How Big Brands Can Make The Most Of Sales Funnels

How Big Brands Can Make The Most Of Sales Funnels

Savan Francis
Savan Francis/July 27, 2019

Despite its astounding success rate and growing popularity among businesses of all shapes and sizes, many still shy away from using sales funnels to optimise their conversions. An effectively built sales funnel could ultimately serve as a lead generation machine that can convert your traffic into loyal customers. Whether leads stay or leave your sales funnel boils down to how effectively you construct the buyer journey. Now what is just as important as carving out a smooth user journey is having well-placed Call-To-Action (CTA) buttons for your conversion-ready-visitor.

However, cobbling together a couple of pages and implementing a sales funnel will not guarantee you the desired results in this world of discerning users.

“It’s not having a sales funnel that matters, it’s the content in the funnel that matters”

To tap into the tastes and sensibilities of your ideal user, you need to build a series of actionable stages within your sales funnel that can turn your prospects into solid leads. These different stages of a sales funnel may carry everything from the relevant lead magnet; conversion-optimised landing pages, to blog content and CTA buttons. Businesses who have experienced the power of sales funnel would testify to its capacity to turn visitors into leads and leads into customers.

“One must not underestimate the power of a good copy”

Well-crafted copy can go a long way in influencing leads at different stages of their buyer journey. Always remember that each phase of the sales funnel is carefully designed to engage visitors based on how deep they lie in the funnel. And the copy used in these crucial stages could just be the difference between a user bouncing off the funnel and a user heading towards sales page with money in hand. If you feel that you can’t quite hack it, do not hesitate to hire seasoned copywriters – it could make all the difference!

Why you should set up a sales funnel right away!

The primary goal of a sales funnel is to guide a potential lead towards buying decision. Now, the efficiency of a robust sales funnel can be determined by its capacity to attract, inform, nurture and persuade a lead irrespective of its buyer intent. In order to achieve its end result, a sales funnel should be devoid of any confusion. More importantly, a sales funnel is constructed to facilitate a buyer’s journey as opposed to making them jump through hoops. In other words, the more straightforward your sales funnels, the greater the chance of buying action. Of course, depending on the size and scale of your business goals, a sales funnel could be a single landing page or multiple pages with right lead magnets.

“The best way to go about laying sales funnels is to study the models executed by famous brands, and figure out how they may work for your specific business needs”

Learning the tricks of the trade

So, you have finally set up a sales funnel with lead magnets, copy and everything on the money. Yet see that your marketing campaigns are not quite cutting it as they should. Things get all the more disheartening when you see brands in the same niche raking in all the profit using a perfect sales funnel. So what causes your sales funnel to misfire? What exactly is it that your competitor does to beat you to a potential client?

Well, how about looking into the tried and tested formulas used by famous businesses to generate the right outcome!

In the traditional marketing sense or from a purely theoretical perspective if you will, one can narrow down a typical buyer journey into four different phases, namely, Awareness, Interest, Decision and Action. These are different stages of a buyer’s journey, beginning from the moment they hear about you down to the very moment they decide to buy from you. Your job as a marketer is to make them traverse these different stages as seamlessly as possible.

How brands should set up sales funnels

Let’s take you through these four stages of the buyer’s journey so you can work out the best options for your business:

1. Awareness

This is the stage where a user discovers your business online. Let’s take the case of Netflix. Of course, being one of the biggest online video streaming networks on the planet, Netflix is discovered by millions of people everywhere. However, one must give some credits to its marketing team that always comes with unconventional but resonant content to connect with online users. Be it publishing trivia about a hit series, promoting a movie with a limited theatrical release, the marketing team really does its homework to drive home the brand message.

2. Interest

Have you ever notice what a simple homepage design Netflix website contains. It leaves no turns unturned in explaining themselves to users. It almost looks like the homepage is dedicated to dispelling the doubts and reservations of users. Straightaway it comes clean with its risk reversal policy. By dealing with what is a great cause of concern for the majority of visitors, it is a clever move to generate interest, win over their trust, before offering its subscription.

3. Decision

As a visitor moves to the next page, they come across a clearly defined subscription plan. It is simple but effective. The page presents customers with 3 different plans. It essentially asks them to select the plan of their choice before moving to the next page to confirm their subscription. Again, this is a wonderful example of a critical phase in the buyer journey where users are afforded absolute freedom to decide what they wish.

4. Action

This is the page where you expect users to sign up for a subscription using their name and email address. From here they are directed to billing. Now, this is the page which should be without any distractions that can potentially deter users from entering the details. Netflix’s billing page is as clean as they come. It’s also got some quirky one-liners and light-hearted thank you notes for the new customers.

Feeling the pulse of your leads with A/B testing

You feel that you have got few equally good variations of a sales funnel or landing page. You want to find out which one of these properties works best in the conversion scheme of things. The most effective way around this age-old marketing dilemma is by using A/B testing. No matter where users lie in the sales funnel, you can dial in this marketer-friendly technique to gauge their volume of interaction inside the funnel.

Which sales funnel tools should marketers use?

Among all other things, the best part about using a sales funnel is that it spares the average marketer the hassle of having to rely on web developer to make the slightest of tweak on your landing pages. It allows you to create conversion-optimised landing pages and measure them against one another using A/B testing. Sales funnel tools are infinitely beneficial to marketers who are expected to slice and dice the analytic data for repurposing or reshaping marketing strategy.

Clickfunnels: Most people labour under the notion that it takes technical finesse to conceive and execute a sales funnel. Well, not if they have used Clickfunnels. Of course, building a pitch-perfect sales funnel is a meticulous process that requires a lot of patience and creative thinking. But with Clickfunnels a marketer can essentially automate pretty much all the key marketing processes. Doing away with all the cumbersome marketing processes, Clickfunnels offers you the most convenient means of analysing and tracking user data inside the funnel. More importantly, it helps save your precious time and cut down on expenses while also enabling you to turn your leads into clients.

Leadpages: a popular lead generation tool that lets you build conversion-optimised landing pages with great ease. Use a sales funnel to develop the whole gamut of landing pages from the video page, blog pages to sales pages and optimised Google Ads landing pages. Leadpages come with inbuilt A/B testing functionality and analytic insights. The easy-to-use sales funnel tool is designed to blend seamlessly into WordPress and other content management systems (CMS). It can even be published on non-WordPress sites by adding the HTML snippet to websites. As for posting on Facebook and other social media channels, all you need to do is use the URL of Leadpage.

What are you waiting for?

The task of planning and implementing a sales funnel may appear daunting at first. But the further you go down the rabbit hole, the more accustomed you become to the inner workings of a sales funnel. You may flounder in the course, but once you get your head around it you can relax and let the sales funnel do the rest for your brand. Remember, the big idea is to keep experimenting with different funnels until you find the perfect combination for your business. If you follow the standard four-step buyer journey and just keep at it, you will find yourself among the big brands in no time.

If you are not already using sales funnels in your marketing strategy, now is the time to start exploring these awesome tools – they WILL benefit your business and support your sales goals.

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