How To Architect The Perfect Conversion Funnel For Your Business
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Allow me to introduce you to the most misused and misunderstood word in all of sales and marketing…
FUNNEL.
The Marketing Metrics Continuum provides a framework for how to categorize metrics from the tactical to strategic. (Photo credit: Wikipedia)
It’s not just for digital marketers… online or offline, eCommerce store or dry-cleaner, if you have a business and you have customers then you have some type of funnel (even if you call it something else).
You might call it a “marketing funnel”, “conversion funnel”, “marketing pipeline”, “sales funnel”, “sales pipeline”, “sales process”, “sales cycle”… or any number of other terms that are all describing the exact same thing.
Bottom line, if you have a business it’s because you have processes in place to…
Acquire new prospects and leads…
Convert those leads into buyers…
Get those buyers to buy more or buy more often (or both)!
Now, it might not be an optimized process (yet) but every business has some way of doing all the things listed above! So I’ll say it again… every business has a “funnel”.
For the sake of this article let’s give a clear and concise definition to the term once and for all.
So…
What is a conversion funnel?
Here’s how we define a conversion funnel at Digital Marketer…
Conversion Funnel – A multi-step, multi-modality campaign that seamlessly and subtly leads a prospect toward a desired action.
Let’s break this definition down…
multi-step, multi-modality – You don’t turn cold prospects into leads, customers and multi-buyers all at once. A solid conversion funnel anticipates each step necessary to lead the prospect to the conversion.
campaign – Depending on your business and what you sell, a conversion funnel can require all types of different elements… sales appointments, consultations, landing pages, email follow-up, phone follow up, visits to your store and more to accomplish the ultimate goal. The important thing to remember is that it’s a process, not a single event.
seamlessly and subtly – A well-oiled conversion funnel removes the friction between the prospect and the conversion.
Here’s what a conversion funnel is NOT: a silver bullet.
It’s not easy — nothing worthwhile is. But don’t worry… I’m going to show you a number of shortcuts that I wish I would have had when I was getting started.
I’ve dedicated my career to the testing, optimization and execution of conversion funnels. I’ve built hundreds of them for our internally owned companies and architected hundreds more for our mastermind members and clients… and I’m pretty dang good at it.
If you choose to learn and apply what I’m about to share with you — the knowledge will be life changing.
(OK, maybe not “life changing” but definitely business changing)…
