Of all the different aspects of digital marketing and indeed marketing in general there is one fundamental concept that has the potential to transform a business from floundering at the edges of obscurity to becoming a well-oiled money making machine almost immediately. If you are thinking “Sales Funnel”, you are absolutely right. Despite its funny sounding name, the sales funnel has been applied by countless business with massively successful results.
The sales funnel is easily understood when you think of its name in literal terms. It is simply a series of steps that you take potential customers through with the intention of converting as many of them as possible from leads into actual paying customers. More complicated funnels intertwine all kinds of offers and upsells to further boost the average revenue per customer.
The very best marketing experts on the planet understand that there is an emotional procedure that needs to occur for potential customers to buy but also to turn buyers into repeat customers who are eager to consume whatever you have to offer.
One such person who has thoroughly capitalised on the power of this process is Russell Brunson, an “a highly successful affiliate marketer” who started a company called ClickFunnels, a sales funnel SaaS organisation that encourages marketing professionals and business owners from all over the world to easily build effective sales funnels without all the associated complications typically attached to it.
As someone who has built numerous sales funnels in the past, I understand how complicated it can be to build an effective sales funnel from scratch. There’s a lot of moving parts that need to work together in a cohesive fashion for everything to work. From setting up email autoresponders to designing landing pages and opt-in to integrating payment processor, and managing the professionals who will maintain the system, its typically always is beyond the reach of the average business.
However, Brunson changed that with ClickFunnels. Basically he provided a software that easy to use and could seamlessly integrate with the world’s most popular platforms.
Now virtually anyone can easily introduce a funnel in minutes instead of days, into their business. I am going to be very honest here, I am a shameless promoter of Click Funnels mainly because I use it and it has worked very well for me, saving me time and increasing my productivity. Over the past year have used it to build some pretty amazing funnels.
Anatomy of a Sales Funnel
The image below from helps us to better understand the concept of sales funnels. Customers are attracted into the funnel using what is commonly referred to as a lead magnet. This lead magnet can be anything from a free ebook to a highly informative blog post or facebook advertising, whatever it is, the sole purpose of the lead magnet is to attract the prospects into the funnels. Once they are in the funnel, they go through a series of stages until they are either converted into paying customers or they exit the funnel without converting. The main stages a potential customer goes through are
When running an advertising campaign, it is important to understand that majority of the potential clients will be in the pre -awareness stage typically only about 3 percent will already be at the point where they are already ready to take action. The remaining 97% are spread across the remaining stages. But this is where most businesses miss it, they spend a good amount of effort and money only focusing on the 3% of prospects that are ready to buy now, leaving a HUGE opportunity of potential future clients on the table. A good sales funnel brings people in by making them aware of your product or service, and then nurturing a relationship with them over time to build trust and move them deeper into the funnel until they are “hopefully” practically begging you to BUY! Attracting these clients though is half the battle and is not exactly easy. There are many ways prospects can become aware of your product or service, and depending on how they come into your funnel, they will view your business with varying degrees trust. A good funnel will also be able to segment and tract these prospects to be able identify where they are in the cycle and take advantage of that knowledge to drive higher overall conversions.
This is the relationship building phase. By far the most effective means of building this relationship is via email marketing. A very good strategy is the one Brunson discuses in his book, Expert Secrets. Its where you create an “Attractive Character”. By relating stories to you potential prospects about who you are and how you got to where you are now, you are building a relationship on an emotional level.
Another important thing to in these sequence of emails is to begin to get your prospect used to the idea of clicking your links. You could link them to interesting blog posts or other information that they may find relevant. Offer a lot of free content over time, so when you are ready to promote or pitch your product or service, it doesn’t even feel like they are being pitched to and they are already used to clicking your links anyway.
At this stage the prospect should start to express interest in your products and services.
The next stage is where a lot of people get stuck. Getting prospects to make a decision is not easy. The most effective way to get prospects to decide is to present them with, in the words of Don Vito Corleone in The Godfather, “an offer they cant refuse”. This is also referred to as the “Entry Offer”. Some businesses value the customer so much that they are willing just break or even take a loss on the entry offer because they know they will make their profit down the line on up-sells. A good example of this is the 99cent Burger offer from McDonalds.
This is where all the work pays off. Your conversion rate, i.e the percentage of people purchase, or take action of the people who enter your funnel, will be dependent on how well you have moved them through the rest of the stages.
As an example if you got 1000 customers to click on a facebook ad and 100 of them sign up for your lead magnet and you are able to get 30 to purchase thats a 3% conversion rate, this example is not typical but you get the idea.
The best part of the funnels is that if you track and know this information, then you know exactly what you need to spend to get the results you want based on your funnel conversion. Of course there are ways to teak your funnel to improve conversions, this is referred to as conversion optimization.
This is how the worlds most successful people build their business and you should too.
If you are not yet using funnels for your business, I would highly recommend you check out ClickFunnels. You can sign up for a FREE 14Day Trial here. I also suggest you go for the Funnel Hacks special offer.
Its one of the best deals ClickFunnels has to offer and will give you access to some highly valuable bonuses that will assist you in making loads of cash with ClickFunnels if you use them as part of your strategy. Investing in Funnel Hacks will save you hundreds of dollars and immediately set you apart from the pack.
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