Here’s an example. To create your prospect experience in the Awareness stage, think about and articulate what you will do or say to your prospects when you first meet them. Then think about how your interaction will make them feel. Consider your prospects and their needs as you’re doing this. Then, document your actions and your prospect’s experience for this stage. Repeat this throughout the entire sales funnel.

This principle also applies to how you position yourself as a business. Ever come across a site that’s obviously run by one or two people, but features copy that would be better suited to a multinational enterprise company? This approach not only makes you look foolish, it also damages your brand’s credibility. If you’re a small company, take pride in that and be upfront about it – many consumers are turning to smaller businesses precisely because of the more individualized, personal service they can offer. Don’t try to be something you’re not.


Google isn’t able to provide a “punchlist” of features it is going to require before a page can get the same treatment as AMP — at least not yet. It took this long for the team behind AMP to figure out that the technology behind it could be universalized (or, if you prefer, de-Googlized), so it’s going to work with the rest of the web community to actually do it before it makes any firm decisions about what is going to get special treatment in search. Google has some ideas — including performance benchmarks for pages and support for instant-loading web packages — but won’t commit to a firm list just yet.
Your success in selling is about getting results and that means getting your products into the hands of more customers. A great salesperson knows how to get the customer's attention and present their product or service in a way that causes the customer to buy. Don’t confuse results with efforts. You don't try to get an appointment -- you either get it or you don't.

When a salesperson qualifies a lead and deems it likely to eventually lead to an opportunity, this becomes a sales qualified lead (SQL). Again, it will be up to you to determine exactly what constitutes an SQL. Norman, for example, decides to send every MQL through to his salespeople for qualification because he runs a small company with a single tier of sales reps. A larger company with both junior and senior sales representatives may, on the other hand, choose to have junior representatives conduct initial calls to qualify prospects before assigning only those that fall into the “high interest and high fit” category to senior reps for online demonstrations.


Webmasters can reduce these response times by delivering cached copies of the requested content instead of rendering it repeatedly in response to every single user request that pings their server. Web cache is the mechanism of temporarily storing copies of web content to satisfy subsequent user requests from the cache database when specific conditions are met. This process reduces the number of client-server round trips taken in delivering (static) website content to requesting browsers.
Intent: To get to the intent stage, prospects must demonstrate that they are interested in buying a brand’s product. This can happen in a survey, after a product demo, or when a product is placed in the shopping cart on an ecommerce website. This is an opportunity for marketers to make a strong case for why their product is the best choice for a buyer.
Google isn’t able to provide a “punchlist” of features it is going to require before a page can get the same treatment as AMP — at least not yet. It took this long for the team behind AMP to figure out that the technology behind it could be universalized (or, if you prefer, de-Googlized), so it’s going to work with the rest of the web community to actually do it before it makes any firm decisions about what is going to get special treatment in search. Google has some ideas — including performance benchmarks for pages and support for instant-loading web packages — but won’t commit to a firm list just yet.
Sometimes, it feels as though you’re doing everything right, only to see your conversion rates hovering somewhere between “miserable” and “pathetic.” Oftentimes, this isn’t anything to do with the messaging or positioning of your ads (though it pays to look at this closely), but rather a misunderstanding of when and where conversions are happening.
QUOTE: “Why does validation matter? There are different perspectives on validation—at Google there are different approaches and priorities too—but the Webmaster Team considers validation a baseline quality attribute. It doesn’t guarantee accessibility, performance, or maintainability, but it reduces the number of possible issues that could arise and in many cases indicates appropriate use of technology.” Google.

I used to give lower rates to non-profits and churches and it ended up hurting my bottom line because I also worked with bigger companies doing the same sort of work. I ended up realizing I was delivering the same value to both. The question you need to ask yourself, unless you’re only targeting churches and non-profits is, would you do the same work for a non-profit as you would for a larger company that would pay you more?

