Breaking Down A Sales Funnel: Five Essential Elements

Glass funnel holding whole bean coffee

The Goal of Every Sales Funnel: Conversion

No matter what product or service your business provides, the goal of the sales funnel remains the same: conversion. You have to find a way to lead people down the funnel and turn them into satisfied customers. An effective sales funnel can even turn complete strangers on to your company and into passionate advocates for your brand.

Pro Tip: Powerful tools like blogs and social media can help audience outreach immensely.

Every brand’s approach to creating a sales funnel is different, though it should contain four distinct phases. These phases are: attract, convert, close, and delight.  Here are five components that will get your customers through the phases of a sales funnel:

1. Blogging

One of the best ways to attract leads and customers is to have them visit your website. To do this, you’ll need to increase engagement by creating content that draws interest to your brand and shows customers that your brand is reliable and trustworthy.

Blogging is an excellent tool for fostering relationships with potential customers. Blogs can help draw visitors to your site in many ways, including:

  • Creating more web pages: When you publish a post, the page it creates is sent to the search engine index. The more pages your website publishes, the more likely it is that your business will appear on a search engine results page.
  • Increasing your online presence: When your blog posts are shared on social media, it expands your online presence while also drawing new visitors to your website. An effective marketing strategy involves your blog and social media accounts working together to help each other grow.

2. Social Media

The best sales funnels always include social media marketing. Publishing content like blog posts, infographics, and videos can expand your online presence and help you make the most out of your content.

Sales person actively working his sales funnel by using his Macbook on social media for prospective client outreach

Social media also allows you to interact with customers and industry professionals by sharing and commenting on their posts. The more active your social media accounts are, the more popular your website will become.

3. Gated Content

Located in the middle of the funnel, gated content can convert your site’s visitors into leads. Gated content includes e-books, white papers, or any other downloadable content. Visitors can receive this content by providing some personal information or signing up for your email list. However, it’s important to make sure you don’t ask for too much information, which can make many customers uncomfortable.

4. Thank You Page

Band concert with fans raising their to show their appreciation

Including a Thank You page can be a great way to nurture your relationships with visitors after they’ve received the gated content. A well-crafted Thank You page can:

  • Upsell and cross-promote: If the user downloaded your free offer, you can assume that he or she is interested in doing business with your company. The Thank You page presents a great opportunity to recommend other products or services that the user would be interested in.
  • Increase subscribers: Including a newsletter sign-up field or “Create an Account” link on your Thank You page can encourage the user to further interact with your business. Adding a “Subscribe” link to your blog can also increase engagement and draw traffic to your page.
  • Show appreciation: The goal of the Thank You page is to show customers that you value their business. This is a great place to include a coupon or discount for future services, which will encourage the customer to return to your site.

5. Email

Email allows you to build stronger relationships with your potential customers. It’s important to follow-up with customers to ensure they had a great experience with your product or service. Engaging emails also can convert leads and turn existing customers into brand advocates.

Ultimately, the goal of email marketing is to make your business the natural choice when a customer is looking for help with a problem. However, quality over quantity is key when it comes to email – it’s important not to clutter customers’ inboxes with countless emails. Be sure that each message you send provides your leads with something of value.

Making the Most of a Sales Funnel

While you can include many other components when creating a sales funnel, these five essentials can serve as the foundation for a successful campaign. Creating a landing page for your gated content is key, as well as a “Subscribe” link to your blog. Each component of your sales funnel will work to foster conversions and bring your brand’s message to as many customers as possible.

7 Metrics to Help Guide Your Sales Pipeline

Avatar for Eric Melillo

Eric Melillo

Eric Melillo is a certified HubSpot Inbound Marketing expert, Senior Brand Strategist, as well as a lover of family, friends, and life. He enjoys good health, Tae Kwon-Do and discovering the most influential marketing trends.


Avatar for Eric Melillo

Eric Melillo

Eric Melillo is a certified HubSpot Inbound Marketing expert, Senior Brand Strategist, as well as a lover of family, friends, and life. He enjoys good health, Tae Kwon-Do and discovering the most influential marketing trends.