It’s a long way down, but the payoff is definitely worth it.
All this social media stuff is a lot of fun, and there’s never been an easier time to reach your customers online. After all, it seems every day brings a new study showing how much time people are spending online. At this point, it might be simpler to just tell us how much time people spend NOT surfing the web.
The point is, your customers live online. You live online. You’re reaching out to them through your various channels for all the reasons every business is: brand awareness, customer service, etc. But the big reason it’s important for you to be online with your customers is to drive sales.
And the big way you drive sales online is by establishing the digital “sales funnel,” guiding them through the various steps from discovery to payoff. So what exactly is this and how does it work? There are a ton of different models out there, and your particular sales funnel may vary based on your needs, but here are the basics.
AWARENESS
The top level of the sales funnel is awareness.
This is the part you’re doing already – getting out there on social media, engaging with your customers and keeping your business top of mind. As hard as it can be sometimes to gauge success at this level, make no mistake this is a crucial first step. Keep on your analytics to determine how well you’re doing here. As mentioned, it can be hard to gauge success, but at the very least you can determine through analysis which channels are getting you the most bang for your buck.
Now this is by no means limited to social media. Regular online newsletters, branded infographics, press releases which are disseminated online are additional tactics. There are a slew of options for making sure when your customer thinks of your industry, they think of you. After all, If your customers don’t know who you are, you can’t get started moving them to the next stage:
CONSIDERATION
Congratulations, your constant social media presence has paid off and you’ve hooked someone.
At this stage in the funnel, a potential customer has become aware of your product or service and is starting to weigh the pros and cons. This is your time to get in their face with a value proposition and prove to them why they’re about to make the right choice by choosing you.
Online, this can again take many forms. Those in a B-to-B world might turn to webinars demonstrating your solution and its importance. Video is especially popular at this stage, as an interested customer is far more inclined to devote the time it takes to view your sales pitch, giving you a little more time to lay out the benefits. This your chance to tell your story.
Content is key here; case studies, testimonials, in-depth product or service descriptions all need to be at the ready to give your buyer to the tools they need to reach the next step:
DECISION
You did it! Your attention to online marketing has paid off and your customer is ready to “pull the trigger.”
At this stage of the sales funnel your job is basically to make the whole process as painless as possible. Simple calls to action, a landing page that’s easy to navigate and as many digital add-ons as you can throw at them (bundled services, digital downloads, free consultations, etc.) will help lock that customer down and keep them locked down.
Which segues nicely into our next point:
RETENTION
Across all industries, there are two words that mean the world: repeat business.
You’ve attracted a customer with your robust online presence across multiple channels and social media platforms, you’ve hooked their interest with a well-executed value proposition and you’ve landed the sale thanks to your slick sales skills. Now what?
Consider this the funnel beyond the funnel, where you ensure that the customer becomes the repeat customer. This is where e-newsletters come in handy, keeping your customer abreast of your new offerings, inviting them to sample your other products or offerings and reminding them why they made the right decision.
This is also a great opportunity to turn your existing customers into advocates. Invite them to share their experiences online, either through a review or testimonial, or by sharing their positive experience with your company online.
A single hashtag from one of your customers, and you’ll suddenly find a whole lot of people gathering at the top of the funnel, waiting to join your new friend at the bottom.
Enjoy the ride!
Of course, the best way to get people taking a trip down the digital sales funnel into your customer base is to leave it to us by calling us at 904.638.7555, or filling out our contact form.
Like what you read? Looking for additional tips and tricks to help your small or medium-sized business succeed? Check out more of our blog posts here.
