Content
Who invented the sales funnel?
The sales funnel in contextual advertising is not a funnel!
Stages of working on a funnel
How to attract even more customers? Throw money into Yandex.Direct, set up advertising campaigns correctly and work on landing pages. But what if the return on advertising does not satisfy you and the ROI is below zero. How to understand what is not working well: advertising, your USP or sales managers? A sales telegram database search funnel will help clarify the situation.
Who invented the sales funnel?
The sales funnel was first discussed in 1898. American advertising specialist S. L. Elias proposed a marketing model that described the “journey” of a potential client from the first acquaintance with an offer or product to the actual purchase. This model is known as AIDA:
Awareness - the client's awareness of the existence of a product or service;
Interest — the client is interested in the product;
Desire - the client wants to receive the product;
Action - the customer takes action to obtain the product.
First image of the sales funnel
The first depiction of a sales funnel in the book "Pharmaceutical Selling, "Detailing" and Sales Training" (1959)
The sales funnel in contextual advertising is not a funnel!
In the classic understanding of the funnel, little has changed: it is still a consistent transition of the client from one stage of sales to the next . But the number of advertising channels has increased, competition has grown several times, and consumers themselves have become much more selective.
The audience of each channel behaves differently and makes purchasing decisions differently, so the sales funnel in contextual advertising has its own specifics. It is NOT a funnel .
The original funnel model now works only in "hot niches". In all others, the client makes decisions inconsistently: he can visit the site several times and leave it, click on different ads, compare prices, leave requests and not pick up the phone.
Golubev Ilya
Ilya Golubev, co-owner of the digital marketing agency M-Leads
Work on the funnel is absolutely necessary if we are advertising a complex service or in conditions of strong competition. If your topic is not very capacious, and the audience buys almost immediately upon request, then deep development of the funnel is definitely not the first task. Agree, if you are engaged in, say, garage repairs, it is worthwhile to first increase the receipt of hot traffic and work on the offer. But if it concerns, for example, licensing (SRO, ISO, etc.), apartment repairs or real estate sales, a "head-on" offer is unlikely to work.
The funnel is no longer a linear interaction between the client and the company. Now it is more of a chaotic movement with different touchpoints at different levels. And in order for the client to achieve the desired goal - to purchase the product, you need to study these levels, anticipate the client's needs at each stage and consistently build effective interaction with him.
Let's give an example. A client is looking at photos of a brand new Chevrolet on a website with cars. He flips through the catalog, reads the description, compares models... And now he is about to leave the site, when a lead generator cleverly works and offers him:
a) Buy a new Chevrolet at a super bargain price with a 10% discount!
b) Exchange your old used car for a new one!
c) Sign up for a test drive at any convenient time + get a 10% discount on the purchase of a car on the day of the test drive!
Attention, question: which proposal will work?
Golubev Ilya
Ilya Golubev, co-owner of the digital marketing agency M-Leads
Let's recall Ben Hunt's ladder of recognition - part of the audience is not yet thinking about your service, part is already looking for answers to their questions, and part is already busy calling contractors. Therefore, at different stages of recognition, the user enters relevant queries and expects a corresponding solution for their stage. If a person is looking for how to choose a team for repairs, and you immediately shout at them that you have a 70% discount until the 5th, then you will definitely not inspire trust.
To make a relevant offer to the client, you need to understand what stage the client is at now, what interests him and what will work best. This is what a sales funnel is built for.
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Stages of working on a funnel
Step 1. Build
Creating a general sales funnel for a business starts with the main question: “What stages does a customer go through before purchasing a product or service?” Most often, these are:
awareness of the problem,
interest in the product,
solution,
action.
The choice of tool for construction depends on the scale of the business. Small companies working with several clients per day can use regular Excel , entering and analyzing data manually.
Medium and large businesses will need a more complex tool to work with the funnel. The best solution would be a CRM system , since it already contains all the data about clients and interactions with them.
How and why to build a sales funnel
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