Your sales funnel is the journey from your viewer’s first interaction all the way to buying your product or service.
A well-designed sales funnel targets your ideal client. So they connect with you and eventually buy from you. This is key because if you’re reaching the wrong audience, all the marketing you do won’t lead to sales — simply because you’re not a good fit.
But what exactly is a sales funnel and what do you need for it? Different models define sales funnels differently. But on broad strokes, your sales funnel has five stages. So let’s explore the stages and components you need for a successful funnel.
Stages of a sales funnel
This is the first stage. They’re not aware of you, they’re aware of the problem they’re trying to solve. So they’ve started looking online for potential solutions.
This stage is a good chunk of what your marketing includes: DIY solutions, how-tos, comparisons, and similar content are key in your discovery.
Leads in this stage may find you on social media and start interacting with you. But they’re not in your territory yet.
Interest or discovery
In this stage of the sales funnel, they’re determined to find a solution and have moved to a more active research process. This is where they engage with you. They may sign up to your list, for example, if you have a download that could solve their problem. Or you may have a discovery call with them.
This stage is where the relationship begins to shape up. Your emails, blogs, and resources are meant to delight at this stage build trust and rapport. If they decide that DIYing is not enough and they need a pro, you’re top of mind.
At this stage, they’re likely following you on social and may subscribe to your list without buying anything yet.
Consideration or evaluation
At this point, they’re familiar with you. This is where nurturing happens. Your potential buyer is gauging you and getting ready to make a decision. At this point, they’re no longer a lead but a prospective client.
They may have booked a discovery call or engaged directly with you. So you can help guide their decision by providing an overview of how you can work with them to solve their problem.
Intent or decision
At this stage of the sales funnel, they’re just about ready to close the deal. Maybe comparing your plans or choosing a final option.
Here is where you go in-depth about your offer and how it works.
The decision stage often involves a quote or proposal if you work one on one. If you sell products, they may have added one to their cart — or are choosing between designs, for example.
Now that they hired you, they’re no longer a lead. They’re a client. It’s time to delight them with every interaction and over-deliver on your promises.
Three must-have elements of your sales funnel
Now that you have a view of the stages of your sales funnel, it’s time to cover the marketing you need to implement your funnel and start converting! Let’s have a look.
A lead magnet or freebie
Your lead magnet is the first point of contact for potential clients. It’s a relatively simple download or exclusive content that your audience receives in exchange for their email. It’s often called a freebie because, well, it’s free.
A high-quality freebie needs:
- Thoughtful design: Your freebie represents your brand. So you want to present a beautiful product that feels carefully thought-out and valuable.
- A real solution: No matter what your service is, your freebie needs to truly solve the problem you’re promising to solve in it. You can see it as a DIY version of your service for those who are still on the fence or aren’t ready to book a pro just yet.
- Cohesiveness: To capture the most qualified leads, those who are most likely to buy from you, your freebie needs to align with your services very clearly.
If you’re looking for inspiration for your next freebie, check out 7 freebie ideas to grow your email list.
An email sequence
On social media, you depend on them logging in, on an algorithm to show your content, and many other variables to connect with any follower.
But emails are the perfect place to build a direct relationship with your subscribers. After all, people check their email nearly every day. And while you don’t want to email anyone daily, your welcome sequence and other campaigns keep you in your subscriber’s mind.
The welcome sequence will largely depend on what your freebie is. But in general, it’s a 4-6 email sequence that builds from the initial download up to premium offers and deals. And once this one is done, you add the new lead to your regular campaigns and promos, so they get your regular updates (I recommend bi-weekly) and any special announcements.
An email marketing strategy can mean fully booked launches, sold-out products, and a constant stream of work when done right.
A sales page
Finally, your sales funnel ends with a sales page. Your sales page is basically a sales letter where you direct visitors to learn about your offer or product. It lists features, differentiators, any plans or subscriptions, and everything a buyer needs to know to pick a service. So we could say your sales page is a 24/7 salesperson that’s helping potential clients make the final call and buy from you.
One of the most important elements of your sales page is your copy. So at Moxie, we designed a sales page builder with prompts and clearly outlined sections to get you started on the right foot.
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