Clients are, for all companies, one of the most important stakeholders, as their success depends on them. However, the truth is that before becoming clients, the journey is long and has several stages in which many potential clients stay. Which are these steps? And what can we do to get our audience converted? Let’s find out.
All companies have a target audience that shares several characteristics and interests and to whom companies can provide common solutions. But, although a company’s audience is vast, its number of clients will only be a portion of the total. Once they become aware of the company to the point of effectively seeing it as an option and becoming its clients the journey is long.
This is how the sales funnel was born. It is possible to position a company’s audience in the sales funnel according to their attitude and, thus, adapt the content and the approach carried out, to bring them what they need to carry on and, at the end of their journey, become our client. But what stages are we talking about, then?
1 – The first step, at the top of the funnel, is about attention. Here, the public has identified a problem or need and, therefore, is aware of the existence of a product or of our company, by visiting our website or our social media, in their research related to the problem. The contentshould allow your audience to learn more about the company and what it has available.
2 – In the second stage, there is a demonstration of interest in the product and the company. At this stage, the visitor of the website becomes a potential client and, therefore, a lead. It is here that there is an active search by the public, which is already looking for a solution, and that there is, on their part, the provision of personal data in exchange for content, which must be rich and qualified and must encourage the passage to the next step of the funnel. Ebooks or newsletters are examples of content to consider.
3 – In the third stage, there is already a desire to buy and, therefore, a sales opportunity for the company. Your potencial client is already an informed and qualified lead and is prepared to be approached from a purchasing perspective. Here, it is necessary to create a sense of urgency and offer more specific and objective content, such as prices.
4 – The last stage is the action stage, in which there is the moment of purchase and in which you are finally able to attract a new client.
These phases can last for long periods, and, during them, several potential clients can be lost. The question then arises: what can we do to boost your funnel’s conversion? Here are some tips.
1 – Share rigorous, relevant and valuable information in order to educate visitors;
2 – Maintain an online presence, through a website and social media, which you must manage in order to make your solutions known;
3 – Bet on digital marketing through newsletters, landing pages dedicated to specific themes (such as a webinar), etc.;
4 – Automate conversion processes through marketing platforms;
5 – Set goals for each stage of the funnel and, as defined, adapt the content;
6 – Bet on relevant call-to-action in order to reach and convert more people;
7 – Use persuasive language;
8 – Customize the content you offer;
9 – Follow-up on your leads, that is, keep in close and constant contact with your potential clients.
By correctly determining the sales funnel and being able to position the audience in its different stages, you will be able to correctly adapt the content, approach and tone and you will be able to convert your audience into clients. What are you waiting for?
By Sofia Neves, digital marketeer in Media em Movimento