Everyone knows you need traffic to get customers online. It seems so simple: get traffic, some people buy and some don't. So how do you start guiding that traffic into a funnel to increase sales?
(Image source Mediamodifier on Pixabay)
No two funnels will look alike. What works for your brand won't necessarily work for another business. This is why it's important to learn how shifting your perspective can give you an idea of where to begin working on your customer's journey.
Shifting Your Perspective
Imagine a page with a simple sales pitch and a "buy now" link. There's likely to be some copy, which is the business term for sales pitch, leading visitors toward the purchase. The copy is filled with facts, statistics, and maybe even has some personal stories to encourage your decision to buy. Is that enough for you to break out your credit card?
Probably not. You're likely asking several important questions, such as:
A good exercise is to randomly surf the waters of the internet and look at sales pages from the customer perspective. What goes through your mind when you are considering a sales pitch is important data, because it's likely going through most customer's minds when they visit the same page. After doing that, return to your page and pretend you are a customer of your own product or service. What questions pop up? Write them down, you'll need them in a moment.
If your site is already up and running, you can create surveys to gather your current audience's perspective as well. If two heads are better than one, then having a group of followers is incredibly beneficial. Their perspectives will reveal blind spots in your own. Not only will you have more information about what they want, but you will build your own perspective to be broader as well.
Collecting Traffic Into The Funnel
Visitors are like butterflies: they flit and have no real connection to the site. When they fly away, they are gone. Even though they may return to your "garden," you'll have trouble identifying them as a returning visitor. It's hard to build a relationship with a butterfly.
To build a relationship with your visitors requires a gift. Imagine your ideal customer is a captivating dolphin, and your website is a small bay you've set up to entice them toward a luxurious aquarium slightly further in. You want to build enough trust with the dolphin that it willingly swims in and out as it pleases, right?
On your page, you can offer up some "food," such as a free report, a motivating newsletter, a giveaway contest, or something else that captures a piece of information. Most online strategies involve asking for an email address, but some other useful data is their name, physical address, phone number, or even a social media handle. The idea at the beginning is to get some kind of contact information to begin establishing a relationship between you and your visitors.
Once you have contact information, the funnel is at work. How effective it is at guiding your customers to the sale depends on the quality, consistency, and relevance of the offers you provide along the way. They don't all have to be free (though that is one tactic), but the first few steps should be relatively inexpensive compared to your 'flagship' offer at the end. The closer they are to the beginning of the journey, the more inexpensive the offers should be.
Another helpful tip is to set up the funnel to go at the visitor's pace whenever possible. Newsletters and other scheduled offers are great for those that need a lot of time and care, but some people want to skip ahead to the good bits. Don't make those people wait through the whole campaign to get what they want. Provide options in the newsletter to the next stage, such as a $.99 ebook, that will then lead them to the next phase. Every visitor should have a journey they can take at the speed they are comfortable with, to ensure they don't feel rushed or held back.
For now, outline a general map of your customer's journey from beginning to end. Tomorrow will uncover a huge mistake many budding entrepreneurs make at the end of the funnel. Make sure you return so you don't hurt your business in the long run! See you at 9a!
As I begin this anew, I know only one thing: that I know nothing. Learn with me, and together we will figure this out.
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