In a recent conversation I had with Perry Belcher, co-founder of Native Commerce Media, he told me that you also need to train your prospects to click on links. For example, you could have them click on a link of what interests them or link them to a blog post or eventually to a product or service that you're selling, but you need to train them to build a habit of clicking on those links from the very beginning.
Principle of commitment & consistency -- When people commit to something, they're far more likely to purchase from you. That's why getting them to agree to something like a free + shipping offer or by agreeing with something you've said in some way. This is a powerful principle in sales and if you pay attention to some of the best marketers in the world, you'll notice that they work fervently to get your commitment to something, even if it's very small in the beginning. 
You can configure the lead scoring rules to match your ideal buyer persona by simply adding or subtracting points for the lead property. For example, if your business is purely local, then for a lead to become your customer the minimum criteria is to be within your service area. Add 20 points. If the lead doesn’t belong to an industry you serve, subtract 10 points. In addition to that, you can also customize scores for email, application and web activity. Bring everything together, and you have a list of hot, warm and cold leads in the sales funnel for your sales reps to focus and close more deals faster.
Entry sources – Monitoring the sources from which people are entering your funnel can be useful data to track, as it gives you ideas for expanding the reach of your marketing campaigns. If, for example, you see that a large number of your prospects are coming from a single guest blog post you did, seeking out similar guest author positions can be an easy way to increase your overall sales.
Hey Matt! Thanks for this article, it was super helpful! I tried to scroll through some of the comments, but figured I should just shoot you a message. There weren’t a ton of B2C examples in your list and was hoping you had some more up your sleeve. I just launched my company, Make It Hapin, and I’m living on a prayer haha. My finances are limited so my ability to pay for ads in order to test possible funnels is very limited but I’m trying. Make It Hapin is a personalized shopping service designed to help you recreate inspiration images you see on Pinterest and Instagram. The struggle is figuring out a way to get people to remember us while they’re swiping through their feeds. Anyway, I’ve included my website…I’d love it if you could take a look!
The marketing funnel is a system that helps track the stages consumers or purchasers travel through to eventually make a buying decision. It also lets you know what your company needs to do to help influence consumers at each stage, such as follow-up telephone calls or sending them positive press reviews. Marketing personnel guide this traffic — the prospective customers — through the funnel using strategies that are designed to be effective at each stage.
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Email marketing is still a very viable method of digital marketing and produces one of the top ROI across all marketing methods. However, you can’t do any email marketing without email addresses, right? By creating methods to capture a visitor’s email address, you create an opportunity to invite them back to your website through email marketing campaigns.
Producing more video content doesn’t have to be as daunting of a task as it seems. If you’ve written blog posts, designed infographics or done case studies, you already have the material you need to produce more videos. Repurposing existing content into video will expose that content to new audiences. Plus, you can test how that content performs in a different medium. You might find that engagement on your video far exceeds the views or engagement on your blog posts.
Developing a great website takes great work. Leading online businesses leverage industry-proven experience, supernatural web development skills and a killer web hosting service to develop websites boasting top-notch performance figures and user experience. But for those who miss this starting point in their pursuit of speed-optimized websites, employing a minimalistic approach in executing simple DIY page speed optimization tactics works (almost) well enough to patch slow websites.
I feel your enthusiasm and passion, but I’m confused. As someone suffering from lack of Online Traffic, it’s not clear to me that you actually get my problem. I’m so confused, I need you to help me figure out my problem – to be specific, so I can say, “Aha! That’s what it’s all about!” Then, I need you to explain to me how exactly you are going to solve my problem in succinct easy to follow terms. For someone like me, general terms are overwhelming.
The discussion about AMP since its inception has been confusing and contentious. That’s usually the way with web standards. But I think that the stakes with AMP feel higher than previous battles because of a growing understanding that we can’t take the existence of the open web for granted anymore. It could very well fade away. It has to be maintained and, more than that, improved.
Abrasive airborne dirt and shop debris, and unwanted fluid remnants will be washed into your engine, gearbox, transmission, differential, etc. when using a shop funnel. The end result is accelerated component wear, reduced lubricant service life, decreased oil filter service life and erroneous oil analysis results. No matter how sophisticated your maintenance program is, all of it can be destroyed by a dirty shop funnel.
The second section offers explanations for why humans struggle to think statistically. It begins by documenting a variety of situations in which we either arrive at binary decisions or fail to precisely associate reasonable probabilities with outcomes. Kahneman explains this phenomenon using the theory of heuristics. Kahneman and Tversky originally covered this topic in their landmark 1974 article titled Judgment under Uncertainty: Heuristics and Biases.[6]
Email marketing is still a very viable method of digital marketing and produces one of the top ROI across all marketing methods. However, you can’t do any email marketing without email addresses, right? By creating methods to capture a visitor’s email address, you create an opportunity to invite them back to your website through email marketing campaigns.
Hi Matt, a really great article which pulls out many strengths. I’m a wedding photographer and I’m researching new ways to funnel visitors by their current; challenges, position in planning their wedding and then addressing short term buyers vs longer cycle buyers who are researching etc. Do you have any advice or examples which could be useful even if a different industry? Thanks Pete

