We’d like to take this time to highlight a great article by Sherice Jacob called “Optimize Your Sales Funnel: The Top, Middle & Bottom-Line”. Sherice Jacob helps website owners improve conversion rates with custom design, copywriting and website reviews and gives a free conversion checklist and web copy tune-up here: iElectrify.com.
What is Sherice Jacob’s article about?
Understanding, developing and optimizing your sales funnel to plan out your customer’s path to action will help you know where your traffic is coming from and capitalize on enhancing the quality and quantity of the conversations! Concentrate on areas most conducive to driving conversions. What kind of content seems to resonate best with them?
The article does assume you know what a sales funnel is and have set one up in your preferred conversion tracking system (like Google Analytics) and offers an approach for improving that funnel!
Lesson Learned (directly from the Sherice’s article):
· 70% of marketers publishing new content. But, as it turns out, only 21% of them are successful at tracking their return on investment.
· Many marketers track their ROI in terms of the amount of traffic, but that only tells part of the story. More traffic doesn’t automatically mean more conversions. Look beyond the raw numbers. Measure engagement through comments, shares, time on site and number of pages visited, etc. This demonstrates that your content is being found and being read.
· The Sales Funnel:
The TOP of the sales funnel is how you generate traffic.
The MIDDLE of the funnel is the conversion (i.e. keeping their attention … how you convey the urgency of your offer to make people trust your company and act).
The END of the sales funnel is the acquisition (i.e. keeping them engaged … deliver relevant news, case studies and suggestions that reinforce what a great deal or decision the customer made).
· If customers are bailing out of your “sales funnel” at the checkout process, they may have convinced themselves that the item/service is not worth the money. How can you communicate the value in a way readers will understand and appreciate? Think about what constitutes value to them.
· Today’s customers crave: personalization, support and rapport with brands.
Why else do we love this piece?
We agree with Sherice when she writes about not spreading yourself too thin trying to create content that appeals toeveryone, but rather it is best to focus the blog on a specific question, problem, trend, or one interest of your audiences’. And … we loved her problem and solution points, here:
“The problem: An abundance of content that gets read and shared but doesn’t convert. By conversion, we mean subscriptions, downloads, orders or whatever you’ve set as your conversion goal.
The solution: There are several reasons people choose not to take action at that very moment, most of which can be distilled into three main points:
- They don’t need it right now
- They don’t have the money for it right now
- They don’t trust you at the moment”
Thanks for all the great tips and lessons learned Sherice!
Please like this post if you also enjoyed this or Sherice Jacob’s article.
This blog was written by our staff writers. If you are looking for a solid inbound marketing strategy, contact us today for a free consultation, we are here to help! Follow @cogomojo on Twitter, the COGO Interactive Company Page on LinkedIn, and subscribe to our blog, for more tips and resources. Thank you for reading! Your support is very much appreciated.
