Image by Mohamed Hassan from Pixabay

By Kyle Johnston

Customers are spoiled for choice in the modern business landscape. There’s no shortage of brands to choose from, no matter the industry, so how does a brand stand out and make an impact?

Buyers go through a long process of research and evaluation before they make a purchase, so you must understand that process. By build a connection with your customers through targeted, personalized content and experiences, you can help them find solutions while positioning yourself as the authority.

Stages of the sales funnel

Sales funnels can vary by company and industry, but most have a few important stages that identify the position of the customer as they move from their initial recognition of a problem to the ultimate purchase.

-Awareness

Awareness is the very top of the funnel. There’s a large audience at this stage, though some of them may not be ready to become prospects yet.

At this stage, the buyer is experiencing a problem or identified a pain point, so they’re looking for solutions. They may have a good idea of what that problem is, such as “how to choose brand typography for my business,” or a vague idea that needs more context. You can help them frame and identify the problem.

For example, someone may conduct a search to plan how to start a business. Naturally, this will bring back a broad range of different approaches, from information about the legalities of starting a business to information about branding. But they’re not looking for that information yet – they’re trying to get an idea of what’s involved and context for the problem.

Awareness can come from many places, including traditional media advertising, a Google search, content on social media, or offline activities. At this stage, your brand should be focused entirely on providing information and value, not driving a sale. You will be there for the customer without being salesy, positioning your brand as an authority.

-Interest

The interest stage occurs after the customer has a name for their problem and an understanding of what it entails. With a firm handle on the situation, they can search for and evaluate the possible solutions.

For example, that search for starting a business may become more targeted with queries like “the best books on branding” or “brand strategy consulting.” They may not be ready to purchase just yet, but having this information gives them ideas of next steps and the possible solutions they have.

The customer is likely aware of your brand and your competitors, so you have to capture their attention and build a relationship. Most of the content should cover not only how your product helps customers, such as compelling customer stories, but content that showcases your value and credibility as a brand. Product comparison guides, case studies, and free samples can be motivating.

-Decision

At the decision stage, the customer is planning to buy, but they’re looking more closely at their options. They’re weighing the pros and cons of your brand and different brands to make sure they’re getting what they want and need.

The content should be focused on helping them overcome hurdles and providing support for what they may need. Trial periods, demos, or new customer discounts can help them make a purchase decision with a lower risk before committing fully.

-Action

The action stage is when the decision becomes final and the customer makes the purchase or decides to leave without making a purchase. Your focus is now sealing the deal and converting them, then nurturing that relationship for future purchases.

Much of the content should be to help your customer make the most of their purchase. Content like insider tips, user manuals, FAQ pages, and follow-up offers are helpful at this stage. If the customer leaves without completing a purchase, you may be able to draw the back with abandoned cart reminders, discounts, or trial offers.

Strategies to build an effective sales funnel

Here are some tips to influence your customers throughout the sales funnel:

-Know the audience

You must know your customers to be able to deliver personalized experiences for them. The more data you have, the better you can tailor your message and provide real value. It’s important to set up your personas accurately and understand what motivates them.

In addition, get to know your competition. You should evaluate your competitors’ top-performing content to see how they’re attracting customers and holding their attention, which you can use when you’re developing your own.

-Provide valuable content

Content should always be about offering value to the customer at the appropriate stage of the process. A case study probably won’t help someone who doesn’t even know what their problem is or what the possible solutions are. And conversely, a blog post about a broad pain point won’t motivate someone who’s currently comparing brands that offer a solution.

-Capture email addresses

When you have customers’ email addresses, you can deliver personalized content directly to them to guide them through the funnel. By signing up, they’ve already acknowledged that they’re interested in what you have to offer and what to hear more from you.

Include an email sign-up form with your content. Since your customers are already engaged, they’re more likely to sign up for more. You should also have gated content that exchanges more in-depth information for an email.

Use strong CTAs

CTAs (calls to action) are a small part of the equation, but they’re powerful. They’re also a great way to optimize your sales funnel, though many brands prefer to work on the more complicated aspects and neglect the CTAs.

If you take a prospect all the way through the sales funnel, the last thing you want is to lose them because of a weak CTA. Keep them clear and straight to the point, but tailor them to the action you want the customer to take.

Some examples include:

-Schedule an appointment!

-Request a call today!

-Schedule a consultation!

-Start your free trial!

-Get your demo!

-Join today!

-Sign up now!

-Try it today!

-Book now!

Optimize your sales funnel

Optimizing your sales funnel is a key part of nurturing your prospects and turning them into loyal, paying customers. When you understand your audience, what your sales funnel is, and how you can improve it, you can drive more sales while providing better value to customers.

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Kyle Johnston is a founding partner and president of award-winning brand, content creation & brand strategy consulting firm, Gigasavvy. After spending the last 20+ years in Southern California, Kyle recently moved his family to Boise, ID, where he continues to lead the agency through their next phase of growth.