The term funnel is a metaphor represented by its shape, used to symbolize the top, the filter for attracting customers, and the bottom, the conversion made. But do you know how to apply this strategy?
The metaphor shows the path that potential customers take until the moment of purchase.
The sales funnel consists of three stages: the top, middle and bottom. Where the main objective, of all stages, is to qualify leads for a base of possible sales.
But the first step to achieving this goal is to take care of producing content, with topics that are relevant and educational for your potential consumers, according to the stage they are at.
Furthermore, to achieve good results beyond content production, you need to know your target audience well. After all, to know the type of content you like and where to find it, you first need to know it.
And finally, do a good job of advertising to attract them, because the more you know about your persona, the more likely you are to convert a greater number of consumers.
But, after all, how to develop a sales funnel?
The sales funnel is the set of three phases, which together form an educational and preparation path for the consumer, ultimately leading them to consume the product or service offered by the company.
The strategy is suitable for any type of business, whether its end client is an individual or legal entity.
But for this to work, content is needed that adds value to consumers, without the focus on selling but on passing on knowledge.
The top of the funnel
This is the customer acquisition phase, it is the time to attract the largest number of people and identify a problem that they were often unaware of, through explanatory and easy-to-understand content.
At this point, the content must be developed with an educational tone, as its main objective at this point is to attract the customer’s attention and interest.
And be careful: this is not the time to talk about your product or service or your brand directly, but to subtly show ownership of how your business understands the problem that was presented.
The topics should be more open, for example, if you are part of the dental market and want to attract new patients, you can use topics such as: “What are dental contact lenses for”, “Which aesthetic procedures are most common”, among others.
Half of the funnel
After gaining the attention and interest of potential customers, we move on to the second phase. Half of the funnel is when you show how you will solve the problem presented above and how this will improve consumers’ daily lives.
Remember, at this point the consumer has developed more interest in what you have to offer and already has a relationship with your brand, but it is still not a guaranteed purchase.
So thinking about future customers, the content produced at this stage is to add value, overcome objections and resolve the main doubts.
Still thinking that your company is focused on the dental market, now the questions that can be addressed are: “In-office whitening vs. home whitening”, “the advantages of the dental plan”, “services covered by dental insurance plans, “etc.
Bottom of the funnel
Finally, the last step: The bottom of the funnel and the final sales process. As important as the steps above, here the customer already has a relationship with the brand and the problem is recognized.
In other words, he already knows that you can help with the problem, so he is weighing the pros and cons.
If in the cases above, the concern was the volume of content and educating consumers, now the focus is on content for sales and, in a smaller volume. After all, if the customer got this far it is because they are interested in what you have to offer.
At this point, the content is more focused on providing guidance on values and cost and benefits, so thinking about the dental segment, the topics covered may be: “invisible braces price” and options”, “Dental implant price and advantages” “Values of dental plans?”, etc.
Sales channels to apply funnel
As mentioned, one of the interests of applying the sales funnel is to attract potential customers, thus filtering them and gaining a qualified lead base. And for this to happen effectively, it is important to publicize this tool.
Especially at the top of the funnel, where the objective is to attract the greatest number of people and attract attention, the use of social networks can make a big difference in results.
To choose which one to use for your business you need to know your target audience and find out where they are and from there, you will know the most attractive ways to reach them.
For example, you can make a call to action for other materials, replicated on the chosen social networks, or through videos on YouTube, etc.
Depending on your audience and the selected network, you can develop content in various formats. There are some that are more common and suitable to be applied in different phases, such as:
- Top of the funnel: newsletters, eBooks, introductory seminars, LandingPage, etc.;
- Middle of the funnel: checklists, guides on how to buy the product or service, etc.;
- Bottom of the funnel: catalogs, free trials, offering coupons, etc.
Remembering that this is not a rule, all tools can be applied in all phases.
The efficiency of the sales funnel varies depending on how well you know your audience, to choose the best path.
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Content produced by Giulia Vaz, a writer at Vue Dental