If you own a small or medium sized business in the UK and are just planning on familiarising yourself with the idea of sales funnels and online marketing, you are likely to find controversial information. If you are not careful, you might end up creating a campaign that doesn’t fit your business needs or does more harm than good. If you would like to know how to utilize marketing funnels in your business, you need to know about some of the lies going around the industry. Find a few of them below.
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1. One Size Fits All
Some marketing agencies will tell you that the same sales funnel will be suitable for a gardener and a personal trainer. This is not true. The more trust-based your business is, the more personal interaction is needed. You will have to consider how you usually get customers, what their needs and preferences are, and how you can best get in touch with them. Instagram marketing might be great for stylists, but you might want to choose LinkedIn if you offer financial planning advice, so you can showcase your credentials and your qualifications. As a part of our service, we usually sit down with business owners and offer a free consultation to find out more about their situation, industry, and goals, so we can work together on creating the most effective online marketing funnels.
2. They Are Set and Forget
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While there are some great marketing automation tools available online, you will have to test and tweak your sales funnels to avoid losing money and make the most out of your efforts. You might think that one form of interaction will suit your target market, but customer needs change from time to time. You have to do your research initially, but also keep an eye on the latest trends, as well as your competitors’ behavior, so you can maximise the return on your investment. Online marketing tools will help you track your click rates and conversion, if they are set up properly.
3. They Sell for You
A sales funnel will automate your sales process, but if you don’t have an irresistible offer, you will not make the sale. As a business owner, it is your job to find a unique selling proposition and offer something more valuable than your competition. You will also have to get used to the idea of giving first before bombarding your audience with sales pitch after sales pitch. This will help you create reciprocity and improve your engagement level with your market and target customers.
4. Content Is Irrelevant
Some agencies and online sources will tell you that as long as you regularly post on social media and copy some of the promotional emails from the internet you will win the game. You couldn’t be further from the truth. Indeed, you will have to make sure that you are developing a consistent, professional, and unique voice. No matter if you are looking to get people to check out your promotion after reading a press release or checking out an infographic, you will have to communicate the same vision, mission, and business values. Nobody will trust you if your site is full of spelling mistakes and broken links.
5. You Should Appeal to Everyone
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One of the most common mistakes entrepreneurs make is trying to appeal to the entire marketplace, instead of focusing on one profitable niche they can serve better than their competitors. You might have heard about people with tens of thousands of Twitter followers and hundreds of blog subscribers. The focus should not be on the quantity, instead the quality. Ask yourself what are your chances of turning that lead into a customer? If you are trying to market to people who are not interested in your service, or don’t need it, you are wasting your precious online marketing resources.
Setting up a sales funnel for your small business is never straightforward. You need to have clear goals, an extensive market knowledge, and a unique offer. No matter which online marketing tools you use to connect with your target market, you will have to make sure that you don’t let your prospects’ hand go and carefully guide them through the journey of becoming a customer.