We talk a lot to our clients about how we can get the most out of the traffic they are getting – and one area almost everyone fails at is creating a sales funnel. If you consider out of the traffic you get to your website, how many are actually looking to make a purchasing decision right there and then, it’s less than you might think.
Some users will be researching, learning, doing due diligence, comparing you to your competitors, or even looking with future plans in mind.
By engaging with these users, and offering them some content of high-perceived value in exchange for their basic details, we can capture them as potential customers.
The aim is to then enter them into a marketing automation system, where we email them on an auto responder with a mix of useful emails. This set and forget system can be set up to send them a welcome email, reinforcing the brand immediately and perhaps sending them a copy of whatever document or resource they wanted to download, right there and then.
Once in the sales funnel, they then get an automated series of emails, with further useful information for exactly what they are looking for.
This could be advice, recent industry news, step by step guides, or various different useful resources, all with the intention of being very engaging content. Each time you reinforce the brand, so when they are at the point of making a purchasing decision, they have you in their mind and they know exactly where to go. They are not scratching around trying to find that company they looked up 3 weeks ago and finding your competitors instead of you.
When you couple up an effective sales funnel with a website designed specifically for conversions, the effects on your inbound marketing can be huge.
With basic marketing automation systems like this in place, you make the most out of the traffic you do get, converting traffic and placing them in a sales funnel providing useful information to the point of engagement.
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