Here’s where you can position yourself as the industry expert they’re seeking with content that helps them. Try doing some keyword research to figure out what types of content you should be creating for the middle of the funnel (MOFU) audiences — you can find out which search terms in your niche attract high volumes of traffic and create content around those queries later.
There are a number of different tools on the market today to help you track these and other metrics, though for most businesses Google Analytics represents the most comprehensive, easy-to-implement solution. Since it’s free, use the service’s funnel-tracking tools until you determine that you need something more advanced and then move on to another sales analytics program or a complete marketing automation program.
The questions have intensified with two recent announcements. UnitedHealth Group CEO David Wichmann said that Optum plans to grow from $16 billion to $100 billion annual revenue by 2028, and will do that without building any hospitals. A few days later, CVS announced that it would expand its three-store HealthHUB pilot into 1,500 locations by 2021. HealthHUB is CVS’s in-store health and primary-care experience.
Before you start building your sales funnel, it is essential to have a clear business vision, develop an ecommerce marketing strategy, and then define your target audience to work towards your business growth. If, for example, you are looking at how to create an online clothing store, you need to follow specific steps to develop your business and stay successful.
Your automated sequence of emails needs to reflect the different stages of the sales funnel process as depicted in the diagram above. Automated emails ideally should guide your prospective students somewhere from the “interest phase”, where they have signed up for a newsletter or downloaded a lead magnet, through to purchase of your course. This requires a good bit of thought to create the right messaging, frequency and content offer.
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According to Pardot, 70% of buyers turn to Google at least 2-3 times during their search to find out more about their problems, potential solutions, relevant businesses, etc. Many people also turn to social media and forums for recommendations. At this point, they aren’t looking for promotional content; they’re looking to learn more about potential solutions for their need.
“Time is money for a rep,” said Tony Rodoni, Salesforce EVP, Commercial Sales, and Market Readiness. “You need to know the most important thing to do right now, and what to do next. If you’re not clear on which opportunities are accurate, you’re relying on your memory to know which ones need work. As you take on a bigger book of business, with more opportunities, quarter after quarter, relying on your own memory means mistakes and wasted time.”
For example, when a customer finds you organically through a Google search for example, that means you have some element of authority. When you have authority, prospects are more likely to enter into your funnel because they know that if they found you relevantly, that whatever it is that you're providing must be of a great value. That's just the nature of SEO and organic search.