…or readers, or subscribers, or members. If you have a greater plan in mind for your visitors, and you want to take them from casual to loyal, it will help if you create a funnel to guide them through with as little distraction as possible.
In marketing, the term funnel is used to describe the path people take from virtual stranger to loyal customer or client. At different points in the funnel, visitors (or prospects) have different intentions – some are ready to buy, and some are just looking. Depending on where they are at in the funnel, you will be able to present the right information to them to keep them progressing.
It is rather easy to map out the funnel, and once you have one, you will be able to measure its effectiveness.
Path from Visitor to Buyer
Let’s assume you are running a blog that is designed to get lots of search engine traffic, and then drive subscriptions through an opt-in form, so that you can use email marketing to promote products or services.
You would have
- Visitors
- Readers
- Subscribers
- Buyers
The descriptions above depend on what kind of blog you have.
You can use your blog to facilitate a funnel to turn visitors into buyers.
- Establish a well optimized blog that receives search engine traffic for your desired keyword phrases.
- Turn visitors into readers by providing highly valuable content that is relevant to the search terms. Your goal at this point in the funnel is to become important in the minds of your readers.
- Turn readers into subscribers by providing easy methods of subscribing. Your goal at this point in the funnel is not to sell. It is to encourage subscription.
- Turn subscribers into buyers by promoting products and services via the email marketing service. This is the best point in the funnel to promote (for this type of blog).
Again, your exact funnel may be different, and you may present money-making opportunities further up in the funnel, which is fine.
The idea is to think through the stages of your visitors and to sell and promote at the right times so that the effort is not wasted.
Blogging Tools to Facilitate the Funnel
This is becoming a popular tool, and though I don’t use it personally, I acknowledge its effectiveness at increasing subscriber counts.
This is a great WordPress plugin that you can use to redirect first time commentators to any page you want. You could use a page like this to suggest subscribing for additional updates, or to present a free ebook or other giveaway.
Email Marketing Services
If you plan to develop a relationship with your subscribers, the most suitable method of communicating is with a professional email marketing service. Especially if you plan to do any promotion or selling, you will want to obey all CAN-SPAM laws and services such as MailChimp (free), Aweber, Constant Contact, and Get Response will ensure that you comply.
It is not advised that you try to use your own mail server to send mass emails, unless you comply with CAN-SPAM laws and make it really, really easy to unsubscribe.
Your Funnel
What does your funnel look like? How do your visitors go from strangers to buyers, subscribers, or members? And let me know if you suggest other helpful tools!
Related Posts.
Tagged as: Blogging, Internet Marketing, marketing funnel
{ 50 comments… read them below or add one }
Well, thanks for letting me know the comment redirect plugin because I’m going to use it on my blog, it seems there’s a lot of potential in using this plugin to identify buyers rather then just readers.
Anyway, I use the “Thank Me Later” plugin for a very long time, usually when you first comment on someone else blog, and about a day or so, you receive a email message from the author for thanking you for commenting, well I turn it over into writing a personal invitation email to either subscribe to my RSS or email list.
With this plugin, you can set the time as to how long it should send the message and also how many message you going to send at what time. It’s almost like email marketing software but this only works if you have a funnel that is ready to target the commentators or else using it for “Thank You For Your Comment” it’s not going to work well for you.
The Bad Blogger – Fool Content For Smart Marketers´s last [type] ..The Bad Blogger Swears Under Oath That He Will Delete Your Comment If You Did Not Follow The Rules Of This Particular Blog No Matter Who You Are !
That sounds like an awesome plugin. I am going to check it out. I really like that idea!
Hi Tia. I’m not familiar with the Comment Redirect so will have to check up on that. I’m not a PopUp person and totally cringe when I see them, but to each their own! Different strokes for different folks, as the saying goes
I’ve been terribly lazy about the whole sales funnel thing but am at the point where I’m ready to get serious about this now.
Jean Sarauer´s last [type] ..How to Criticize Our Fellow Bloggers
Same here. It’s hard for me to consider using a pop up when I don’t even like them myself; sort of hypocritical. But the research shows they work despite their annoyance! There are a few times when I will stop a read a pop-up; I think it depends a bit on the site, whether or not it’s expected or accepted there, and things like that.
I am building out a consulting practice and will most likely use pop-up domination on that blog. lol
Thanks for your comment!
Tia Peterson´s last [type] ..Follow Friday- 13 Awesome Posts from Our Circle
Hi Jean,
Sales funnel is a very powerful concept because it maps out what steps each new visitors to your blog has to go through in order to become a ultimate buyer
When you see the whole thing maps out, you can merely improve and combine techniques at each step. For example, to make visitors become regular readers, you can suggest them sign up for rss readers or email newsletter, and so on
Mike´s last [type] ..Google Sandbox and why bloggers must know about it
Hi Tia, I use comment Redirect also and have gotten some very positive feedback on it. In addition to the funnel aspect it helps to immediately establish a relationship with that special group of people who are willing to take the time to interact. They may or may not come back to see if you replied to their comment, but with this plugin you have already made the connection.
