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How To Build A High Converting Sales Funnel

January 16, 2023
Posted by: David Tainsh
Category: Digital Marketing Social Media Marketing

How To Design A High-Converting Digital Sales Funnel

A digital sales funnel is a series of steps that a potential customer goes through in order to make a purchase or take a desired action on a website. It is a marketing strategy that is used to guide a visitor through the process of becoming a customer, and it is typically divided into several stages, including attraction, engagement and then sale close.

The first stage of the digital sales funnel is attraction. This is where a potential customer becomes aware of a product or service and begins to gather information about it. This stage is typically characterized by the use of marketing techniques such as search engine optimization (SEO), pay-per-click (PPC) advertising, and social media marketing. You then need to create a two-way dialogue with the lead and engage with them over a time duration before converting them into a customer. This stage is characterized by the use of lead magnets, such as free courses, e-books, webinars, and free trials, to entice the visitor to provide their contact information in exchange for more information. Once someone’s details have been captured you can then move on to the second stage.

The second phase is engagement where the potential customer begins to take an active interest in the product or service and starts to consider whether it is a good fit for their needs. Typically engagement is done via an automated email sequence and re-targeting. During this phase, you need to create a ‘desire’ for the lead to purchase the product. This stage typically uses persuasive copy, testimonials, and case studies to build trust and credibility and to create a sense of urgency. The end goal of engagement is to prove to the lead that you can solve their problems and that other people have had massive success from your product or service. This will then enable you to close them that much easier.

The final stage of the sales funnel is where you ‘close’ them and they become a customer. This can be done in an automated way ie you send them an email and present your offer or it could be done via an online consultation

The Stages Of A Sales Funnel

So now you have a brief over view of what a digital sales funnel is lets look closer at each stage and break them down so you can see what they comprise of and how they work.

Attraction:

This is where you are attracting the lead to your product. This will then create the engagement process which will predominantly be done via an email sequence and re-targeting.

When you are attracting a potential lead to your business you need to create content that the lead identifies with which is typically addressing a problem the lead has and you will then show that you are capable of solving this problem and that you have been highly successful in solving the same problem for other clients who will even give testimonies to say how great you are at doing it! The main goal of the attraction phase is to create an initial ‘handshake’ with the lead where you get their contact details primarily their email address so that you can then start engaging with them.

So what should you post to get a lead attention and more importantly get their contact details?

A lead magnet is a marketing tool used to attract and capture potential customers’ information, such as their email address, in exchange for a valuable offer or piece of content. This offer is typically related to the product or service being sold and is designed to appeal to the target audience. Lead magnets can take many forms, such as an ebook, free course, free challenge, webinar, checklist, or free trial. The goal is to convert website visitors into leads by providing them with valuable information in exchange for their contact information, which can then be used for further marketing efforts. Lead magnets are a vital part of any successful lead generation strategy.

Engagment:

Webinars:

Webinars are an effective marketing tool because they provide an interactive and engaging way for businesses to connect with potential customers. They allow businesses to share valuable information and insights about their products or services in real-time, while also providing an opportunity for attendees to ask questions and interact with the presenter. Additionally, webinars can be recorded and used as a marketing asset to attract new leads, even after the live event has ended. Webinars can also be used to build trust and credibility with potential customers by demonstrating expertise and providing valuable insights. The best strategy I have found when using webinars is to make sure they are over 15 minutes in length and answer every question a lead could ever ask while also showing past clients and the success they have had with your product or service. The moment someone watches over 15 minutes of your webinar shows they are highly engaged and are highly likely to buy. This is usually less then 20% of your leads when they initially sign up. At the end of the webinar you can either get them on a free consultation or present them with a special offer to buy your product.

Re-targetting:

Retargeting is a vital component of a successful marketing campaign because it allows businesses to reach people who have previously engaged with their brand. By using cookies or tracking pixels, retargeting allows businesses to serve ads to those who have previously visited their website or interacted with their content. This allows businesses to remind potential customers of their products or services and entice them to return to the website and convert into a customer. Retargeting also allows businesses to personalize their ads and messaging to the specific interests and behaviors of their audience, increasing the chances of conversion. Without retargeting, businesses would miss out on the opportunity to convert interested individuals into paying customers.

