Imagine running a business that has products and services that far surpass those of your competitors. Your employees are motivated, and you have a set of research-based goals. However, your marketing strategy falls far short of your target metrics.
This can have a strong negative impact on your overall performance. In some cases, it could even cause your audience to choose a competitor instead.
Optimizing your inbound marketing funnel can help you take your conversion rate to the next level and nurture your leads more effectively. Let’s explore the steps you can take to refine your marketing.
Top of Funnel
This segment of your marketing funnel consists of people who have no idea what your company is or what it offers. It’s impractical to expect them to convert before they understand the value your products provide. As you might expect, the focus of this funnel segment is to introduce your brand and illustrate what you can do for your audience.
When focusing on members of your audience, who are at the top of the funnel, you should create informative content. Educational blogs are great ways to get started. You should also develop a social media advertising strategy. Doing so is a great way to quickly get your company in front of the right demographic.
Google pay-per-click ads are also essential to integrate. These help attract users who are already looking for products or services similar to what your company offers.
Middle of Funnel
The awareness you build at the top of the funnel isn’t enough to generate sales, yet it brings them to the middle of the funnel where you have more control over how you influence their actions. Customers in this segment are considering making a purchase but aren’t sure if it’s worth it for them to do so.
The good news is that customers are receptive to marketing messages and understand that certain solutions could resolve the issues they have. Gated content is great to include here, such as white papers, free trials, and ebooks. You should only provide these in exchange for user contact information (like an email address).
This is also when you need to incorporate solid calls to action (CTAs) to compel users to sign up, make a purchase, download a free resource, etc. CTAs should be powerful and brief, such as “Buy Now,” “Get Started,” or “Add to Cart.”
Once you get their contact info, you can continue making offers and nurturing leads. This makes it far more likely that your audience will stay interested in your company. It’s also great for making someone a long-term customer.
Bottom of Funnel
This is where your audience will make their decision. Leads are likely educated on what you offer, and they tend to also be familiar with your competitors. How you interact with them is crucial. The last thing you want is to drive them away when they’re about to make a purchase.
Case studies are powerful tools you can leverage once your audience reaches the bottom of the funnel. These illustrate how you’ve helped your previous clients and can convince those who haven’t made up their minds.
The same can be said about including client testimonials/reviews. When customers can’t make a decision, they often look for what their peers have to say. Automation can help you optimize the conversion process.
Not only can this make your strategy more efficient, but you can also eliminate the chance of human error. One of the most common ways people use automation is by reminding users that they’ve abandoned their carts. People who leave items in their carts don’t always do so because they aren’t willing to make a purchase. Sometimes, they simply forget.
You can also use automation to generate automatic contracts and send follow-up messages after users take specific actions. For instance, you could send a thank-you message after a user buys something on your website.
Inbound Marketing Channels
It’s imperative to use the right inbound marketing channels to get the best results. These come in many forms, and you’ll need to choose the most applicable to your business. Listed below are some of the most notable.
This is one of the most effective channels you can leverage. Regardless of what industry you operate within, there’s a good chance your audience checks their email daily.
However, it’s imperative to personalize the content you send. Otherwise, your strategy won’t be nearly as effective as it could’ve been.
Think of the last time you took the time to read a generic mass email. You likely didn’t spend more than a few seconds skimming through it, if you opened it at all.
Exclusivity goes a long way. Newsletters, invitations, and special offers can substantially increase your conversion rate.
Social Media
It’s estimated there are approximately 4.8 billion social media users worldwide, making social media platforms amazing ways to connect with your audience. And, to make the most of social media, you’ll need to focus on the platforms your audience is most likely to use.
For example, it’s not uncommon for certain target demographics to only use Twitter and not Facebook. Therefore, it’s recommended to research your competitors to gain insight into how they communicate with their audience online. You can also assess the type of content they post.
Advertising
Ad campaigns provide a large amount of flexibility regarding how you target your audience. To clarify, you can segment your demographic based on age, income, gender, etc.
The better you understand your audience, the easier it will be for you to connect with them effectively. Hence, it’s recommended to research your target audience thoroughly so you can get the highest return on your investment.
Don’t Neglect Your Inbound Marketing Funnel
The tips in this guide will help ensure you make the most of your inbound marketing funnel. From here, you fully leverage your marketing strategy and better connect with your audience.
Red Stone Studio focuses on delivering actionable solutions that exceed all expectations. We treat our partners with respect, integrity, and fairness, regardless of their goals. Learn more about how we can help when you book a consultation with us today.
