You’ve probably heard of sales funnels before, and you probably have an idea of how they work. You know it has something to do with building your list and conversion rates, and you know your blog fits in somehow.
Here’s a quick rundown of the all-important sales funnel.
What is a sales funnel? Sales Funnel 101
Your sales funnel is system that guides your audience take from being a casual visitor to paying customer.
You’ve probably seen those big funnel things charities sometime put in malls, where you put a coin in the slot and it rolls around and around the funnel until it finally falls in the hole at the bottom.
Your sales funnel is like this. There’s a wide space for the coin (your potential customer) to enter, and as they explore your content and your offering, they get closer and closer to becoming a paying customer (when the coin drops in the hole).
Top of the Funnel:
Your free content (that require no email address or payment) like your blog and social media posts are at the top of the funnel. That’s where the journey starts.
Middle of the Funnel:
Your optin offer or your lower priced offers are the middle of the funnel, when customers are exploring the waters of working with you, but aren’t ready for the higher-priced services yet.
Bottom of the Funnel (The Goal):
When a customer purchases your main item like your ecourse, your handcrafted items, your high-end coaching package, that’s the bottom of the funnel.
This journey from visitor to raving fan looks different for every business, but the basic structure is the same. It looks like this:
Visitor enters funnel → visitor engages further → visitor makes a purchase and is now a customer
Here are some examples of what this might look like for different businesses:
Someone searches for leather cuff bracelets and finds your Etsy listing or a blog post about your products → Customer favorites your listing → Customer buys your bracelet
Life Coaching Business:
Someone searches for solution to a problem their having and lands on your blog post → they love what they read, so they sign up for your mailing list → they love your mailing list freebie, so they sign up for a lower priced course you offer → customer loves the course and invests in your super fancy high end coaching package.
Entrepreneur Training Company with Membership Site:
Someone sees your targeted Facebook ad for your membership site → They visit your website, look around, read some blog posts → They love what they read and sign up for your mailing list, or they might even jump right into a membership!
You probably see a pattern here.
There’s plenty of room for variation here because people are going to find you in different ways (social media, Google, a guest post you wrote, etc.) and some might skip steps in the middle (like jumping straight to your high-end offer or skipping the mailing list signup), but for the most part, a customer will first try out your free content before moving into the higher-commitment content that requires their email address or a payment.
And this is where your blog comes in. That’s where it starts.
Your blog is the top of the funnel where the penny starts rolling toward the hole at the bottom. This is where people get to know you, where they read about what you can do and how you can solve their problem.
Your blog is what gets people interested in your work. It connects them to you and the story of your business, to the solutions you provide, it positions you as an expert, answers questions they might have about working with you, and entertains them.
This is where they get the information that will influence their decision about whether to buy from you or not.
If readers love your blog, they’re more likely to become subscribers and then customers.
This is why it’s so important that your blog content is awesome. Your blog posts should be helpful, entertaining, easy to read, and they should tell your reader exactly where to go next.
That’s a lot to keep track of when you’re writing a blog post, but I’ve got you covered!
I made you this handy blog post checklist to make sure your post has everything you need to make things easy for your reader and guide them to the next step in your sales funnel.
Learn content marketing in days, not months.