Jonathan – Advanced Life Skills´s last [type] ..The Power of Momentum
Absolutely. Taking the time to comment is something I really appreciate; to me, it’s extending an invitation to connect. Using a comment redirect plugin is a great way to say right away that you want to connect, as well. It’s such a great way to say, welcome to the blog, and here’s something useful I think you will like. Very welcoming.
Thanks for your comment!
Hi Tia
after long days I see a useful article on techshare.You really shared some good points here.Good work
Thanks For Sharing Post
-Abhishek
Hi Abhishek – Well, thank you! I’m glad you found it useful.
Cheers,
Tia
Tia Peterson´s last [type] ..Follow Friday- 13 Awesome Posts from Our Circle
Paying attention to your funnel and every sales layer within it is a pretty high level marketing concept. I think that the vast majority of people selling online, whether they represent brick and mortar businesses or internet marketers, are still going after the purchases of people who fit that one type of customer.
If you are able to successfully execute a plan to take cold contacts and slowly develop them into hot buyers, then you are an outstanding marketer. Very few people execute that very well.
Kathy´s last [type] ..How Do You Help Your Blogger Friends
True. Many marketers, few good ones. That’s the way it goes!
Very well said Tia….To become important in the minds of the audience is the key in turning visitors into reader, subscribers and eventually buyers. Providing sticky contents in the blog is what makes the difference..
I have to agree with you about promoting at the right time…so the effort is not wasted.
Thank you Tia.
You’re welcome, Adam!
Tia Peterson´s last [type] ..Business Blogging- Are You Spending Too Much Time- or Too Little
I always wonder why after I post comment at some blog then I was redirected to another page
Now I know what’s behind this
Mike´s last [type] ..Google Sandbox and why bloggers must know about it
Hey Mike – Yep. You should try it!
Tia Peterson´s last [type] ..Follow Friday- 13 Awesome Posts from Our Circle
A great little post, but for me the hardest part seems to be getting the subscribers, I get visitors, but they don’t always come back which is kinda annoying
Robert @ Techinfo-4u.com´s last [type] ..The Ultimate List Of Firefox Tips and Tricks
Robert,
I actually feel that getting subscribers who are loyal and active IS much harder than getting people to buy.
When you present something that people NEED, they will buy it. But, it’s tough getting someone to subscribe. They must feel a certain need for it. People are motivated to fill needs, and they buy emotionally, even in business. If you can offer something that they can’t live without as a carrot to get them to subscribe, they will opt-in.
Tia Peterson´s last [type] ..Is Your Blog Missing This Key Search Engine Magnet
I try to improve traffic for my blog before make a plan to make money
Thanks for useful post,boomarked
Pumama´s last [type] ..Free Hosting vs Paid Hosting
Hi Pumama,
Good. Do you try to turn your visitors in subscribers or do you just try to get them to come back for your content?
Tia Peterson´s last [type] ..Two Cents Tuesday- What’s the Main Reason So Many Blogs Fail
I never try it before.How can I do ?
Pumama´s last [type] ..Free Hosting vs Paid Hosting
Try using an opt-in of some sort an email subscription offer. You can even use FeedBurner, because you can always export your subscriber list to another email marketing system later down the road.
You could try pop-up domination but it depends on how many visitors you’re getting; only buy it if you feel it’s a worthwhile investment.
If you provide good content frequently, your visitors are going to want to subscribe so they don’t miss out.
Tia Peterson´s last [type] ..Top Web Hosting Companies for Blogs
Thank my friend.
pumama´s last [type] ..Free Hosting vs Paid Hosting
Hi,
I first offer a free eBook ‘Create Your First Website By 3:45 This Afternoon’ on my website.
When they sign up, they immediately get the eBook. They are also subscribed, via email, to a free weekly newsletter ‘Success Grenade’ which teaches the newcomer how to make money online. I use Aweber for this.
Now in every newsletter, there are links to a membership site which further teach the subscriber on how to make money online. This is the stage where they finally become a buyer.
Kindest,
Nabeel
Hi Nabeel,
You’ve got the funnel all worked out. That’s perfect. You certainly know what you are doing.
Tia Peterson´s last [type] ..How to Write Without Being Overly Promotional
I dislike pop-ups so much that I stopped visiting some great sites because of it. You are right in middle of reading a good content and then you have to hit “cancel” button. Not fun.
Getting people to subscribe is lot easier compared them to buy it from you! Good suggestions Tia.
Hi Mike – That’s right, especially if you try the cold route. But by waiting until people are ripe and in the right place in the funnel, it will be more successful.
Another way is to use someone else’s funnel – like a JV partnership – selling through affiliates.
Tia Peterson´s last [type] ..Are you a grasshopper or an ant blogger
Tia,
You are slowly becoming my new favourite blogger, consistently coming out with fantastic posts!
Thanks so much for alerting meto the redirect plugin.
I am with you on the popup one, so I don’t really want to buy popup domination, kind of hypocritical
Definitely checking out the redirect one though, THAT has a lot of potential.
