Build a sales funnel
The dangers of the bottom of the funnel
If your website is only asking people to buy now, then you’re only connecting with a very small percentage of your total site traffic. Research by Marketo shows that 96% of site visitors aren’t ready to buy. So, by only talking to the 4% who are ready to buy, you’re alienating a large amount of your site traffic.
Why do so many still focus on this small group? Many brands focus on bottom of the funnel keywords and offers because they feel like they should only focus their time on prospects who are ready to buy. This may seem like a great short-term strategy, but it’s problematic in the long-run.
Focusing on the bottom of funnel results in higher ad spends, content that’s only beneficial to a minority, and it takes away any chance for your brand to earn the prospect’s trust before…
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