The best way to understand the sales enclosure is to use the AIDA model: awareness, interest, decision and action.
A funnel is how you’re sifting through the billions and billions of people you’re going to link to the subset that’s actually going to buy from your online store. You start by making your customer aware of your brand — if they don’t know about your store or the items you’re selling, they’re not going to buy from you.
As the first step in your e-commerce marketing strategy, the awareness stage is where you cast the widest “net.” (That’s why it’s called a “funnel;” you start with more general and far-reaching targets, and then progressively get narrower and more concentrated as you go on.)
After the stage of awareness, you’ve got the stage of interest, where the interested prospects of their interest have gone on. This is where you maximise those emails you received earlier and send to the lead magnet, and where you improve your partnership with potential customers through even more meaningful content or directly into why your goods are so amazing. If you have received emails for a newsletter, you can use these daily communications to highlight such items and share company news, such as sales events and discounts.
The next move down the funnel is called the decision stage, where your prospect simply determines whether or not to buy from you.
This takes us to the final stage of your sales enclosure, the action stage — the crux of your entire e-commerce marketing campaign. You opened the door to your prospects, but now they’re going to have to step through it.
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