There are quite a few definitions of the term: sales funnel. Some are as simple as Leads -> Opportunities -> Quotes -> Closes; others are multi-channel processes involving more steps. But it comes down to one primary factor. The path that your website takes the viewer down should be a clear and directed one that gives them what they want: the answer to their problem/question.
People come online to do a few primary things:
- Recreate – have fun chatting with friends online and viewing photos
- Research – everything from what the word carat means in the jewelry industry to professional engineers researching a complex model
- Shop and buy – eCommerce continues to thrive with online sales. People buy stuff online frequently.
- Discuss – Mass amounts of discussion happening in forums, blogs (personal and professional) and real time social networks.
These aren’t the only reasons but could be classified as primary ones.
Ask yourself: Does your current website meet the needs and wants of your target audience?
Online Lead Generation – The mind of a buyer
True it varies from your marketing objective, if it’s a B2B market or B2C, approaches will likely differ but remember the key primary things above people online are doing.
E. St. Elmo Lewis, an American advertising advocate proposed the AIDA marketing model in 1898: Attention, Interest, Desire, and Action for marketing communication.
St. Lewis’ model applies today as much as it did then in the late 1800s. Of course, the actual funnel, and way people reach their destination, and a deal is closed differs in tactic.
Inbound Marketing Sales Funnel
Look at the following sales funnel that applies to inbound marketing strategy, methodology and tactics.
It is pretty cut and dry. But the process involves a few key components: getting found, a compelling offer, and nurtured lead (marketing automation and human contact, phone call, email).
What do you get when you combine the AIDA that St. Elmo Lewis came up with in the 19th century? Check out the following graphic: (original graphic unavailable, however, Marius Kin has a good graphic on his blog)
Inbound Smarketing
Be a smarketer. Think smarter, get in the mind of your buyers and partners. Start with a buyer persona first, add it into your inbound marketing plan, link it to a content marketing campaign that is built for the client and customer in mind.