Here’s where the core foundational elements

You need to move users from one stage to the next.

If they’re reading a landing page during the consideration stage, and are close to purchasing, you don’t want to just leave them there. You need a strong CTA to get them to move to the next part of the journey and to purchase.

Without the core foundational elements we’re going to discuss, your leads can get stuck mid-funnel when they otherwise would have converted.

So without further adieu, let’s take a look at those three elements your funnel needs.

Clarity on Your Target Market

This isn’t a traditional element, but it’s something that your team needs a firm grip on. It will shape every aspect of your marketing, including your website.

Our rule of thumb: When you try to reach everyone, you reach no one.

Someone searching for “pots and pans” on Google might be a family looking for the cheapest option out there to get their kid through college, or it could be someone who wants to drop $500 per pot.

So who is your audience?

Plenty of people, for example, choose to purchase security monitoring systems and services for their homes. There’s a massive audience out there for that.

But if you don’t understand who your core audience is and Sri Lanka Phone Number what they specifically need, you’ll end up running generic campaigns that just say you offer home monitoring services.

If you understand, however, that your target audience is made up of tech-savvy people who are worried that Ring can grant people viewing access into your home when hacked, you can create marketing messages promoting your server-based recording services and explain why they’re superior.


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In order to better understand your target audience, we recommend the following best practices:

  • Create buyer personas for different audience segments; include information like their demographics, motivations and pain points
  • Send out surveys to existing customers to learn more about who they are; post-purchase surveys can help you tap into why customers purchased and what needs they have
  • Focus on your unique selling proposition (USP)— what makes you unique, and why would your target audience choose to purchase from you instead of a competitor?
  • Seek to understand what your audience needs and what kinds of messaging they respond to; split testing for different campaigns will help you assess the latter overtime

A Clear Call to Action

A call to action is microcopy that tells users what action you want them to take and gives them a way to do so. They should (and almost always do) have a clickable link.

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