How to design a sales funnel for lead generation and conversions on your website.

What is a sales funnel for your website?

Okay, imagine trying to sell lemonade on a busy street. You wouldn’t just stand there silently with a pitcher, right? You’d probably try to get people’s attention, maybe offer a small sample, tell them how refreshing it is, and then make it easy for them to buy a cup.

Here are the typical stages of a sales funnel:

1. Awareness (Top of the Funnel): This is where people first discover your website. They might find you through:
   • Google searches: For terms related to what you offer.
   • Social media: Seeing your posts or ads.
   • Referrals: Someone mentioning your business.
   • YouTube videos: Watching your helpful or engaging content.
   • Blog posts: Reading your informative articles.
2. Interest (Middle of the Funnel): Once someone is aware of you, they start showing interest. They might:
   • Read your blog posts in detail.
   • Watch more of your YouTube videos.
   • Read your Call to Action, inviting them to get your free resource. They just need to give you their Email address.
   • Download the free resource which starts an appropriate Email campaign.
3. Decision (Middle/Bottom of the Funnel): At this stage, potential customers are considering whether or not to buy from you. The Email campaign is designed to nurture their interest and move them towards purchase by:
   • Help them use the free resource to understand how your offers apply to them.
   • Encourages them to read specific blog posts (or videos) with a few excerpts.
   • Highlights key benefits and features. Including customer testimonials and referencing a case-study.
   • Walk them through the decision making process. Describe some urgency to act soon. Ask them to make the next step to buy and reaffirm the main benefit to them. Give them a link to the Sales page.
4. Action (Bottom of the Funnel): This is the point where the potential customer becomes an actual customer.
   • Visit the Sales page.
   • Review any options they need to choose from.
   • Fill out a Purchase Form, or Book an Appointment, or Call the number to order.
   • Complete the transaction.
5. Engagement (End of the Funnel): It is important to continue to communicate after the first sale, with another Email campaign:
   • Thank them and prepare them for the event or service or what-ever the purchase entails.
   • After the event or service or they have had what-ever they bought for a little while; ask for feedback.
   • If the feedback is positive then ask for a good review. If not, pursue making them happy.
   • Follow up with relevant news, announcements, tips, and offers. But don’t be annoying about it, just helpful.

Why is a Sales Funnel Important for Your Small Business?

• Attract More Customers: A well-designed funnel helps you reach people who are actually looking for what you offer, increasing your chances of gaining new customers.
• Build Relationships: By providing valuable content at each stage (like helpful YouTube videos or informative blog posts), you build trust and establish yourself as an expert, making people more likely to buy from you.
• Guide Potential Customers: Instead of hoping people will stumble upon your “Buy Now” button, a funnel gently guides them through the information they need to make a confident purchase.
• Increase Sales: By nurturing leads and addressing their questions and concerns at each stage, you increase the likelihood of converting interested visitors into paying customers.
• Understand Your Customers: Tracking how people move through your funnel gives you valuable insights into what’s working and what’s not. You can see where people are dropping off and optimize those areas.
• Automate Your Sales Process: Certain stages of the funnel can be automated (like sending follow-up emails or providing downloadable resources), saving you time and effort.

The Power of YouTube Videos in Your Sales Funnel:

YouTube is a fantastic tool to attract viewers and integrate into your sales funnel because:

• High Visibility: YouTube is the second-largest search engine in the world. People actively search for information, tutorials, and product reviews there.
• Google Search results include videos at the very top of the results.
• Engaging Content: Videos are highly engaging and can showcase your products or services in action, build your brand personality, and connect with viewers on a more personal level.
• Versatile Content: You can create various types of videos for each stage of the funnel:
  • Awareness: “How-to” videos related to your industry, informational videos solving common problems your audience faces, entertaining videos that get shared.
  • Interest: Product demonstrations, behind-the-scenes looks at your business, customer testimonials.
  • Decision: Detailed product reviews, comparison videos, case studies showcasing your success with other clients.
  • Action: Clear calls to action in your video descriptions and end screens, directing viewers to your website’s product pages or contact forms.
• Build Trust and Authority: By providing valuable and helpful video content, you establish yourself as a knowledgeable and trustworthy resource in your niche.
• Binge watching your videos lets people get to know and like you. Google notices how many they watch.
• Reach a Wider Audience: YouTube’s sharing features make it easy for your videos to be discovered by a broader audience.

In short, a sales funnel is your strategic roadmap for turning online interest into paying customers. By incorporating engaging content like YouTube videos at each stage, you can attract more of the right people, build stronger relationships, and ultimately drive more sales for your small business.