How to Create an Offline to Online Sales Funnel That Converts
Last Updated:  February 13, 2024
While ecommerce has certainly boomed over the last decade, 85% of sales are still made offline.
This demands that you have a robust offline sales funnel that filters your prospective customers into your digital marketing funnel.
By diverting offline leads through your online sales processes, you streamline your offline to online sales funnel. This increases conversions and speeds up the selling process.
Need to create an offline to online sales funnel that increases your conversion rates? Follow this step-by-step guide with helpful tips on offline-to-online sales tactics that work.
What is your Offline to Online Sales Funnel?
In sales, the purchase funnel refers to the sales process you put in place to capture, qualify, and convert leads.
In the digital era, businesses will find that the lines between the online and offline sales funnels have blurred.
The offline sales funnel procedures that you use to generate and manage leads, undoubtedly collide with the tactics you use online. Learning about different marketing tactics and frameworks will help you understand how to start an online business.
This consistency in messaging and procedure is how you boost brand awareness and demonstrate your expertise, authority, and credibility to potential customers.
For your sales funnel to be effective, the sales strategies that you implement should aim to move leads through this process. Use the ABC sales funnel process:
Acknowledge the customer’s problem using lead capture mechanisms
Build the buyer’s solution using lead nurture processes
Close the sale with value-selling solutions and problem-solving products
The most effective offline sales funnels coordinate online and in-person sales and marketing campaigns to drive brand awareness and foster customer relationships across multiple platforms.
Aim to capture leads with your offline strategies and funnel these leads through your online procedures.
For example, check out how Coin Deal harnesses the empty stadium at a Wolves versus Bournemouth premiership league match during the COVID19 crisis.
As the public didn’t attend this real-life event, Coin Deal took advantage of TV advertising to build brand awareness – absorbing potential customers into the sale process.
Using a multi-faceted lead capture approach at one offline event, Coin Deal educates customers on how they can use the platform, with the message ‘Pay with Bitcoin’.
Coin Deal is leveraging offline opportunities to build an online sales funnel for their product. After all, paying with Bitcoin is an online activity.
These huge in-person banner ads convince users to Google “Coin Deal”.
Connecting the offline channel to online SEO strategy, the top search result for “Coin Deal” returns a coherent sales message – buy Bitcoin from Coin Deal.
Seeing as offline events build the most leads for the B2B sales funnel, this is a top strategy for Coin Deal to reach high-level investors and enterprise clients.
Take a cue from Coin Deal. Build a robust offline sales funnel strategy that coordinates offline and digital marketing efforts.
See how sports mattress brand, Zoma, leverages Seahawks’ linebacker, Sutton Smith, as social proof of its product quality.
To enhance this social media sales funnel, Zoma should have tagged Sutton Smith’s Instagram profile (@suttonsmith1) in this post.
In doing this, Zoma could channel the athlete’s 7000+ Instagram following down its sales funnel.
Try adding testimonials to your sales landing pages and social media as this type of social proof can increase conversions by 34%.
And, how do you get your customers to leave great testimonials? One way is to provide them with excellent customer service from services like SupportYourApp.
Increase online engagement with video advertising
80% of marketers agree that video boosts sales. What’s more, video content is 200% more likely to be shared than any other form of sales and marketing content.
With this in mind, it seems wise to leverage video marketing in your sales funnel to teach your customers the benefits of your product.
Use video to nurture leads in your offline sales funnel through TV advertisements and real-world video placement. This includes big productions, like product videos that can demo your brand, services, and offering:
Even through offline marketing, you can redirect offline leads into online video content, too.
Connect this to your online marketing strategy by uploading the videos online so they become shareable among your target audience.
Take camping supplier, Kelty.
Kelty has designed a robust video marketing campaign that uses explainer video to show customers how and why to use its products in real life.
Since 96% of consumers watch explainer videos to learn more about new products, this form of video marketing works wonders to capture leads.
To use this campaign as a seamless offline to online sales funnel strategy, use explainer videos at events, during sales meetings, as TV adverts, and more.
By posting these videos online, Kelty enables potential customers to share this footage with family and friends that they feel would be interested.
Coordinate online and offline sales events
As two-thirds of marketers believe that in-person events are the most crucial sales tactic for generating high-quality leads, you need to consider your online and offline sales event strategy.
With event marketing, ensure you have consistent branding and documentation to increase brand recognition.
Equally, make sure that when speaking to your target audience, your in-person sales reps follow a standardized process with a harmonized sales message.
Coordinate these events with online events for those who can’t attend, as well as creating opportunities to share these events online.
You need to create a route for in-person event attendees to convert from an in-person sales discussion to a tangible online lead. Do this by:
Understanding that word of mouth marketing is the most effective form of offline marketing, Art Grind Podcast host, Tun, explains his art podcast marketing strategy.
“Some of our guests have huge social media followings so we use their fans to get more listeners. It’s not an exact science but when we invite guests, we check how many followers they have on their social media accounts sometimes. We alternate guests that will help us grow our audience base with other guests who provide quality content but don’t have much social media presence.”
For example, by interviewing painter Edward Minoff, the Art Grind Podcast gains listeners from Minoff’s offline fans.
Simultaneously, Minoff benefits from online listeners checking out his offline work.
This isn’t the only way to use guerilla podcast marketing tactics to accelerate your offline to online sales funnel.
Try these podcast marketing ideas:
Create real-life merchandise such as tote bags or t-shirts
Equally, your influencers automatically generate high-quality content for you, saving you the trouble, cost, and time.
See how Nyakio uses influencer marketing to promote its make-up line.
Rather than simply posting an advertising video, Nyakio shows its products in action, leveraging Shayla Mitchell’s platform and following to boost views.
A top beauty influencer, Shayla Mitchell models for print media and works alongside make-up artists.
In these circumstances Shayla transfers her influential marketing to offline sales mechanisms by both wearing and using these makeup products in real life.
To use influencer marketing to streamline your offline to online sales funnel, use The Rule of 900 Touchpoints:
3 x Social Media Channels
5 x Hashtags
5 x Influencers
3 x Interactions
6 x weeks
Equals 900 online sales touchpoints
To implement this social media strategy into your sales funnel:
Identify your top three social media platforms
Find the top five hashtags or keywords on those platforms
Look for five top influencers on those social media platforms using those tags
Interact with each of those influencers twice a week for six weeks
To generate an offline to online connection, offer free products to influencers to test out. In return, ask for user-generated posts to use for influencer marketing.
Ask top influencers for:
Photos and videos of them using your product
UGC that highlights the influencer’s favorite features of your product
Reviews and Ratings
Hopefully, this article has given you the steps to create a high-performing offline to online sales funnel that converts your leads every time.
Remember that an effective offline to online sales funnel coordinates content across multiple platforms, while funnel leads through robust lead capture mechanisms. Consider using landing pages to aid this.
Jeremy is Co-Founder of uSERP, a digital brand mention agency that helps companies land better media mentions. He is also the CMO at Wordable.io, a tool that directly exports Google Docs to WordPress. His expertise has been featured on Entrepreneur, ReadWrite, Orbit Media, HubSpot, Foundr, G2 Crowd, Drift, SEJ, Codeless, Shopify Enterprise, BigCommerce, Nimble, Keap, and dozens more.