Strategic Messaging Throughout Your Sales Funnel
TL;DR:
- Place messaging at every funnel stage: top (opt-ins), middle (follow-ups), and bottom (conversions)
- Use messages to guide prospects forward with check-ins, reminders, and action-focused links
- Personalised messages reduce drop-off rates significantly
- Messaging connects your funnel stages and keeps prospects moving
Strategic messaging keeps your sales funnel moving. Instead of hoping prospects remember to come back, you're actively guiding them from initial interest to final purchase.
The key is knowing where to place your messages and what to say at each stage. Get this right and you'll see fewer people dropping out of your funnel.
Where Messaging Fits in Your Sales Funnel
Top of Funnel: Securing Opt-ins
Your first messages focus on permission. You need people to say yes to hearing from you before you can nurture them.
At this stage, your messaging should be about value exchange. What will people get in return for their contact details? Make this clear in your opt-in messages.
Keep these messages simple. People are still getting to know you, so avoid overwhelming them with too much information.
Middle of Funnel: Follow-up Messages
This is where most funnels fail. People showed interest but then disappeared. Follow-up messages bring them back.
Your middle-funnel messages should remind people why they were interested in the first place. Reference their previous actions or the content they downloaded.
Don't just send generic "checking in" messages. Each message should move people closer to a decision by addressing common concerns or providing additional value.
Bottom of Funnel: Conversion Messages
Your final messages need to close the deal. By this point, people know what you offer and have shown genuine interest.
Focus on removing final barriers. Address common objections, offer limited-time incentives, or provide social proof from other customers.
These messages should create urgency without being pushy. People are close to buying but need that final nudge.
Making Your Messages Work Harder
Timing Matters More Than Content
The best message sent at the wrong time gets ignored. Match your message timing to where people are in their decision-making process.
Someone who just downloaded your lead magnet isn't ready for a sales pitch. Someone who's viewed your pricing page three times might be ready to buy today.
Use behaviour triggers rather than just time-based sequences. What people do tells you more about their buying intent than how long they've been on your list.
Personalisation Reduces Drop-offs
Generic messages feel like spam. Personal messages feel like conversations.
Use what you know about each prospect. Reference the specific content they downloaded, the pages they visited, or the problems they told you about.
This doesn't mean writing individual messages for everyone. Smart automation can personalise at scale using the data you already collect.
Common Messaging Mistakes to Avoid
Sending Too Many Messages Too Soon
Enthusiasm doesn't equal effectiveness. Bombarding new subscribers with daily messages will get you unsubscribed quickly.
Start with less frequent messaging and increase based on engagement. Active subscribers can handle more messages than passive ones.
Forgetting Mobile Users
Most people read messages on their phones. Long paragraphs and complex formatting don't work on small screens.
Keep messages scannable with short paragraphs, clear calls-to-action, and mobile-friendly formatting.
Not Testing Message Performance
What works for one audience might not work for another. Test different subject lines, message lengths, and sending times.
Track beyond just open rates. Are your messages actually moving people through your funnel? That's what matters.
FAQs
How often should I message people in my sales funnel?
Start with 2-3 messages per week and adjust based on engagement. Active subscribers can handle more frequent messages, while less engaged people need more space.
Which platforms work best for funnel messaging?
Email remains the most effective for detailed nurturing. SMS works well for urgent or time-sensitive messages. Choose based on where your audience is most responsive.
Should messages be different for each funnel stage?
Yes, absolutely. Top-funnel messages focus on education and trust-building. Middle-funnel addresses specific concerns. Bottom-funnel removes final buying barriers.
How long should my message sequences be?
This depends on your sales cycle. Complex B2B sales might need 20+ messages over months. Simple consumer products might convert in 3-5 messages over days.
Jargon Buster
Opt-ins: When someone gives permission to receive your marketing messages, usually by providing their email address or phone number.
Follow-ups: Messages sent after initial contact to maintain engagement and guide prospects toward a purchase decision.
Conversions: The final actions that turn prospects into customers, such as making a purchase or signing up for a service.
Behaviour triggers: Automated messages sent based on specific actions people take, like visiting a pricing page or downloading content.
Wrap-up
Strategic messaging transforms your sales funnel from a leaky bucket into a well-oiled machine. The right message at the right time keeps prospects engaged and moving forward.
Start by mapping out your current funnel stages, then plan specific messages for each stage. Focus on timing, personalisation, and clear next steps.
Remember, you're not just sending messages – you're having conversations that guide people toward solutions they need.
Learn about QuickSMS: https://www.quicksms.com/