Sales funnels are exactly that – they funnel your audience toward one goal: a sale. On the way to the sale, your audiences can also become warmer leads by signing up for your newsletter, a lead magnet, or other content, giving you even more knowledge on what they need and want, so you can sell them exactly that.
So you see, a sales funnel assists your marketing strategies in many ways. People can sign up to your newsletter even if they don’t buy, and once they sign up you can nurture them from being warm leads to buyers!
In this series on Advanced Marketing, you’ll be in good hands with my marketing manager, Jean Ginzburg. We’ll talk about sales funnels and the content you can use in them to nudge your audience toward signing up with your firm: books and webinars.
Why You Need a Sales Funnel
A tiny 3% of users purchase a product on the first try.
So it’s important to have a funnel where you can follow up with your audience and nurture them as they go along. How do you nurture them and nudge them forward in the funnel?
By adding value, giving them more information and more content.
Ally herself has mentioned before that typically, people don’t sign up right away. They usually take 30-60 days to sign up. When they do sign up, it’s typically because Ally follows up, not by email because her audiences aren’t tech-savvy, but rather by phone and printed letters. That’s her sales funnel!
No matter what kind of business you’re in, whether you’re selling something online, or you’re an attorney trying to get clients, people are not going to commit to spending money with you right away. That’s why it’s important to have a sales funnel and to have some sort of followup process, whether it’s through email, through Facebook messenger, through regular snail mail, or even phone calls.
How a Sales Funnel Works
With a sales funnel in place, you nurture your prospects over time.
These participants get to know you, and they warm up to you and trust you.
You give them content, you give them value, and at the end of the funnel, when you ask them for the sale, they’re eager to buy! Let’s say you offer them a course or two, or offer them a consult to get on the phone with you.
They’re more likely to take you up on your offer because you’ve provided some value to them. You’ve demonstrated your expertise and what it’s like to be your valued client.
A sales funnel in action works over time.
A funnel typically has a big, wide mouth at the top, which is similar to your sales funnel. You get a lot of people coming in here, maybe through a Facebook ad or a print ad.
Then you have a smaller opening at the bottom of the funnel because over time some people will fall off because they might not have the budget, or maybe this is not exactly the type of solution they need, or whatever it might be.
So at the top of the funnel, you have a lot of people coming in and then you hit the bottom with a lower number of conversions. That’s normal.
Even if some people didn’t make it down the funnel, you can still nurture them if they interact with you and make a specific movement in the funnel! For example, people who clicked “Learn More” on your ad and went to your landing page, but didn’t sign up for your newsletter.
Your sales funnel puts you back in front of these people, and if they like the content they see from you, they’ll sign up!
Now you can nurture them.
A Sales Funnel for Your Law Firm
Here’s a simple sales funnel sample you can use for your law firm.
Step 1: You start with an ad, or maybe a networking activity. You can pull people in from social media posts, Facebook Live, phone-ins, Google ads. Set something up.
Step 2: You send them to a landing page where you offer them content they can’t resist. A free report or guide, a short ebook. They give you their email or perhaps their phone number to get that content.
Step 3: Let some time elapse, and then send them an email, maybe one a follow-up to the ebook that they downloaded. Ask them, did you enjoy the ebook? Did you find this information helpful? Do you have more questions?
You know, come in for a consultation and we’ll talk about that in the email.
Step 4: You either hear from them or you don’t. Some time elapses. And then you send another email. “Oh, I didn’t hear back from you about coming in for a consultation.” This time, you give them more content. “Perhaps this can be useful to you in the meantime.” Something related to your specialty. For example, “Here’s why it’s important for you to know about wills and estates.”
You repeat Step 3 and 4 in the nurture funnel. They gave you their email so keep yourself visible and valuable in their inbox!
Even when they do sign up for a consult or buy your course, that just enters them into another funnel! This time, the funnel is to upsell them into another service or to motivate them to refer you to other people.
You should also repeat Step 1 throughout the various marketing campaigns you execute. Even a regular social media posting schedule can bring you traffic! You may have several landing pages for each specific service or product you promote.
A sales funnel is ongoing. You start it and you keep it going. This is advanced marketing but it’s really simple. Next, we’ll talk about the tools you can use to streamline and automate your sales funnel.
If you can believe it, I have even more knowledge to share on this topic! If you’d like to learn more about sales funnels, sign up for my Six Figure Solo program! Six Figure Solo now comes in three tiers – Executive, Solopreneur, and CEO. Sign up here!