How to create a profitable sales funnel

by Brohems
How to create a profitable sales funnel

How to boost your turnover? This is a question that every business manager asks himself, physical or online. You think social networks, e-mail marketing or even SEO strategy. These are indeed relevant levers to promote your activity on the Internet and attract potential new customers.

That said, these webmarketing levers are only effective if you master the customer journey. From a prospect’s first contact to retention, you need to understand your target’s path to conversion.

This is where the sales funnel comes in. This is the process that will allow you to transform, step by step, your prospects into customers. 

Creating a sales funnel thus amounts to developing a profitable “sales machine” to more easily achieve your business objectives. In growth marketing, it is an essential resource: the sales funnel forms the basis of your acquisition strategy.

So, if you are looking to increase your sales effectively, creating a profitable sales funnel must become a priority. Our growth marketing experts in Reunion share their valuable advice on how to achieve this. 

What does creating a sales funnel mean?

If you are interested in digital marketing, you have surely heard of “sales funnel” (also called “sales funnel” ). 

This expression refers to the sales process that transforms a visitor to your website into a prospect and then into a customer. This is also referred to as a conversion funnel. This symbolism is important, because the sales tunnel aims to filter the most qualified prospects to gradually guide them towards the purchase. 

To do this, the sales tunnel must be rigorously modeled on the customer journey. It is essential to understand the latter to create an effective and profitable sales funnel. In a lead nurturing strategy, you help your prospect find information and answer their questions so that they end up buying your product or service. 

The stages of the sales funnel 

To create a sales tunnel, you can follow four main key phases: 

  • Attention
  • Interest 
  • Decision
  • Purchase

The challenge is to get an Internet user from the top of the funnel (top of the funnel / TOFU) to the bottom of the tunnel (bottom of the funnel / BOFU). The more steps you take, the more leads you filter; so the sales funnel shrinks little by little (hence the funnel shape). 

Nota bene: if we can summarize the sales funnel in these four key stages, it can however be more complex depending on your sector of activity or the product or service you sell. 

1) Guarantee your visibility with your target

The first step in the sales funnel is to make yourself known to your target customers. Above all, it is therefore a question of guaranteeing your visibility through the most relevant communication channels. Their objective: to capture qualified traffic to promote lead generation. 

In particular, you can: 

  • Ensure the natural referencing optimization (SEO) of your website to appear on the right keywords and as high as possible on the Google search results pages; 
  • Disseminate Google Ads advertising campaigns (paid referencing or SEA); 
  • Be active on social networks, with organic content or Social Ads; etc 

Whatever digital strategy you opt for, keep in mind that at this stage you are not looking to sell. You want to gain visibility to create brand preference when your audience is ready to buy. More figuratively, this is about planting a seed in the mind of your target – a seed that must be able to grow over the sales tunnel to later turn into an intention to buy. 

2) Awaken the interest of prospects

Once your prospect has identified your brand, you must continue to pique their interest. At this phase of the sales funnel, he is interested in a product or service similar to yours. 

The challenge is then to position yourself as an expert in your field of activity. You can, for this, bet on the writing of SEO blog articles or e-mailing campaigns. These are excellent tools for promoting the qualification of leads and maintaining privileged contact with your prospects.

3) Support decision-making 

Thanks to your content strategy, your potential customer is now considering a purchase. However, he is not yet 100% convinced. It is possible that, at this stage, he adds products to the basket, without validating it. He can also compare you to your competitors to be sure to choose the most suitable solution. Maybe he’s wondering if he even needs to make this purchase.

It is therefore up to you to take this Internet user by the hand to prove to him that, yes, this is the ideal time to place an order. The arguments that you will deploy must reassure him to encourage him to make his purchase quickly.

You can, for example, use customer reviews to promote your offer and your company. Since they come from other buyers, they have a greater persuasive power than a brand’s speeches. Testimonials allow your prospects to project themselves. Therefore, it is an effective way to prove to your future buyers that they too will be satisfied with their purchase.

4) Encourage the passage to the act of purchase  

Now that your prospect is at the very bottom of the sales tunnel, you must encourage them to take action at all costs. For this, you can offer him a promotional code, a voucher, a free trial period or advantages related to his purchase such as free shipping. In short, you are deploying the last argument that will convince him to place an order. 

This varies according to the product category or the type of marketing persona targeted; but, generally, you will insist on the exclusive, urgent or rare character of your offer. These are three essential arguments if you use copywriting methods. 

This stage of the sales funnel also gives you the opportunity to initiate the loyalty process. Post-purchase, you could, for example, recommend complementary products to your new customer (cross-selling). You invite him to place an order again, correlated to his purchase history. You can also thank him by offering him a promotional code to be deducted from his next order. 

The benefits of creating an automated sales funnel 

If the construction of a conversion funnel is essential to boost your turnover, it must above all be profitable. That’s why it’s in your best interest to create an automated sales funnel.

This will save you considerable time. This is to ensure that a maximum of marketing actions are linked in an automated way, regardless of the channel used by the Internet user. Thus, you can generate a greater volume of leads and you manage to qualify them better thanks to automation. It is therefore a formidable asset to increase your growth potential.

To do this, creating an automated sales tunnel requires the use of several marketing levers, such as: 

  • The creation of content with high added value, which will encourage the Internet user to leave you their contact details: this lead magnet can be the downloading of an e-book, the registration for a webinar, the simulation of an estimate, etc 
  • The development of a capture page (landing page): it contains the form through which you will collect at least the first name and e-mail of the Internet user to send him the lead magnet; 
  • The deployment of an automated marketing email scenario to promote your expertise and your offer (in an 80/20 strategy); 
  • The creation of remarketing campaigns (retargeting) on ​​social networks; etc 

Creating a sales funnel means adapting to your company’s customer journey, resources and objectives. This is why it is easier to hire an expert in developing an automated sales funnel. Its role is to offer you a 100% personalized solution to generate effective results quickly. Thanks to his experience, you can set up the most relevant marketing actions to maximize your return on investment.

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