Guide to creating a sales funnel

Any business, even those in the manicure and pedicure sector, must have a successful sales funnel. Using a sales funnel can help you steer prospective consumers from their initial encounter with your business to their eventual purchase and devoted customer base. You can create strategies that effectively convert interest into action by having a thorough understanding of this process.

A sales funnel essentially divides the customer journey into digestible steps. Every stage is important, from drawing attention with compelling marketing to nurturing leads and closing the deal. This entails creating experiences that appeal to potential customers at every stage, increasing the likelihood that they will select your services if your business offers manicures and pedicures.

You will learn how to create a sales funnel specifically for your manicure and pedicure business by following this guide. We’ll go over how to draw in interest, turn leads into sales, and keep clients so you can create a pipeline that supports both short-term and long-term growth.

Step	Description
1. Understand Your Audience	Know who your ideal customers are and what they need or want related to manicures and pedicures.
2. Attract Visitors	Create engaging content or offers that draw people to your website or salon.
3. Capture Leads	Encourage visitors to sign up for your newsletter or provide their contact information.
4. Nurture Relationships	Send helpful tips, exclusive offers, or updates to keep potential clients interested.
5. Convert Leads	Guide your leads towards booking an appointment or making a purchase with clear calls to action.
6. Retain Customers	Provide excellent service and follow-up to keep clients coming back and referring others.

Stage 0. Preparation

See what a sales funnel is before going into a thorough analysis of each step of the funnel’s construction.

Building a funnel typically starts with the first step, but since our aim is to illustrate the complete process, let’s start at the very beginning. Prior to beginning the process of creating a funnel, a business owner must first gather all the required data.

These details consist of:

• Portrait of an ideal client – who is he, your client? How old, what does he do, what are his interests? This is important, since any advertising should be built in the language of the client – it is useless to sprinkle youth phrases if potential clients are women aged 35-40, engaged in business;
• Pros and cons of the company, its features and differences from competitors. You can’t surprise anyone with an “individual approach” in the text of an ad these days, so you will have to strain yourself and think about what really distinguishes you from your competitors.

Understanding your customers’ journey from initial interest to final purchase is crucial to building an effective sales funnel for your manicure and pedicure business. You can optimize your marketing efforts and increase conversions by outlining every step of the process, from attracting potential customers to nurturing leads and assisting them in making a reservation. The procedures for creating a sales funnel that not only attracts attention but also converts prospects into devoted customers are broken down in this guide.

Stage 1. Attention

No matter how many segments the funnel has—between two and twelve, depending on the business processes the company has built in, the funnel path, and the offer—the first is always linked to drawing attention to oneself or demonstrating awareness.

Create a USP

Unique Selling Proposition, or USP. A salon, hairdresser, or studio is set apart from other salons or offices by something more inventive than a "individual approach" and "sterile instruments."

Instances of USPs in the beauty sector include:

• The first 24-hour beauty salon in Moscow;
• 100% hit on the desired hair color – or we will return your money;
• We serve coffee and fresh pastries while you turn into a queen.

How to develop a unique USP:

1. Summarize all the advantages of your salon, even if at the initial stage they seem trivial. Experience of masters, location, service features, pleasant bonuses for clients;
2. Next to each thesis, briefly formulate what it gives to the client, what is the benefit for him. Example: Experienced masters will not ruin your hair and will do the coloring of your dreams;
3. Choose the characteristics that are more numerous – let"s say 5 out of 7 theses are focused on customer service – then this is what you should focus on.

Step result: a ready-made, one-of-a-kind offer that captures the essence of your hair salon, clinic, or salon.

Defining the Target Audience

You should have no trouble at this point if you have already drawn a portrait of your ideal client. A group of people who primarily match the profile of your salon, office, or clinic’s clientele is known as the target audience.

What establishes the target audience is:

• Age;
• Gender;
• Hobbies, occupation – mothers on maternity leave, businesswoman;
• Geography, location – attract clients who are more likely to get to your salon.

An illustration of the intended audience is:

• 25-35 years old;
• Women;
• Business lady;
• Moscow, Tverskoy and Krasnoselsky districts, Arbat.

There will be multiple target audiences if your clientele is diverse and includes both men and women as well as people of various ages. You cannot combine them; instead, every segment needs its own strategy for drawing customers and building a distinct sales funnel.

Step result: A target audience or several with corresponding traits.

We think over the “hook”

What will entice a user to return to a blog or website after their initial encounter? The easiest way to get people interested is to play on their curiosity or advantage:

• The first procedure for half the price;
• We brew the best coffee straight from Brazil – even Starbucks has never seen such a thing;
• Come with a friend and both will receive paraffin therapy as a gift with a manicure.

Beyond the apparent tools of attraction, more sophisticated ones are also employed, such as customer retention via knowledge. To accomplish this, you must:

• Identify the client"s pain points;
• Offer a solution by demonstrating your own knowledge of the issue.

Example: Girls are searching for alternatives as a result of the widespread rejection of acrylic nail extensions. People will begin to sign up for the procedure themselves if you can demonstrate your knowledge of powder extensions and persuade them of your expertise. Information can be offered in a blog by means of themed posts on a website, aided by videos and the "Blog" section.