Case Studies:

Using case studies in marketing is a powerful tool for demonstrating the effectiveness and value of a product or service. They allow businesses to provide real-world examples of how their offering has helped other customers to achieve their goals, which can build trust and credibility with potential customers. Case studies also help to differentiate a business from its competitors by highlighting the unique benefits and results that its products or services can provide. Additionally, case studies can also be used to target specific industries or customer segments, providing tailored examples of how the business has helped companies like the potential customer. They are a great way to showcase your product or service’s capabilities in a relatable way to potential customers.

Email Sequence:

An email sequence in my opinion is the powerful tool for converting leads into buyers by providing targeted and personalized information that nurtures the lead through the sales funnel. By sending a series of automated emails that provide value and educate the lead, businesses can build trust and credibility, while also addressing any objections or concerns that the lead may have. The email sequence can also be used to provide special offers or discounts, encourage social proof, and make it easy for the lead to take the next step and make a purchase. Additionally, by using email marketing automation, businesses can personalize the emails to the lead’s behavior and interests, further increasing the chances of conversion. An email sequence can be a powerful tool to convert leads into buyers. The majority of mine and my clients sales come from emails sequences being send to highly targetted email

Sale Close:

Sale Offer :

All marketing should start with the product offer then work backwards. Through creating the offer you will then be able to indentify what content you need to put into the sales funnel. A product offer should comprise of several key elements to be effective in convincing potential customers to make a purchase. It should clearly communicate the key features and benefits of the product or service being offered. Additionally, it should include a sense of urgency by including a deadline for the offer and a clear call-to-action (CTA) encouraging the customer to take advantage of the offer. A product offer should also be tailored to the target audience and their specific needs and interests. An offer should also include social proof, such as customer testimonials or reviews, to further build trust and credibility with potential customers. Finally, it should be communicated in a clear and concise manner, making it easy for the customer to understand the value and make a purchase decision.

Free Consultation:

Free consultations can be a powerful tool for closing sales by providing potential customers with an opportunity to learn more about a product or service, ask questions, and get a feel for the company and its offerings before making a purchase. By offering a free consultation, businesses can demonstrate their expertise and willingness to help potential customers make an informed decision, which can build trust and credibility. Additionally, during the consultation, businesses can identify the specific needs and pain points of the potential customer and tailor their pitch accordingly, which can increase the chances of closing the sale. Moreover, it can be used as a way to create an opportunity to identify the potential customer needs and tailor your pitch to address those needs. By providing potential customers with a risk-free way to learn more about a product or service, free consultations can be an effective tool for closing sales.

Event Promotion :

Event promotion is an excellent way to generating sales in a face to face enviroment. This could be in the form of a presentation on the weekend or a free talk. These have to be staged correctly to get people to attend. You don’t for instance say ‘Come Down To A Sale Pitch’ as no one will attend. What you do is say ‘Do You Want To Attend A Free Fashion Show’ then get them down and have a show and try to sell them the clothing. Or you could do ‘Free Search Engine Marketing Course’ and you would rent a room and do a talk where by 50% of the talk is you giving value then the other 50% you would show a case study where you solved a problem for someone (the problem should be the same as your audience has) and then at the end you then try to sell them your SEO services.

Limited Time Offers:

Limited time offers are used by businesses to increase sales, boost revenue, and clear out inventory. These types of offers are designed to create a sense of urgency and scarcity among potential customers, encouraging them to act quickly in order to take advantage of the deal. There are several different types of limited time offers that businesses can use, each with its own unique benefits and drawbacks.

One of the most common types of limited time offers is the flash sale. These are short-term sales that typically last for a few hours or days, and are often used to clear out inventory or test new products. Flash sales are a great way to generate buzz and drive traffic to a website, but they can also be difficult to manage and may not be as effective at converting leads into customers.