Time in stage – In an ideal world, your marketing content would be so compelling that people move from the top stage to the bottom in a single day. But since that’s rarely the case, it’s worthwhile to know if your prospects are getting hung up in one of your stages. If so, you’ll want to add more content to your site that answers the questions that are unique to this stage of the funnel.
– Prices: we focus on giving the customers fixed price packages (noone in the market does so) and work very hard to make them as low as possible, so they can choose the finishing touches for their future home and know for sure how much it’s going to cost. And we sign a contract with the description of what they are going to receive, and how much it’s going to cost.

First, though, you want to map out all the potential interactions users can have with your brand and assign them to the most relevant stage of our marketing funnel. For example, a first-time visitor on your site will fit into the “awareness” category while someone who has repeatedly visited the same product page probably fits in the “consideration” stage.

Suggestions are generated in anticipation of page speed improvements that should occur by implementing appropriate performance optimization rules. For example, if a large image file is served uncompressed, monitoring tools would recommend implementation of various measures to compress the bulky file. Such issues otherwise go unnoticed due to human errors or plain ignorance, neither of which can be completely eliminated. At the same time, page speed monitoring tools would at least empower website owners to identify the issues and take appropriate steps in eradicating hidden website performance bottlenecks.
Whether your industry is highly competitive or not, there is always another option to buy something from somebody else. What can your products do that others in the same price bracket cannot? What support does your company offer its customers? Do you provide free delivery where your competitors don’t? Is your price lower than your competitors? These could all be factors influencing your customer’s choice to stick with you or go for a similar product from another brand.

An increasingly common practice for marketing, sales, and customer service and experience managers is to “flip the funnel” into a customer experience funnel. This funnel outlines the process of turning customers into advocates, which in turn refuels the top of the marketing funnel by driving awareness and lead generation. Here’s our diagram of the customer experience funnel:
Optimization is the buzzword of success in the cyber world. Cyberspace, like the real physical world of planets, stars and galaxies is itself in flux – a state of continuous change and evolution. In fact, change is the only consistent process across both the real and the cyber world. Survival in these spaces depends on how well the inhabitants can adapt to varying resources and environmental circumstances.
Your success in selling is about getting results and that means getting your products into the hands of more customers. A great salesperson knows how to get the customer's attention and present their product or service in a way that causes the customer to buy. Don’t confuse results with efforts. You don't try to get an appointment -- you either get it or you don't.
Hello Mark, I absolutely loved this article. It’s very thorough. I wanted to ask in Step 3 that is “Defining the Criteria for Each Stage” in each sub-step if the customer is not responding to sales call we are sending them back to the previous sub-step. In between each sub-step, can we put one more stage where we are approaching the customer one more time through Email or SMS where in we give them a last chance to move forward and if they don’t reply to it, then we put them back in the previous sub-step?

Some business owners are moving away from the term “marketing funnel” because they think it’s too mechanical or simplistic to describe the lead nurturing sequence by which customers move from awareness to purchase. I think it’s still a useful way to describe a complex process and it’s a good visual to imagine the entire process from start to finish.
Sales funnels are important so that you stay focused on carrying out the right sales activities at the right time in the prospect relationship. If you’re in the Awareness phase, you are engaging in prospecting or lead generation activities. If you’re in the Evaluation phase, you are sending your customers quotes or proposals so they can evaluate their options and ultimately make a purchase. Sales funnels serve as reminders of what needs to be done and when.
The specifics of each stage of qualification aren’t particularly important. What is important is that you assign them in the first place! Not only will this help you to identify the content pieces that are leading to the most new prospects (as well as any additional pieces that should be created), it will ensure that you’re using your salespeople’s time effectively.
In this email, Nerd Fitness includes a case study from a customer who saw amazing fitness results by completing the Nerd Fitness Academy. The case study is appropriate during the consideration stage, because it relates to subscribers’ interests (fitness) and introduces subscribers to the product (Nerd Fitness Academy) while showing the value of that product.
Let the Network Carry the Load – If your site is extremely popular but you’re still having trouble getting your page load down to size, consider a Content Delivery Network (CDN) like Amazon Cloudfront. Content Delivery Networks work by serving pages depending on where the user is located. Faster access to a server near their geographical area means they get the site to load sooner.
When I wanted to create my first videos, I filmed them myself (even if it took me 18 hours, and it sure did). When I wanted headshots, I took them myself (I spent 45 minutes figuring out how to do one of those “delayed photos,” and ran into place and “hoped” for the best). When I needed a new web design, a new ebook design, transcriptions of videos, and more, I did ALL OF THAT myself too. And I couldn’t help but think, “it sure would be nice to hire experts to handle all of this for me.”

