The numbers don’t lie
When it comes to your Sales Funnel analytics and the decisions you need to make, there is only one option, raw data. Where does that raw data come from? It comes from your Social Media and Funnel Tracker Analytics. It’s important to track everything that happens on every page of your website, especially your social media advertising, opt in pages, lead magnet pages, youtube channel and blog pages. But these are all just numbers at the end of the day and the real challenge is to convert these numbers into warm sales leads.
Your analytics will be made up of social media advertising that generates your traffic; email marketing that creates the transformation through building relationships, content landing pages with call to actions that eventually create your warm sales leads.
Your Growth Funnel Journey will convince your sales leads that you are different, honest and only want to offer support and guidance to help them get from a current pain state (Point A) to an end desired outcome that they desire (Point B.)
Why you should be tracking everything
First of all it’s important to gain a deeper understanding of what all this Sales Funnel analytic stuff really means to your business and why you should be tracking everything.
It’s all about knowing how to interpret the data quickly, understand the important parts, and quickly make important improvements. The interesting thing about reporting is that it doesn’t lie to you and plays a significant role within every part of your Growth Funnel Journey. Without it, you will never understand what’s working and what’s not working within your digital sales funnel.
This means analysing your website pages, social media advertising click through rates, opt in conversion percentages, email open rates and click through rates, and your Lead Magnet Journey. You need to track a sales lead from the moment they first enter your sales funnel until they become a sale. With this raw data you can look back to see which is your best traffic source, which website pages converted the highest, what blog they read, what emails they opened and what links they clicked on, etc.
So how do you choose what traffic to start with?
When it comes to traffic you want to be found through organic search results because that’s FREE and any free traffic that converts is pure profit. But when you first start out, unfortunately you can’t expect to be high up on that SEO ranking page world. Unfortunately there are no short cuts and it takes time and effort to optimise a website for organic search. So that will just have to be a longer term goal for you to achieve within your own Sales Funnel journey development.
In the beginning you only have one choice and that’s paying Google for fast ranking in the search results. Which means as soon as you turn off the budget, there goes your ranking?
But the positive side is that you can quickly build a keyword strategy and understand which keywords your sales leads are using in their searches to help drive them to your Lead Magnet. You can track how much site traffic each keyword drives and whether it actually converts, too.
Blogging without measuring results is a complete waste of time
When it comes to creating your content that contains your keywords, it’s easy to start with your blog and landing pages. The same applies to landing pages where you can tweak headers, sub headers, copy, images, colours, etc – to get the best return on your investment.
Tracking the number of views you get to each blog post is a great way to get quick feedback. You are more likely to get a higher view count if you picked a subject that your sales leads are searching for. Knowing what content naturally gets the most views can help you to build a higher quality audience. And by looking at this information week over week, you can make adjustments to the blog content schedule to improve results.
Once you know which blog content attracts the most views you can start to pay for traffic to be sent to them. Then you analyse the paid traffic and work out which traffic source provides you with the highest conversion rate.
It is still important to spread your efforts over all traffic options because you may assume that your biggest traffic drivers are Google, Facebook, or LinkedIn, but perhaps it’s actually YouTube that converts the highest clicks into leads. Knowing this allows you to focus more effort promoting content on YouTube and decreasing your spend on the other options.
The main call to action of your blogs is to warm up cold traffic and drive them to your Lead Magnet. Therefore your next focus is to look at how well your opt in pages convert cold visitors into sales leads and if those sales leads are consuming your Lead Magnet Journey content. A click on an ad will cost you money and a sales lead reading a blog earns you nothing. So your goal is to get a cold sales leads in front of your call-to-action and get them to provide you with their name and email. The performance of your blog’s lead generation is directly impacted by your call-to-action performance.
Placing your Call To Action
If you have a low click through rate, this means you need to improve the reason for them to want to click through to your Lead Magnet. If your reason is not enticing enough to get clicks, then you need to keep changing the reason until it starts getting clicks. That is why it is critical to make sure your reason aligns with the blog post content in an organic way so it feels logical to want to learn more. And the only way to learn more is by providing you with their name and email.
That means if they are reading a blog you need to provide them with at least 3 chances to click through and the best way to do this is by placing a CTA at the start, in the middle and at the end of every blog post. Also it’s important to have banner ads with the same CTA on the side of the blog page. That way you can also use images to capture your sales leads attention as well.
Now that your blog’s calls-to-action is optimised, you need to see how many leads are being generated from each blog post every month, compared to your other lead generation channels.
Knowing how much of a direct role your blog plays in lead generation will help you to prioritise your marketing spend. It’s important to have a good idea of the number of leads generated by each Blog, Email, Facebook post, LinkedIn post, YouTube video or Google search.
This information will be extremely useful when it comes to allocating time, resources and budget. One of the most important parts of blogging is figuring out which topic and content performs the best and which ones don’t, so you can avoid wasting your time.
That means you need to create a journey for your sales leads to take
From the first time they click on an ad or find you on social media. Ideally you want them to interact with your content and increase the average time they spent on your website. The longer they stay, the higher your chances are of converting them from a cold sales lead into a warm sales lead.
In order to be successful, it’s critical to understand which Lead Magnet convert the greatest number of cold sales leads into warm sales leads.
Once you have a high performing Lead Magnet opt-in page, you then want to make sure all of your content is providing a journey that directs them to this page.