As a result, you will know how to draw visitors to your website or blog and retain them.

Working through objections

Any business, but especially those in the service industry, must deal with objections on a regular basis. You can address concerns beforehand:

• Close them with reviews, examples of work;
• Create a “question and answer” section.

However, having a phone conversation to address objections is the best course of action. Here, you have the power to steer the conversation in any direction by presenting various scenarios. Make sure you have a script for the conversation if you choose this course.

Result: A script for the administrator or a list of objections and counterarguments.

Determining sources of attracting clients

• A less expensive, but difficult to implement and time-consuming option is attracting clients through search engines. In order for clients to come to you themselves, you need to write thematic texts oriented to search engines and user requests. The Wordstat service will help you select key phrases that will help you push your articles to the TOP. Enter the topic of interest in the search bar and see what queries your potential clients leave most often, and then concisely enter them into the text of the article, but do not overdo it – an excess of keywords and phrases will play in the opposite direction;

• Contextual advertising. You need to be able to set up contextual advertising, understand the principles of impressions. You can set up such advertising through special accounts in Yandex.Direct and in Google. With proper setup, contextual advertising brings good results;

• Targeted advertising in social networks – Vkontakte, Odnoklassniki, Instagram. The latter is especially popular, especially for a young target audience. Like contextual, targeted advertising must have the right settings. You can launch advertising through the Facebook advertising account.

• Yandex and Google maps. You can place your company on maps absolutely free of charge – it will be shown for certain queries. Search engines also provide additional placement services – getting into the TOP-10 of the issued organizations, a special branded mark on the map, displaying in the "similar organizations" section. The cost varies – in Yandex. Maps, for example, the price per month starts from 1730 rubles;

You can select multiple channels of attraction, but bear in mind that you will need to create distinct content for each one.

Outcome: A list of the sources that will be used to entice new customers into the funnel.

Development of advertising layouts and theses

Fundamental ideas for designing layouts and developing theses:

• Without water and to the point. If you are launching advertising with a blogger, you can talk a little, but targeted or contextual advertising does not tolerate lyrics. One phrase is enough to captivate the client. And the audience will not read canvases of text in small print.

Instead of the ambiguous "Come to us and if you are the fifth, we will cut your hair," the layout’s statement "We cut every fifth client for free" will be more effective.

• Distinguishing. If the advertisement is “like everyone else’s”, the potential client will not get into the funnel and will “drop off” before even moving to the very first stage – attention.
• Literate. Scrolling through stories on Instagram, about once every 3 days I come across an advertisement with grammatical errors;
• Catchy. The text on the photo or words in the video should catch, and not just attract attention. Only in this case the user will watch the advertisement and go to the site or profile.

Network layouts are necessary for contextual and targeted advertising. All that is required for contextual advertising in the search is a thesis; placing an image is not.

You must create an organization card in Yandex in order to advertise in Maps. Add all contacts, photos, and descriptions to the directory. Advertising layouts and theses are not necessary to include there.

For organic client acquisition through search engines, there is no need to create advertising materials; instead, it is sufficient to appropriately craft texts in line with the algorithms.

Step Result: Depending on the site’s requirements, pre-made advertising layouts, theses, or other materials.

Stage 2. Consideration

Although the funnel has not yet been launched, we already assume that the actions we took above draw the client in, and that once he clicks on the advertisement, he enters the second segment, which is consideration, interest, or involvement.

It is crucial to exert every effort to gain the potential client’s trust. Various instruments are employed to enhance trust.

The most prevalent ones are:

• Reviews;
• Examples of work;
• Research – if we are talking about attracting through expertise.

Reviews

The tool works just as well for social media pages as it does for websites or landing pages. Evaluations ought to be:

• Real. We do not recommend inventing reviews and illustrating them with photos downloaded from the Internet – this will immediately catch the eye, even if it seems to you that everything looks very realistic. Reviews can be formatted as screenshots – relevant for social networks, or simply as text – necessarily with a link to the client or with his data – at least his last name and first name;
• Substantial. Reviews in the "Thank you, everything is great as always" area – do not contain any information at all and do not inspire confidence. Ask clients to give detailed reviews – for this, you can develop a separate script in social networks.

Formatted customer reviews are the outcome.

Examples of work

Testimonials bolstered by case studies are a great way to gain the trust of customers. The customer is more likely to choose to sign up after witnessing a flawless manicure or intricate hair coloring, especially since he is already intrigued by the service and has seen the samples of work.

Keep in mind that the images should be of the highest caliber and ideally original; select various viewpoints and capture images of objects.

Result: A completed portfolio of professional beauty salon artists that can be shown to clients.

Research

Research is dependable, validated data that supports the central thesis you have selected and the strategy you employ to draw in customers. For instance, you might advise people to stop using gel polish and limit client manicures to polish-only applications.

Write posts or articles in the website’s "Blog" section to first show off your expertise, and then support them with research. For instance, a survey by the Student Research Group of Experimental Dermatology, Institute of Dermatology, Venereology and Allergology in Poland revealed that 48% of the 2,000 participants experienced other side effects in addition to a decline in the quality of their nails.