Another popular type of limited time offer is the seasonal sale. These are typically used to clear out inventory at the end of a season or during holidays, and can be a great way to generate additional revenue. Seasonal sales are often promoted heavily, and can be a great way to drive traffic to a website, but they may not be as effective at converting leads into customers.

Another type of limited time offer is the loyalty program. These are membership-based programs that offer exclusive deals and discounts to customers who sign up. These can be a great way to build brand loyalty, increase customer retention, and generate repeat business. However, these programs can be difficult to manage and may not be as effective at converting new leads into customers.

A bundle offer is also a great way to increase sales. This type of limited time offer combines multiple products or services together at a discounted price. Bundle offers can be a great way to increase the average order value and drive up sales. Bundle offers can also be used to test new products or services, and it’s a great way to introduce new products to customers.

Another one that is predominantly used within sales funnels is the ‘Self Liquidating Offer’ or SLO for short! This is where you present someone with a special offer as they are progressing through a series of pages on your site. You may show them the offer just before the check out or as the final step of the registration process. Basically you throw up a page which has the offer on and you say buy this now or it will vanish forever hence self liquidate. This is a very effective way to get your advertising money back in straight away.

Finally, the limited edition offer is another type of limited time offer. This type of offer is a limited-edition version of a product or service that is available for a limited time only. These can be a great way to create a sense of exclusivity and make the product or service more desirable. Limited edition offers are a great way to generate buzz and drive traffic to a website, but they can also be difficult to manage and may not be as effective at converting leads into customers.

Sell The Problem Not The Solution

I have obviously read a lot of blogs and have watched hundreds of videos on the topic of building high converting sales funnels and all of them fail to mention what message do you have to send out to get the consumer to purchase? In all honestly hundreds of blogs and You Tube videos will give you the information I gave you above but I guarantee you none will give you what I am about to teach you.

I want to go through the content strategy I have outlined in the ‘figure 2’ diagram that will show you how to convert customers and open up markets for your product.

The main reason sales funnels are ineffective is down to the message they are pushing. What you need to do is avoid pushing the solution your service or product offers and focus on the problems it solves. This is because people will then identify with your advertising message. They don’t identify with the solultion as they don’t realise it solves the problems they have. This is strategy is known as ‘Selling the Problem and Not The Solution’.

Selling the problem, not the solution is a marketing strategy that focuses on highlighting the pain points and challenges faced by customers, rather than immediately promoting a product or service as the solution. This approach helps to establish a deeper connection with the customer, as they are able to relate to the problem being presented. It also allows for a more tailored solution to be presented, as the specific needs of the customer are better understood. Additionally, by emphasizing the problem, the value and importance of the solution is highlighted, making it more attractive to the customer. Overall, selling the problem can be a more effective way to connect with customers and promote a product or service.

What I want you to do is look at figure 2 above what I am trying to show you is how you take a ‘Spin Studio’ and sell the same feature to multiple markets. ‘Spin Studios’ are gyms with bikes in and that is it! Each class is anywhere between 45 minutes and 90 minutes. It is a huge calorie burn and a great way to keep in shape.

I want you to think about this scenario – You are promoting the spin studio so you get people to walk up and down the nearest high streets asking people if they want to do a spin class? How many people do you think will say ‘yes’? My guess is very few will say ‘yes’ and those that will do will already be spin enthusiasts. The idea is to expose your product to people whose problems it solves and are not aware of it!

So what we do is we look at a ‘feature’ in this case the ‘feature’ is spin and we then look at the ‘benefits’ of doing spin and ultimately those benefits will solve people problems. If we look at the first example in figure 2 you can see that one of the ‘benefits’ of doing spin is that it burns calories. Buring calories is good for weight loss so instread of asking people ‘Do you want to do a spin class?’ we ask ‘Do you want to lose weight?’ when they say ‘yes’ we have made our first agreement with the lead and can now proceed with the rest of our sales funnel. The sales funnel in this case will focus on weight loss. As you can see from figure 2 I have included other examples on how the benefits of spin can solve different problems which we create different sales funnels for and then target those sales funnels to people who have those problems.

Using this strategy will give you very high converting sales funnels.

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