{"id":3392,"date":"2017-01-05T16:29:00","date_gmt":"2023-10-18T16:29:31","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=3392"},"modified":"2023-10-18T17:35:52","modified_gmt":"2023-10-18T17:35:52","slug":"lead-customers-through-funnel","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/lead-customers-through-funnel\/","title":{"rendered":"Cause and Effect: How to Lead Your Customers Through Your Funnel"},"content":{"rendered":"\n

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Each social media post, every blog post, and every one of your landing pages needs to have a purpose and strategy. No matter what your goal is\u2014product demo sign-ups, ebooks downloaded, discount used, or a variety of other conversions\u2014each step of the process needs to be clearly defined so leads can find their way to the eventual endgame.<\/p>\n

The first step, before you can expect any sort of action from your leads and customers, is to know your audience. Only when you understand them can you begin to lead them through their customer journey with your company. Then, when you know your personas and what your different audiences need, you can decide which action would be most beneficial for them in order to proceed. Finally, it\u2019s up to you to make it as easy\u2014and tempting\u2014as possible for people to convert.<\/p>\n

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Know Your Customers<\/b><\/h3>\n

It\u2019s imperative for companies to create personas. These are an especially important part of a marketer\u2019s toolbox: A persona is a \u201crepresentation<\/a> of a user, typically based off user research and incorporating user goals, needs, and interests.\u201d<\/p>\n

Your goal is to have a long-term relationship with your customers, but it\u2019s close to impossible to know each individual intimately. Personas help segment your customers into groups of like-minded individuals who will respond similarly to a specific kind of messaging. With them you can have more personalized conversations with an audience.<\/p>\n

According to UX Booth<\/a>, high-quality personas:<\/p>\n

\u25cf Reflect patterns observed in research<\/p>\n

\u25cf Focus on the current state, not the future<\/p>\n

\u25cf Are realistic, not idealized<\/p>\n

\u25cf Describe a challenging (but not impossible) design target<\/p>\n

\u25cf Help you understand users\u2019:<\/p>\n