Creating Offers that Perform at Each Level of the Sales Funnel
The following is an excerpt from IMPACT's ebook, "How Successful Businesses Generate Leads from their Website." For more expert tips on boosting your website's lead generation, be sure to check out the full ebook.
Offers need to be created for each different level of the sales funnel – from the top of the funnel, to the middle of the funnel, and finally to the bottom of the funnel.
Each level of the funnel may require different tactics so that you are able to nurture your leads right along to the point of making a sale.
Think about it: we all begin by not knowing what a particular business does. There was a point in time when we were looking for service, yet didn’t know exactly who to choose or how to go about finding one. What sort of processes did you go through to make your decision? What tactics did the business use to help:
a) get you to recognize that it exists?
b) draw you in enough so that you read up on them and check them out?
c) sell you their product or service?
Top of the Funnel
Though the top of the sales funnel isn’t necessarily the most important part, without the top of the funnel you have no funnel. So how do you draw people in?
The best way to nab the attention of anyone is to create a call-to-action, otherwise known as a CTA.
If you want people to come to your site, then you’ve got to offer something that gets them to your site, your blog, or your landing page. There are a number of ways for
you to create a call-to-action, which we’ll get into in just a few segments, but this is where you’ll really be able to make use of your social media sites, forums, your blog, banners, PPC campaigns, and more.
Middle of the Funnel
The middle of the funnel is where further lead nurturing takes place. Your goal with the middle of the funnel is to give those who have come to your blog, your website, your landing page, etc., a better understanding of what your company, services, or products are all about.
This is also where it’s a good idea to hook people up with your “free” offer. So let’s say at the top of your funnel you offer up a free eBook on a topic that’s related to your niche. The middle of the funnel is where you can then provide them with that free eBook, webinar, presentation download, or whatever it is that you offered, which is related to your niche and will help you promote your company.
The top of the funnel made a promise to give something to people who came to your site. Now the middle of the funnel is your opportunity to produce, to gain trust, and to gently advertise what it is that you have to offer.
Bottom of the Funnel
The goal of the bottom of the funnel is to really hone in on those leads who are ready to buy. When you make offers at the bottom of the funnel, you want to offer something more than a free eBook which people can take or leave at their choosing. You want to offer things that will get them into a bit of a commitment, like a free 30 day trial for your site, a 15 day demo, or a promotional offer like 50% off of your services or a free consultation.
Questions to Ask Yourself When Creating Offers at Every Level of the Sales Funnel
- Who are my primary customers? Separate them into their different industries, general traits, and decisional influences.
- What sort of challenges do your customers face? How are you going to address these challenges?
- Why is your solution unique? Is there some benefit you offer that no other company can match?
Once you know the answers to the questions above, you’ll be able to start crafting compelling offers that your customers won’t be able to refuse. It will take a bit of practice and a bit of testing, but in time and through use of such tools as the HubSpot Marketing Grader you will be able to create great offers.
About John Bonini
As the Marketing Director of IMPACT from 2013-May 2015, John lead the IMPACT marketing team. He also wrote for the HubSpot Blog, Social Media Examiner, and Convince & Convert among others. In his free time, John enjoys playing guitar, high-fives, and anything with marinara sauce.