The Ultimate Guide to Creating a Sales Funnel Part 2
The education segment of the funnel is about highlighting the benefits of your product or service, and convincing potential customers as to why it’s for them. While written content is still relevant in much of today’s marketing, the pull of an informative video shouldn’t be underestimated. As well as propelling you forward in relation to SEO, the right kind of video can increase your conversion as much as 20 percent.
Video isn’t the only platform that should be harnessed when educating customers. Thanks to the popularity of smartphones, customers can receive a more “hands-on” experience with your product thanks to technological breakthroughs in virtual reality, which can give a more in-depth overview of your product.
Those who can look at the service or product in more depth are more likely to retain the information that comes with it, meaning their decision is easier to make. Of course, it’s important that more conventional means of education are covered, such as written copy and social media updates, but a lot more value can be added by simply looking at recent developments in the world of technology.
The evaluation period will follow the education period and will generally consist of the customer weighing up their options. While a business should never force a product or service upon a customer, there’s no harm in allowing them to get a feel for it by offering them a trial or some further information.
If you offer a product that comes in a range of sizes and colours, then it is worthwhile offering examples of what the product looks likes should they opt for a certain design. This can be as simple as having a colour grid included on your product page, or an informative video that gives a thorough breakdown of what variations are available. Of course, this is only one example, and there are many options available to you that should help persuade those who aren’t sure, regardless of the platform they’re using.
The engagement period can blend into the evaluation period, depending on the type of customer. During this period, you may receive some questions about your product. Answering these in a timely manner will ensure that there is more engagement, which helps take a company to the next stage of the sales funnel process.
However, there are other ways of allowing the customer to engage with your product or service before committing to purchase. For example, those that offer cruises could offer customers a taste of the experience by offering a 3D floorplan. This can also help with other elements of the funnel, as the floorplan can be remodelled and used as an interactive map that helps passengers navigate the area.
Video and virtual reality can also be used in tandem to create an immersive 360-degree tour of a premise, event or gig. The possibilities are endless, it’s simply a case of coming up with something that sits well with your brand and marketing efforts.
While not relevant to every type of industry, the commitment stage can be an important stage for many businesses. There can be times where some paperwork is required, or there are some final details to look at. However, if a customer has made a commitment to your product or service, it pays dividends to act sooner rather than later.
The end goal for many businesses is a purchase, regardless of the methods used. Although a purchase is a celebratory occasion, businesses shouldn’t rest on their laurels if they’re looking to ensure a repeat purchase is on the horizon.
Once a business has won over the affections of a customer, repeat custom shouldn’t be an issue, but it’s important to ensure that information is available in abundance. While the birth of new technology allows for more branches within a sales funnel, it’s all for nothing if the customer can’t find out what they need about the service or product. That said, there’s no reason as to why they shouldn’t have some fun in the process.