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What Is A Sales Funnel And Why Are They Important? #448
A sales funnel combines traffic sources, high-converting landing pages, and email or SMS sequences into a 24/7 automated system that guides prospects from awareness to purchase for any product or service.
Key takeaways
- A sales funnel has three parts: traffic sources, a landing page, and the product or service being sold.
- Use the AIDA system, awareness, interest, desire, decision, and action, to structure funnel campaigns instead of going straight for a conversion.
- Upsells and downsells should add congruent value to the initial purchase, not just discount the price.
- Every extra field in a form can reduce conversions, especially on mobile, so keep forms as short as possible.
- SEO should be the core marketing strategy, with remarketing next and paid ads added on top to generate demand quickly.
About this episode
What Is A Sales Funnel And Why Are They Important?The definition of the sales funnel (also known as a revenue funnel or sales process) refers to the buying process that companies lead customers through when purchasing products. A sales funnel is divided into several steps, which differ depending on the particular sales model. Join Matt, Johan and JaMarcus as they talk about Sales Funnel and why they are…
Questions this episode answers
What is a sales funnel?
A sales funnel combines traffic from sources like Facebook, Google AdWords, YouTube, and Instagram with high-converting landing pages and follow-up sequences such as email and SMS. It is described as a three-part system: traffic, the landing page, and the product or service being sold at the end.
How should upsells and downsells be structured in a sales funnel?
Upsells and downsells should be congruent with the original purchase and add genuine value rather than simply discounting the price. The recommendation is to increase perceived value by adding bonuses instead of cutting the price, because selling on value is stronger than selling on price.
What is the AIDA funnel structure mentioned in the episode?
AIDA stands for awareness, interest, desire, decision, and action. The hosts recommend starting campaigns with an awareness-type offer rather than going straight for a conversion, because most advertisers on Facebook and AdWords already push for an immediate sale, so a staged approach helps a brand stand out.
Should you use paid ads or SEO first for a sales funnel?
The episode recommends SEO as the core marketing strategy, followed by remarketing, then paid ads on top. Paid ads can be used first to get SEO momentum going and to generate demand, then tapered off as SEO takes over, since organic rankings last after ads are turned off.
In their words
It's all about congruency, man. The whole funnel is all about congruency. So when you're upselling and when you're downselling, the next product has to make sense in a in a in a way that it adds value to the product you already bought.
Guest
I personally believe that your core business strategy should be a really good website that's more like a sales funnel than it is like a digital brochure.
Matt Bertram
Terms defined in this episode
- Sales Funnel
- A system combining traffic sources such as Facebook and AdWords, high-converting landing pages, and email or SMS follow-up sequences to move prospects toward a purchase.
- Trip Wire
- A low-cost front-end offer, such as a $7 product, used primarily to collect buyer information so the seller can market higher-priced products on the back end.
- Irresistible Offer
- An offer structured so that the perceived value of what is included far exceeds the price being asked, making it very difficult for a prospect to say no.
- AIDA Funnel
- A campaign structure based on awareness, interest, desire, decision, and action, used to warm up cold audiences before asking for a conversion.
Full transcript is being added.
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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