Now that you’ve got visitors landing on your highest converting blog posts and being directed to your highest converting Lead Magnet and you are converting your traffic into warm sales leads and into ideal clients. You now want to start split testing each section to see if you can get these conversions even higher. This means you start using different variations against the original Lead Magnet opt-in page.
You start changing colours, images, headings, text, button text, button shape, add testimonials and keep changing one thing at a time until you find something that increases your conversions. Save that change as your new Lead Magnet opt-in page and start again to increase your ROI.
Building a relationship with your sales leads
The wider you can make the top of the social media “funnel,” the better chances you have of generate more sales leads.
Social media helps drive traffic to your content, but a lot of the time this is cold traffic and much harder to convert. So it is very important to track how many of those visitors actually convert into sales leads. Knowing exactly how much of a role social media plays in lead generation will help you to meet your monthly lead generation goal by giving you the historical data to set an educated goal based on how much social media brings in, and what that rate of growth looks like month over month.
This will be the same for your email marketing campaign, each email will include trackable links that lead sales leads to your Lead Magnet Journey content. This will help you to see what content is the most popular. All of your email marketing analytics, bounce, delivery and open rates are the most crucial to measure. A high hard bounce rate or a low overall delivery rate is often a symptom of an unhealthy email list. The email deliverability rate could be impacted by the content of the actual emails, and the email open rate could relate to the subject line, or even how well you have segmented your list.
When it comes to your email list, size and quality of your relationship matters
Having a large contactable universe gives your brand the opportunity to interact with more sales leads, helping to drive more ROI for your sales lead generation. But it doesn’t end there. The quality of the sales leads you’re driving into your sales funnel can have a big impact. To help you increase the number of high quality sales leads opting into your sales funnel, you’ll need to make it as easy as possible for potential sales leads to find and complete your Lead Magnet opt-in.
Throughout the entire subscription process, it is critical to clearly and succinctly spell out the benefits of being on the email list and opening up new emails. This is especially important for B2B campaigns, which may have a longer sales cycle, or a higher ticket offering.
Regardless of the point of entry within the Sales Funnel Journey, everything is optimised for mobile traffic. All of your pages are mobile tested and users can easily read copy, complete the opt in, and exit if needed.
You always set expectations for the types of messages your sales leads will be receiving after opting in. Informed sales leads who know what kinds of messages are headed their way are more likely to be engaged and less likely to complain.
You include confirmation messaging and directing to desired landing pages once sales leads hit submit. A triggered email is sent to confirm the opt in and welcome new sales leads to your one thing product or service.
For your cold traffic you will use a Lead Magnet opt-in box to collect names and emails and make sure it is easy to exit from to avoid putting subscribers off.
You will put an email opt-in callout on all of your content pages, or in sidebars that are consistent across all pages of your website. Ensuring that the opt in is voluntary and intentional.
The better segmented your email list, the more targeted your email offer can be
This means you need to focus on the subject line and optimise the email content. Email recipients scan emails, so your content needs to be delivered short and with action-oriented conversational copy.
A great way to segment your list is by delivering email content to sales leads based on the pages they’ve visited within your Lead Magnet Journey, the content they’ve downloaded, the blog posts they’ve read, and how far down the sales funnel they are.
Everything you do within your sales funnel marketing will be designed to make your lead nurturing more efficient. To improve your time to sales lead conversion, analyse how good you are at generating marketing qualified sales leads that are more likely to become an ideal buying client based on their funnel activities. You may find that some list segments move more slowly than others, indicating you have a bottleneck somewhere.
That’s when you go through the Funnel Tracker analytics again and revisit any content that you have created within specific list segments. By split testing and fixing any bottlenecks, you should see your sales leads increase again.
Effective lead nurturing converts cold sales leads into warm sales leads and warm sales leads into ideal buying clients. Therefore you use your analytics to ensure your sales leads turn into buying ideal clients, in an efficient cost cycle. Over time, your cost per customer acquisition should decrease as more targeted cold sales leads opt in at the top of your funnel and are nurtured down through to the bottom of the funnel – until they are finally converted into sales. You will be checking this metric monthly to ensure your lead nurturing efforts stay cost-efficient.
By looking at the different sources of traffic that bring in new ideal clients to your Sales Funnel
You can identify which channels are your most lucrative, or which types of ideal clients convert and purchase. Understanding your sales funnel journey conversion can help you to identify the most influential content. In doing so, you can learn a lot more about why that content is (or isn’t) so effective, and apply these insights to improve poorly performing content and enhance other components of your funnel.
You can then reverse engineer and identify where these particular warm sales leads came from. What channel brought them to your sales funnel? What content did they view the most? At what point did they convert into a sales lead?
The beauty of the analytics and this whole growth funnel journey is that you will never fall into the trap that your end goal is just to generate sales leads. It makes it very clear that your end goal is to generate warm sales leads that are happy to talk to you and ultimately turn into ideal buying clients. After analysing all this data about your blogging, social media, lead nurturing, email marketing, opt in pages, landing pages, and calls-to-actions, you will know exactly what marketing channels are the most helpful at generating sales leads that turn into ideal buying clients. And by allocating the majority of your time and resources to these marketing channels you will achieve the highest ROI. Also if any of these channels start to change, you will be ahead of the game and able to implement fast changes that will maintain your ever increasing momentum and exponential growth – all thanks to your Growth Funnel Journey Funnel Tracker analytics!
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