Funnel Marketing – Turn Your Website Visitors
into DollarsYou have a wonderful website up and running and prospects are showing up. You can see from your website statistics that they are taking a look around, but they’re not staying. How do you get them to stay and willingly enter your sales funnel? How do entrepreneurs create a marketing strategy that works for them?
All sales must start with marketing. You must have a good product or service to market to prospects in order to begin this cycle. Marketing brings in the leads, leads generate sales, and sales create profits.
Get prospects into your sales funnel
What is a sales funnel? To picture funnel marketing, think of an inverted pyramid or funnel. There is a large opening at the top where your enticement product is offered free. The next level down is narrower but has offerings that are higher in price. The narrowest area at the bottom of the funnel contains the most expensive products.
To start the trip down the funnel, offer something for free. You need to snag your target client’s attention with a freebie product that they would normally purchase for around $20.00.
Let’s use a business example to illustrate the process. Let’s suppose you are an acupuncturist specializing in nutrition and healthy living. Your website is listed on page one of Google’s search results for acupuncture in your city. You offer a free 20 page report titled “Top 10 Ways to Live a Healthy Life” available for download on your website. In exchange for the free report, prospects provide their email address and agree to receive your e-zine “The Way to Health”, from which they can opt out at any time. You also provide a privacy statement indicating that you will never rent or sell their information.
Get prospects on your marketing list
Once the prospect has signed up for your free report or article, they are on your mailing list. They are at the top of your sales funnel. Your more expensive services are further down the funnel.
How do you move prospects down the sales funnel?
• You must provide content and expertise on your site so that prospects come to like and trust you.
• Offer a selection of products and services at different price points.
• You can offer articles, quizzes, and links to resources.
• You must send your e-zine on a regular basis with links to your articles and your product page.Let’s use the example of the acupuncturist again. You could have a “Healthy Recipes for Optimum Health” e-book available for $29.95. Further down the funnel you could have an 8-week Healthy Weight Loss E-Course delivered by auto responder for $99.00. At the very bottom of the funnel you could offer a series of 6 acupuncture treatments for $395.00.
The main point is that at each lower level the number of prospects becomes smaller, but a better targeted client, willing to spend more. When we provide the opportunity to experience our product or service at various price points, we create the interest needed to keep prospects in our funnel.
The mistake many entrepreneurs make is trying to sell only their highest priced products or services. Having a range to move prospects along in the purchasing journey is a beneficial strategy that results in sales and profits for the entrepreneur.
Copyright© 2004-2010 | Suzanne Muusers - All Rights Reserved
About the author
Suzanne Muusers is a Business Coach and Business Expert based in Scottsdale, Arizona. She has owned or managed a business every year for the past 25 years. She is a credentialed member of the International Coach Federation and works exclusively with entrepreneurs and financial advisors who want to leave behind their lives as business workers to become business owners earning six figures and above annually. Suzanne is also the creator of the Two Page Mini Business Plan™ - The Secret to More Business Income and the Financial Advisor Marketing Plan E-Course - How to Get More Ideal Clients
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