Sales funnels are the missing link in the lead generation strategy of most security companies. Digital ads, SEO, social media and email marketing are important but if you don’t have a strategy to convert website visitors into paying customers once they arrive on your website, then your website is leaking sales opportunities. A well-structured sales funnel is a game-changer, but most dealers, integrators and monitoring centers don’t do it. In this blog article, I’ll explain how a sales funnel works, along with a bonus blueprint for a 7-part automated email drip series that you can use to guide leads through the funnel, from initial interest to becoming valued customers that generate referrals.
Understanding the Sales Funnel:
Before we dive into the automated email series, let’s break down the sales funnel and its key components. A sales funnel is a visual representation of the journey a website visitor takes from being a potential lead to becoming a customer. It consists of three main stages:
1. Top of the Funnel (TOFU): At this stage, visitors are exploring yours and your competitors websites doing early stage research. Your goal is to capture their attention and turn them into leads, even if they aren’t ready to talk to your sales team yet. This can be done with a pop-up form that offers a free checklist, eBook, or some other free resource in exchange for their email address.
2. Middle of the Funnel (MOFU): These leads have shown interest and may be considering your services. Now that you have their email address, your aim is to nurture them and build trust with automated emails.
3. Bottom of the Funnel (BOFU): At this point, leads are highly engaged, and your objective is to get them to take action: book a consultation, or speak with sales. If you’re using a CRM like HubSpot, and you’ve set up your tracking and reporting correctly then you can easily see how interested your website visitors are, how often they visit, and what content they are viewing the most. This helps your sales team understand how to prioritize their sales outreach, and tailor initial sales conversations.
The 7-Part Automated Email Series:
1. The Welcome Email (TOFU): When a visitor completes a form on your website, they should immediately receive a short welcome email. Whether it’s a pop-up form that leads to a free download, or a regular contact form, this step is important because it sets the tone for your relationship and provides a quick overview of your security services. Introduce yourself or your sales person and offer a free consultation. Consider using an online calendar so that prospects can book a call with you without having to call you first.
2. Educational Content (TOFU & MOFU): Over the next two emails, share valuable content about security best practices, tips, or industry insights. This positions your company as an expert in the field and keeps leads engaged.
3. Customer Stories (MOFU): Now that you’ve piqued their interest, share success stories or case studies showcasing how your services have benefited previous clients. This builds trust and credibility. Explaining how your video monitoring solution captured intruders on video and alerted authorities in real time resulting in arrests, or a customer story about how their new smart home system made life easier and more convenient for their busy family are good examples.
4. Addressing Concerns (MOFU): In this email, address common concerns or objections leads might have. Provide reassurance and highlight the advantages of your services.
5. Exclusive Offer (MOFU & BOFU): Send 2-3 emails with an exclusive offer, such as an installation or monitoring promotion or a value add-on that they can’t get anywhere else, like an additional sensor or a camera. This encourages leads to take the next step and book a free consultation.
6. Closing the Deal (BOFU): At this point you’ve spoken with the customer, and perhaps spent time on-site with them. Send a personalized email proposing a tailored solution for their security needs. Make it easy for them to take the final step toward becoming a customer.
7. Post-Purchase Follow-Up (Customer): After they sign up, continue to engage your customers. Send a thank-you email, request feedback, and keep them informed about your latest security offerings to encourage upsells.
The key to a successful sales funnel is tracking and optimization. Use analytics to monitor email open rates, click-through rates, and conversion rates. Identify areas where leads might be dropping off and fine-tune your email messaging or cadence accordingly. It’s important to have patience, and be consistent. Sales funnels are very effective but they can take some time to gain traction as you learn more about your audience.
Sounds Great, But How Do I Do This?
If this all sounds awesome but you are not sure how to set this up and write the content, or lack the internal resources to get it done, Contact AlarmBrand. We do this for security companies every day, and we can help you, too! A well-structured sales funnel, accompanied by a strategic email drip series, is a powerful tool for security companies looking to convert website visitors into loyal customers. By providing valuable content, nurturing leads, and addressing their concerns, we can guide potential customers seamlessly through the sales funnel, ultimately boosting your conversion rates and growing your customer base.
Talk to Us Today!
Since 2009, brands that you know and trust have leveraged our digital marketing expertise to grow their businesses, including SDM 100, SDI Fast 50, monitoring centers, technology providers, professional corporations, and small businesses across the USA. Contact us today for a free consultation.
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