I recently talked about how a sales funnel can create an organized, automated approach to turning strangers into customers. My preferred approach to creating a sales funnel is AIDAN (Awareness, Interest, Desire, Action, Nurture). In my upcoming messages, I’ll walk you through each phase.
The second phase in your sales funnel is: Interest.
Now that consumers know who you are, they are ready to learn more about the benefits of your product and how it fits into their lifestyle. Your goal has shifted from drawing attention to creating curiosity so that you maintain their attention.
- Your audience will narrow at this stage. This is a good thing! You are weeding out the viewers who are not a good fit for your product or service, and the prospects remain.
- Your message should focus on benefits: how will it help your audience?
- Begin to educate your audience on your experience so they will build trust in your company.
- Make sure your logo, fonts and colors align with the branding from the Awareness stage.
Channels for creating interest could include…
Depending on your audience and how they prefer to be contacted, methods to cast a wide net of interest might include:
- An email newsletter
- Case studies
- White papers
- A targeted landing page on your website
- Blog posts
For example, we help businesses connect better with their audience.
This is a narrower definition of what we do. If a business feels that they aren’t fully engaged through their current branding and marketing, then this message will resonate with the reader, and they will continue to learn more about the services we offer.
Maximize the interest phase by considering these questions:
- Are you speaking to your prospects’ needs?
- Are you identifying the benefits to the consumers who use your product?
- Are you engaging with your audience on a regular basis?
From here, you will slowly and increasingly educate your prospects until they purchase (and beyond).
Next month, I’ll talk about Phase 3: Desire!