The Sales Funnel: Attracting Your Community

The first question you have to ask yourself when building the sales funnel is “How am I going to attract my ideal customer?” We like to say you’re attracting your community. Just like in your hometown, you have a community of people who are physically near to you, but don’t know you yet. We want to attract them, and then narrow down that large community into a smaller crowd. Here are the four most basic ways to begin filling your sales funnel:

  • Blogging
  • Social Network Publishing
  • PPC Campaigns
  • Traditional PR


Know your keywords

I have seen companies wonder why they don’t rank in search engines for their primary keywords when the same company doesn’t even use those keywords in their blogging or content marketing. Listen, if you’re not using the keywords you want to rank for in the titles, content, heading tags, and images on your blog, you’re simply not going to rank for them. Learn how to find keywords and groups of keywords you would like to rank for, then use those keywords as your optimize your blog posts for search engines.

Establish an editorial calendar

Most businesses get hung up blogging because they have no clear direction for when or what they will blog. This is solved by creating an editorial calendar. Learn how to create an editorial calendar, and then use CoSchedule or the editorial calendar plugin for WordPress.


Social Networking

Know Your Target User

Not all social networks are created equally. Each social network has a primary demographic, and you need to know your target user in order to know which social networks make the most sense for you.

Know The Mindset of a Social Networker

Once you’ve identified the social networks where your potential customers are, you’ll want to engage on that network with the understanding that each of the network’s users have a different mindset while using them. For example, the person using Pinterest is highly aspirational, usually a DIY’er, someone with an intent to buy NOW or soon. The person using Facebook is looking for interactions on a more personal level – conversations even – spurred by recommendations from friends. Users of Twitter are news-seeking interactors. Don’t try to be on Twitter if you don’t also intend to reply and converse, even if briefly. And things move quickly there, as is the nature of a platform whose original intent was to answer the question, “What are you doing right now?”

To learn more about how to absolutely kill it with your social media publishing, including more about the mindsets of users on the various networks, you’ve GOT to read Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social WorldJab, Jab, Jab, Right Hook by Gary Vaynerchuk. You can also check out this Pinterest board where we’re collecting some great pins related to the sales funnel.


PPC Campaigns

PPC campaigns are a good way to get traffic if you don’t have any.

That doesn’t mean you shouldn’t use them if you DO already have good traffic through your sales funnel, but they’re definitely a good place to start filling your sales funnel. Here’s a quick primer on how to use Google Adwords, how to create Facebook dark posts, advertising on LinkedIn, and Twitter ads.

Remember that landing page design affects your PPC cost and conversions.


Traditional PR

Traditional Public Relations is NOT dead.

Make sure you’ve got your basic PR efforts covered to reinforce the relationships you’re building, and to help create new ones.

Understand that traditional PR is very much about relationships.

I know. Public RELATIONS. You’d think it would be obvious. If you’re not a natural networker, start building those muscles with Book Yourself Solid. And just because relationships are kind of a mushy, slip through your fingers sort of thing doesn’t mean they can’t be measured. Not true. Relationships in public relationscan and should be measured.

As you can see, each of these ways are very dependent on you truly knowing your target customer. Your blogging content needs to be helpful to them, and even entertaining; your social networking needs to find them where they actually are; your PPC campaigns need to show up when they’re looking for you, and your PR needs to leverage the relationships important to them.

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