Are you into B2B business? Then try answering the following couple of questions:
- What is the vital element of your lead nurturing process?
- What is that most important sales strategy, without which you are sure to lose your leads?
If you answered ‘funnel building’ for both the questions, you already know the key principles of lead nurturing process (add an internal link to the ‘lead nurturing’ article) and you are prepared to add the flair of excellence to your funnel building process.
I know you are looking for more. I will give you a few the protips for your B2B funneling. But before that you should take a close look at your marketing strategy.
Know the challenges and plan your strategy
It is a harsh fact that in B2B marketing, the buyer expectations are unreasonably high. Therefore you have to be the unique voice from a large pool of marketers. Is there a single permanent winning formula? No. The winning strategies are so ambiguous, complex and dynamic that you may have to redefine it many times.
But the good news is that, if you ensure the following features for your strategy, your chances of winning this game are extremely high:
- Well supported lead behaviour analysis
- Personalized strategies in each phase of the lead journey
- Multichannel branding
- Unfailing services
Executing each of these features on the prospect level with consistency will be a cumbersome process; that too without bugging them with constant alerts. The way you navigate these challenges will determine your ROI. But, you can see that if you critically review these strategies and the challenges, you will realize that there is a single key approach, which can control the whole system – building a perfect B2B digital marketing funnel.
Enhancing a perfect B2B funnel
Now, let us look at how can we enhance the funnel. You must be aware of various funneling models, and you may have your favourite models too. However, whether you would like to follow the tofu-mofu-bofu way or the AIDA approach, the end goal is to emboss your brand in the customer’s mind and thereby retain the relationship.
You should also understand that even though the funneling techniques of different bussiess look alike, you should device a specific technique for each bussiness. This should consider the type of product/service, the nature of the prospects and many other factors.
But in all the cases the following five tips will surely give you immense advantages if you use them prudently:
#1. Listen to your competitor
It may sound weird!! But funnel hacking is a very common and simplest way to speed up your business. You can’t figure out any other better ways to be on par with your opponents. They might have done enough market studies and well prepared for the conversion journey. You will never regret buying their working funnel and go through the nuances.
Once you got a grip on those tricks, start testing them on your business. In this case, the greatest plus you have is that you are not playing a blind game. Instead, you are using some proven formulas in marketing. Always remember, the marketing field is notorious for its volatility, and you must travel with trends. Instead of just developing a funnel from scratch, give some value addition. You will be awestruck with the results.
#2 – Landing page optimization
After the brand awareness process, you will invite the leads to your website (business). The landing pages can make or spoil your business. Let me show you how. Remember how you attracted your prospects to those pages. I am sure you did offer something through your ads. But what if you display something else on the landing page, deviating from your promise? Certainly, the leads will think the place is not theirs. They won’t even search for the promised service in your site.
On the other hand, just have a look at a great example of landing page optimization.
They have everything that a lead wishes for:
- The descriptive headlines
- Short fill up forms
- Best testimonials from great brands
- Primary and secondary CTA button (start demo, talk to a specialist)
- Contact information
So, never take your landing page lightly.
#3- Communication tools
As per the 99 firm’s Live chat statics 2020, because of the instant response feature, 79 % of customers prefer live chat and 63 % of them are likely to return to that business. This data shows, how much the visitors value the personalized means of communication. They prefer a ‘one-on-one’ session to clarify their queries. Implementing human intervention in every such conversation may look less viable.
Utilizing the service of chat boats or any other live chat software can solve the issue. The most shocking result is, still, 17 % of companies are planning to add live chat session next year. So you are well ahead in time and include the latest live chat tools in your customer management program.
#4 – CRM tools – integrate them precisely
In recent times, one of the most banging words in the marketing field is ‘CRM solution’. These are the cutting edge tools utilized in customer data management. Whether it is contact or lead management, sales forecasting, cross-collaboration between the employees, CRM integrates all this into one umbrella. Combine the CRM technology with your live chat tools; you can never find such a deadly combination in customer management in real-time.
Keep yourself updated with the best 10 CRM tools of 2020.
#5- PPC ads all over a funnel
PPC ads are great ways to attract more leads into your sales funnel. The greatest myth regarding the PPC ads is that they can be operated in the tofu region alone. But the PPC ads can work well in all the three regions of the funnel. The only thing is that you must be prepared with a keyword specific PPC ads campaign.
You may find it a little bit expensive and may have a dilemma in spending much on running them in multiple levels of your funnel. And you know what? You are unknowingly enhancing the effectiveness of your Google ad camps.
Now, it’s your turn. Redefine your B2B digital marketing funnel with the Pro tips. If you get stuck at any stage of funnel building, we can help you. Stay in touch.