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DIGITAL MARKETING PITSTOP WORKSHOP – THE POWER OF FUNNELS

Almost every business has a funnel, sometimes more than one, so how can you make sure that yours is designed and implemented to maximise returns?
Finding leads, building a list, marketing and remarketing to that list with every eventuality covered by an automated or manual response where necessary, these are all bread and butter activities to a full-blown Digital Marketer.
Getting this right can make a huge difference to your conversions and profitability- plan your email marketing campaigns and funnels with Digital Marketing Pitstop.

Planning, Designing & Building Your Sales Funnel

The first stage of designing and implementing a sales or marketing funnel is to be clear about the objectives that you have. Most people need a funnel to generate and nurture leads and enquiries so we’ll take that as an example first.

FPB-Splinter-Offer-Funnel-Map.pdf

The diagram above shows a typical “blueprint” for a simple sales funnel. As you can see, each stage of the funnel has at least one activity shown. The funnel can be broken down as follows:

Top Of Funnel – Awareness
Here, the awareness could be created by running a ppc ad on Google or any one of hundreds of other places. Alternatively it could have been a piece of content such as a blog post or an article that caught the eye of the new prospective customer.

On the above diagram this is referred to as the “lead capture” and whichever method you choose to use, they must all have one thing in common – a data entry form into which people can enter their basic contact information. At this stage all we really need is their first name and their email address.

In this case, this is a funnel that will offer a product or service at a very attractive price, possibly as little as 50% or less of its normal price – it has to be irresistible because, at this stage you are not looking to make a profit, just cover your cost – the real objective is to take on-board a new contact who you will be able to sell to over and over again. You are, in fact, “listbuilding”.

Middle Of Funnel – Evaluation
Next we have to give the contact enough information upon which to make a buying decision. This is shown on the diagram as a “sales page” or “landing page” and it is these pages that so often make the difference between making a sale or not.

bottom Of Funnel – Conversion
Finally, in this simple example, we have the conversion stage, the point at which interest is turned into action and a sale is made. However, because we have attracted the customer with a “break-even” bargain we may want to try and “upsell them” in order to turn the transaction into a profitable one. This is where the “Upsell” option on the diagram comes into action.

If you want to use this option then your campaign will be built so that if someone clicks the buy button on the sales page and buys the bargain offer, they are automatically taken to an upsell page which offers them a higher value item as well as, or instead of, the bargain.

If they accept the upsell,you can, optionally, continue and offer them another, and so on, or you can end the sequence there and take them to the “Thank You” page. You will also notice that there is a “downsell” option as well and this is often used if they refuse the upsell – you simply offer them a lower cost upsell. this stage can be omitted if you wish.

Once this process is complete the new customer is on your list and will have been flagged as being a customer of whatever product it is that they have purchased. This enables you to “segment” your list for accurate targeting of future offers and campaigns.

Download the Implementation Notes for this funnel here.

Awareness - Generate Leads & Enquiries

At this level you create awareness of your product & services out in the marketplace using a variety of channels. These include PPC Ads, Display Ads, Video Ads, Blogging, Articles and posts on Social Media.

Evaluation - Provide Information, Educate & Inform

At this level you provide the information that the prospect needs in order to move on to the final stage of the funnel – conversion. This could be in the form of educational content, (training, “How-To” guides etc) as well as articles, blog posts, videos and so on.

Information is delivered to the prospect by email or on your website, or both.

 

Conversion - Turning Interest into Action

Now the prospect’s journey through the funnel comes to a conclusion. If they do not convert at this stage then your “marketing machine kicks in and begins a new sequence of activity including emails and ads that are designed to rekindle interest, effectively returning them to the Top of Funnel layer again.

The Marketing Machine hardly ever gives up – soon or later most prospects will make a purchasing decision – make sure its with you!

Download Your Free Landing Page Checklist.

The 18-Step Customer Acquisition Strategy
Learn to use Tripwire Offers to generate as many leads and new buyers as you can handle.

Take your knowledge of marketing funnels and email marketing to a new level

Conversion Funnels & Customer Value Optimization Training

Most businesses have some sort of “funnel” for generating leads and converting those leads into paying customers, but very few have a truly OPTIMISED funnel that maximizes immediate average order value while simultaneously reducing overall acquisition costs. That’s where you come in.
In this mastery course, available for Expert Pass Holders you’ll learn how to architect a “conversion funnel” that gives businesses exactly what they want: MORE customers, that are MORE valuable, all while spending LESS to acquire them.
When you’ve done the work and completed the course successfully you can choose to take the optional certification so the world knows that you really know your stuff.

6 Modules | 58 Video Lessons | 7 Handouts | 6 Quizzes | 7 Hours of Total Training

More Example Sales Funnels

Available for free download by Expert Pass Holders, together with implementation notes to help you to get maximum benefit from your sales funnel!

Top Converting Funnel for Physical Product Sales

This funnel is designed to make sales of physical products, i.e. products that have to be shipped or collected by the customer, all day long – and all night too! It works for almost any business and any product.
Tried and tested hundreds of times and responsible for taking the original campaign for which it was written from $30+K monthly up to $1 Million+ monthly!
Your Pitstop Expert Pass gets you access to this together with the step by step implementation notes.
Also available as a “Done For You” Service, if you’re short of time or don’t want to tackle it yourself.

Almost every business has a funnel, sometimes more than one, so how can you make sure that yours is designed and implemented to maximise returns?
Finding leads, building a list, marketing and remarketing to that list with every eventuality covered by an automated or manual response where necessary, these are all bread and butter activities to a full-blown Digital Marketer.
Getting this right can make a huge difference to your conversions and profitability- plan your email marketing campaigns and funnels with Digital Marketing Pitstop.