We are sure you hear all these people talking about how their marketing funnels are bringing them hundreds of clients and thousands of pounds. And when you look at their landing pages, their email sequences, their Facebook and Instagram ads, you get paralysed.
How do these people come up with those beautifully designed marketing funnels and figure out all their sophisticated automation behind those sequences?
Well, you don’t have to be a professional designer. You don't need to even be a paid ads expert. You don't even have to be a developer. There's a much easier and simple way to do this.
In this post, we want to tell you that you should stop building marketing funnels and do this instead.
Hi there, and welcome back to Serendipity Marketing. We're a digital marketing agency with a mission to help small businesses grow by applying psychology to their marketing strategies.
Now, if you want to sell anything online, you need to have a sales process. It doesn't matter if you're selling a consumer product or a B2B product. You have, in essence, to take people from point A to point B.
Point A is the first time that you have contact with them. Whether that's on your website, or on other digital platforms, it is the moment someone gets to know you exist.
And point B is the moment that they decide they like what you're selling and want to take action and buy your product or service.
This applies to whatever you're selling. It doesn’t matter if you're selling physical products, or even courses, or books, or eBooks. It could even be mentorship or coaching programs, or even consulting services.
Whether this is a tangible or intangible product or a service, you need a marketing funnel.
A marketing funnel is the most efficient way to get people from point A to point B. It's also the best way to get people to keep buying more and more from you, which increases the lifetime value of your customer. And this is what then makes it more feasible for you to leverage paid advertising on platforms like Facebook, Instagram, or Google.
One mistake we see businesses making over and over again about their marketing funnels is that the only thing they have planned for their website is to go in straight for the kill to make a sale or schedule a consultation.
But we know by now that only 10% of people coming to your web pages today are ready to buy. So, what do we do with the rest of those people?
That’s where a sales funnel comes to be very helpful to get more people in and keep them around for longer until they are ready to buy. And of course, every business is different, so all the marketing funnels need to be different.
In this article, we are going to share with you a formula that will work for 95% of businesses.
1. Traffic Source to Content-Based Landing Page
So, the first step here is you're going to need a traffic source. So, if you want faster results, what we recommend is any kind of cold traffic ads. This could be Facebook, YouTube., Pinterest, or Instagram.
Whatever makes the most sense for your particular audience segment.
The goal of these cold ads is not to take people to your sales page but to a content-based page with a pixel installed on it.
If you don't know what a Facebook Pixel is, it'. basically a small line of code that allows Facebook to see who's been to your website, allowing you to send really targeted retargeting ads to those people only.
This page will have to be a great content piece. It could be an article, or a video, for example.
2. Lead Magnet
At this point, you’ll want to include a content upgrade at the bottom, so that once they're finished reading through the helpful content, they're going to see a chance to give you their email address in exchange for something even more valuable.
This could be a cheat sheet or guide that goes along with the content and that allows them to kind of get started on it quickly.
It could be anything valuable that's going to really entice them to give over their email address.
Alright, now before we move on with the next point, have you ever thought about how much you should invest in marketing to generate constant business growth? Click the button below to calculate the ideal marketing budget you should allocate for higher visibility, engagement, and profit.
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3. Exit-Intent Popup
Another thing that you will want to place on this page is an exit-intent popup. Now, what this popup does is that when someone wants to exit the page without going for the upgraded content, the browser sees it and basically serves up a popup giving one last chance to opt-in.
Now, some people might think this is kind of annoying but the fact is they were about to leave anyway, so, it's just it's one last attempt to get their email address.
At this point, there are a few things that could happen.
If they say yes and they opt-in then they're going to go to a Thank You page with an offer that is completely dependent on your business. For example, if you're an attorney and you're trying to get consultations, it could just be an offer for a free consultation. Or if you're a restaurant, it could be an offer for a coupon.
This way, if. they say yes to the offer then, mission accomplished.
You've got a warmly that you can close offline or, if you can't, you still have them on your email list which will allow you to stay in touch with them,
If instead they don’t opt-in and despite the popup, they decide to leave the page anyway, remember we had that Facebook Pixel installed on the page. This way, we know exactly who they are, and we can then keep appearing in front of them with retargeted Facebook ads for a specific period of time.
You probably don't want to keep these people in your pipeline for too long if they've seen your ads for say a month or two and they haven't responded. You might just want to kick them out of your funnel at this point as they don't seem interested.
But what about all those people that did give you their email address but didn't actually opt-in for the offer?
4. Email Drip Sequence
Well now that you've got them on your email list, you're going to want to ask yourself how long is your sales cycle - meaning how long does it take for a prospect to hear about your business before they're finally ready to pull the trigger and become a customer?
Maybe that's a month, maybe it's three or six. Whatever that is, you're going to want to come up with enough emails containing helpful and actionable tips to cover that entire buyer cycle.
So, at this point, we would recommend you to send one or two emails per week maximum. And here's a thing. One out of every five of those can be purely promotional. So, if you send ten emails, you know two of those can actually be just going right to an offer page.
The point is that you really want to offer a lot of value so that they can see your expertise and become to trust you.
Remember, every single email should end with a slight call-to-action. So, if at any point they do want to take action with you, they have an easy way of doing it.
So, you’ll want to keep going with these emails through that entire buyer cycle until they either say yes or unsubscribe.
And now, you can either decide to create all the emails upfront or write them as you go. You will want to use an email program like MailChimp, MailRelay, or SendingBlue, to set up a drip sequence where once you write them you have them saved. This way, you can repurpose them for every new person that gets into your email funnel.
If you need help with your digital marketing funnels to grow your business in terms of visibility, engagement, and profit, contact us today and speak with one of our digital marketing experts to see how we can build the bridge between the point you’re standing at right now and your goals.