Sales funnel: organization to manage your customers

The sales funnel's main objective is to divide the consumer journey of a particular brand or product into stages. Making communication and the company's relationship with customers easier.

The funnel, applied to the Inbound Marketing, also known as Attraction Marketing, focuses on separating your consumer into middle, top and bottom stages, in order to generate specific content for each of them at the right time when the customer needs to receive certain information.

Are you curious and want to know more about how to better organize your customer administration with the sales funnel? Continue reading and discover everything right now!

Differentiate Leads from Visitors in the stages of your Sales Funnel

Before we start talking about separating the sales funnel for your customer organization, you need to know the difference between leads and visitors.

Visitors

Visitors are basically anyone who visits your website. In other words, it is that potential customer who accesses your page but does not interact with it, being there only in passing or out of curiosity about your service or product.

For this and other reasons, it is essential that your company has a website with a good visual identity, and that it has content rich in information that will make your visitor even more interested in what you have to offer.

Leads

A lead is nothing more than a visitor who at a certain point provided you with some data so that they can be contacted by your company.

He may have done this by subscribing to your newsletter, downloading an e-book or simply providing his email address before making a comment on your blog.

In this way, capturing leads becomes essential to maintain contact with potential customers. This way, you can best guide them on their shopping journey, offering all the information they need to become customers in the future.

How does the sales funnel division work?

As mentioned previously, the sales funnel is separated into three parts: Base, middle and bottom.

Therefore, each of them is divided for each stage of the customer's purchase, thus being able to differentiate the customer's first contact with the company, until the closing of the purchase.

Understand better now how each stage of the funnel works.

Top of the sales funnel

The top of the funnel is considered the awareness part. In other words, it is reserved for visitors who come to you, and through your content, discover that your product or service was what they were looking for. However, they are still far from making a purchase decision.

As this is the customer's first contact with your company, a good initial experience further awakens the potential customer's interest and curiosity in your product.

Your role at this stage of the funnel is to educate the customer, providing a high volume of information. Therefore, you need posts with rich content, which will inform your persona, for example: blog posts, posts on social networks and newsletters.

Therefore, the content provided must be easily accessible. Well, the initial idea is to receive a high volume of visitors to your page, so that they become interested in your product or service.

Middle of the sales funnel

It is at this stage that your visitors can become leads.

The moment some information is given, and your visitor becomes interested and wants to know more, he advances to the next stage of the funnel.

In general, you get information about your future buyer the moment he downloads some type of rich material that you are offering. To do this, he provides necessary information about himself, such as: name, age, profession, email, etc. And this can be done through forms.

This stage, known as the middle of the funnel, is considered the conversion phase. At this point, the person has already identified their problem and is interested in solving it. Therefore, more in-depth content is needed on the subject that the customer identifies with. Therefore, the material in the middle of the funnel should be more informative than the material at the top.

Some methods you can use at this stage of the funnel to get more chances of closing are: blog posts, personalized newsletters and e-books.

Bottom of the sales funnel

This part of the funnel is where the decision takes place. It is at this time that the lead takes the action of purchasing the product or service offered by the company and, finally, becomes a customer.

At the bottom of the funnel, it is understood that the person already knows what their problem is, and that your company has what they need to solve it; the only thing that “prevents” you from closing the purchase is uncertainty.

At this point, the customer will be making comparisons with other companies that offer the same service. This happens because the lead is looking for the company that will best meet their requirements. And I'm sure you want to be that company!

The content at the bottom of the funnel should serve as an aid for the customer to select your product over the competition's offering. However, it is still necessary to distribute content with certain and specific characteristics to help the lead make a decision.

Regardless of the format, the content must be direct and focused on the respective subject. At this stage, it becomes permissible to talk about your company, but without exaggeration. The goal is to focus on your product; This helps clarify your customers' doubts and makes them make a better decision about what to buy.

To do this, you can make your content available in different formats, such as: webinars, which can be done using different tools, one of which is GoToWebinar, short videos, e-books and product demonstrations.

The importance of the Sales Funnel

The management of your customers becomes present at each stage of the funnel, and it is by observing these stages that the sales team is able to create specific strategies and actions to move potential customers towards closing. Therefore, the sales funnel becomes such an important strategy in the world of digital marketing industry.

Now that you know how the sales funnel works, and how to organize your customers within it, it's much easier to know how, when and for whom to create your content, right?

If you are interested in this subject, visit our blog, and stay up to date with the latest news in our website.

Today, we close here, until next time!