No matter how long they’ve been in business, a lot of small business owners are not very good at keeping the sales funnel full. You’ll do a marketing blitz, get super busy and focus on work. Because you’re so slammed, you will then ignore marketing and sales. Then your projects wrap up, and you’re back to square one – you need to do another marketing blitz.
The better, less frantic approach is to always be marketing – it’s the best way to keep your sales funnel full, especially if you tend to have a long sales cycle. Here’s a 5-step process to ensure those marketing blitzes become a thing of the past:
Step One: Create valuable information
Your goal is to first get people onto your website. Devote time each week to creating valuable content, like blog posts, white papers, eBooks, infographics and videos, that are full of keywords. Potential customers will find your site when they go searching for information on a specific topic.
Step Two: Pump up the SEO
Your goal remains the same: get people onto your website. Make sure your website is fully optimized for all the keywords you want to be found for, including location if that’s relevant. Even though it’s not technically SEO, use hashtags on Twitter to make it easy for people to find you.
Step Three: Convert Web visitors
Now that they’re on your site, your goal is to convert visitors into leads. There are two ways to do this: 1) If you’re offering an eBook or free demo, direct them to a landing page and ask for basic information before they can access the item. 2) Use compelling calls-to-action that direct visitors to do something – contact you, sign up for your e-newsletter, like you on Facebook, etc.
Step Four: Nurture and qualify leads
At this stage, your goals is to stay n touch with potential customers and build the relationship through social media and email marketing. Because you’ll stay top-of-mind, when they’re ready to buy, they’ll think of you first. You can also offer specials or coupons, to speed up the decision-making (on a personal level, this always works for me).
Step Five: Analyze your efforts
Your final goal is to simply look at your process and see if people are getting caught up somewhere in the process. Is a piece of content not attracting website visitors? Are people leaving your site when they reach a certain page? What offers are converting more leads into customers? Adjust, and continue.
What do you do to keep your sales funnel full?
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