I’ll go straight to point. I “sell” nutritional supplements and mind “food” via two affiliate companies. Yes, I’m not “salesy” and my site’s voice is more to “educating,” “building trust” rather than to “brick-selling!” But after reading your article, I know where I got it ALL WRONG (not that building trust is unimportant) … I did not focus on a TSUNAMI PROBLEM!


Self-help is a giant niche and getting bigger. Would it be easier if you described exactly who you helped best? Then your ideal audience would see themselves more quickly, like: We help single women ages 30 to 40, who work 50+ hour weeks, try to get to the gym, volunteer their time and have a social life. And don’t have time/budget to get to a therapist.
Brand management is so important that Reputations Corporation, a Vancouver-based consultancy group, reports that 72 percent of consumers say reputation influences their buying decisions; 80 percent of employees will accept less pay to work with a company with an excellent reputation; while another 89 percent say reputation is a tiebreaker between equal products. Whether you're trying to influence key decision makers or attract and retain top talent, you'll want to consider the following tips on managing your company's brand.
Solution: I provide custom and personalised (not cookie clutter) keyword reports of the very best keywords for your niche – those keywords you can rank for. These are the keywords that will allow you to rank high in Google and make you the most money. These reports help people find their best clients by finding the best search terms/keywords they can use in blog posts, sales page, web pages etc to attract their ideal clients. This includes detailed advice on how to use them and the potential profitability of each keyword.
Tempting as it may seem, selling too much real estate to third-party advertisers drastically degrades website performance. Too many ads or slow loading ads drive bounce rates and negatively impact online marketability. The financial losses that come with high bounce rates outweigh the monetary benefits of handing over vast website spaces to advertisers.
The solution: I offer a comprehensive childbirth class series that is very effective at giving people the skills they need to make informed decisions and to cope with labor. Most people who sign up for my classes desire a natural birth experience and the vast majority of my students get that experience. Too bad I’m not able to help more families off to such a great start because few people are aware my classes exist and of those that are aware, many feel the time commitment is too much or the classes cost too much or they can just take the childbirth classes the hospital offers, which are not nearly as thorough as the ones I offer.
One of the first things you should do if your conversion rates look low is to examine your attribution models and conversion pathways in Analytics. You may be surprised to find that parts of your marketing strategy that seem like conversion duds actually have a big influence on your online sales. For example, maybe organic search isn’t a great channel for converting into sales, but people who find you first through organic search, and then see a Facebook ad are highly like to become a paying customer. If that’s the case, you should double-down on content marketing and pour some money into Facebook remarketing too (see Tip #1, below).
SOLUTION: I offer a Professional Coaching package that gets you to the interview faster, avoid excessive cyber space time, and connect with employers. I take you through a 4-6 week process that streamlines the job search process through homework, one on one coaching sessions, AND I provide a Professional resume package that targets what you can offer the employer, and presents you in the best light.
Ecommerce giant Shopzilla saw a 50 percent reduction in its operational budget by shrinking page load times from 7 seconds to 2 seconds. Performance improvements with a website design overhaul enabled the company to utilize the same hardware resources to efficiently in processing the same amount of website user requests. The improved website responsiveness also increased revenues by 12 percent as the retail store accommodated expanding web traffic without prompting additional investments in consequently expanding hardware resources.
Jill Konrath is an in-demand speaker at sales conferences and kickoff meetings. Her previous books include Selling to Big Companies (one of Fortune's "Must Reads" for sellers), SNAP Selling, and Agile Selling. Wth over a quarter of a million LinkedIn followers and well over one hundred thousand blog readers, her fresh strategies make a global impact.
Thanks, awesome article! My business does solve a big problem, but I had never thought to state on the website which problem it solves! Even though I’m passionate about opening with the problem when talking to people, it just didn’t occur to me to put it on the website. This is so timely because I’m making a bunch of changes to my website anyway, so I’ll talk about the problem I solve right away. Thanks for your helpful advice.
Martial arts–regardless of what they say–usually don’t actually teach you how to fight/defend yourself very well. Most are focused on sport fighting or tradition–which is fine but then they all claim “effective self defense”. I have a lot of martial artist and a boxer friend who all spent several hundred dollars and months on training and still froze during real muggings (the reason is because of forming state cues that can’t be done during real combat and ignoring what adrenaline does to your body).

