You may have already heard of a sales funnel before. But have you ever heard of the evergreen sales funnel? Evergreen sales funnel is an automated revenue funnel that drives leads or revenue all year-round. Once it is set up, it guides you with expected, gradual, and linear scales. Since it brings steady sales, it is very useful to strategically manage the revenue. For instance, based on the expected revenue, you can wisely plan for investment or recruitment. Furthermore, since the evergreen sales funnel generates revenue by itself, you can focus on other aspects of your growing business.
Evergreen sales funnel is suitable for any type and size of business. There are numerous benefits it can bring too. Are you interested to learn more about it? Then continue reading this article! Using our 5 steps and tips, you will be able to create a successful and effective evergreen sales funnel that autopilot your business growth!
Step 1: Create an irresistible offer just for your evergreen
The first step is to create the best deal or offer that your company can provide to new customers. These days, customers are getting wiser in their purchase decisions. They compare products, reviews, prices, and more to decide where to spend their money. Therefore, make sure your offer is competitive enough amongst your competitors.
There are numerous ways to create an irresistible offer. This may include discounts, special bonuses, or guarantees. Along with the great offer, we strongly recommend setting a specific time for the offer. As you may already know, a limited-time offer induces a sense of anxiety, fear of missing out, and eventually a rise in sales. Therefore, create an offer that cannot be found anywhere else with a countdown timer to grab their attention and motivation to move on to the next step.
Step 2: Build a funnel just for your offer
Once you’ve created the best offer you can provide, it is time to capture the leads. In the second stage, create a landing page that can collect the potential customers’ contact information. There are various types of lead magnets such as quizzes, masterclasses, pdf, or coupons. Based on your target audience, choose the most suitable one. For instance, if you target a young audience, choose a more eye-catching and dynamic method like quizzes to attract their attention.
One important thing to note is to address the potential customer’s pain point. In any type of lead magnet, you should make the customer realize their need and how your product can fulfill their needs. For instance, if you sell dumbbells, you may use a quiz to make them realize the need for exercise and thus buy dumbbells. Also, you should not try to get too detailed contact information. Instead of asking their name, address, contact number, and more, you should keep it as simple as possible. Otherwise, you are likely to lose the leads from the time-consuming and troublesome registration process. Last but not least, you should remove live elements like dates on the landing page. As an evergreen sales funnel is a long-term funnel that autopilot, live elements, which need to be updated every time, will make the funnel inefficient. Therefore, unless you are willing to update the landing page every week, remove dates or other live elements.
Step 3: Unleash traffic on your funnel
Once you are set with a high converting landing page, it is time to increase the traffic and bring more leads to the landing page. There are various ways to increase traffic. This includes social media advertisement, SEO Content, or partnership with other brands. The crucial thing to note is to link all the traffic to the same landing page designed in the previous step. Similar to lead magnet, you should always address the pain of the customer and link to the solution that your company can offer.
There are numerous ways to bring traffic to your funnel. Amongst them, here are some of the most effective strategies any industry can adopt.
Pain/Solution marketing strategy is one of the most direct ways to address the ideal customer’s pain and your company’s solution. There are several categories of pain points, including financial, time, process, productivity, and more. As each customer has a different lifestyle, you should first carefully understand the target audience. Once you know which pain point to address, you should choose the right message, platform, and tone. For example, if you plan to target busy working adults, you may advertise how your product can help save time in the morning.
Testimonial advertising uses positive comments of a product or brand from past customers for advertisement. Since testimonials are based on the review of the actual users, they can be a great strategy to deliver a trustworthy message to the target customer.
Some think that any positive comments can be used as testimonials. However, this is definitely not true. Vague statements like ‘great product’ or ‘love it’ are not enough to build authority and trust in the target audience. Instead, choose reviews that talk about what, how, and why they were satisfied with the product. Once you’ve gathered meaningful reviews, you should place them somewhere the target customer can easily find. For instance, you may include it in social media posts, blog articles, or coupon pages.
SEO content marketing aims to increase quality traffic using helpful content that the target customer may feel interested in. As most target audiences use search engines like google, you should strategically choose an appropriate keyword and format the content using SEO tools. You should also always encourage the audience to take further action on the article itself.
If you want to learn more about SEO Content marketing, check out this article!
Step 4: Track and measure KPIs
When you’ve set every lead to the evergreen sales funnel, the next step is to track KPIs. Key performance indicators (KPIs) are numerical marketing metrics that organizations track to measure their progress. By calculating KIPs for each stage of the funnel, you will be able to see the part you are lacking or doing well.
One helpful tip we suggest is to first focus on the top of the funnel before moving on to the latter part. This is because increasing the leads from the top also increases following parts of the funnel. For example, if you double the traffic, it will also double the landing page, and offer page. Therefore, if you are unsure where to improve, first start with the traffic, followed by landing page, offer, and so on.
Another tip is to carefully analyze and interpret what each metric means. Overall KPIs for each stage may show general performance. However, this is not sufficient. You should look at each of the elements that compose each part of the funnel. For instance, if there is a difference in traffic click-through rates and landing page sessions, it may indicate a loading issue which you should focus more on. As the example shows, you should thoroughly interpret each element and metric to better understand where and how to improve the funnel.
Step 5: Follow up with leads and retarget the lost customers
The final part of the funnel is the follow-up step. Not everyone instantly makes their purchase decision. Instead, many of them think, question themselves, and compare before deciding to spend their money. Even with a great product or offer, you should not just wait until the customers finish their consideration journey. Instead, using the contact information collected from the previous stage, you should identify their concerns and retarget them with different ads. For instance, if they are concerned about the price, you should send email or follow-up campaigns to explain why such a price is value-for-money based on the quality of offerings and their impact. By addressing their queries, concerns, and objections, you will be able to move from “ brand I’m aware of” to the “top of mind brand” and eventually be their final choice.