As a small- or medium sized business owner you must be efficient in the way you operate your business. This is especially true when it comes to marketing. Part of being efficient in promoting yourself and your business is assigning a purpose to each piece of marketing content you publish.
A great way to accomplish this is to create a marketing funnel. A marketing funnel is the path you want your potential customers to take from awareness (the top of the funnel) to conversion (the bottom of the funnel). The key to a successful marketing funnel is creating a path which allows your target audience to go from becoming aware of your products and services to paying customer in a quick and efficient manner.
The more you are able to streamline this process, the more effective each piece of marketing content you develop and publish will be. Ultimately this means less time developing your marketing and more time closing sales.
Let’s take a look at four ways you can streamline your marketing funnel for optimum results.
EMPATHIZE WITH YOUR TARGET AUDIENCES’ PAIN POINTS
The best way to get the attention of your target audience is to let them know you understand the pain points they are experiencing. As you develop your marketing strategy, detail your ideal customer and list the pain points which you can solve.
As you develop your marketing content, take time to illustrate your understanding of the problems they are having. This will show your target audience that you truly “get” them and what they are going through. This makes it more likely they will not only begin to listen to you, but even may start recommending you to others.
SHOW THEM A LIFE WITHOUT THOSE PAIN POINTS
Unless it is an urgent need or emergency situation, a lot of people find ways to live or work through the pain points they experience. However if you allow your potential customers to envision a life without those pain points, then you become a hero in their eyes.
Subaru does an excellent job of this in their television ads. It’ll most likely take multiple touches to get them to act, but getting your audience to imagine their problems being solved by your solution(s) helps them move further down the funnel.
OUTLINE YOUR SOLUTION
Once your audience can see you understand their pain points and they begin imagining benefitting from your products/services it is time to give them a hint at exactly what your solution is.
The key to this is giving them enough information where they feel comfortable about what you are offering, but not too much where you muddy the waters and confuse them. This will probably take some trial and error in terms of exactly what types of content you develop and which platforms you use to deliver it.
However, when you do figure this out, you will have people who are ready to go from potential customer to paying customer because you have addressed their key questions surrounding how you are uniquely able to solve their pain points.
LET THEM KNOW HOW THEY CAN GET STARTED
As you map out the path from awareness to conversion you must give your potential customers the opportunity to make a purchase or sign up for your services. This is where the work you put into developing your marketing content pays off.
Whether it is a call to action button, a phone number, or an automated tool such as a bot, giving your potential customers a way to easily convert themselves is a vital aspect of streamlining your marketing funnel.
Getting your potential customers from awareness to purchase is the challenge for all marketers. Detailing that path and finding ways to remove any friction will help you make the most of the time, money, and effort you put into promoting your business.