Have you ever been sitting in traffic thinking to yourself, Dang, I wish I could get traffic like this to my website? If you are stuck at stagnant levels of growth or if you’re searching for ways to get more traffic into your ecosystem, you are not alone!
There are a lot of things you can do to drive more traffic into your world, but more importantly, once you get the traffic, you need to convert it to boost those bottom-line profits!
Today, I’ll discuss what conversion funnels are and how they impact your customer journey. Then, you’ll learn how to optimize your funnel to increase the number of people who enter your funnel and get them to convert at some point before hitting the bottom. Let’s jump into it!
- What is a conversion funnel?
- What is the customer journey?
- Conversion Funnel Stages
- Top of Funnel (TOFU)
- Middle of Funnel (MOFU)
- Bottom of Funnel (BOFU)
- #1: Leverage the Power of Social Media
- #2: Invest in SEO
- #3: Craft Compelling Content
- #4: Utilize Email Marketing
- #5: Develop a Referral Program
- #6: Take Advantage of Paid Ads
- Weekly Challenge
What is a conversion funnel?
A conversion funnel describes the different stages that your ICA (ideal client avatar) will journey through and the desired actions (hello, conversion!) you want them to take. Basically, it’s a way to get people into your ecosystem (usually with some type of free content they can only access by leaving their email address) and then nurturing those leads with a nurture sequence (emails that give them a chance to get to know, like and trust you more) while they warm up, eventually becoming a paying customer.
All leads will enter your funnel at the top. As they learn more about you, your business, and your product or service (warm-up), they move down the funnel getting closer and closer to making a purchase.
Understanding how leads enter and flow through your funnel is essential because it helps you engage them, answer questions, build that know, like, and trust factor, and eventually lead them to conversion.
What is the customer journey?
Let’s say that you sell a dog training program. A great entry point into your funnel would be a free lead magnet on your website. Your lead magnet might be a simple checklist of items you need to start training your dog.
The idea is to offer your audience something of value for free in exchange for their email address. It needs to be valuable and actionable, something that someone can download and put into action today. Something that will give them a quick win gets them excited and get them into your funnel. You then will start to nurture them via your nurture sequence (a series of emails that will extend the value of your free offer, giving them quick wins along the way and making them think – WOW! If they are giving this great content away for free, what must it be like to work with them in a paid capacity?
Conversion Funnel Stages
The model we use is the top-middle-bottom funnel which focuses on sparking interest, giving value, and eventually convincing your ICA to make a purchase and become a loyal customer.
Top of Funnel (TOFU)
This is the awareness phase. When you enter the TOFU stage, they are just learning about your brand. Usually, they will find you via your website, social media post, email, or ad.
Middle of Funnel (MOFU)
This is the consideration phase. Now the ICA knows your brand, they’ve engaged with you, and they are eager to learn more. This is when your ICA will sign up for other free offerings (i.e., your newsletter or follow you on social media).
Bottom of Funnel (BOFU)
This is the conversion phase. This is where your ICA is right before they make a purchase. By this point, you’ve nurtured them, given them the time they need to warm up and get to know, like, and trust you. Now, it’s time to convert them into paying customers. Once you have your conversion funnel in place, it’s time to start driving traffic to it!
Resource: ICA Template – Are you struggling to know your ICA inside and out? Do you have an exact vision of who your ICA is? This template is going to help you dig into those important details you need! Remember, you NEED to know your ICA before you can begin to market to them. Because if you are marketing to everyone, you are marketing to no one!
#1: Leverage the Power of Social Media
Leveraging the power of social media via platforms like Facebook, Instagram, and LinkedIn can be a great way to target potential customers and drive traffic to your conversion funnel. When you create campaigns specifically targeting your potential customers on platforms such as Facebook, Instagram, and LinkedIn, you can reach huge numbers of people in an incredibly cost-effective manner. A strategic social media manager can help formulate an effective plan for promoting your products or services via these platforms, helping to ensure that your message gets out to the right people and that the desired action is taken. Paid promotions can be set up to bring even more potential customers into the fold. Social media marketing is one of the best strategies available today for entrepreneurs and small business owners looking to increase their funnel traffic and get more conversions.
#2: Invest in SEO
Optimizing your website for SEO is an important step in driving traffic to your conversion funnel and gaining visibility. SEO optimization improves organic visibility, which increases the chances of potential customers discovering your product or service and consequently converting them into loyal customers. Furthermore, investing in SEO has lasting benefits for business growth and profitability.
