🔎 Shadow funnels
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Enjoy the 100th Podup, with special thanks to TikTok For Business.
Today, we’ll dive into the best insights and ideas from Builder Banter.
A high converting sales funnel is every marketer's dream. However, Jakob Greenfeld suggests there's more at play than a seamless user journey. Prospective customers don't just follow the path we set for them. They diverge by researching and seeking additional validation.
Look beyond your core funnel
You have your core funnel where you want to lead people. But what really happens is people check the rest of your website. They Google your name. They want to see if they can trust what you say. People are skeptical. You need to build trust outside of your core funnel.
Jakob Greenfeld
Why it matters
While you may set up a beautifully designed funnel, your customers want to validate their decisions. They look for consistency, authenticity, and reliability beyond the guided journey you give them. Miss out on addressing this trust factor and you will lose potential customers. You can even alienate repeat customers if negative coverage starts to populate search results.
Next steps
Understand the impact. Use tools like SEMrush to gauge the volume and nature of searches for your brand. This will give you a snapshot of how many prospective and existing customers are looking you up.
Optimize results with social media. Create and maintain active profiles on major social platforms relevant to your business. Seed them with consistent and value-driven content to ensure they rank when your brand is searched.
Prioritize reviews. Choose a review platform – be it Trustpilot, Reviews.io, or industry-specific sites – and focus on achieving at least ten 5-star reviews. This not only boosts credibility but can help the platform rank when your brand is searched.
Create a Google My Business Listing. Again, aim for ten 5-star reviews. With time, you'll start seeing your business appear in the knowledge panel.
Collaborate with partners. If you're affiliated with any partners with a high domain authority, ask for a dedicated page on their site. Use this to tell your brand story and boost your credibility.
Audit all business listings. From Pitchbook and Crunchbase to local directories like Yell, ensure your brand has a consistent presence across all platforms, with uniform Name, Address, and Phone Number (NAP) details.
Aim for press publications. Work on securing a positive feature about your brand in industry journals, magazines, or national press. When these articles rank, they significantly bolster your brand's image.
Address specific queries. Review specific branded search queries about your offering, reviews, refund policies, etc. Ensure you have dedicated, optimized pages on your website to address each search intent.Your thoughts?
Your thoughts?
Thanks to TikTok For Business for making this post possible…
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Quotes were pulled at different points of the episode. Sentences were left out to make the narrative more concise. Podup is not associated or affiliated with any podcast.