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A Complete Guide on Building Sales Funnels

Guide to Building Sales Funnels Featured Image

A sales funnel has four stages: awareness, interest, decision, and action. So while building the sales funnel, you need to make sure you cover all these stages for the desired outcome.

The primary purpose of a sales funnel is to guide users through the different levels of their purchase journey. Companies create sales funnels to attract, interest, and convert prospects into customers. So if you own an online business, creating effective sales funnel is crucial for driving sales and earning revenue.

The gifographic below explains, in depth, the method of creating a sales funnel. But before that, let’s get a basic idea of the different steps of building a conversion funnel.

Step #1. Begin with Researching Your Target Audience

To identify your target audience, and understand them better you need to conduct research based on:

  • What interests them the most?
  • Where to find them on social media?
  • What do they like the least about online purchasing?
  • What are their pain points that you need to address?

Step #2. Incorporate Buyer Personas

Buyer personas represent your ideal customers. By creating different buyer personas, you will be able to personalise your approach towards the different segments of your audience who’s buying journey may vary. Base your buyer personas on:

  • Why will they purchase a product?
  • What motivates their buying decision?
  • How will they use the products they buy?

Step #3. Work on Your Lead Generation Strategy

There are several ways in which you can drive the audience to your website and generate leads. These include:

Step #4. Develop Strategies to Engage Your Leads

It is time to educate your audience about your products or services. They need to know why they should buy your products and how they will benefit from buying them. Your audience engagements strategies can include:

  • Creating blog posts that offer value
  • Creating engaging and useful videos
  • Promoting your content on the social media platforms
  • Having relevant influencers to review your products and also offer tutorials on them
  • Sending out newsletters and updates on your latest blog posts through emails

Step #5. Take Steps for Lead Conversions

The buying journey of your audience ends when they convert from prospects to customers. Make sure all your previous efforts do not go in vain buy facilitating the checkout process. Provide for an easier purchase experience by:

  • Decreasing the form fields
  • Reducing the number of steps for completing a purchase
  • Providing for one-click sign-in and sign up options

Now that you have a brief idea about the different steps of building a sales funnel, you can learn more about it in detail in the following gifographic.

 

The-complete-Guide-on-how-to-build-sales-funnels-Gifographic

Image courtesy: Shane Barker


Shane Barker

Shane Barker is a digital marketing consultant that specializes in influencer marketing, product launches, sales funnels, targeted traffic and website conversions. He has consulted with Fortune 500 companies, influencers with digital products, and a number of A-List celebrities.

How to Use PPC to Support Your SEO Efforts

Use PPC to support your SEO featured image

The effects of PPC campaigns and SEO are quite complementary and can be amplified when you implement both within your digital marketing strategy. At the top of SERPs are paid search ads and below are all organic search results – it would be best to capture your audience at their point of search through both of these channels. Therefore it is important to know how to optimise your digital marketing strategy between PPC and SEO.

Here are five ways to use PPC to support your SEO efforts:

Identify Keywords That Convert

A significant advantage of PPC campaigns on your SEO efforts is that you can identify which of your keywords are resulting in conversions. Identifying your best-converting keywords can help with choosing what keywords to focus on regarding keyword rankings. You wouldn’t want to funnel your efforts into a high volume keyword that doesn’t convert well, would you? The major upside of using PPC to kick off your SEO is the saving of time. Test out keywords through PPC and find out what keywords don’t work, so you can drop them from your efforts and push your resources towards other more important keywords.

Most of your keyword research should have been completed through Google Adwords Keyword Planner Tool so knowing how many clicks you can get for keywords and analyse the interactions and site engagement of users over time will be very useful in understanding how you should approach your link building – especially keywords, anchor text and for what landing page to rank for specific keywords.

Content Optimization on Landing Pages

With conversion tracking setup on your site, you understand what types of actions your site visitors are performing. Whether it be lead through a signup, clicking on a link to a page, clicking on an element on the page or so on, it is a great advantage to know how well your landing page content engages a visitor and achieves leads and sales.

Through the fast testing of ads, you can identify which copy entices clicks and interactions from your audience.
Using the best performing PPC ad copy and implementing aspects of it into your organic content strategy can help you write up compelling title tags, meta descriptions and page content.

