What Does an Online Sales Funnel Look Like?

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What Does an Online Sales Funnel Look Like?

What Does an Online Sales Funnel Look Like?

I often get asked…

“What does content marketing have to do with sales?”

Or…

“Why are you talking about sales? I thought you were a web guy.”

And, while I answered this generally in a recent post, I wanted to dig a little deeper to explain what this whole “automated sales engine” thing means.

When we build a Content Marketer’s Blueprint, the goal is two-fold:

1. Help you gain a complete understanding of where your opportunities for sales are.

2. Give you a detailed plan to take advantage of those opportunities.

That detailed plan comes in the form of specific recommendations for content creation (including blog topic suggestions, e-book ideas and more), calls-to-action, landing pages, lead nurturing emails, re-engagement activities, and ultimately conversion plans as well as a way to track and measure it all.

Basically, it establishes a “sales funnel” online. Like this…

Online Sales Funnel

It looks a lot like a typical sales funnel…

  1. Attract
  2. Engage
  3. Nurture
  4. Sell
  5. Deliver

Only it’s modified for the web. The full process might look like this

  1. Attract
  2. Convert
  3. Close
  4. Delight

The Content Marketer’s Blueprint focuses mostly on the first several steps of the sales process. In very general terms, it works like this:

  • Create content that attracts the right visitors to your site (blogs, videos, e-books, etc.)
  • Give them something of value through that content (helpful tips, resources they can use, “secrets” to success in their field, etc.)
  • Ask for a small investment in exchange for more valuable content – not necessarily money, but rather an email address or other piece of information
  • Continue to provide more valuable content over time, leading the recipient toward another “action” (could be a purchase or maybe just a link to another helpful piece of content)
  • Build credibility over time as an industry expert
  • Become top-of-mind for your prospects when they need your product or service (or knows someone who does)
  • Repeat!

 

The Missing Connection

Business owners, especially in business-to-business, tend to look at the web as a different beast altogether. “We have our sales guys, and we have our website.”

What’s missing is the connection between the two. If you’re experiencing this disconnect, take the first step toward putting the two together. Click the button below to learn more about the Content Marketer’s Blueprint.



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