You have invested good amount of money in Social Media Ads or Search Engine Optimization, you are getting some traffic to your website and people are seeing your ads too. But, you are not getting good sales. With our Experience of Digital Marketing in Nepal, we have understood people’s purchase process is a journey, and your potential customer advance through a process called ‘Sales Funnel‘.
Just to be more clear, think of yourself. You used to have problems in transportation. But, you can’t afford taxi to go from one place to another. Also, you want to save your time. You have problem but you were unaware about what solutions exists. Here comes the first process in Sales Funnel – Awareness. In this process, you get awareness message about Pathao and Tootle through various Marketing Campaigns like Facebook Ads, Instagram Promotion, Influence Marketing and News/Media Mentions. Now you are aware that there exists some solution provider to your problem. Then, you get interest to take their service. This is the Interest stage of Sales Funnel. Then, comes the stage when you decide which platform to choose either Tootle or Pathao (many factor affects which platform we choose). The Decision Stage in Sales Funnel. Finally, you take some action.
This is the Ultimate Buyer’s Journey – Problem Awareness, Interests in Service, Decision and take some Action. Take it as AIDA – Awareness, Interest, Decision and Action.
AIDA – The Buyer’s Journey in Sales Funnel
AIDA Framework is one of effective technique to Optimize your Sales Funnel (Buyer’s Journey). You can take Sales Funnel as funnel which have big mouth but small opening.
It works same like funnel. You run awareness campaign to huge number of people. Only some of them gets interested in your service. Few of them decides to take service sooner or later and very few take actions which leads to sales. But, you must follow all these guidelines while running Ad Campaign, Getting traffic and making them buy your product or service.
One Line Tip
Create Your Buying Persona – Aware them you exists through Social Media or Search Engine Ads – Share Valuable Content to get them Interested about your service – Show USP and why You – then send them links to purchase your product/service that’s it.
Sales Funnel Step #1 : Aware People about Problems
I agree you have amazing problem solving solution. But people, although facing the problem, are unaware about what services exists to solve their problem. For example, you created Health App to keep record of medicine intake. People often forgets to take medicine. They have this problem but people don’t know you exist.
This is the moment at which you first catch a consumer’s attention. It might be a Facebook Ads, Instagram Promotion, Friend’s Recommendation, a Google search, or something else entirely.
In this stage of Sales Funnel, you aware people what what problems they are having and how you are solving their problem.
While creating Marketing Campaigns in Awareness Stage – “Always Start with With‘. Time has changed, people now don’t buy what you sell. They buy why you sell it. Quite Confusing? Time has changed, people now don’t buy what you sell. They buy why you sell it. It’s 2021 and you have to be different.
For example: You want a hammer to pin in a wall. Are you sure you want hammer? No, you want your clothes to hang in a wall? Are you still sure? No, The thing you want is to make your room clean!
So, next time when you sell your product, don’t say you are selling a hammer. Say, to make your room clean by hanging your clothes we have hammer. Start by saying why which catches people mind. You can add story telling to make it more memorable.
Sales Funnel Step #2 : Grow Interest about Your Service
You like the Facebook Pages which shares valuable information, right? The second stage of Sales Funnel is growing Interest about your product or service to people who are aware about problem. You can grow interest by sharing Entertaining or Educating Content about your business. For example: you own software reselling company. You can create contents (video, text, graphics) showing how software can ease your work, which are best software every business should have and so on.
Don’t just directly start saying “buy this”. Show them how important is your product or service. This is the time to swoop in with incredible content that helps them, but doesn’t sell to them. This builds trust with your potential customer. There will be good bonding as you share valuable information to them.
People search about other service provider and you have to stand ahead of competition by engaging them with valuable information. If you have medicine shop, you tell them what you should do to be healthy and then only sell some of your products to them. As I mentioned above, show them why. You must do marketing of your content. Get found when people search or boost it in Social Media. Interest Stage of Sales funnel is about Lead Nurturing.
Sales Funnel Step #3 : Help them Decide which to Choose
When you share valuable information, people search about Product/Service and your pricing. They are ready to make some decision. Getting prospects to make a decision isn’t easy. The best way to get them there? Beyond the art of story telling, copy writing and building the habit of link-clicking, you need to have lots and lots of customer reviews and testimonials.
Doing Facebook/Google re-targeting can be another way to nurture your lead to buying customer and help them make decision.
Principle of Authority, Principle of Reciprocity, Principle of Social Proof and Principle of Scarcity can be used to make people make fast decision.
You share Valuable Content – you become authoritative. You give them then they think they must give you is the principle of reciprocity. Showing number of happy customer is way of showing Social Proof. And, you can show Scarcity by showing limited time offer or urgency.
Sales Funnel Step #4 : Influence to Take Action
Finally people are ready to take some action and buy from you. You must be able to amaze them with your service. For example, if 1000 people click on your offer and 100 people enter your sales funnel but only 15 people purchase, then you have a 1.5 percent conversion. You can increase conversion and it depends on how well you move your audience.
Make them effortless to take any action.
It’s not only about closing the deal. You have to make them your mouth-to-mouth advertiser by amazing them with your service. Provide them something to talk about your business. Moreover, customer retention is key.
So next time while starting your marketing campaign, Make sure you know about your buying customer and segment them in which mode they are in AIDA funnel. Sales Funnel Optimization is the key to business success. Aware them about your service, share them valuable content, show some proof why you are best and influence them to take decision.