Most business owners are familiar with the traditional marketing concepts such as the AIDA model of Attention-Interest-Desire-Action for good advertising copy, and the sales funnel. But it may seem that much of these traditional approaches have been turned on their heads with concepts like Inbound Marketing.
Once you have found a good source of leads your next step is to entice them through your sales funnel. Your end goal is to have them purchase a product or sign up for your services. Not doing this step, unfortunately, is a mistake that many marketers both online and those who market locally make. They forget about how to nurture leads and process them through their sales funnel.
At first your main nurturing goal is to introduce you and your business to them. This should be done in a friendly and non-threatening manner, don’t come across as all salesy. Instead look to educate your reader on what you do and how you can help them achieve their goals.
You know how I love shocking headlines. I couldn’t beat the one written by Nichole Kelly, The Death of the Sales Funnel in Social Media Explorer in February 2013. For one thing I have long thought that no matter which way you draw the thing, the sales funnel didn’t make sense, perhaps because it is such a hackneyed, as in overused, term. Perhaps I lost sight of the meaning since in the past two decades the internet has become one of the primary ways people research and then shop, whether online or off. The problem with using the internet as a sales funnel is that people bounce all over the place, staying longer in some areas and gone in a breath in another. Microwave popcorn has nothing on the way or reason why people go where they go, no matter how advanced our analytics and Google rankings are.
Your landing pages are the places where a search engine decides to send your potential client to. How do you create landing pages that will get people to stick? How do you draw them into your sales funnel? You need to use the right SEO keywords, learn what works, and be willing to change what doesn't. I found these sights when I looked for a few thought leaders' articles on the web that might help you improve all your pages. Amazingly enough the first one I found was repeated on several blogs, but I think I found the original.