The Role of Branding in Your Sales Funnel
If you are a service provider, your sales funnel plays a critical role in your business’s scalability and longevity. Not only should it be consistent and strategic, but it should be branded every step of the way. Your brand is just as much about the experience of working with you as it is your brand strategy and visual branding.
This is the role that branding should take in each step of your sales funnel:
01. Awareness
You should consider your awareness phase as your first impression and your brand should be that first handshake. By leading with your brand first, you are telling your future client exactly what to expect in their process.
The awareness phase can include social media, ads, a client referral, SEO to your website, a blog post, etc. It’s anything that makes a future client aware of what you do.
During this phase, it is essential that your future client knows exactly what you do and who you do it for the moment they become aware of your brand. This is why a pitch statement is a vital component of our client brand guides. For more information about pitch statements, please refer to our previous post: What Makes Up A Brand Strategy.
02. Interest + Evaluation
Your website and sales page are the critical components for your Interest + Evaluation phase. This is where a future client wants to know more about your offer and evaluate if they are the right fit. It is critical that your website is branded and strategically designed so you don’t lose future clients out of confusion.
Your sales page should tell your future client three things: (1) what they can expect to get from your offer, (2) a sneak peek of who they will become or what they will gain after investing in your offer, and (3) how others have gained value from your offer.
If this phase isn’t strategically branded, most of your future clients will fall off at during this phase.
Pro tip: collect their email the second they show interest in your offer. This way you are able to strengthen your relationship with them even if they are not able to invest immediately. Stay top of mind when they are ready to invest.
03. Desire
The future client is on the hook and they want to invest in your offer. Make it as easy as possible for them to say yes. Whether it is an inquiry form on your website or a scheduling link for a discovery call, your website UX should be seamless and easy to navigate so your future clients can invest without going through hoops.
If sending a proposal is part of your process make sure that it is branded and strategically designed. It’s easy to send over an email with a quick estimate. This is the time to woo your future client. Give them a sneak peek of what it is like to work with you.
Not only should your proposal be branded, but it should tell them the problem you are going to solve for them, how you are going to solve, and next steps on how to invest with you.
04. Action
It’s showtime. They’ve invested in you - now it’s your turn to show them why they made the best decision. Everything from sending their contract and invoice to their welcome email and testimonial should be branded. Don’t forget: existing clients are your best lead generators. If they have a high-quality, branded experience with you, they are more likely to send your more clients.
If you are ready to connect with your ideal clients and drive sales, we got you covered! Click the button below to fill out our inquiry form and schedule your free discovery call to see how we can help!
