👋🏼 Hello Novel Community,

Thanks for allowing us into your inbox. This is the first issue of 🚀 The Journey Newsletter by Novel. We will have one email a week, released every Thursday (today!), which will cover Novel ideas across video, marketing, ecommerce, & analytics.

You can expect best practices, articles, relevant stats, user experience recommendations and more - I promise you'll be glad you're here.

We're excited to have you as a part of our community.

Cheers,

Grant

TL;DR

Your sales funnel can be oversimplified into three different stages:

• Top of funnel (TOFU): Introduce Yourself

• Middle of funnel (MOFU): 👍 or 👎

• Bottom of funnel (BOFU): Seal the deal 💰💰💰

Understanding your role at each stage is the 🔑 key to conversion.

⬇️ Read on to learn how to optimize your strategy at each stage.

Breaking down the conversion funnel

1. Top of Funnel (TOFU): Introduce Yourself

The TOFU is your opportunity to make a GREAT first impression. This is where your prospects gain awareness of your brand and engage with it for the first time. The level of familiarity your audience may have about your product or service can range significantly, so the content and marketing material should attract your target audience and provide a clear understanding of your product offering.

Success indicators at the TOFU include new social media followers, email list sign-ups, and enrollment in webinar attendance.

Effective channels to attack the TOFU include:

• Social media platforms: Instagram Feed/Stories, TikTok, Facebook Feed

• Native Website Homepage

• Paid Advertisements: Podcasts, Google, Pinterest, LinkedIn

2. Middle of the Funnel (MOFU): 👍 or 👎

The MOFU is where your potential customer weighs whether they are going to establish a passive relationship and watch from the sidelines or actively engage with you. At this point, prospects start taking action to better understand who you are and what you have to offer. We like to think of the MOFU as the point in time that prospects dig beyond the words on the screen (aka - where meaningful engagement begins).

Effective ways to win the MOFU include:

• Hook your audience through surveys and polls

• Outline a problem that you solve for your potential customers

• Answer commonly asked questions, and educate about your product

• Share case studies and product comparisons.

3. Bottom of the Funnel (BOFU): Seal the deal 💰💰

The BOFU is the last touchpoint before the prospect becomes a customer. At this point, you've built trust, have their attention and have built a relationship. This is your opportunity to show specifically why they should choose you over your competitors, and the path to purchase should be frictionless.

Effective ways to win the BOFU include:

• Interactive video that illustrates your product offering with a clear conversion point

• Sharing social proof, like testimonials and reviews through user generated content (UGC)

• Providing a thorough guide that answers common questions

💪🏻 Pro tip: Using video to communicate and engage with your audience converts 86% better than static content. Try Novel today to turn your video content into a conversion machine 🤑

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See you next Thursday!

Grant