The efforts you make marketing to different kinds of site visitors, and eventually leads, are going to be inherently different. Think of each effective conversion opportunity as a door. There are infinitely different ways visitors may want to enter and explore your site and your offerings, and you want to open these doors for your visitors. Each time you target a conversion opportunity to a specific visitor based on where they fall in the sales funnel, you open a door for them to move further on in the process.
When targeting conversion opportunities according to the sales funnel, your chances at retaining visitors and transforming them into interested leads, and happy customers, increase because you are catering to the specific, varied needs of individual groups.
So, let’s look how keeping the stages of the sales funnel in mind when determining appropriate conversion opportunity strategies on your website can drive results.
Awareness Stage: Use Tools that Target Problems
It’s called a funnel for good reason: it’s top-heavy. A large majority of leads in the funnel are found in the top, the stage that corresponds with awareness during the buyer’s journey. Visitors are aware of a problem, so you need to target that problem. Focusing on the issue at hand, not your brand, also serves to build credibility within your industry, and builds trust with leads.
Identify traffic to drive traffic. Take advantage of traffic analytics: HubSpot’s Prospects tool or Google Analytics are great ways to see where your website is receiving visitors, and by whom. Of course, implement targeted SEO on pages that are visited frequently. Look at where visitors are coming from in order to identify them and target your content to them specifically.
This may mean focusing on social media, images, and impactful headlines. Use keywords to captures leads’ interest and encourage them to learn more. Short but powerful blog posts are often effective. Make sure you try to pinpoint their problem so that they feel like they are in the right place to search more for solutions.
Consideration Stage: Offer Solutions
Some interested visitors have turned into leads. They think that your product may align with their needs. But one potential customer may not be the same as another potential customer. At this point, it is essential to include a variety of resources for a variety of customers. Steer as many different, yet relevant, leads as possible into the understanding that their problem can be solved.
How? Tailor website context to different scenarios, using different mediums, but keep content specific. This includes case studies, videos, white papers, longer and more specific blog posts, videos, and eBooks. The focus here should be creating engaging content in order to educate.
Decision Stage: Persuade to Action
In the bottom of the funnel we have leads that are ready to decide and act. Leads will weigh whether a brand’s product or service is the right choice for them, and they will most likely be comparing with other brands. Leads that are ready to buy need to be shown that your brand is more appropriate for them than another in solving their problem.
This is why we implement testimonials, bio sections and “what you do” sections that are genuine and concise. Engage leads with your story; have it resonate with them on many levels. What is it that makes you different from your competitors? Make sure the answer to that question is clear.
Make demonstrations, assessments or consultations available. They need to feel a connection with the real people that drive the products, and that the products actually work smoothly. You’re looking to complete their experience.
Remember the Big Picture
The elements you use to build a sales-funnel-balanced website work most efficiently when they are easy to engage with and navigate through. CTAs come into play at every level, to usher leads through each door to a new stage. Leads will move through the process at varying rates, so you’ll have to find a balance between including a variety of offers, and web design that doesn’t overwhelm. Keep in mind that while each element should be deliberate and powerful, it also needs to seamlessly work with your brand. Always keep your mission in mind when considering new techniques and conversions; more than a strategy, a sincere passion for your product will be a mark of quality for a lead.