Sales funnel is a popular concept in digital marketing where we can gradually convert a normal visitor to a buyer in several stages. In the following figure, we can see that we have to turn a visitor into a lead. Then we have to convert the lead to an MQL (Market Qualified Lead). MQL is the type of lead when a customer becomes a lead after seeing an ad, webinar, etc. Then we have to convert an MQL into an SQL (Sales Qualified Lead). SQL is a sellable lead. He has already completed a conversation with a representative or a dealer. In this stage, the representative may convert this lead to a customer. So, after an SQL, a lead is an opportunity. If we communicat and nurtur the lead perfectly, the lead will become a customer. We have described these terms regarding leads in another post.
What are the steps in sales funnel?
There are mainly 3 steps in sales funnel:
- Top of the Funnel (TOFu): We can target many leads here. We have to address their needs, queries, problems. We also have to provide solutions and answers.
- Middle of the Funnel (MOFu): In this layer, the seller presents his products or services to the leads. The seller can use podcast, comparison chart or webinars to inform the leads about their products or services.
- Bottom of Funnel (BOFu): It is the closing stage where the marketers or sellers try to sell the products or services. In this stage, the seller can use case study, trial, live demo, etc.
Summary of the Stages
So, we can summarize the stages of sales funnel as follows:
- Attention: We have to inform the lead about the product or service. For example, we can use ads.
- Interest: If we can increase the interest of the lead about the product or service, he will try to know more. We can use subscription service in our website to collect user information. We then can email the customer. For example, we can send a welcome email to the lead.
- Desire: In this stage, the lead will decide to buy the product. We can now send product email, offer email, etc to help him to decide to buy.
- Action: In this last stage, the lead will finally buy the product.
In any marketing, a marketing person’s goal is to convert a lead to a customer.