Inbound marketing is a set of strategies that are becoming increasingly important within digital marketing, attracting your audience voluntarily is the future, let's leave aside intrusive advertising and customers will come to us because they are truly interested in our brand or our product. For this there is the inbound marketing funnel, we tell you all about it.
what is the inbound marketing funnel?
This is a model that describes the complete journey of a customer from the point at which they realise they have an unmet need until they purchase the product or service that will meet that need.
Funnel means funnel, and it is called this way because during the path to the sale, the number of users gradually decreases as the whole process progresses. It is normal in any sales process to lose potential customers along the way who were originally going to cover their needs with our product. Therefore, the job of the marketing department is to ensure that as many potential customers as possible become real customers.
This job is becoming more and more difficult as our public is becoming more and more intelligent and behaves in a radically different way than it did years ago. These users have many more tools at their disposal that they did not have before and all of them are better equipped. Therefore, it is very important to identify the user from the beginning of the sales process and accompany them throughout the whole process, if we do it well, we will be able to convert these potential customers into customers.
what is the sales funnel?
This commercial funnel or sales funnel is clearly divided into three distinct stages:
- Tofu (Top of the funnel)
Here we are at the top of the funnel, where we have more user traffic, in this phase we will dedicate ourselves to create and distribute content that helps users to generate awareness of how necessary it is to have our products or how important it is to hire our services. At this stage the user is not yet considering purchasing our product, but we have generated a stimulus in him that drives him, at least, to become more interested in the subject. All this is achieved by publishing all kinds of content, publishing blogs, posts on social networks, articles ... all these aimed directly at the corresponding buyer persona.
- Mofu (Middle of the funnel)
This is the middle part of the funnel, it is the conversion phase where visitors to our website start to become leads, they are already familiar with our product and thanks to this they have become potential customers. With our content in this phase what we must achieve is to push our user towards total conversion. By offering this content, what we achieve is to exchange interests.
- Bofu (Bottom of the funnel)
This phase is the bottom of the funnel, here we must differentiate ourselves from our competitors, what we get with the content of this stage is to make users understand that our product or service is the best to meet their needs. Through all kinds of strategies such as recommendations, free samples, and others, we must convince our customers and make them understand that they have to choose us and why.
Stages of the sales funnel
It is not only divided into the three stages according to the part of the funnel in which the users are. It can be divided into five stages depending on how the customer is doing:
- Lead acquisition
Once you know who your buyer persona is and you have defined it correctly, the lead acquisition stage begins. The most important thing is to get your future customers to give you their data so that you can use them in the sales funnel.
Once this happens, what we have are prospects, the previous leads are classified and segmented in order to create strategies according to them, so we will save time and effort knowing in which part of our sales funnel is each of our leads.
In the next phase we must focus on finding our sales opportunity, that is to say, we will already know which product or service interests our client the most and we will focus on showing him only what he considers relevant.
We have to measure and analyse the interactions that these future customers have had with our products, so we will know what specific interests they have and what will drive them to make a purchase.
We are facing the last stage of the sales funnel, in this stage the lead has already become a customer, that is to say, they have already made a sale, so the company has achieved its main objective.
how do we create a sales funnel?
Now that we know what the inbound marketing funnel is, let's learn how to create a sales funnel step by step.
- Analyse your audience
Your sales funnel will be much more effective the more you know about your audience. By analysing their behaviour and having your buyer persona well defined, you will be able to direct the best valuable content towards them, which will help you achieve your sales goals. Remember, the first step in any strategy is to define your buyer persona and set your objectives.
- Get their attention
It is not only useful for our strategy to analyse the audience we have, we have to get their attention, otherwise, it would not make any sense to create the sales funnel. You can create valuable content, such as posts, infographics, videos, etc. These formats attract your audience and get them to move forward in the sales funnel.
- Landing pages
The next step to follow in the process of creating the sales funnel is to create landing pages, your ads or actions should direct the customer somewhere, and a good idea for this is a landing page. Within these there is usually a form in which the user fills in their details and becomes a lead, thanks to this action what we are getting is that it is easier for us to guide these leads through the various stages of our sales funnel.
- Email marketing
Once you have obtained the data of your leads, it is time for email marketing, reach them with personalized messages through the email they have provided in the form is essential, they must keep you in mind and not forget you after that first contact. You have to take care of the content of that email, the most important thing is not to be intrusive or bore your audience with too much information, if you offer them what they are interested in, they will end up becoming customers.
Finally, and probably the most important thing, once you have managed to convert them into customers, don't forget about them, keep in touch with them by email and make them loyal by making them want to continue betting on your brand.
In conclusion, if you build your sales funnel strategy well, you will manage to take your leads phase by phase until they become loyal customers, don't wait any longer and build loyalty thanks to your sales funnel.