Funnels are used as guides. Mechanics use them to guide oil into your car while college kids use them to guide an alarming amount of beer into their mouths. Businesses, however, rely on funnels to guide its potential customers. The sales funnel provides the enterprise with a detailed map for the buyer’s journey and ensures the business is doing all they can to generate brand awareness. It’s important in building demand for the company’s product or service, and it provides the business with actionable steps for turning warm leads into hot sales.

While crucial to sales success, the proliferation of content in today’s modern business world has muddied the sales funnel waters and made it that much tougher to navigate. Companies invest great resources into creating all kinds of content for websites, blogs and social platforms, and the idea is to use that content to get as many prospects into the top of the funnel. From there, the content is used to nurture those relationships until the prospect is willing to make a purchase. But how does all that content work together and fit into the funnel? And further, how do you optimize it all so that it’s proven to convert? While a business’ funnel will be unique to the specific company, the modern sales funnel should include the following characteristics:

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