Understanding the WHY behind your customer interactions is one of the most overlooked part of email funnel design.
You can turn MORE leads into sales if you meet customer expectations at each stage of the process.
Stage One: Attention
The lead has just found you. They don’t know you.They don’t trust you. But they’re willing to take a chance that maybe you have something to offer. If you are working multiple channels – social media, guest posting, commenting, professional outreach – it is hard to know exactly why they showed up. And you don’t always understand if they have been following you anonymously by reading and consuming your free or alternate channel content.
Lead magnets and landing pages can help with list segmentation, but your lead is still unsure of what you offer and may come in on a landing page for Product One, but Product Two is a better fit. Everything is a little fluid at this stage.
Stage Two: Interest
The lead is beginning to understand who you. what you do, and what you deliver. They are beginning to trust your expertise. Begin to segment your list based on user inputs. Stage two is where user unsubscribes happen – because the initial reason they subscribed to your list is no longer top of mind.
This is also where you begin offering content across platforms. Send your email subscribers to your Pinterest boards. Pin your blog content on Pinterest, share on Facebook, and Tweet a link to your followers. Encourage social sharing – but keep feeding them through email. Your goal is to get better acquainted and build a relationship.
It is critical at this stage to deliver content that is tailored to their needs or your lead will hit the unsubscribe button.
Stage Three: Desire
At this point, your lead has probably read 8-10 emails, and probably downloaded some content and lead magnets. You have asked them what they need and (hopefully) have responded. They like and trust you and feel that you’re an expert.
Just like a romance, this is where you begin to stoke the flames of their desire. You show them the product or service. You describe it in glowing (but honest) terms. You begin to get them nodding along when you ask how much better their life would be if they had what you sell.
You begin to ask for the sale at this point – but like you’re asking for a first date.
Stage Four: Action
The lead is now a bona fide prospect. They know, like, and trust you. You
have demonstrated your expertise. You have shown social proof that what
you do solves problems for people just like them.
They like you, they really like you. They’ve been on that magical “first date” of test driving your product and imagining life with it.
Now it’s time to pop the question: will they buy?
Like everything in life, you’re going to hear a lot of “no’s ” before the “yes’s” – that’s part of sales. If you get a yes, great, move that lead to the customer sales page and make the sale.
If the lead does not buy, then move them back to a keep-warm email funnel
and continue to stay on their radar. Don’t pester them. If you keep sending them “buy buy buy” emails they will unsubscribe.
Some leads may need to go through that warm funnel of a couple of times before they are ready to buy. And some leads may simply never buy.
Long term bonus strategy:
Once you have someone on your email list, you will get far better conversions if you understand all the interactions your lead has with you. What content do they download? Do they attend webinars? Do they comment on posts? Do they read your content on your social platforms?
Understanding where, how, what, and why gives you a much better chance to close the sale with that lead.