This challenge of value sequencing on a homepage is a microcosm of how to value sequence throughout the entire funnel. Here’s an example. SolarWinds posted 25% year-over-year revenue growth by sequencing value to potential buyers in its funnel. The software company built a funnel that started with overall educational content (e.g., network monitoring fundamentals, IP configuration, etc.) with higher-value content behind a registration barrier. This showed the overall value of the company in its understanding of the industry.
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This is stage with the most potential to grow your marketing funnel, and ironically, it’s the one you have to work the least in. The “advocacy” stage is your reward for all the work you put into the stage before. When you keep your customers happy, they’ll not only remain loyal to your business, but they’ll recommend you to friends and industry contacts facing a similar problem to the one you solved. They’ll brag about how easy life is with your product or service and how hard you work to keep them happy. The result is not only a bigger marketing funnel, but the chance to get a head-start on your competitors.
At this stage, you’ve convinced potential customers regarding your product’s value and its ability to deliver. Such leads are also referred to as marketing qualified leads. However, you’re not the only one in the industry providing such services which prompt the prospects to compare your business with the competition. The decision time will vary based on the nature of the product or service.
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It is important to identify your potential or target market, what their pain points are and where do they hang out online. Why would they want to buy your product or service. And why from you? What difference will it make to them? You can create buyer ‘Personas’ to help you focus better on the who and the why. Nowadays, it is easier to measure the results of any investment, especially in digital marketing activities. The idea of marketing funnels or sales funnels is to try and create the perfect business generator, which relates to transaction density, increasing sales and margins and increasing the lifetime value of a client. A funnel might be used as a way to generate leads, a Lead Conversion Generator or to generate actual sales, a Sales Conversion Generator. Nowadays, funnels are also used to upsell products, during the transaction checkout – no doubt you have seen this when you have been shopping online.
Once the customers’ interest in your company has grown, they might be willing to consider purchasing your products or serivces as well. In order to establish that, you first have to help them realising that your product is meeting a need or desire that they might have. Furthermore, you have to explain that YOUR product is the best option for meeting that need. This stage is therefore all about positioning and showing off your unique selling points (USPs): what extra value do you have to offer to customers compared to competitors? People usually consider only 3-5 different brands before purchasing one, so you want to make sure your brand is among those. Persuasion skills and a good sales team can be very helpful during this stage.
Rather than initially send your prospect a huge case study once you’ve peaked their interest, perhaps it might be better to send them a single page containing a bullet point list of the results you’ve achieved for others. Yes, it might just take 30 seconds to digest, but it gives them what they want to know (not what you want them to know) and if they like what they read then they can start to evaluate you.
Alright, at this point in the funnel you’re going to be working with fewer leads than you started with. But that’s ok! Because those that are still with you are a higher quality lead, and are more interested in what you have to offer. They’ve also taken some form of action or micro-commitment and are a lot more open to what you have to offer next. It’s at this stage that you want to begin the follow-up process and really bring the value. Continue to nurture your leads by providing more valuable and helpful information but at the same time, don’t be afraid to ask for the sale. If you’ve done a good job at guiding them along their journey up until this point the next logical step should be your core offer, product, or service. When your “warm” lead buys and exchanges their money for your product or service they become “hot”.
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Intent: To get to the intent stage, prospects must demonstrate that they are interested in buying a brand’s product. This can happen in a survey, after a product demo, or when a product is placed in the shopping cart on an ecommerce website. This is an opportunity for marketers to make a strong case for why their product is the best choice for a buyer.