Sales and marketing teams love inbound marketing funnels. Do you? It takes all of the hard work of prospecting off your plate.
You are putting your best efforts into capturing leads through inbound marketing, but the results are disappointing.
Well, you are not alone; Numbers show that more than 32% of marketers believe they are going nowhere with their inbound marketing campaigns.
So, what can you do to make the most out of your inbound marketing efforts?
There is one recommended solution to this problem: funnels. Sales or marketing funnels can help you deal with your inbound marketing frustration.
What are funnels? How are they related to inbound marketing? What kind of success can you experience using funnels? Why are funnels your best option compared to other inbound tools and tactics?
By the end of this post, you will have the answer to all these questions. We'll also link to related inbound marketing and sales funnel resources to help you get a complete picture. So, let's look at how marketers use funnels as part of their inbound marketing strategy.
The 3-part Inbound Marketing Funnel Formula
To sell stuff online and successfully architect a profitable sales funnel, there are three pieces of the puzzle:
- Your Offer – What you're selling.
- The Follow-up – Your communication with your prospect once they're in your sales process.
- Traffic – The people coming to your website or landing page.
The sales funnel is the first thing you need to set up, even if it's just a standalone sales page… Driving traffic to a sales page without a funnel wastes resources.
You want to ensure you get an ROI from your inbound marketing budget and consistently stoke the fire with new prospects to keep growing your business!
You get sales when you combine all three – traffic, your offer, and a follow-up process!
Read more about our exact sales funnel formula to drive tons of targeted, high-converting traffic to our business and clients' business in our brand-new version of the Funnel Factor report. No time to read? Please register for our on-demand Sales Funnel webinar. You can watch it anytime from home.
ToFu: Top of the Inbound Marketing Funnel
If you have a basic understanding of sales funnels, you would know that a top-of-the-funnel (ToFu) priority is to capture your audience's attention. This is the first step and most crucial part of the funnel structure. Therefore, top-of-the-inbound marketing funnel actions can bring in the most significant number of quality leads for your sales team to nurture and convert.
So, what does ToFu relate to your inbound marketing efforts?
You need to step up the game and invest more resources towards getting as many relevant leads as possible as part of your inbound strategy.
Optimized content
One of the best ways to achieve this is by focusing on content marketing. Create epic content that provides value and helps readers connect with your brand. Use search-engine-optimized content to attract many users through organic search.
Social media
Build a solid social media presence so that when you make an announcement, you get a higher chance of it spreading like wildfire!
Your content won't become viral from the get-go. You must first grow your audience, understand them, and create exciting content.
Customer experience
You will be amazed to know that more than 70% of all social media users will likely recommend a brand to their network if they have had a good experience.
This figure makes it quite evident how important it is to build strong content marketing and social media strategy to increase customers as part of the funnel strategy for your inbound marketing efforts.
MoFu: Middle of the Inbound Marketing Funnel
The Middle of the funnel (MoFu) is where you get to know different kinds of audiences through the ToFu.
However, this is part of your inbound marketing funnel process, where you qualify different lead segments based on their interests and readiness to buy. The leads closer to converting are often called MQLs or Marketing Qualified Leads.
Nurture and convert
After you've spotted the most qualified leads, you must nurture them until they convert into paying customers. This is done partly through automated marketing workflows but also through the active involvement of your sales team.
There are different marketing strategies that you can employ to nurture these leads. Here's an example:
Suppose a user has subscribed to your newsletter. Instead of just sending a welcome email, why not pair it up with a welcome offer or discount coupon? Or maybe add a free eBook download to your welcome email? Click here to get more ideas on how you can build automated email sequences that bring results.
BoFu: Bottom of the Inbound Marketing Funnel
This is the phase where the saying 'strike while the iron is hot' holds entirely true.
The customer has already gone through the basic steps of your funnel. They have shown interest in your product or service at the top of the funnel. They have gained all the relevant knowledge they need about the service, have been qualified and nurtured thoroughly, and are about to convert into paying customers. This is the most significant opportunity for your sales team to close the sale.
So, how can they do it?
