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It is important to realize from the outset that the sales funnel concept does not work on the basis of pulling just anyone to visit your website. On the contrary, it is absolutely essential for the funnel concept to make any sense that the people you draw your website are targeted, prequalified visitors.
Using a simple example will explain this very easily. If you have a website based business that promotes weight loss products online, it is logical that the best prospect for your business is someone who is overweight that wants to change their life.
Consequently, you would target your marketing and promotional efforts in such a way that they would be put in front of people who are overweight. By doing so, you ensure that the majority of people who come to your site already represents a hot prospect because they are looking for or interested in the products you have to offer.
If however you bring someone who is trying to decide whether they want to buy an Xbox 360 or Wii, the chances of that individual buying your products are almost zero.
Sure, it is perfectly possible that they might be overweight but they are still not going to buy. The fact is, they are not particularly interested in weight loss related products at this particular moment in time, so why would they?
They are searching for specific information that is completely different to that which you provide and they are therefore going to close your site within milliseconds.
Hence, all of your initial marketing efforts have to be focused on making sure that the people who you bring to your site (to the first, widest level of your funnel) are targeted visitors.
We have already considered the various different ways that you can drive traffic to a website. The only additional proviso should be made is that in each and every case, you have to make sure that your marketing efforts are targeted.
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