If you need to improve the customer experience on your website, e-commerce or application, know that the sales funnel is an excellent tool to guide the lead through the purchasing journey, increasing the chances of conversion and retention.
However, as simple as it may seem, you need to pay attention to the particularities of each stage of the funnel so as not to “put your foot in it” and, for example, offer a product before the time.
The customer may just “take a look”, without any commitment, starting their search to meet their needs, therefore, they are not “ready” to buy.
By understanding each stage, the Marketing professional can generate significant bonds with the consumer, boosting engagement and interaction to then win another sale.
However, to speed up the customer’s purchasing decision process, the key is to structure an efficient sales funnel to optimize processes and send the right message to the right person, at the best time.
And how to do this? That’s what you’ll see here. Follow along!
What is a sales funnel?
The sales funnel (or pipeline) is a visual representation of the entire sales process, showing how the customer’s journey works within the company, from their first contact with the brand to conversion and after-sales. This strategy is crucial for transforming leads into consumers, focusing on their loyalty.
Its design is an inverted funnel, with the top wider than its base. It represents the entry of potential leads, who, over the course of their journey, can convert.
Since not all leads become customers, the funnel tends to literally narrow during the journey.
The funnel is divided according to the person’s real interest in buying a product or hiring a service. This way, it guides strategies to win over the lead according to the purchasing phase they are in.
The funnel is divided according to the person’s real interest in buying a product or hiring a service. This way, it guides strategies to win over the lead according to the purchasing phase they are in.
What are the stages of the sales funnel?
The stages of the sales funnel can vary according to the segment and business model, but, in general, there are three: top (learning and discovery), middle (recognition of the problem and consideration of the solution) and bottom (purchase decision).
It is worth noting that the customer purchasing process is not linear, therefore, it is essential to have engagement and retention platforms to offer good omnichannel experiences (across multiple channels), respecting the moment in which the consumer finds themselves.
The objective is to bring the lead closer and closer to conversion, that is, to transforming it into a customer.
To do this, understand the characteristics of each stage of the sales pipeline and what to do in each of them to educate and guide the potential consumer towards a purchase.
- Top of the funnel
In other words, the learning and discovery stage can be defined as the phase of attracting and prospecting potential customers.
Here, you can also include lead qualification, a process that classifies each prospect according to their interest in purchasing from the brand, determining what stage they are at in the customer journey.
In this first contact with the company, customers are educated through relevant materials and content that help them understand their problem and learn about it, including its best solutions.
- Middle of the funnel
The next step, after the client has learned, is to recognize the problem. In other words, the client has identified needs that need to be met and, now that they know how to solve them, they are looking for the best company to do so.
The middle of the funnel (recognition of the problem and consideration of the solution) is the time to deepen your relationship with qualified leads, that is, contacts who have a high chance of buying from your brand.
After all, they are considering a purchase and need to remember your company!
- Bottom of the funnel
This is the stage in which the lead is actually researching who they are going to buy from. And this is where all the engagement and relationship strategies and actions carried out by Marketing and Sales professionals will be put to the test.
The bottom of the funnel is the purchase decision stage. The consumer already knows their needs and solutions. Now, they will choose where to purchase the product or service.
Bonus: it is possible to include, after the bottom of the funnel, a post-sales stage, which aims to engage and retain the customer, encouraging them to become loyal to the brand and make recurring purchases.
Example of a sales funnel on websites and apps
Want to see a quick example of this funnel dynamic?
Imagine a hotel booking app. With a quick Google search, potential customers discover the most recommended websites and apps, and analyze prices and payment terms.
If they find a blog post that gives tips on how to choose the best hotels according to the time of year, the lead becomes interested, reads to the end and converts, signing up for the newsletter and/or downloading the app.
Then, via email, SMS, WhatsApp and messages via the app, you receive educational content to help you save on your travels and choose the best accommodation.
If the lead actually starts searching for hotels in certain locations, the company can strengthen its relationship by sending more niche and personalized content and then send offers, promotions and discount coupons for the final conversion.
And how can you do all this at the right time, following a fluid rhythm to constantly feed the sales funnel? With the good application of Inbound Marketing.
How to use the Inbound Marketing funnel for sales?
Inbound Marketing or Attraction Marketing is a strategy that involves creating and sharing relevant and attractive content aimed at a brand’s customer, according to their stage in the sales funnel.
In order to strengthen the relationship with the lead and convert them into a consumer, this strategy also needs to be guided by the purchasing journey, having its own Inbound Marketing funnel, with the same stages: top, middle and bottom.
Find out which omnichannel Inbound Marketing strategies can be applied at each stage of the online sales funnel!
Top of the Funnel Strategies
- Educational and informative posts and texts on social networks, blogs and newsletters;
- Paid advertising on social media, Google and other sites to build brand authority;
- SEO in e-commerce, blog, landing page, etc.;
- Offering e-books, webinars and other rich materials in exchange for registering on forms;
- Hyper-personalized messages via push notifications, in-app and email based on the lead’s behavior and interests on the website and app.
Middle of the funnel strategies
- More in-depth content, with suggestions of useful techniques and methods to solve certain needs;
- Offering e-books and rich materials with more segmented content;
- Sharing reviews and testimonials from past and current customers about the benefits of your product or service;
- Step by step to meet the demands and needs of potential customers;
- Sending Marketing Emails with quality, more detailed information and encouraging conversion.
Bottom of the funnel strategies
- More technical and specialized content in the segment;
- Sharing the benefits of your products or services;
- Offering e-books and rich materials with more detailed and in-depth information;
- Free shipping, offers and discount coupons;
- Omnichannel Marketing with actions across various company channels, encouraging purchases with persuasive and personalized CTAs.
How do sales funnel tools help you sell more?
Sales funnel tools help you sell more because they automate manual tasks and processes, from the simple to the most complex, facilitating the collection of lead data and its integration, segmentation and analysis.
Clever Tap’s platform, for example, uses artificial intelligence to enhance knowledge of its customers, segmenting them based on their behavior and online habits and then sending highly personalized content, accelerating the purchasing journey.
Additionally, through A/B testing, you can identify the campaigns that converted the most to create even more personalized content. Take advantage of the power of technology to optimize your sales funnel and ensure more engagement, retention, and sales!
Ready to turn your funnel into a conversion machine?
Count on experts who have already driven market-leading brands, such as ABB, Cresol and Otis Elevadores!
Enjoy Minder is a Digital Marketing agency specializing in transforming Marketing strategies into tangible results. With 17 years of experience and the exclusive Content+Performance method, we help companies like yours to continue growing.
Want to see your sales take off? Talk to Enjoy Minder and let’s make it happen together!
