How to build an effective sales funnel for your next campaignLauren Doyle
Today we’re going to talk about ‘The Sales Funnel’ and how a strong marketing sales funnel can help you generate leads and increase growth.
You may be asking yourself right now, what is a sales funnel? Can I buy it in the homeware or hardware section?
Well, no. That would be way too simple!
The Sales Funnel
The sales funnel is an essential marketing method that can help you align your marketing messages and channels.
Using the acronym, AIDA, we can break down the customer journey into four cognitive stages: Awareness, Interest, Desire and Action. If we align our marketing methods with each step, we’ll create a clear path to conversion for our customers.
For example, a customer has visited the local high-street and is looking for a new jacket. They spot a shop with an exciting sign/display and decide to go inside. This customer has now passed through the Awareness stage and into the second stage, Interest. Once inside the store, they look through a few racks and pick out a jacket they’d like to buy, moving to the Desire stage. Then they line up at the till and pay for their jacket; they’ve now completed the final stage of the funnel Action.
Even though the above example refers to a brick-and-mortar store, the sales funnel can be optimised and repurposed for any business type.
So, what are the four stages set out by the AIDA model and what marketing methods should we be using?
Let’s jump straight in.
The AIDA Model
Awareness – This is the stage where your product/service needs to attract the customer’s attention for the first time. Whether that’s through social or paid ads, this is the sales funnel stage where brand awareness campaigns work brilliantly.
Interest – Now you’ve caught their eye, it’s time to hook them in. Tell them the benefits of your product/service, and maybe give them some data to back this up.
Entice them to research you further, fill out a lead form, spend a little time on your website, or check out that fresh new blog you’ve uploaded.
Desire – Now that the customer knows, and likes your product, it’s time to make them want it. You can try creating an emotional connection with your customers through an active Twitter feed, or maybe offering free content through an email newsletter series.
The key here is to build trust and convince your customers they need your product.
Action – This is the stage in the AIDA model where your call to action takes centre stage. Your potential customer now knows, likes and trusts your product and is ready to convert.
There you have it! You’ve learnt how to create your sales funnel using AIDA and streamline your buyer journey.
Whether you’re creating a marketing sales funnel or a lead generation funnel, this is a digital marketing method you can use over and over again!
So, how will you apply the AIDA method to your next marketing campaign? What does the sales funnel for your business look like?