Alex@nichesitemarketing´s last [type] ..Article Marketing Part 3 The Unique Article Wizard Review
Hi Alex,
haha well I’m glad you’re liking the posts. Yes, let me know how/if you end up using the comment redirect. I’m always re-evaluating my strategies.
Tia Peterson´s last [type] ..Follow Friday- 13 Awesome Posts from Our Circle
I need to work on my funnel personally. I know I need a better design and also need to keep working and release my products and just go into my goals much further.
Great article!
Hi Eric – Good luck! Everything happens in time.
Cheers,
Tia
Tia Peterson´s last [type] ..The Art of Embracing the Oops Moments
popup domination is really dominating
Julian´s last [type] ..Install Google Chrome Offline
Hi Julian – It is! I totally see a use for it; if my blog were brand new and I didn’t have regular readers, I might consider it. But interrupting normal readers with it is an idea I’m not fond of. I don’t know that I want to sacrifice regular readers just to get more subscribers.
Tia Peterson´s last [type] ..Top Web Hosting Companies for Blogs
Well I actually had posted something similar like this as a guest post on FamousBloggers blog. Its true we can build a funnel and eventually move our readers from there on. The problem with this is that most people don’t do this correctly and it ends up having new readers remain as new readers.
Its hard but its all about testing since readers are different from each other.
Melvin´s last [type] ..How to be Great at Your Affiliate Business with Content
Very cool, thanks much for the reminder Tia, I’ve been meaning forever to install that comment redirect plugin.
Dennis Edell @ Direct Sales Marketing´s last [type] ..A Personal Post – Do Not Skim
FYI: I immediately stopped my blog hoping and uploaded the plugin.
Any ideas on testing it? Should I send up the bat signal for all non-commenters to help out?
Dennis Edell @ Direct Sales Marketing´s last [type] ..A Personal Post – Do Not Skim
LOL… I could get on a different computer and test it out for ya, Dennis… how does that sound? Just give me the green light when you’re ready.
Alan Mater´s last [type] ..What are Backlinks- and Why Do I Need Them
LOL I will. You gotta admit though, a pretty good question considering all plugins should be tested before recommendation.
Dennis Edell @ Direct Sales Marketing´s last [type] ..A Personal Post – Do Not Skim
Yes indeed!
Alan Mater´s last [type] ..What are Backlinks- and Why Do I Need Them
I just sent you a private email as to where to test.
Dennis Edell @ Direct Sales Marketing´s last [type] ..Twitter Weekend part1 – Now Would be a Good Time to Follow Me
Got it!
Alan Mater´s last [type] ..What are Backlinks- and Why Do I Need Them
Thanks for your article.I learn lot from it.Not only from your article but also from comments.
Lakhyajyoti´s last [type] ..Keywords- The Key to Increasing Online Revenue
Hello Lakhyajyoti,
Yes! The comments are incredibly helpful. That’s what blogging is all about so it’s good that technshare is like that.
Cheers,
Tia
Hey Tia,
Excellent description of a funnel. If I had planned my site better when I first started it (5 years ago), I would have implemented this from the start. I already downloaded the comment redirect plug-in, so once I get a plan of action together and figure out exactly what steps I want my visitors to take, I’ll be implementing this strategy for sure. Thanks for the great advice!
Alan Mater´s last [type] ..What are Backlinks- and Why Do I Need Them
Hi Alan,
That’s the best strategy. I had downloaded it and had no idea what I was going to do with it, so I just waited.
It’s always good to at least think through the plan, test it for 3 months or so, and then change it up as necessary.
Cheers,
Tia
Tia Peterson´s last [type] ..What Are You Trying to Say
Exactly right, Tia. I have the idea in my head… now to just get a new page up and ready to direct them to.
Alan Mater´s last [type] ..What are Backlinks- and Why Do I Need Them
thanks for sharing
music´s last [type] ..ฟังเพลง Wonderful Life HURTS
The “comment redirect” is brilliant. Anything that’ll help keep visitors on the site–is worth gold.
Thanks for the informative info.
Johnny
Don’t forget about this little doozy….
Past customers / clients are always far easier (as much as 12-times easier!) to sell to compared to new prospects.
And that’s not all…
Because the “cherry on the cake” is you can sell to past customers a lot faster and at a lot less expense than chasing after trying to convince new customers to do business with you. Yeah! Yeah! Yeah! You know all this right?
I hope you do. Really. I hope you do.
But even if you do – stop for a beat… and… allow yourself to dwell upon this startling fact: all other things being equal…
If you lose 20% of your customers a year –you’ve got to add 30% more customers just to give yourself a 10% increase in sales
Kind of brings things home a little, doesn’t it?
I think if you able to get your visitors subscribe your blog then you can convert them to buyers by E-mail marketing. However the simplest method i think is to build pages with narrow buying keywords which convert a lot better and they often easier to rank also.
Daisy @ Tinnitus´s last [type] ..Tinnitus Treatment Permanent Tinnitus Treatment updated Fri Oct 15 2010 9-21 am CDT
Well In marketing strategy , the term funnel is used to describe the path between reader and turn into buyer so he/she can buy our product and services. This funnel will provide the right information to them to keep them progressing.