Where to Start Your Marketing Strategy
In a solid inbound marketing strategy, the first step is to identify the shape of your company’s sales funnel. Each shape represents different problems and opportunities. Your funnel shape will tell you where to invest your time, money, and effort in order to be successful.
Start by identifying the shape of your funnel and then check out our tips for quick wins and long term strategies to drive results.
Funnel Shape #1
This is the funnel that many sales organizations are familiar with,
and are working toward. And while there are new schools of thought on sales funnels and their shapes (bow tie, flywheel, etc.) for the purposes of this discussion we'll stick with the one you already know.
Read on to see some problematic funnels, and how to fix them.
The Ideal Funnel
VISITORS
LEADS
OPPORTUNITIES
CUSTOMERS
You might think this is a great problem to have. But not all leads are created equal, and leads don't pay the bills--customers do. What you need is more conversions.
Too Many Leads
Start
with the
Funnel
by
Your key to understanding your sales funnel.
Funnel Shape #2
Clean out your database - how many of the leads you're targeting are garbage? Use a CRM with lead intelligence features like those found in HubSpot to better understand your leads.
Long Term Fix
Nurture your qualified leads by creating reengagement campaigns and have your sales team reach out to share contextually relevant content via personalized emails.
Short Term Fix
Funnel Shape #3
Good news, you have a very common problem with some very obvious solutions. Just like the funnel above, you need more conversions.
Adding conversion points (CTAs and Popup Forms) to your website to collect leads and grow your email marketing list so you can nurture them.
Short Term Fix
Long Term Fix
Take a deeper look at your customer personas. Are you targeting the right people? Is the messaging on your website correct? If not, develop a content strategy to reach them.
Not Enough Leads
Funnel Shape #4
This is a heartbreaker. You drove traffic to your site, converted them into leads, they became opportunities and then, crickets. This one falls squarely on your sales process.
Make sure that your sales team has a documented process (especially for lead follow up) and that all sales associates are trained to follow it.
Short Term Fix
Long Term Fix
Take a look at who you're selling to. If you're selling to the influencer, instead of the decision maker, that could be the problem. Develop a content strategy to speak directly to the decision maker.
Low Close Rate
Funnel Shape #5
Behold: The Cone of Silence. While it's great that visitors are flying straight down the funnel to purchase, that population is very small. Time to make noise.
Increase the number of visitors to your website with a social media strategy that includes consistent posting on relevant platforms, as well as paid social ads and PPC to boost brand awareness.
Short Term Fix
Long Term Fix
Develop an SEO strategy that drives more people to your website. Then create and promote top-of-funnel content to increase your conversions.
Not Enough Visitors
Contact us to schedule a free 30 minute consultation about how to get started.
Get Started
Schedule a 30-minute, no obligation,
demo of HubSpot Free with me.
Bryan S.
SALES CONSULTANT
No matter your funnel shape, we can help.
The Ideal Funnel
Too Many Leads
Not Enough Leads
Low Close Rate
Not Enough Visitors
