The numbers are in, and California business owners are struggling. Falling sales, shrinking access to capital, and regulatory burdens all mean that now is a difficult time for SME owners in the Golden State.
No matter the shape or size of your business, the most effective way to get back in the black is to boost sales. How you do this will depend on your ability to move your leads through your marketing funnel.
Of all the funnel stages, the “consideration stage” is often the most crucial, as this is that delicate moment where your potential customer will make the decision to buy or not to buy.
With this in mind, here are some of our expert tips for getting your leads through the consideration funnel stage, every single time.
What Is the Consideration Funnel?
First, it’s important to understand where the consideration stage fits in the overall sales funnel. As the name suggests, this is the moment your lead is weighing up their options.
They know what they need, and are currently shopping around. They will be considering price, quality, customer service, and most importantly, the overall “vibe” of the businesses they are considering buying from.
Know Your Competition
Since your lead is currently considering your competition, you should do the same.
Competitor analysis is absolutely essential if you want to get your leads through the funnel. You need to know what they are offering that you do not. You need to know what you can offer that your competitors don’t.
Look at their position, niche, and how they communicate their value prop. This is how you can carve out a position for yourself that compels your lead to choose you over anyone else.
Focus on Your USPs
You need to focus on what you do well, which means honing in on your unique selling point. You can identify this by understanding the specific pain points your customers might have.
It could be pricing. So, if you offer anything cheaper than your competitors, your landing page should be shouting this from the rooftops.
Other factors may be more important than dollars, such as product/service features, benefits, quality, or alignment with their own industry or personal experiences. Find your USP and flaunt it!
Your Landing Page Is Your Strongest Asset
When your lead is in the consideration stage, they will be visiting your landing page and that of your competitors. Your landing page is your most important asset.
It’s where you have your best shot and convincing them to choose you over others. This means you should optimize your landing page to attract the best leads.
It means investing in your landing page so that the content, language, and visual identity align best with the types of customers you wish to target. Always invest in your landing page as a priority.
We Help You Turn Leads Into Customers
The consideration funnel is a delicate step in the sales process, one that takes resources, expertise, and tact to get right. For this, we can help.
At Enfuse, we help California businesses upgrade and optimize their web presence, so that they are always the more persuasive option. If you want us to do the same for you, you can start a project with us in just a few clicks.