At this point, Norman has a great marketing campaign outlined. But in order for it to be truly effective, he needs to take things one step further by determining how leads will be qualified throughout the process. Adding in this extra element will allow him to better utilize his salespeople by bringing them into the sales process only when qualified prospective customers are identified.
solution: keep it simple! I am her online personal trainer on the go! Personal skype kick off sessions and ongoing support. She’ll get customized workout videos that she can perform in the comfort of her home and nutrition coaching based on her personal needs and goals. The workouts are short & sweet, but most effective. Never longer than 20 minutes & no equipment needed. She gets the liberty to train anytime & everywhere, whichever her agenda allows. This is about getting the independence she’s looking for, but still getting very personal support by me.
I can see that Optimizely is using a simple landing page with a 15-minute demo for the conversion. I could model this for my campaign. You can also set up alerts in SEMrush to get notified when a competitor changes the landing page. If you see a competitor using the same page for extended periods of time, it could indicate a high-converting template you should be replicating. Eliminate the guesswork 🙂
A marketing qualified lead (MQL) is a prospective customer who has demonstrated a particular level of engagement that leads the marketing team to conclude that real sales potential exists. The level of complexity involved in this assessment will vary based on the resources available to the team. Norman, for example, might conclude that anybody who fills out his online demonstration request form is an MQL. A company that’s using a marketing automation program might be able to set the bar to MQL qualification at something involving a combination of viewing specific pages, interacting with certain forms, and opening a certain number of email messages.

The basics of the modern digital marketing funnel include four key stages (similar to AIDA): attract, nurture, convert and delight. However, to accommodate the many different kinds of marketing projects required to compete in today’s fierce online marketing battleground, the funnel steps have expanded. Numbers vary, but these 10 steps often comprise well-oiled digital marketing funnels. The first six stages take place before and up to the point of sale. The last four occur after the point of sale. Here’s a brief overview:

Solution: These steps are simple and educate you to as the Passionate leader behind that Sport discipline to a timely routine to be more effective, reflects efficiency, learn to maintain a weekly attraction and support by fans and supporters and the whole community. These steps enable leaders to provide their updates even if the information or item is small. You need to make them want to come to you to provide information!
The ultimate goal of a marketing funnel is to convert leads into paying customers and move your prospects from evaluation to conversion. It is at this stage that you need to help them decide between yourself and your competitors by demonstrating how your product or service can deal with their circumstances (like the example below). This will help move them to the point where they’ll be able to make an informed purchase decision.
Here’s an example. To create your prospect experience in the Awareness stage, think about and articulate what you will do or say to your prospects when you first meet them. Then think about how your interaction will make them feel. Consider your prospects and their needs as you’re doing this. Then, document your actions and your prospect’s experience for this stage. Repeat this throughout the entire sales funnel.
The solution: I offer a comprehensive childbirth class series that is very effective at giving people the skills they need to make informed decisions and to cope with labor. Most people who sign up for my classes desire a natural birth experience and the vast majority of my students get that experience. Too bad I’m not able to help more families off to such a great start because few people are aware my classes exist and of those that are aware, many feel the time commitment is too much or the classes cost too much or they can just take the childbirth classes the hospital offers, which are not nearly as thorough as the ones I offer.
The next steps are going to probably involve a process that, at my most optimistic, I would guess will take months — more likely it will be years. Various standards bodies have to hash out proposals, try them out, and agree to them. And it’s not just the W3C body that standardizes the web, either. The Web Packaging technology that allows webpages to work offline and be redistributed may actually need to be agreed upon by another body.
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