Table of Contents
WHAT IS THE SALES FUNNEL?
AIDA SALES TECHNIQUE
ATTENTION (AWARENESS)
INTEREST (INTEREST)
DESIRE
ACTION
SALES FUNNEL FOR THE COMPREHENSIVE MANAGEMENT OF YOUR CUSTOMER RELATIONSHIP
GET
KEEP
GROWTH
HOW TO APPLY THE SALES FUNNEL TO YOUR BUSINESS?
WHAT IS THE SALES FUNNEL?
Let's start at the beginning, what does the term sales funnel mean? First of all, we must warn you that, depending on the occasion, you will find that the same thing is called in a thousand ways: sales funnel , conversion funnel, sales tunnel, marketing funnel, sales funnel... You're in luck! They all refer to the same thing.
The sales funnel is the tool used to plan and establish the flow that a customer follows from the moment they become aware of the existence of your brand or product until they end up buying (AIDA). In addition, in the alternative model presented after the AIDA model in this entry (it focuses on the acquisition of new customers and closing the first sale), the phases of customer retention and growth are analyzed , that is, the work to be done in the post-sale so that we can achieve customer loyalty and thus achieve a recurrence of their purchases with the aim of increasing the business's profits in the long term.
AIDA SALES TECHNIQUE
When we were referring to conventional methodology in relation to the sales funnel, we were talking about the AIDA model, which consists of 4 phases . As you can see in the image, these are, from beginning to end of the process:
Attention
Interest
Desire
Action
Do you have any questions? Don't worry, we'll tell you more about each one now so you can reach everyone from the general public to your end customer.
marketing-aida
Designed infreepick
Before detailing each of the parts of the funnel, it should be noted that this funnel can be divided into more parts if desired, in the end it will depend on the process of each business. This is why there is another terminology used to classify the funnel according to 3 main areas:
ToFU ( Top of the Funnel) : This is the upper part of the funnel, where actions are taken to attract new potential customers. In the case of the image, this corresponds to phase 1 of attention.
MoFU ( Middle of the FUnnel ): in this case it is associated with the techniques by which the public goes from knowing you to being interested in what you offer (phases 2 and 3 of the AIDA model).
BoFU ( Bottom of the FUNnel ): if we have reached this point, we have already managed to convert that audience into a client by carrying out the purchase action (phase 4 of AIDA).
ATTENTION (AWARENESS)
The first thing we need is for people to know us. We can offer the best service or product on the market, but if nobody knows you, it will be of little use to you… In a world as competitive as today's , it's not just important to be good, you also have to know how to appear to be good. There are different ways to reach the public, these are:
Organic: achieving viral content (highly shared with more people) without the need for advertising campaigns.
Paid: Any content that gives visibility to your business through a paid marketing campaign.
Collaborations: This involves creating content that reaches a new audience through a partnership, in a video, podcast, etc., with a person with a certain recognition and influence.
INTEREST (INTEREST)
Once we have caught people's attention, what we need to do is move from targeting a generic audience to a community that is as close as possible to that of our target client. The goal is not to be known by as many people as possible (we wouldn't complain if this happens, of course...) but to reach the largest number of potential clients, which is quite different.
To do this, you need to establish a content marketing strategy that offers the user valuable information for your potential client . Let's take a classic example. If you are a company that sells drills, in this section you are not going to create technical content about your drill saying that it is the best for this or that, what you are looking for here is to build loyalty and to do this you have to understand why your client needs products or services like the ones you offer. That said, what is the reason for the drill? Well, maybe your client wants to hang a picture or to do certain repairs in his house because it is his hobby ... Then what he wants to read is about pictures, 3 keys to hanging your pictures at home, the 5 tricks to do the maintenance of your house yourself, and everything else you can think of...
With this you will be able to create a base of really interested FOLLOWERS (for example with a newsletter ) thanks to the trust that begins to be generated, and not of people who consume your bounce content, that is, who are not really interested in what you offer.
