:

Depending on your industry, there may be a number of competitors offering a sales funnel much like the one I’ve described above. To really stand out your Awareness campaign must be highly targeted to your ideal customer both in terms of demographics/Interests but also in the content/offer itself.

A great funnel isn’t easy, but it is effective. Have a think about what you’re trying to communicate and sell, and who you’re trying to reach. After that, if you want any help you know where I am…

‘Till next time, Jodie