Encourage the client to provide their contact information right then and there. This can be aided by a lead magnet, which is free content offered in return for a contact number or email address.

Lead magnet examples for a beauty salon include:

• Hand care checklist;
• 100 fashionable hairstyles for short hair;
• Analysis of the composition of cosmetics for facial skin, etc.

The provided contact details will be useful if:

• After studying all the information, the client still has not signed up;
• The client signed up, underwent the procedure, but never returned to the salon.

Result: An already-existing body of proof for the data you use to draw in.

Stage 3. Action

It’s time to call the client to action because he has successfully completed every step and hasn’t left the website or blog. The target action and the funnel’s objective should line up. If you are starting a funnel for something like data collection, where the last step is to leave contacts, an online appointment form will be useful if one is required.

"Leave your phone number, and the administrator will call you back within 3 minutes" is a straightforward way to make the call. Additionally, you can employ strategies that boost conversion rates, like a time limit—the discount is only good today—or paraffin therapy as a present with a manicure through April 10.

Stage 4. Analysis and post service

The funnel’s work does not stop at the conclusion of the transaction—in our case, on file in the salon. Now, crucial:

1. Analyze the results and correlate them with the cost of attracting;
2. Ensure re -involvement of customers funnel.

Here, we concentrate on re-attracting after going into detail about the analysis in another piece of writing. They are utilized for this:

• Retargeting and remarketing-attracting customers who fell out of the funnel at some stages;
• Sendings on e-mail, on social networks, SMS.

Certain clients, who think the offer will be profitable, will go back to the top of the funnel in both scenarios.

An example of a sales funnel for a beauty salon

Now that the guide is acting and all the theory is clear, let’s examine how it appears in real life. We create a funnel for Moscow’s Lavanda beauty salon.

We found the perfect customer: a 25–35-year-old woman who values self-care and is willing to spend more for comfort.

We emphasized the company’s benefits:

• Convenient location in the center of Moscow with a separate parking lot;
• Tea, coffee and pastries for each client;
• Mustard pillow for maximum comfort;
• Highly qualified specialists – experience of 7 years and more;
• Free Wi-Fi.

We developed a USP that states, "If you are not happy with the outcome, we will refund the money for the procedure."

We pre-listed objections in writing:

1. It is too expensive, in the salon opposite they do it for 300 rubles cheaper!
2. I do not have time to visit the salon – I do my manicure at home;
3. I already have a specialist who completely suits me.

When speaking with the client in accordance with the script, the administrator will address them.

Clients will be directed to this landing page, which we created, which includes an application form and an overview of the benefits.

We put the following on the website to boost trust:

• Reviews;

• Examples of work;

• Data on employees.

We provided an email analysis of hand creams in exchange for contacts.

Take action: ask the administrator to communicate with you further. Fields on the form for choosing the preferred date, time, and procedure were also added in an effort to shorten the communication time.

We’re going to start using Instagram Stories for targeted advertising to draw customers into the funnel. In order for results from targeted advertising to begin:

• Created several ads with different layouts or theses;
• Launched a test for each layout with a small budget – 100-300 rubles per day;
• After 3-4 days, we chose which layout brought the best results and launched the main budget for it – 5,000 rubles per week.

As a result, the Lavanda beauty salon’s sales funnel looks like this:

We created a mailing with an extra bonus—a 20% discount on the first procedure—for users who never signed up but left their email address. This ensured re-engagement in the funnel.

Analysis of results

Based on the advertising campaign’s outcomes:

• The advertising campaign on Instagram lasted 14 days;
• 10,000 rubles were spent;
• The ad was shown 53,000 times;
• 730 people clicked on the ad;
• 211 people left their email address
• 118 people filled out the feedback form with information about the desired procedure;
• Signed up for various procedures and in the end 43 people visited the salon.
• The average bill for the advertising campaign was 2412 rubles or 103,716 rubles for all procedures performed.

Based on 730/43*100, the conversion rate from a site visit to a visit was 16.2%.

As you can see, it is possible to build a sales funnel, but doing so calls for extensive development and total immersion. So, feel free to ask any questions you may have in the comments section, and we will be happy to assist you.

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Developing a strong sales funnel is essential to turning prospective consumers into devoted customers. Understanding every phase of the funnel—from generating leads to nurturing them to closing the deal—will help you optimize your workflow and improve your outcomes. By customizing your funnel to your audience’s unique requirements, you can be sure that you’re meeting them where they are and facilitating their purchase process with ease.

Remember to constantly assess and improve your funnel. Data and feedback analysis aids in determining what’s effective and where changes are required. Continuous optimization has the potential to greatly increase sales and improve customer satisfaction, which will benefit your company in the long run.

Essentially, the best tool for accelerating growth and making sure your marketing efforts produce measurable outcomes is a well-designed sales funnel. You can design a funnel that successfully supports your business objectives and adds to your overall success by concentrating on specific, doable steps and remaining attentive to the needs of your customers.

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