So, how do you optimize for SEO? Hiring an experienced SEO team is key; they have specialized knowledge in developing your website to be more intuitive and visible in search engine results. They can create backlinks and other optimizations that will boost your rankings, providing you with a constant stream of high-quality leads. Make sure to research your potential partners thoroughly before committing: look for a team with a well-rounded suite of services that match your budget and objectives. Investing in quality SEO can pay dividends in the long run – but only if you’re willing to commit!
#3: Craft Compelling Content
Crafting compelling content is an essential part of driving traffic to your conversion funnel. It’s important to create content that is informative and engaging for viewers, taking into consideration their age, interests, and likely needs. The best way to make sure you are creating the right content is to use a skillset that may require outsourcing a dedicated content creation team. This team will be able to put together a comprehensive content calendar with pieces that appeal to different types of audiences. With captivating topics on social media, blog posts, videos, podcast episodes, and more—you’ll have no problems bringing viewers into the funnel. Start off by taking the time to brainstorm topics, then create a content calendar plan and stick with it. Do not miss out on this opportunity to craft compelling content that drives real results!
#4: Utilize Email Marketing
Email marketing is an often overlooked but vital component of driving traffic to your conversion funnel. When utilized properly, it has the potential to be a powerful source of leads. Through personalized emails tailored for specific segments, you can reach out directly to customers with more consistency and frequency. Consider enlisting an email marketing team if you lack expertise in this area. They will help you build campaigns that grab attention, nurture relationships, maximize lead-aggregation opportunities, and skyrocket open rates. To make sure all your bases are covered, pay attention to the technical elements like targeting options, subject lines, and content when crafting emails. All of these will have a direct impact on your return on investment from email campaigns.
#5: Develop a Referral Program
A referral program is a great way to get more customers by incentivizing your existing clients to refer new ones. This can be done through discounts, free products or services, initial setup costs waived, or even a commission-based program. If you’re considering setting up a referral program, it’s best to research what other successful companies have done. Then you can come up with a plan that best works for you and your customers. Hiring professionals like a digital marketing agency can help you create an affiliate program tailored to the needs of your target market. With accessible incentives, you can reap the benefits of increased traffic flow toward your conversion funnel.
#6: Take Advantage of Paid Ads
If you’re looking to drive more traffic to your conversion funnel, paid ads are a great strategy to consider. Utilizing PPC ads on social media platforms and search engines allows for a much more targeted reach than organic strategies alone. With pay-per-click ads, entrepreneurs and small business owners can adjust ad spending and bids as needed to get the most out of their campaigns. Keep in mind, however, that running successful pay-per-click campaigns requires a comprehensive understanding of the relevant tool and analytics knowledge. If your organization doesn’t have these skills, it may be worth hiring a social media ad expert to ensure that your campaigns see maximum ROIs.
In conclusion, driving traffic to your conversion funnel can be a daunting task, but with the right strategies, it’s possible.
Utilizing social media platforms, investing in SEO, and crafting compelling content are just a few of the ways you can increase your web traffic. Adding tips like developing referral programs and taking advantage of paid advertising will help bring more customers into your funnel as well. By understanding what a conversion funnel is and why it’s beneficial, you can create marketing plans that increase ROI. Although there are many options and processes to set up a successful funnel, once implemented, the return on revenue will be worth it.
Resource: Core Lead Magnet Workbook – Are you having trouble building your email list? The best way to get people to opt-in is by offering them free and valuable content! By creating a fantastic lead magnet that aligns with your core offer, you will not only be proving the quality of your products and services but also building a following that will help cement your future success!
- Do you have a funnel? If not, start by downloading our ICA template and our Core Lead Magnet workbook. These will have you on your way to creating a lead magnet funnel that converts!
- Once you have your funnel in place, go through it with fresh eyes. Does your funnel hit the TOFU, MOFU, and BOFU stages? You may want to ask a friend or colleague to go through the funnel and give you their feedback.
- Get your funnel out there! Start to mention your funnel everywhere. Create graphics, posts, and videos that tell your audience about the value of your free offer and what transformation they can expect.
- Check out your SEO! Is your website optimized for conversion? Is your conversion funnel landing page, thank you page, and tripwire page all SEO optimized?
- Create consistent content! If you aren’t creating content on a weekly basis, it’s time to start. Create content that extends the value of your free offer using your freebie as a lead generator.
- Develop a referral program! You can start small by asking your existing friends, colleagues, and clients to share your new freebie. Once you have an audience of dedicated fans, you can look at creating a referral or affiliate program.
- Take advantage of paid social media ads! Don’t just sit around waiting for someone to find your funnel. Start creating a social media ad to promote it!
I hope you found this information on conversion funnels helpful! If you are struggling with optimizing your funnel or don’t have a funnel, we can help. We build, audit, and fix funnels all of the time! We’re happy to hop on a call to chat about your funnel and how we can help!
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