Present an offer
Tempt the BoFu customer with an offer they cannot resist. You might have the best product for the user's needs, but – unless you can make an irresistible offer and present it in a compelling light before you lose the sale.
This is where the power of content, as part of your inbound marketing strategy, comes into the picture. By content, we mean all elements, such as graphics, copy, design, and everything in your marketing material.
Read this highly relevant article about how to create content for every stage of the buyer's journey as your incoming leads move through your marketing funnel.
Content is still King!
You may agree that creating a sales funnel that works for your inbound marketing strategy requires planning and effort. User-friendly content is not enough; you need to make a conscious effort to take action tightly related to the buyer's journey.
From creating compelling landing pages to writing effective web copy and posting on social media, every step you take must be part of a plan, your sales funnel, and an inbound marketing plan.
Don't forget – that marketing efforts generate three times as many leads at a 62% lower cost.
Creating A Funnel To Solve Inbound Marketing And Lead Generation
All we have to say is that succeeding in the game of inbound marketing requires sincere efforts, just like in any other field.
Creating an inbound marketing funnel could be just the piece you were looking for to solve the inbound marketing puzzle. Now, it is up to you to create a strategy in which you add a funnel that complements your marketing efforts and enhances your sales numbers.
Inbound Marketing Funnels: The Video Recap
What is an Inbound Marketing Funnel?
In the vast ocean of sales strategies, inbound marketing funnels have started to distinguish themselves as a unique force. While they might seem synonymous with sales funnels, they serve a different purpose. The essence of a marketing funnel is to engage with potential clients based on their familiarity and comfort with your brand.
The Three Market Temperature Levels
- Cold Market:
- You will typically see generalized ads.
- Promotions like downloading a lead magnet or signing up for a webinar will resonate with them.
- Warm Market:
- Presented with slightly more direct promotions.
- Engagements may involve signing up for sales calls, reading advertorials, or delving into specific blog posts.
- Hot Market:
- These are the prospects ready to make a purchase. They will be presented with direct purchasing options and pitches.
Retargeting: A Game-Changer
With the rise of digital platforms, retargeting has become invaluable. For instance, if a visitor explores one page on your website but not another, this behavior can dictate the type of ads they see next. Similarly, email triggers can be set up based on which web pages they visited.
Our company's marketing automation is so advanced that we even receive Slack notifications detailing which page a user views. This immediate data can be a powerful tool. For instance, when I noticed that a potential client had visited the same pages multiple times without taking action, I occasionally called them to address any questions directly. This level of attention can make all the difference in the conversion process.
The Funnel Components
1. Your Offer:
This is the product or service you're offering, whether a coaching program, a digital product, a physical item, or something else entirely.
2. Follow-Up:
Initially, this was just email correspondence. Now, with retargeting, this follow-up includes ads on various platforms based on a prospect's interaction with your brand.
3. Traffic:
The potential clients who visit your web page and hopefully take the desired action.
ADA and The Funnel
The ADA model, which stands for Awareness, Desire, and Action, perfectly complements a marketing funnel's top, middle, and bottom stages.
- Top of the Funnel (Awareness): The goal is for prospects to become familiar with your brand, almost as if they're getting to know a friend.
- Middle of the Funnel: This stage involves multiple interactions. Prospects recognize your brand, engage with your content, and, ideally, join a nurturing database. They might sign up for more information, begin to trust your brand more, or even schedule a time to discuss a potential purchase.
- Bottom of the Funnel: This is where the offer is presented, and a prospect ideally becomes a client.
Remember, while some might navigate this funnel in hours, others might take years. Regardless of the duration, consistency in marketing is crucial. If you slack off, you risk being forgotten.
Crafting the Ideal Funnel
To create an effective inbound marketing funnel, focus on:
- Optimized Content at the Top: Content remains King. Engage with optimized content and maintain active social media interactions.
- Nurturing in the Middle: Convert prospects into leads, eventually leading them to the final stage.
- Presenting Offers at the Bottom: Lay out your offers clearly and compellingly.
To conclude, perfecting your inbound marketing funnel is the key if you aim for a strategy where potential clients come to you willingly.