By following a few steps, you can understand whether the consumer is ready to purchase the course and develop more efficient communication strategies.
Because there are potential customers who may purchase your product but don't yet know they need it. That's why it's so important to understand this strategy.
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In this article, we’ll take a closer look at what the inbound marketing funnel is and how it can help your business grow. Check it out!
What is the inbound marketing funnel?
In short, the inbound marketing funnel represents the path a person takes from the moment they discover what you have to offer until they make a purchase. For example, an online course.
It can be noted, therefore, that the marketing strategy has changed in relation to what we saw a few years ago, when advertising was centered on ads on TV, newspapers and magazines, in a completely direct way.
Now, you need to attract the customer to what you have to offer. And this is done by making content available on the internet that is generally related to the business, but does not “sell” the product directly.
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What is the structure of an inbound marketing sales funnel?
A sales funnel is basically divided into three stages: top, middle and bottom of the funnel. By the way, keep in mind that, when passing through the respective stages, it is as if the customer were “going down” a funnel:.
Top of the funnel
At the top of the funnel, they still don't know switzerland business fax list that they need to buy what you offer. Typically, the prospect is there, browsing social media, visiting blogs, and not interested in buying anything at all.
It is at this stage that SEO and social media strategies are applied, with the aim of drawing the attention of visitors to understand that your company exists.
>>> Read more: How to apply SEO (Search Engine Optimization) on YouTube?
Middle of the funnel
Already in the middle of the funnel, the customer recognizes that he has a problem and considers solving it. However, he is not yet ready to consume, as he wants to know more about the subject.
At this stage, the company needs to provide rich materials, such as e-books and infographics, to convert the lead into a customer. Creativity is very important here.
Bottom of the funnel
At the bottom of the funnel, the lead that was just a visitor is now ready to make a purchase. And this is the point where you truly show your difference.
If you showed the consumer the advantages of purchasing the product at the top of the funnel, they might not be interested. But here, at the bottom of the funnel, they are ready to consume, so it becomes much easier to work with direct marketing.
Want to master the marketing field once and for all? Then be sure to check out this video in full:
How to use the inbound marketing funnel to sell courses?
To use the inbound marketing funnel for course sales, you must first have a good understanding of the concept. Then, you need to understand which stages your customer is at.
Know that not everyone will make it all the way. Some will already reach the bottom of the funnel to you. There are still those who will reach the middle of the funnel. But the majority will undoubtedly reach the top of the funnel. Finally, let's take action.
1 – Top of the funnel – create quality content
To reach consumers at the top of the funnel, the ideal is to create quality content to publish on social media and on your blog. You can also create a YouTube channel to create content in video format.
However, at this point, you will not talk about your company directly, nor offer the product.
What you will do is develop topics related to your business and inform the client. For example, if the idea is to promote a cooking course, create a blog with recipes, show what is new in the market, etc.
At the end, include a call to action (CTA) that awakens the consumer's desire to improve their skills in the kitchen.
The more content you create, the easier it will be to appear on the first pages of Google without having to invest in paid media. Also, remember to include some keywords throughout the text so that people can find you more easily.
2 – Middle of the funnel – offer more advanced content
When your lead is at the top of the funnel, they haven't yet become interested in purchasing your course, but after reading several pieces of content, they've already recognized that they have a problem. And then they move down to the middle of the funnel.
Let's consider the previous example. He took several recipes from your blog and tried to prepare some dishes, but they didn't turn out as he wanted.
So, he has already started to consider that he needs to take a course to improve his cooking skills, however, he is still not convinced of this.
At this stage, create some more advanced e-books teaching some techniques so that he understands the importance of a course to improve skills.
As he reads the e-book, he sees that he has evolved in preparing the dishes, but that he would really need a course to become good at it.
3 – Bottom of the funnel – promote your course on all channels
Finally, you will promote your course itself, especially to those who have shown some interest in it. Remember how we said that some customers arrive at the bottom of the funnel?
With this in mind, you can do some sponsored advertising on Google, Facebook and Instagram to try to reach this audience.
In turn, customers who have gone through the entire sales funnel with you can be directed to this content, as well as receive a proposal via email or WhatsApp.
The idea here is to really showcase the course and make the future student understand the benefits they will get from taking it. In our example above, this would be the time to show them everything they will learn in the classes.
Interesting, isn’t it? But remember that, above all good marketing, it is essential to have a good distance learning platform to host your course online.
