With so many sales and marketing funnel strategy structures to choose from, it is sometimes difficult to decide which would be right for your business. Add to this the decision about which marketing agency to work with, and you’ve got tough decisions to make before you even go to market!
One caution to watch out for when planning, designing and building your sales and marketing funnel strategy is to ensure you don’t just focus on bringing new traffic to your website. When the focus is on how to increase website traffic fast, a businesses existing website traffic can sometimes be overlooked. Here at GrowthRabbit we understand the value of this low-hanging fruit. Which is why our Funnel stacking fsolutions deliver the results your business needs to try now.
Funnel Stacking: Best Marketing Funnel Strategy
Can there just be one magic solution?
Well, yes, but only because what we suggest is you utilize all the key ingredients available to you. Our strategy will take care of everything needed at one of the marketing funnel stages. This way, conversion rates are improved upon, helping you take your business to the next level.
Let us show you where to start.
Funnel stacking and marketing funnel strategy explained
A vital first step for any business is understanding how conversions can take place. It helps to think of a wide-necked jug of water with a narrowing centre and a generous proportioned bottom with plenty of water in. This is the classic metaphor for a B2B marketing funnel! And each of those three sections of the jug are the marketing funnel strategy stages.
The top of the funnel is the top of the jug of water, so the first point your new customer enters the sales funnel. The real-life version of this entry point is a customer finding and returning to your website as they believe your products and services offer them the solution they are seeking.
As they increasingly explore your website they start to narrow their decision-making, so enter what is called the mid funnel stage.
The final stage is the decision to buy and it is known as – yes, you guessed it – the bottom of the funnel. And it is this stage that includes the most lucrative part of any conversion – the potential for customer retention, another major area of the sales funnel which can be neglected.
But what exactly do you have to do at each of the marketing funnel strategy stages to reach this magic point? Here’s our suggestion for what we consider to be the best funnel stacking and marketing funnel strategy.
TOP OF THE FUNNEL
Right at the beginning of the digital marketing funnel is the lead-generation stage. At this point, your customers are simply looking so your window of opportunity to get your key messages across to them is quite small. So it is crucial your content covers everything you can but as concisely as possible. However, it is essential at this stage you ‘pull’ rather than ‘push’. Your potential leads are at their most sensitive right now and don’t want to be scared off! Therefore, a very informative article with lots of takeaways is perfect for this top of the funnel stage prospect.
Social media is undoubtedly soft PR. Meaning, on a daily basis, minute-for-minute, each of your social media platforms can be doing for your business what one major high-spend PR campaign might only achieve. Therefore, a major audit of all your social media channels is essential if you want to increase your conversion rates.
However, that’s not all your social media can be doing for you because from each channel you can obtain data. And this intel is massively crucial to the next option within the marketing funnel.
Further down the line of your company’s success, a great deal of your conversion optimization strategy will be spent on improving your website. However, in the early stages of customer acquisition marketing strategy, it is essential to implement some form of paid advertising. Optimizing your site works best when you are testing the right traffic. And the right traffic can only come to your site through testing your PPC campaigns. So making sure you get your paid advertising working hard for your site is one of the most crucial steps at the top of the funnel.
SEO and CRO are often confused with one another. The easiest way to separate the two is to remember that and SEO strategy is part of the CRO strategy, not the other way around. Get your SEO strategy right within the overall marketing funnel strategy and you’re on track for optimising the right traffic to your site.
LPO (Landing Page Optimization) and CRO have a very similar objective – to convert people from the strength of the content on the page. Ensuring your main selling point is crystal clear at this point is very important because your potential customer is now at a different stage of the funnel. It is here in the mid funnel stage that their interest in your business model is narrowing, so the tools you need to use have to be different.
A good starting point at this stage is offering your potential customer something completely free. However, keeping in mind the balance between push and pull, the takeaway you give them needs to be right on the nose about what you are offering. You’ve partially gained their trust by this stage, so they are less likely to be scared off and more likely to want a good reason to buy from you. So strike while the iron’s hot!
“Don’t just take our word for it” is the general point of a quality Case Study because there can be no better illustration of your value than a third party’s opinion. Offer your customer an invaluable insight into how you improved your client’s revenue in x number of weeks in exchange for your potential new customer’s email address.
As an alternative to the classic Case Study, offer your visitors a chance to get their hands on your even more invaluable insights. Your expert opinion is backed up by quality stats that tempt your potential customer, so much so that handing over their email address is a no-brainer.
The final option of this mid funnel process is the retargeting of your potential acquisition. If you’ve completed all the above stages substantially and your value proposition has high quality, representing your marketing campaign to your traffic whilst they’re away from your site will give them pause for thought when they’re not actively seeking you out. The reach on the Google Display Network is massive – as well as on social media channels – and the process of retargeting – mainly sequential retargeting is a marketing funnel strategy of its own. Retargeting makes your brand “stickier” for your target audience. So, whilst they’ve left your site and gone on to something else, you can ensure you stay at the front of their mind whilst they are a “warm” buyer.
BOTTOM OF THE FUNNEL
Time to push! You’ve waited long enough and are ready to take your customer over the line. They’ve travelled gently through the top and mid parts of the funnel and are now ready to make a decision. Now is the moment to make your proposition irresistible so ensure your business model is as competitive as it is transparent.
Whether it is just a discount, a free trial or no-obligation consultation, this pre-purchase incentive offers your customer a final part to trust.
If your product or services are a bit more interactive, make sure you offer your potential customer a demo of what you are selling. They need to see how something works before they can trust it. A YouTube channel dedicated to your brand is a great platform to sell your brand.
If your giveaways have been appealing enough, you just be able to harvest a good number of email addresses to create a viable list of data. Once you make sure everything is GDPR compliant (remember, there are different rules for B2C v. B2B), content tailored to your audience can be delivered straight to their inbox. Much like retargeting, this gives your prospect a chance to reconsider, only email marketing can feel more personal if worded carefully.
Sometimes the only final stage needed to get your prospect over the line is the feeling they’ve got a good deal. Once they’re a hot buyer and poised to head to the checkout, make it even more tempting for them with a time-limited offer. Tried and trusted, everybody loves a good deal!
You’ve tested your e-commerce site and the checkout works. And you’ve now watched your prospects filter through the above funnel. They head to the PAY NOW button successfully and the funnel process is complete. But of course, there’s a golden opportunity at the point of sale to squeeze some more value out of your new customer.
Follow-up the sale
Businesses are now, more than ever, reliant upon Google for them to be successful. And Google reviews have taken that reliance to another level. From a search point of view, a good Google review rating is critical to keeping your business ahead of the competition. So make sure you contact your new customer for a review of the purchasing process within a very short period after the point of sale. And don’t forget to reward them with an onward discount to nurture the next most important stage of customer acquisition: customer retention. But we’ll discuss that another day!