As a long time employee or business owner, you likely know your company’s sales process like the back of your hand. You understand every unique aspect of the sales cycle and have mastered what to say and when to say it. Wouldn’t it be great if you could take that intimate knowledge of your sales process and share it (or Automate it) with all of your sales reps to boost their sales numbers collectively? Enter marketing flowcharts.
Better Visualize Your Sales Process
This can be accomplished by using a Marketing Flowchart. Although they might seem like a childish task at first, designing flowcharts allow you to easily map out your sales pipeline and present it visually in a clear and concise way. It provides your employees with a structure to follow and gives them the opportunity to plan their conversations in advance. The most important part of marketing flowcharts is understanding what methods are proving to be successful at converting leads and which methods are proving to be more trouble than they’re worth. Find out which segments of your sales pipeline are bringing you the most success and begin to focus your efforts here. When dealing with a larger company, your marketing flowcharts provide a great resource for coordinating your team’s efforts. It can be used to help delegate which individuals or teams are responsible for specific aspects of the pipeline.
Identify and Analyze Problem Areas
After identifying which segments of your pipeline are underperforming, it’s time to think about how to best improve them. Typically, all underperforming campaigns can be traced back to one of three main reasons; Wrong Audience, Wrong Message, Wrong Price. Using this mindset, you will be able to determine which aspect of your campaign is underperforming and fix it at the source. For example, you know that the audience is the problem if any particular segment is suffering from a high bounce rate or little to no traffic at all. Reference the amount of traffic these segments receive, their conversion rates and compare them to your top performing campaigns. If the majority of your mailing list doesn’t seem interested in what you might have to say, it’s probably because you have the wrong message. If you haven’t done so already, you’ll need to identify your target audience, this information is invaluable when creating your content. Although you may think it’s great content, if the customers visiting your site don’t find it interesting as well, you will lose them. Finally, if your product is generating enough interest to get customers to the product or service page but they aren’t converting, it’s time to re-evaluate your products price point.
Streamline or Expand Upon Your Pipeline
After using the Wrong Audience, Wrong Message, Wrong Price approach to evaluate your underperforming campaigns, you should have a great idea of what is necessary help to improve this segment. If audience is the problem, this campaign can be improved by getting it in front of the right people, find an individual or organization with similar interests and arrange a content sharing agreement with them. This will not only help get your message in front of more people, but your message will be reaching a targeted audience who we already know are interested in your industry. By tracking user engagement and creating detailed customer profiles, you can begin to understand what types of content your audience are more receptive too. Identify your top performing content types and create additional content like it. Your customers will be more likely to engage because you already know that they are interested in hearing about this topic. Wrong Price is often the most difficult aspect of your marketing to come to terms with, when you put a lot of time and effort into something, it’s only natural to feel that it is more valuable. However, if customers are constantly viewing your product or service but are still leaving, it’s likely that you are priced out of their range. It’s important to consider that by lowering your price point, you open up the possibility of working with many new clients who will bring you more total value in the long run.
Whether you are a master of your sales pipeline or are just beginning to implement a sales process, Marketing Flowcharts can be extremely beneficial. If you need help designing or analyze a Marketing Flowchart, don’t hesitate to reach out. A member of the Border7 Team will be happy to answer any and all questions that you may have!
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