Building a sales funnel helps you capture more sales leads and boost conversion rates by establishing trust with potential customers. If you want to get more out of your email marketing campaigns, learn what it takes to build a sales funnel.
So you want to know how to do sales funnel email marketing like a pro?
To do sales funnel email marketing like a pro, you will first collect your potential customers’ contact email from your landing page. In return for this email, you can give away a quality lead magnet. You can now proceed to send warm-up emails and exclusive discounts to your customers. The great thing about this is email follow-up is that it can be automated.
You can use email automation/autoresponders to direct leads through your sales funnel. The follow-up emails help maintain interest in your offering while providing sales leads with more information for making an easy and informed buying decision. You can also use emails to direct your sales leads to additional landing pages with more content.
I’ll go over how to set up your email automation below, so keep reading.
What Are the Stages of a Sales Funnel?
Building a sales funnel is easier when you understand each stage used within a typical sales funnel.
Most marketing experts follow a variation of the AIDA model, which includes the following steps:
Each stage requires you to use a different approach to avoid sending the wrong message. For example, a pushy sales pitch may turn people off when they are in the initial discovery phase of looking for a product or service.
Let me show you each part of AIDA in more detail…
The first stage of the sales funnel is a landing page designed to grab people’s attention. Your landing page is the first point of contact with potential leads.
People may discover your offering through a social media post, an advertisement, or an organic search on Google.
At this point, you should assume that your visitors know nothing about your product or service. They are typically looking for a solution to a problem. They want to compare options instead of making a quick purchase.
The initial landing page should reference the pain points of your target audience. Bring up the reasons why they are searching the Internet for a product or service.
Avoid overly sales-y language on your landing page. You want to reinforce why your visitors are on your page by discussing the problems they face without your offering.
After presenting your offer, include a registration form for those who want to learn more. You can use lead magnets to help you get more visitors to sign up to your mailing list through an on-page registration form.
You need to give people something in exchange for their email addresses.
Lead magnets can include:
- Video tutorials
- Downloadable guides
- Access to exclusive online content
- Discounts on related products or services
- Free trials
- Free consultations
Instead of including a “buy now” button, you encourage visitors to make a more informed choice. Doing this will build trust and result in better conversion rates for your landing pages.
After getting your customer’s attention, your next step is to maintain interest. After a visitor leaves your site, you do not want them to forget about your product or service.
Email marketing is for the middle stages of your sales funnel. Common strategies include the use of an email drip campaign and email autoresponders.
Email drip campaigns include a series of emails sent at specific intervals or stages. Email autoresponders are scripts that automatically send email replies after a particular action taken on your web page.
Maintain the interest of your customers by sending follow-up emails that deliver something of value. You could share relevant tips or advice on something in your niche. You may also use additional lead magnets or direct your leads to another landing page with informative content.
The content you share in your emails, landing pages, or lead magnets should continue to inform and educate instead of attempting to close a sale. Establish yourself or your brand as a reliable source of information in and authority your niche.
Additional landing pages and emails will give your sales leads more information about the features of your offering and the problems you can solve for them. Here is where you can discuss the benefits of your product or service and focus more on your sales pitch.
Now that you have built trust with your potential customers, you need to make your valuable offer stand out compared to your competitor’s products or services. The content in your emails and landing pages should revolve around your unique selling proposition (USP).
A strong USP convinces potential customers that you are the best choice for addressing their needs. Think about the features you can offer that your competitors cannot provide – quell any objections here.
The final stage of the sales funnel is known as the action stage. The action stage is when customers are ready to decide whether they want to purchase your product or service.
With a typical eCommerce website, the final stage may include an offer for a discount on a purchase. For example, you may offer 10% off on a first-time purchase for new customers. A custom offer can help create a sense of urgency and encourage your leads to act now.
High-end goods and services may require direct communication. For example, if you sell business-to-business (B2B) services, sales staff may need to call qualified leads to complete the deal.
While some customers may be ready to buy at this point, you will also have leads that hesitate to decide. Time to upsell to sales leads that remain on the fence.
An upsell is an offer for an upgraded or more expensive version of the product or service. It may also promote related services or add-on features to give your exclusive deal more value. For example, when you shop for a new smartphone, the seller may try to upsell a screen protector and a phone case.
Upselling is a common marketing strategy that boosts revenue by increasing the value of the sale. It also gives potential customers more flexibility to choose a solution that meets their unique needs.
If a sales lead does not respond to the upsell, you may try down-selling the offer. Down-selling is useful for converting sales leads that may not have the budget for your standard offering. Present these leads with less expensive options that still offer a relevant benefit. Cover every outcome if possible.
How To Set Up Your Sales Funnel Email Marketing Automation
Once your potential customer has downloaded your free lead magnet from your landing page, you need to follow up and build a relationship.
There should be a series of about seven follow-up email messages, with the first one going out right after the customer has submitted their contact information (welcome email).
The easiest way to do this is to set up the email messages in your autoresponder software. That way, when the prospect completes the form, the email messages will automatically be sent over a few days, depending on when you schedule them to be sent.
In the first welcome email message, you should thank the potential customer and include a link to your lead magnet. You will mention that you will follow up with relevant information and offers. It’s also a good idea to give out your contact info here. That way, customers can ask you questions about your offering.
