Are you struggling to generate a stable base of new customers? You may need to reconsider your marketing strategy.
Ways Your Business Can Reach New Customers
Driving new customers into your business is a crucial part of business growth. For companies that operate in industries where competition is fierce, attracting new customers can be a challenge. Keeping your sales funnel flowing is an absolute must when you want to maintain an effective lead generation program. Top of the funnel leads are what you need to keep your sales pipeline full – these are the consumers who are in the early stages of their buying journey. Then, it’s the job of the rest of your sales funnel needs to pull these leads in and nurture them as they work their way through the stages.
Below, we are sharing our top 7 tips to attract new customers at the top of your sales funnel.
Use paid search effectively
Every marketer should be using paid search in one way or another. It is an essential part of any marketing strategy, no matter your product or industry. When it comes to attracting new customers, paid search is an excellent way of putting your business in front of your target market. You can be specific with who you show your ads to and target your keywords to suit your unique business, getting you in front of new customers when they’re actively searching for your products and services. This is an effective strategy for introducing your company to new consumers and bringing them into your sales funnel.
Focus on your website
Your website is likely to be the first impression a potential customer has of your brand. At the top of the funnel, these customers have never heard of you before, and this is likely to be their first interaction with your business. Make sure your website has engaging, meaningful content that is tailored to those in the early stages of the buying process. You should make it very clear what actions you want your leads to take next by using a simple and prominent call to action.
Don’t go too deep
A prevalent mistake that marketers make is going to deep too early on in the funnel. Top of the funnel leads are all about growing brand awareness and building some interest. Further down the funnel is when you can focus on details and delving deeper into your products and business. At these early stages, consumers don’t have enough base knowledge just yet, and they aren’t ready for all of the information that a customer who is just about to buy might need. It is crucial that your sales funnel is providing leads with the right information at the right stages.
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Optimize for search engines
With less than 1% of Google searchers clicking on results on the second page, being on the first page is more important than ever for your sales funnel. Search engines are generally the first-place consumers will go when they are looking for a product or service, so it is vital your business makes an appearance. Focus carefully on optimizing your website by using relevant keywords and content to find your target market. Google and other search engines are among the most common places for attracting top-of-funnel leads and building brand awareness.
Be present on social media
While most consumers will only interact with businesses they already know and love on social media, that doesn’t mean it isn’t a great channel for lead generation. Using social media for lead generation is a strategy that can take some time to get right, but when carried out properly, it can be very effective. Carefully consider which platforms your target market is active on and use a combination of organic and targeted paid social campaigns to reach them.
Avoid hard selling
Just like not going to deep into information about your product and services, you also need to avoid the hard sell with top of the funnel leads. At this stage, you should be focusing on educating and informing your potential customers. This will help nurture them through your funnel. Make sure you are focusing on educating rather than persuading or pushing, and keep this in mind in all of your lead generation strategies. Customers in the early stages of the buying process are just discovering who you are and what you can do for them, and being too pushy with sales can easily put them off.
Know who to exclude
It is a common mistake to think that you should be attracting anyone and everyone at the top of the funnel. The truth is, at these early stages, you will always generate some leads that are not going to become paying customers. You should be trying to exclude these customers early on so that you can focus your efforts on the ones that are more likely to convert. Look at metrics like time on site, and highlight the customers who have abandoned their cart or signed up for your newsletter. Don’t waste your time trying to nurture leads that have no intention of becoming customers.
The Right Funnel Can Have Lasting Results for Your Business
Take time to create a well thought out and considered strategy for lead generation. Using these tips will help your sales funnel flow smoothly and help you attract customers who are more likely to convert further down the line.