Crafting a Marketing Sales Funnel for Your Business.
As a travel advisor, you know that the competition is fierce. There are thousands of other travel advisors out there, all vying for their piece of the traveler’s attention. So how can you stand out from the crowd?
One way to do this is to master the concept and utilize the sales funnel approach as you make marketing decisions. A sales funnel is a process that guides potential customers through the steps of becoming aware of your business, considering your services as a solution to their travel needs, and ultimately crafting that fabulous vacation for them.
A well-designed sales funnel can help you maximize your marketing efforts. By understanding the different stages of the customer journey, you can create targeted social media campaigns that will move prospects through the funnel and closer to a booking.
The Different Stages of a Sales Funnel
There are four main stages in all sales funnels:
AWARENESS
In this stage, potential customers are not aware of your business or the services you offer. They may be aware that they need to book a trip, but they don't know where to start. This is the stage where you are looking to get as many “eye-balls” on you as possible.
Examples of Creating Awareness:
Social media posts, email newsletters, podcast guests, writing a blog, networking in your community, connecting with a complementary third-party provider who shares the same potential clients as you do. Each touchpoint should have a specific goal. For example, a blog post might be designed to generate leads, while an email marketing campaign might be designed to convert leads into customers.
KEY TAKEAWAY:
In this stage make it easy and enticing for a potential client to show their interest. Strong call to action to connect should be clear.
INTEREST
In this stage, potential customers are aware of your business and the services you offer. They are interested in learning more about your services and how you can help them plan their trip. This is where they make some sort of micro decision giving you the heads up that they are interested in learning more!
Example of Prospect Showing an Interest:
They like or comment on your social posts, send you a friend request, comment on your blog, taking the action you drove them to. Asking for your business card.
KEY TAKEAWAY:
Once they act, what you do from here may determine if they go to the next step which is DECISION. Make sure that whenever they take this micro action, you connect with them immediately…let them know you see them!
DECISION
In this stage, potential customers are considering whether or not to hire you as their travel advisor and book a trip with you. They are comparing your services to those of other travel advisors, and they are trying to decide if you are the right fit for them. This is the moment you have been waiting for!
Example of Customer in the Decision Stage:
They fill out your inquiry form or they call/email you to find out more. You hear from a mutual friend that they asked about you.
KEY TAKEAWAY
They are ready, willing, and able at this point. Make sure you understand their individual personality motivators as you take this next step. Learn more about these motivators and how to identify who is who in this Personality Selling session. https://youtu.be/tn4S0mV4zMk?list=PLdEeS4KrdBLqVDL24Cw8Mw2XeMQVBwmec&t=7302
BOOKING
In this stage, potential customers have decided to hire you to curate their vacation! They have designed and are financially committed to the curated experience you have crafted for them. CONGRATS!
Crafting Your Sales Funnel.
The first step in creating a sales funnel is to identify your target audience. Who are you trying to reach with your marketing campaigns? Once you know your target audience, you can start to create content that will appeal to them.
Each touchpoint should have a specific goal. For example, a blog post might be designed to generate leads, while an email marketing campaign might be designed to convert leads into customers.
Finally, you need to track your results. This will help you see what's working and what's not. You can track your results using Google Analytics, your CRM, or another analytics tool.
Conclusion
A sales funnel is a powerful tool that can help you increase your bookings and improve your bottom line. If you're not using a sales funnel, now is the time to start.
Here are a few additional tips for creating a successful sales funnel for travel advisors:
- Make sure your funnel is easy to use. Potential customers should be able to easily find the information they need and take the next step in the sales process.
- Use a variety of marketing channels. Don't rely on just one marketing channel to drive traffic to your funnel. Use a variety of channels, such as search engine optimization (SEO), social media marketing, and email marketing.
- Track your results. It's important to track your results so you can see what's working and what's not.
Ready to unlock the secrets to a successful marketing sales funnel? Schedule a complimentary 15-minute power session with Jenn Lee, VP Industry Engagement and Support, today. CLICK HERE to find time on Jenn’s calendar or connect with her Fiercely Forward Facebook group with over 1400 travel advisors.