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How to build your webmarketing sales tunnel

In previous articles we have discussed the value of implementing a web marketing strategy to generate leads, and given concrete examples of effective sales tunnels.

Do you want to implement this approach to support your salespeople and generate measurable ROI from your marketing activities? If so, you're probably wondering where to start... So, here are 5 steps on how to create your sales tunnel, using the tools and resources already in place in your company.

 

1. Take stock of your current marketing tools

Start by taking stock of your current marketing tools and communication actions already in place.

Objective: start from the existing to deploy as quickly as possible - and at the lowest cost - your new actions intended to generate leads.

 

To carry out this census, ask yourself these questions, among others:

  • What communication media and marketing tools do you already use? Website, blog, emailing solution, pages on social networks, YouTube channel...
  • What actions are you implementing via these channels to interact with your prospects? Publish 2 articles per month on your blog, send out a monthly newsletter, post 2 times a week on social networks... Don't limit this survey to your web tools alone, and take into account all the communication actions that enable you to get in touch with new prospects. This also includes your events (trade shows or conferences), for example.

  • With what results? How are these results evaluated/monitored? How do you measure the impact of your marketing actions today? On the basis of what criteria? For example: do you monitor the evolution of traffic on your website? On certain pages in particular? Do you know how many prospects have contacted you via the website in the last 6 months? How many people have subscribed to your newsletter?

You can then use this data to amplify certain actions in place or coordinate them more effectively, with the aim of generating leads.

 

2. Define your priority objectives

Next, define a more precise objective than the very general one of "generating leads": on which offer do you want to concentrate your efforts?

 

Again, avoid being too broad or vague: a good prospect is not someone to whom you will necessarily be able to sell all your products or services, but one to whom you have the best chance of selling at least one of them to begin with. And to design your sales tunnel, you need to define which one.

 

If your offers are diversified, you will gradually set up several sales tunnels to cover the whole "spectrum".

Because in web marketing logic, you attract your prospects to you on the basis of an identified interest in a subject (which generally corresponds to a problem to be solved or a goal to be achieved).

 

You can define the priority offer to which your sales tunnel and marketing campaigns will be dedicated on the basis of different criteria, for example :

  • identifying which one is most profitable for you (to maximise your margins),
  • or the one you feel is best positioned in your market (to generate the most volume),
  • or a new offer that you have just launched (to win new customers and cross-sell to your current customers)

This choice will then guide the definition of your targets and the content to be used (or produced) to attract them to you and then maintain the relationship with them.

 

3. Refocus on your buyer persona's expectations

A lead is an identified contact (with a name and contact details), but not only that: always ask yourself which profile a contact must meet to be a valid prospect.

 

 To define it, answer these questions:

  • Who are the targets of your offer? What size of company, what type of function within the company (if you are in BtoB). What age category, gender or CSP (if you are in BtoC).

  • What is the typical profile of your ideal customer (Buyer Persona)?What are their objectives, desires or problems in relation to the offer you are proposing to them? What are the obstacles that might make it difficult for them to buy and how can you help them to overcome these obstacles? What are their buying habits and preferred communication channels?

  • What are their 'drivers of interest'? What are their aspirations, key issues, challenges? What queries are they likely to type into search engines to answer them?

All these elements of detailed knowledge of your prospects will enable you to design the most appropriate marketing actions to attract and convince them.


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4. Define the marketing actions to be implemented

You now have all the elements in hand to design your "sales tunnel". in the proper sense of the word!

 

In line with the priority offer defined and the "interest drivers" of your Buyer Persona, you can: define the theme of your lead magnet - a content intended to attract your prospects (EBook, self-diagnosis...) - and imagine your workflow, the sequence of emails that will maintain the relationship with your prospects and nourish their interest in your offer.

 

Based on the marketing tools and campaigns already in place, you will now be able to coordinate your actions to make them converge towards the same objective, for example:

  • define the topics of your blog posts or conferences in relation to the lead magnet theme and the interests of your buyer personas
  • insert a call-to-actionat the bottom of these articles and at the end of your conference materials to refer your prospects to this lead magnet
  • relay these articles via your newsletter to your customer and subscriber base
  • promote these articles and your lead magnet via posts on social networks...

In this way, all your actions will actively contribute to creating a flow of qualified visitors to your lead magnet, to identify the contacts of your prospects and achieve your objective.

This is the key point in your lead generation scenario. Secondly, you will need to maintain and nurture the relationship with your prospects in order to support the work of the sales team.

 

5. Deploy a first scenario in agile mode

The implementation of this approach is an iterative process.

 

Deploy a first scenario in a "test and learn" logic by closely monitoring your indicators to quickly evaluate its effectiveness and the achievement of the objectives you have set.

 

Depending on the results observed, constantly improve this scenario, or stop it if it is not proving effective, after identifying the points that need to be reworked: should a new lead magnet be produced? Should a new lead magnet be produced? Should identified prospects be contacted more quickly? Offer them content that better meets their expectations? Generate more inbound traffic to the lead magnet?

 

Once you have mastered an effective initial sales tunnel, you can apply it to other offers and generate more leads!

 

Adopt a tool adapted to your activity and your expectations: choose the CRM... In order to better understand the usefulness of the latter and to choose an adapted CRM, watch this webinar:

I]: Read again our articles on this subject:

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