Whether your B2B company’s marketing funnel isn’t performing up to par or you haven’t actually created a formal one yet, this is a problem you must address right away.
Until your company has a reliable funnel bringing in a consistent stream of prospects, you’ll always overspend on attracting them and probably won’t find your conversions very promising.
The 4 Elements Every B2B Marketing Funnel Must Include
Even though every marketing funnel is different, every successful version has the following three traits in common.
1. A Narrow Focus on Your B2B Company’s Different Segments
The different features of your company’s funnel will depend on its different segments.
You need to understand the types of prospects who make up your market. Then you need to create content that will nurture each of these segments into becoming clients.
If you try to take a one-size-fits-all approach, you’ll end up with copy that doesn’t convert any of your segments.
2. A Way to Capture Email Addresses
Ideally, it would be great if your copy was so good that any prospect who read it immediately convert. Unfortunately, that’s usually not how it works.
The B2B buyer’s journey tends to be much longer than that of B2C buyers. Your prospects may leave and return to your site many times.
That’s why you want to use content upgrades, eBooks, and other offers to capture their email addresses. While web copy is important, email marketing remains extremely powerful. Don’t miss out on this opportunity to convert prospects.
3. Technology for Testing Your Results
At the very least, you should use Google Analytics to track how many people are visiting your site, what kind of path they’re taking once they get there, and your bounce rate.
To some degree, your funnel is always going to be a work-in-progress. However, you can’t make this necessary progress by going off your hunches. You need technology that will show you what’s working and what’s not.
4. Lots and Lots of Social Proof
As your funnel starts to improve and produce more sales, don’t let a single one of them go to waste. You want to use each of these customers to benefit from social proof.
In other words, starting at the top of the funnel and continuing until the actual conversion, remind prospects that other companies have become customers and are glad they did. This means using testimonials and case studies to reassure them of their next step.
Increase the ROI of Your Marketing Funnel
Even after you improve your marketing funnel by adding or fine-tuning the elements mentioned above, you’re still going to work hard for each prospect. They’ll require a certain investment just to attract to the top of your funnel.
One incredibly powerful way to keep those costs down and boost the ROI of your company’s marketing funnel is to leverage Hushly’s automated platform.
Request a demo and you’ll soon understand how our simple platform is able to increase your landing page conversions by as much as 51% while lowering your current CPL by 1/3.