However, there are even some who see the funnel as being split vertically, with both sales and marketing owning the full funnel. They argue that the sales people are increasingly becoming thought leaders to drive awareness by doing outbound outreach. In this scenario, both marketing and sales would work to nurture leads and prospects from awareness to purchase.

While those pieces of data are valuable, some aren’t. Getting a lot of views, likes, and comments is exciting, but they don’t always mean much for your bottom line: making more sales. If you have a very specific audience or precise message, getting 100 views by potential customers could be far more valuable than 100,000 views from the general public.

Should we be trying to narrow it down to specific audience within small business, for example business advisers and consultants and their need to have this info for advising clients re email marketing? Most of these people are at least aware of the law. The majority of small business owners either don’t know about it or don’t know how to implement it. Thanks for any help!

AMP’s biggest advantage isn’t the library—you can beat that on your own. It isn’t the AMP cache—you can get many of those optimizations through a good build script, and all of them through a decent CDN provider. That’s not to say there aren’t some really smart things happening in the AMP JS library or the cache—there are. It’s just not what makes the biggest difference from a performance perspective.

Why is the set of steps to conversion called a “funnel”? Because at the beginning of the process, there are a lot of people who take the first step. Then, as the people continue along and take the next steps, some of them drop out, and the size of the crowd thins or narrows. (And even further along in the process, your sales team gets involved to help close the deal.)
In 1898, E. St. Elmo Lewis developed a model which mapped a theoretical customer journey from the moment a brand or product attracted consumer attention to the point of action or purchase.[1] St. Elmo Lewis’ idea is often referred to as the AIDA-model, an acronym which stands for Awareness, Interest, Desire, and Action. This staged process is summarized below:
Great article Matt! I have a product-based business (skincare to be precise) and I’ve been doing a lot of research on sales funnels over the past few days but only ever come across examples for service-based businesses and struggle to apply those to my business. I do offer a free skincare guide at opt in but can’t think of anything else for the follow up emails to create trust as well as a limited time offer. Would you have any suggestions?
Interest: Once leads are generated, they move on to the interest stage, where they learn more about the company, its products, and any helpful information and research it provides. Here is an opportunity for brands to develop a relationship with the people in its lead database and introduce its positioning. Marketers can nurture leads through emails, content that is more targeted around industries and brands, classes, newsletters, and more.

Perfect – just for me: “If you’re selling art, show a picture of a room with no art on the walls..” I’ve always just shown how great it can look – the “after” photo. When relaunching soon with art prints I thought of doing some posts with before/after scenarios – but now I’m thinking the whole shoot I’m going to make – needs to focus on this – and become the main showcases – when entering my site.
The final stage is closing the opportunity in your pipeline. Your prospect either turns into a customer or simply leaves the pipeline as a lost opportunity. If the deal is won, you move the deal to the won stage in the pipeline and begin onboarding your new customer. Some deals may slip through the cracks for reasons that are beyond the control of your sales techniques, like budget constraints. It is important to keep a record of your lost deals too so you can track the reasons why you lost them, and nurture those prospects in the future to win back their business and relationship.
All that angst has metastasized in the past few months, with a widely circulated open letter to Google asking it to fix AMP, more Medium blog posts than can be read in a week, Twitter screeds, and arguments in the comments of AMP’s own GitHub code repository. And that’s only the stuff coming from web developers. (I keep a folder of bookmarks I call “AMPhole” to try to keep up, and that hole gets deeper nearly every day.)

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It works because it’s simple. The CTA is clear. The design is trustworthy. In addition, the visibility of the signup button remains across all the pages, both at the bottom and the top of the landing pages. That’s a best practice. It also works because visually, they show you exactly what you’ll be getting when you sign up. There are screenshots of the application and not a lot of text. Mint is very benefits-focused.
I’ve always believed in keeping a strong relationship with the web developers at your company. They do amazing things and are typically working with a long backlog of website updates, some that you’ve probably requested yourself. And just like we don’t think you should be bugging developers for landing pages at all, we also want you to save them the headache of building AMP versions of all of your landing pages.
Thanks Matt, yes that’s right. Regarding leads it’s both really! I certainly want to generate more of the right niche/ quality prospects. In short there are 2 distinctly areas; general enquiries which I have a good process for ( but could be improved) the biggest challenge is taking colder leads through the funnel. The sales process can sometimes be quite long, so whilst a well placed offer can work to get someone over line. It’s not very strong for those who are researching etc, hence I need advice about funnel building for regular front of mind contact plus education and industry authority. Does that make sense? Thanks Pete
The Discovery stage is where your prospect’s interest is piqued. They are curious about your company and products and want to learn more. In this stage, you are sharing valuable educational content related to your prospect’s problem or need. This stage occurs while you are qualifying your prospect, conducting initial meetings, and defining their needs.
Prospective customers who are on the fence about buying from you may well be swayed by a well-placed opt-in offer for, say, free shipping, or 10% of their first order. Even if they decide against the purchase at that time, but do sign up for your opt-in offer, you’ve still added them to your database and they may choose to return later to complete the sale.
Takeaway: To make sure that your mobile page speed is as fast as possible, confirm that your images are formatted correctly. For example, saving a simple graphic as a JPEG rather than a PNG can cut its file size by more than half. Images should also be compressed and resized. There are advanced optimization techniques for those who want to squeeze as much performance juice from their images as possible.
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