Email Marketing Funnels
Understanding marketing and sales funnels is critical to growing your business. If you don’t have a clear idea of how people move from leads to customers, it is impossible to improve the way you land new business. But when you get intentional about building sales funnels you can start to grow your business right away.
One of the best ways to capitalize on your funnel is with email marketing. The ability to segment your customer base, follow reader activity, and automate your process allows you to move people through your funnel smoothly without spending all day, every day managing your email marketing.
Today, we’ll work down a typical sales or marketing funnel and show how email marketing can be used to keep readers and nurture leads into customers.
Awareness
When you first have contact with a potential customer, they aren’t ready to buy. Don’t slam them with promotional content from day one. When leads first enter your email funnel, they should be getting educational and helpful content. Give them some time to appreciate your thought leadership without pushing them to buy your products and services on day one.
The goal at this point is to prove the value of your services while building relationships.
Consideration
The next step in your funnel is the consideration stage. At this point, they are developing an interest in your products and services – and the content you provide should reflect that. Once leads begin to interact with your content, you can get an idea of what needs they have. A good email campaign will track that data and start sending content that is tailored to their specific pain points and interests.
The goal here is to provide specific information about your products or services without a hard sell.
Conversion
Now you’re getting closer to the sale. If leads are still listening at this point, they are ready for the sales pitch. That doesn’t mean you go overboard and fire up the spam-machine, but you should be openly discussing the benefits of your services and products. It is also a good time to offer discounts or promotions to drive people to that final buying decision
The goal at the conversion stage is to close the deal – focus on the benefits of your product or service to drive a final decision.
Loyalty
Just because a sale is complete, doesn’t mean the relationship is over. You can continue to foster that relationship through the loyalty phase of your funnel. At this point, you should be sending content that offers a continuing value. That could mean service follow-ups, more educational content, or new offers.
The goal here is to retain your customers through top-notch service and helpful content.
Advocacy
The final stage in your funnel is advocacy. Here you’re looking to turn people from customers into brand ambassadors. This stage isn’t fully separate from the loyalty phase – but there are a few differences. You can continue to offer educational content and discounts to encourage their continued business, while also mixing in relationship building content.
This final goal is to get customers talking about your business with their friends, on social media, and with other businesses.
Email Marketing
Your sales funnel will influence a wide range of your marketing and advertising efforts. But email marketing provides the most direct correlation to your funnel stages. Professional email marketing also offers in-depth tracking and data services that let you know exactly where any lead is in the process – and what services or products they are interested in.
Stop shooting your message into the dark – we can help you set up an email marketing campaign that is intentionally focused on moving people through your funnel from lead to customer to advocate. Contact us today to see how Fusion Group USA can help you grow your business the smart way.
