Revenue is the real litmus test for the success of your small business. The biggest problem is that most entrepreneurs do not talk to the RIGHT people about the RIGHT things in the RIGHT places to get the RIGHT results!! This can be remedied with clarity regarding TOFU, MOFU, & BOFU. And that clarity can be easily viewed in a highly visual way with dashboards that provide a comprehensive overview of key metrics for each phase. The collection of the right metrics allow entrepreneurs to make informed decisions and optimize their strategies based on where in the lead funnel a potential client happens to be. This is essential to sales conversion.
TOFU. Top-of-funnel people are cold audiences that do not know you or your brand. Your job is to introduce you and your brand and invite them to engage with you.
The biggest mistake entrepreneurs make at this phase in the lead funnel is to try to sell to people when they don’t know you. Can it be done? Yes. But most success in doing so is from businesses either selling low-risk offers or early adopting trendy offers.
Your calls to action (CTAs) should only be things like read this, watch this, follow us, join my FREE community, take this quiz/assessment, download this, etc…
To keep up with TOFU value, your dashboard should include:
- Social Media following and engagement
- Video views and engagement
- FREE Community growth and engagement
- Quiz/Assessment engagement
- Download qualities
- SEO traffic to your website
MOFU. Middle-of-funnel people are those now in awareness of you and your brand and have taken you up on an invitation to engage. Your job is to nurture them beyond the initial interaction so that they get to like, know, and trust you.
The biggest mistake entrepreneurs make at this phase in the lead funnel is failure to nurture but still try to sell the main offer to people when they don’t trust you yet. Can it be done? Yes. But most success in doing so is from businesses either selling low-risk offers, early adopting trendy offers, having highly compelling social proof/visibility in place, or having already sold affordable, lower-priced offers in the past.
Your CTAs should only be things like join us live, answer the question/take the poll, interact, collaborate, are you on this email list, watch this FREE training, buy this affordable offer, etc…
To keep up with MOFU value, your dashboard should include:
- Number of event registrations
- Number of event attendees
- Question/Poll results
- Number of Collaboration testimonials
- Number on Email list
- Email open rates
- Training views/downloads
- Affordable offer sales
- SEO traffic to blog posts
- SEO traffic to other web pages
BOFU. Bottom-of-funnel people are those who have been nurtured by you enough to like, know, and trust you and may have even purchased an affordable offer from you in the past. Your job is to get them off the fence about your main offer by supporting them in making a buying decision: yes or no to the offer.
The biggest mistake entrepreneurs make at this phase in the lead funnel is the lack of a sales process that includes follow-up. Can sales still be made? Yes. But most success in doing so is from businesses that have already sold affordable, lower-priced offers in the past, who do extremely well with the initial sales pitch or had people who were going to buy anyway.
Your CTAs should only be things like join us live, answer the question/take the poll, interact, collaborate, are you on this email list, watch this FREE training, buy this affordable offer, etc…
To keep up with MOFU value, your dashboard should include:
- Lead management
- Main offer deals won and lost
- Main offer abandon cart/ follow-up sales
- Main offer closing rate
- Down-sell deals won and lost
- Down-sell abandon cart/ follow-up sales
- Down-sell closing rate
- Upsell deals won and lost
- Upsell abandon cart/ follow-up sales
- Upsell closing rate
You should be compiling access to an arsenal of:
- Sales page A/B testing results
- Sales page heat map results
- Inventory of titles and copy that convert
- Urgency tactics that convert
- Compelling Testimonials
- UGC (user-generated content)
Check out our Organic Marketing Workshop Replay featuring revolutionary Lead Funnel strategies for TOFU, MOFU, & BOFU. ShaCannon.com/organic