In the next few follow-up emails, you should look to build up the relationship. Provide more information on the problem/issue they may be experiencing and the solutions your product or service will solve. It is a good idea to include a link to your main product page to help them solve the problem or issue in a more comprehensive manner.
You should not hard-sell your main product offer in every follow-up email you send. On average, two out of the seven emails you send should be a hard-sell. For example, the fourth email and seventh email you send might be a hard-sell. In these emails, you should discuss how your main product solves the problem.
Most people are not fond of aggressive selling tactics! You want to build a relationship, not break up.
Always focus on providing value in your follow-up emails. This is the key to convincing your subscribers that your products are worth purchasing. The goal of follow-up emails is to make the subscriber more comfortable with you and your expertise to the point where they will trust you.
This is how the best Internet marketers make the vast majority of their income and how you can email market like a pro. We have some sales funnel email marketing tools further on in this article, so keep reading if you want some recommendations.
Should You Use A Lead Magnet For Your Sales Funnel?
Lead magnets are often used at the start of the funnel to help convert more visitors into sales leads. It is an effective way to keep more people from viewing your landing page without completing an action.
A lead magnet is something of value that you offer in exchange for a visitor’s contact information. You get them to sign up for a mailing list by offering something for free.
A lead magnet can be anything relevant to your products, services, or industry. Standard lead magnets include eBooks and video tutorials.
Why not offer tips and advice based on the pain points that your product or service addresses. For example, suppose you sell web design services. In that case, you can offer a downloadable guide to managing online user reviews or best practices for social media marketing. A furniture store may offer advice on interior design or treating furniture stains, and so on.
How Do You Optimize a Sales Funnel?
If your sales funnel does not produce the results you want, you may need to tweak some of your strategies.
You should first ensure that you are tracking metrics related to your sales funnel, which may include:
- Number of visitors to your landing pages
- Sources for referral traffic to your landing pages
- Conversion rates for your landing pages
- Conversion rates for email marketing campaigns
The goal of your initial landing page is to attract as many visitors as possible. If you fail to attract visitors, you may need to rethink your advertising campaign. Increasing ad spending or rewriting your ad copy may help bring more visitors to your landing page.
You should also review where your traffic comes from. Boosting advertising on the platforms that provide the most traffic may increase your overall traffic count.
Pay attention to conversion rates for your landing pages and emails. If a landing page or email underperforms, use A/B split testing to test a second version and gradually improve the content. For example, you can split test two different headers or calls to action to see which one works out best.
What Is the Best Sales Funnel Tool?
If you have web design experience, you may build sales funnels from scratch. However, most businesses and entrepreneurs rely on email marketing platforms that offer sales funnel tools.
Using an online service allows you to quickly generate multiple sales funnels, landing pages, and email autoresponders. LeadPages and ClickFunnels are two of the most used services, but you have several to choose from.
Here is a quick look at some options…
LeadPages has an extensive selection of features for building, marketing, and optimizing landing pages. You can choose from over 150 sales funnel templates and use the quick start wizard to generate a landing page in seconds.
LeadPages also includes access to conversion tools, which can help increase the success of your sales funnel. These tools include pop-ups, opt-in texts, alert bars, and trigger links to generate more leads.
ClickFunnels has over 125,000 active users, making it one of the most popular choices. ClickFunnels has some great features that allow you to build:
- Landing pages
- Sales funnels
- Squeeze pages
- Membership sites
ClickFunnels even offers website hosting, providing a complete solution for marketing a product or service. You can also build effective sales funnels using the predefined templates and drag-and-drop editor.
GetResponse is an affordable alternative to LeadPages and ClickFunnels that comes with various useful email marketing features, including email drip campaigns.
The company also recently released an “Autofunnel” tool that allows you to create an automated sales funnel in minutes. Other useful features include a conversion funnel and marketing automation.
The interface is easy to navigate, which may appeal to novice entrepreneurs. However, the landing page creator lacks customization features compared to the other options.
GrooveFunnels offers access to free email marketing tools, including a funnel builder.
GrooveFunnels gives you additional tools, including GrooveMail for email marketing and GroovePages for building landing pages. However, it is not an all-inclusive solution, which may not appeal to those who are just starting to use sales funnels.
DropFunnels allows you to build unlimited funnels and landing pages. It also comes with various customer relationship management (CRM) tools, making it easier to track your sales leads.
As with most sales funnel tools, DropFunnels includes premade templates and autoresponder integrations. The standard plan is affordable and provides access to most of the features offered by DropFunnels. However, you need to upgrade to the expensive premium plan to unlock everything.
Builderall is an affordable all-in-one email marketing solution. It allows you to build landing pages, sales funnels, websites, and sales pages. You can also view analytics and set up email autoresponders. It is one of the least expensive and most user-friendly options.
With over 300 funnel templates, anyone can create a sales funnel with no previous experience. You can also test the basic features of the service for free before upgrading to a premium plan.
Sales funnels keep potential customers from slipping away and are relatively easy to set up. The most basic sales funnel includes a single landing page and a series of follow-up emails. A more complex funnel may have multiple pages, lead magnets, and sales calls.
No matter the scope of your sales funnels, it is crucial to focus on building trust instead of pushing a sale. Nurture your sales leads by answering their questions and addressing their concerns.
By now you should know exactly how to do sales funnel email marketing like a pro. Take the time to build a relationship with a potential lead. Do this, and your potential customers are much more likely to become your perfect customers.