Build a High-Converting Email Funnel
You are always in need of a robust sales funnel. The prehistoric hacks like cold calls and aimless emails do not help. This is the digital era. Your prospects prefer to be nurtured. You need to add value to them. This gets complicated when you are faced with huge sales targets.
This is where the email funnel will come to your help. The website visitors may take time to come to terms of doing business with you. These prospects need to be nurtured and helped through their buying process. These prospects can be converted to customers over time and start contributing to your business in more ways than one.
It's rather easy to automate the email funnel. Most email campaign software supports this feature. You only need to create the workflow, and the software does the rest. Before the workflow can be designed online, you will first need to have a thorough understanding of how it happens. Let's find out what you will need to make the email funnel a success.
Finalise the Buyer Personas
To start with, you need to understand your target market.
Who are you selling to?
What are their critical pain points?
Can my portfolio of products and services alleviate my prospect’s needs?
Now, you understand your target market. Next, create the buyer personas of your target market. Include the demographics of your target market.
Understand the buying process – the AIDA model
You need to understand the cognitive steps a prospect goes through during the buying cycle.
Awareness: Create brand awareness in the market or community about your product or service.
Interest: Generate interest in the minds of the prospect about your solutions portfolio. What is the USP that will compel the prospect to research more about you?
Desire: Now, the prospect is beginning to have an emotional connect with your brand.
Action: The prospect executes a CTA request. He ends up purchasing your product.
Now, the strategy
Awareness: At this stage, the prospect is looking for information. But, he does not want to be overwhelmed. Don’t throw too much of jargons. Educate the prospect. Lead them to your blog section and make them go through your blogs. Undertake research to know about the hot topics. Produce content on these topics. Show yourself as a thought leader.
Interest: Your prospect has some knowledge about you and your company. He is hungry for more. He now wants to know about the brand fitment; whether your product will fit in his scheme of things. Inform the prospect about the brand, its features and benefits. Take the prospect to your home page to tell him what you and brief him about your product on the product page.
Desire: Your prospect is at an advanced stage in the buying process. Your prospect is convinced with the USPs of the product and wishes to continue in the buying journey. To generate more excitement, you can share case studies and how the deployment of your product helped them in many ways. You can send out testimonials and reviews. You need to ensure that your prospects subscribe to your blog and social media pages.
Action: The prospect goes ahead and executes a CTA. He may request for a demo or call the sales team directly for finalising the order.
Automate the buyer journey
Once you have strategised the steps to be taken, go ahead and execute it. You may be required to create some of the content. Do ensure to keep it short and simple. You need to create the content so engaging that it acts like a magnet. You have already mapped your target market and their pain points. This will allow you to create the attraction that you need. Once the content is created, you will need marketing software like a Hubspot, or a Zoho to replicate this workflow online.
You may already be having such a workflow in place, albeit manual. You only need to replicate it online. Or, you may need a few tweaks.
Do note that all your prospects will not be the same. You may need to have different buyer personas for different types of prospects. This is where you will need to segment your prospects and tweak the workflows accordingly. So, you may have to automate several workflows depending on your strategy for different buyer personas.
Finally, use KPIs to measure the effectiveness of your email campaign. Use feedback from the KPIs to improve your email marketing strategy.
This content is accurate and true to the best of the author’s knowledge and is not meant to substitute for formal and individualized advice from a qualified professional.
© 2020 Sanjay Das