26 Jul Why Leads are Getting Stuck in the Funnel (and How to Fix It)
If a marketing funnel works as intended, leads flow right through to conversions like water in a stream. In theory, any marketing funnel that generates conversions is equipped for the job.
In practice, it’s a bit more complicated. Some funnels don’t generate as many conversions as they logically ought to, given the number of leads they start with. These funnels have clogs somewhere down the line, and that translates to a lot of wasted time, money, and effort.
Here’s why leads might be getting stuck in the funnel and how to go about fixing it.
Why Leads Get Stuck
The first step is to figure out why leads aren’t flowing through it in the first place. In other words, figuring out where the clog is in order to clean the funnel appropriately.
Start by looking at where the dropoff is. Marketing funnels are broken into three parts:
- Top of the funnel (entry point)
- Middle of the funnel (shopping for the best solution)
- Bottom of the funnel (conversion)
Where leads drop away is highly indicative of the issue driving them away. Here are three issues at each stage of the funnel.
Reaching the Wrong Person
If leads are lost at the top of your funnel, the funnel may be reaching the wrong audience.
This has to do with defining a target audience–who the funnel is targeting and why it’s targeting them. Targeting a young professional twenty-something with money to spend is a different ballgame than targeting middle-aged mothers. Or, from a business perspective, a software company and a children’s toy company are apples and oranges.
For example, if a company sells a B2B software solution and their digital advertising is good at attracting customers looking for at-home money management software, it’s a textbook top-of-the-funnel clog. The leads aren’t suited to the solution, so the solution doesn’t draw them.
Lack of Trust
By the time leads make it to the bottom of the funnel and fall away, it’s often an issue of business-to-customer trust.
After all, leads are looking for something that will be the perfect solution to their problem. Ordering things online makes it harder to assess the quality of a product, which means that customers have to rely on the information they can find digitally.
This is great news for businesses that take the extra step beyond sales to truly woo their customers. Trust, in marketing as in any relationship, requires time and dedication.
How to De-Clog Your Funnel
Once it’s clear what’s wrong with the funnel, it’s that much easier to fix it.
After all, it doesn’t do much good to put a cast on someone’s arm if their leg is broken.
Since funnels are a stage-by-stage marketing tool, repairing problems in a funnel requires a stage-by-stage solution.
Examine Each Stage
To that end, the best place to start repairing a funnel is by examining each stage of the marketing funnel. Each stage is tailored for a specific purpose.
For example, the top of the funnel raises brand awareness by telling leads what a company has to offer. This is the early wooing stage, which is the time for warm invitations and highly specific details about the solution on the table.
If the whole marketing team built the funnel, the whole marketing team can help examine the funnel as well. This also helps ensure that everyone is on the same page and promoting the same message.
Check Your Target Audience
If each funnel stage is in prime working condition, the next potential problem is audience targeting.
If the goal of marketing is to woo a customer and promote trust, then the best place to start is by knowing exactly who is being wooed. They should have all the familiarity of a close personal friend, someone with a clear identity, likes, dislikes, motivations, and incentives to spend.
Knowing this about a lead will help ensure that targeting in the funnel is reaching them. The likes and dislikes of a retired grandmother, for example, are quite different than those of a working professional family man.
Qualified leads may not buy right away, but the idea is that they will buy eventually. A business’s goal, of course, is to have those leads buy sooner rather than later.
To do this, it helps to create a sense of urgency. Give them a reason why they should buy now instead of two weeks from now.
Funnels Can Work, Even If Leads are Getting Stuck
The good news is that even a clogged funnel can be fixed, no matter how many leads are getting stuck. Some funnels may take longer than others, but funnels can succeed with the right tools.
And that payoff shows directly in a business’s bottom line.
Of course, it also helps to have the right content on hand. That’s where we come in.
Whether you want corporate video, training, or expert video marketing, we can develop video that suits your company. Ready to start the conversation? Get in touch today.