Every business has a sales funnel, whether you like it or not.
Some of those old school guys (I’m talking to you plumbers) rely on word of mouth. Some businesses are 100% online and make money from their email list. And some actually have a marketing plan, but I think it’s valuable to draw out your customer process to see if it makes sense.
A good funnel has 3 parts. The top, middle, and bottom.
The top is going to be where you tell everyone possible about your offer. The middle is where you turn that lead into a friend. Then, finally you gotta get the close on the bottom.
Setting up your sales process in this way is a proven, and reliable way to make sure you’re treating your customers fairly and putting the money in the bank.
The top or TOFU (top of funnel) as we will reference it would be something like an awareness campaign on an online platform like The Facebook or Meta or whatever they are calling it today. Another form of TOFU would be a TV commercial for a local business or a mailer.
Middle of funnel (MOFU) will be useful after that customer takes a small action to show interest in your business. That could be through an email opt in or a 30 second view on your video ad. Then you can use retargeting or and email drip campaign to warm up that lead.
On the bottom (BOFU) is where you are going to ask for the sale! Give them an offer they can’t refuse and make that person a customer. You know they are interested because they have already interacted with your TOFU and they are still there after the MOFU. If you provide the product or service that you marketed toward them you should have a raving fan that will leave you a review and come back for another purchase later.
By following this process you have narrowed down your customer base to only feed your best offers to the people who are most likely to buy. Leaving the rest of the people for your next TOFU campaign if you feel like you need to refine things from the top.
Keep it simple and keep putting up those numbers my people!