The Delicate Dance of Decision

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Have you ever entered a furniture store and been bombarded by overly eager sales associates? Though you were originally in a buying mood (and the price was just right!), you just couldn’t commit. Why? A classic case of “too much, too soon.”

Sales are more than just transactions, they involve a journey of decision. Push too hard, and customers run. Keep it too casual, and they put off decisions. What is the ideal balance? Creating a sales funnel, or content path, for people to follow is one way to engage prospects through every step. This month’s marketing tip, available in the Ideas Collection of every website provided by Marketing Ideas For Printers, describes three “buckets” that offer guidance and appropriate information at just the right time.

Top of the Funnel: Awareness

People don’t typically begin their journey with an intent to commit. They have to be gradually convinced! This begins with building awareness, which is purely informational, not promotional. Casual placements may trigger a hidden interest that prompts them to move forward.

Middle of the Funnel: Consideration

Once you’ve built awareness, your content marketing should shift toward the direction you want them to proceed. While you are not making a hard sell, here your pitch becomes more obvious in focus, outlining unique selling points and the benefits they bring.

Bottom of the Funnel: Decision

Once a prospect has expressed interest (responding to an invitation or speaking directly with your team), they are teetering between jumping in or walking away. This is a critical time for a direct appeal, like specific pricing packages and a clear call for commitment.

One Step At A Time

A content marketing sales funnel is a fantastic tool for nurturing prospects as you proactively provide them information in non-threatening, palatable doses. Do this well, and you’re one step closer to gaining brand evangelists and lifelong customers!

Preview this tip on one of our public demo websites or request your own personal demo website below. You can also contact us anytime at (701) 241-9204 or (800) 736-0688 with questions or concerns regarding your website marketing.