Create More Link Building Opportunities

If you play your cards right with driving leads through paid search campaigns, you can utilise your gathered leads to acquire social shares and backlinks on blogs and websites. For example, you can bulk email out a newsletter or promotion where if the person shares your post on social media or their blog, they can receive a special offer or discount on your site.

You can bring in more exposure to your site content when your paid search audience browses your site. Internal page visibility is a big bonus if you have lots of quality linkable content because you never know if your audience might share your content. If you’re very confident in your site content, you could even set up some of your ads to lead directly to your linkable assets.

mobile phone with Google

Capture Your Missed Audiences

If you’re starting off fresh with a website that doesn’t have any popular keywords, you can start building up brand awareness and driving traffic through the use of PPC campaigns. With the ability to bid on your non-ranking keywords, you can compensate for your low keyword visibility and capture the audience that you would’ve otherwise missed.

SEO tends to take months to gain real traction regarding results, and as a long term strategy that is quite dependent on the competition in your line of business, you can straight away get some action happening before you even hit the top keyword positions. You’ll save 6-12 months if you’re not on the first page already and if you’re already on the first page, it might take as long even to reach the top 5 results. Sometimes businesses will be time constrained, so PPC would be a good option to acquire traffic on the first page while SEO gradually improves.

Remarketing

Being able to bring back traffic to your site is useful especially if your audience happens to click on multiple ads and organic results on the SERPs – your competitors, your ads and also your organic search results. You won’t always win over your audience so being able to pull them back through remarketing ads is a blessing in that there are additional chances of a conversion.

Sometimes your landing pages for paid search or organic search might see high bounce rates due to the user having too many options available from the search results, so it is important to make sure that your remarketing ads are written such that they are compelling and appeal to the audience’s emotions and senses. You’d want to use language that entices them to come back to your site and take action. Imagine being ranked in the top 5 and a user finds you through organic search but holds off a purchase decision or simply forgets about your site. Ad impressions will remind people of your site whether it be through regular search ads or display ads, but remarketing takes the cake for pulling them back once they’ve clicked on any of those ads.


raymond tang

Raymond Tang is a digital marketing specialist at Sparro Digital Marketing Agency based in Sydney, Australia and has substantial interests in sharing his knowledge and insights in the digital marketing space. Working across SEO, PPC and content, he aims to improve the online presence of brands he works with, learning more every day and sharing tips with others in the field.

Adwords Brand Hijacking by The Yellow Pages

adwords brand hijacking by the yellow pages

We regularly do brand search tests for our clients via a Google search to see what pages are showing on the first page of search results. Doing searches like this is done to see if there are any negative listings on that first page of results.

During one of our searches for Hillside Law in Penticton BC, a client of ours, we discovered that a competitor of their’s was hijacking their business name for Google Adwords pay-per-click marketing. We’ve seen this done before to other clients of ours in a different industry. As far as we are concerned, this is a less than ethical means of getting clicks to a website via a competitor’s business name.

See the video below to see how we discovered it.

We did a search for “Hillside Law Penticton” in Google. Below is a screenshot of what appeared. We’ve highlighted the search term showing in AdWords.

hillside law penticton adwords hijacking

Not only did they use the Hillside Law business name in their ad, but it also shows up above Hillside Law’s listing.

The way this is done in AdWords is as follows:

  1. In Google AdWords, you add your competitor’s name as one of your keywords. (e.g. “Hillside Law”)
  2. You set up your ad title to be a variable based on what someone is searching. So if someone is searching for “Hillside Law”, it shows up in the ad title.

When we did further research to see which business was doing this, we discovered that their competitor was using the Yellow Pages to manage their Google AdWords account. You would think that a company the size of the Yellow Pages wouldn’t lower themselves to this level to get business for their clients. What’s even worse is that they did it for a client in the legal field.

In our opinion, this is an unethical way to do pay-per-click marketing, and this is why we are letting everyone know what the Yellow Pages is doing. We have informed our client, and we will be reporting this to Google to have these ads taken down.

We encourage everyone to expose competitors who are using this practice, especially the Yellow Pages.


Article first published at http://coronationim.com/adwords-brand-hijacking/