Inbound Marketing Funnel
Using The Inbound Method In Your Marketing Funnels…
Unless you have been hiding under a rock in the sales and marketing world, you will have heard about sales funnels and the success they can bring.
Sales funnels aim to convert prospects into sales and thus customers using a number of stages.
An inbound marketing funnel is similar to the stages and processes involved. However, they tell us, marketers, the types of marketing signals we should be sending and when we should be sending them. Every visitor to your website is after something different. You should use your inbound marketing funnel to understand what it is that visitors want and therefore the types of marketing material you should be targeting them with.
Instead of aiming to generate sales at every stage, inbound marketing funnels take a different approach by building trust and credibility gradually and naturally.
This way, the customers that do end up being generated are loyal and far more valuable for your business. Customers who feel as though they know and trust your company are far more likely to keep buying or recommend your services to others.
Let’s have a look at the main stages of every effective inbound marketing funnel…
This stage is all about attracting prospects to your website but making sure its the right people. You should aim to bring those who are likely to become leads, rather than just any man and his dog!
This can be done using SEO by trying to get your website ranking for all the right topics, or by being active on social media platforms and interacting with the right people.
This is the top of your marketing funnel, so people are nowhere near being ready to buy. It is therefore important not to immediately target them with pushy sales information – your content needs to provide actual help and value. If people feel like they have learnt something they are far more likely to consider returning to your site.
This stage of every inbound marketing funnel accounts for around 85% of your website traffic. It may seem depressing that none of this traffic will be purchasing, but if you want a successful marketing funnel it is important to understand the value of building trust with prospects gradually.
This stage of your inbound marketing funnel gives you the opportunity to engage and form relationships with potential customers. This could be done via email, live chats, social media platforms – or all of the above!
At this point in your inbound marketing funnel, prospects are further along the funnel but still not quite ready to get their money out. You could offer some kind of premium and high-value product for free to push them further towards purchasing or use dynamic content on your landing pages and order forms.
Try to personalise this part of the journey as much as you can to your target customer so that all the information they need is available. If customers are still left wondering about what your product or service will add to their life, they are unlikely to make the jump to the next stage of the funnel.
This stage of the inbound marketing funnel accounts for around 10% of your website traffic, which might not seem like a lot but providing people at this stage with as much information as possible is guaranteed to increase your funnel conversion rates.
The main goal for this phase of the funnel is to educate!
Once people have reached this stage of your inbound marketing funnel, congratulations – you did it. By this point, a visitor has their purse in hand and is poised to make a purchase and buy into you and your brand. This stage only makes up for around 5% of your website traffic but every single person that visits your site in this frame of mind is highly valuable.
Although website traffic at this stage is extremely valuable, this stage of your inbound marketing funnel is perhaps not so. This part should be made as easy and quick for your prospects as possible with quick order forms and checkout processes.
The important part of your funnel is getting people to this point. The process of continually and gradually adding value and educating potential customers means that when people do reach this stage, there is a relationship based on trust already established.
It is important to remember that once a purchase has been made, your duty doesn’t end. You must maintain the relationships with customers that you worked so hard for, to prompt them to return and make more purchases and/or recommend your services to friends.
There are a number of tools out there to make this a lot easier, such as Clickfunnels, which allow you to completely and effectively customise your email marketing and use automation to take the weight off your shoulders. For example, as soon as a purchase is made, the tool will automatically contact people to say thank you and perhaps offer them or their friends a discount code. Clickfunnels also allows you to construct your whole sales funnel, all in one place.
Need some advice?
If an inbound marketing funnel sounds like something you want to create or you need some advice on how to improve your already existing funnels, we can help.
Give us a call on 01226 720 755 if you need any more information.
Disclaimer: We are using affiliate links in this post, so if you choose to purchase Clickfunnels by clicking on a link, it will pass a little commission our way (at no extra cost to you).