Expecting to increase sales or conversions without a strategy is like expecting a car to run without putting gas in it (well, or charging it if it’s electric). I know that the word strategy is very broad and may sound trite, but if used judiciously It is the most powerful weapon of business success.
We all know the meaning of this magic word, however, applied specifically to digital businesses, strategy is a series of techniques and processes that are implemented in a project to achieve a specific and previously established objective. It works as a guide, beacon and steps to follow to reach a goal, which is the starting point: you will not perform the same actions if you want to sell more than if you are starting your business and need to make yourself known.
A strategy is thought, designed, created, applied and finally measured to see if it has really worked.
In a digital project, the foundations where the efforts and resources are based (investment, personnel, communication) are focused on a strategy, and for marketing professionals, that can be translated into a conversion funnel.
This concept is used in Digital Marketing to define the phases or steps that a user performs until a certain action is fulfilled (the objective of the brand). This technique is represented in a downward funnel, since it is the way in which people concentrate:
→ The upper part, TOFU (for its acronym in English Top of the Funnel), is the widest and, therefore, in which we find the largest number of users, that is, it is the most massive. The level of user awareness is low regarding the brand, and it is even usually a first encounter. For example: Social Ads, blog article, lead magnet, landing page.
→ In the middle part, MOFU (Middle of the Funnel), people continue the journey and find themselves halfway between ignorance and conversion. The number of users who reach this point is smaller, since it is expected that not all those who are impacted by an ad or organic content will continue to advance in the funnel. The reason is simple: not everyone will be the brand’s target audience.
Actions to implement: Webinar, success stories, description of the product or service, free sample, video tutorial.
→ In the lower part BOFU (Bottom of the Funnel), the user already has a high level of knowledge regarding the brand and is in the process of deciding whether to take the step to conversion or not. That is why it is important to carry out actions that lead to it through strategic tactics, for example: dissemination of customer testimonials, offers and promotions, call to action, e-mail marketing.
Start applying your conversion funnel:
- Include a Pop Up on your website (remember to choose a site strategically, for example, in your services section) so that it works by capturing leads.
- Use an effective lead magnet to attract potential customers, and create an email marketing strategy from it to continue the conversion or sale process.
- Work on a Tripwire to capture leads at low cost.