Get Started On-Line With This Basic Marketing Funnel
You have the blog, you have the auto-responder, and you may even have a capture page, but for some reason you’re still not seeing the results you thought you would. People are looking at your capture page and then leaving like you just offered them a Bible at a Scientology conference. Setting up a marketing funnel is easy once you get a few concepts and strategies in place. Here is a funnel you can tweak and use with any online business.
Know Who You’re Talking To
Picture in your mind who your perfect prospect is – Is it a He or a She? 25-35 years old or 40 years old? New to the concept of starting a home based business? Is this a fair statement, it’s not what you say… it’s how you say it? You would speak differently to a 40 year old man than you would to a 25 year old woman, right? Know your target audience and make sure you are speaking to them specifically. Being very specific with your message will do two things: 1) Connect with your target prospect on a very personal level and 2) Scare away the people you’re not talking to.
Pre-sell Your Capture Page with Your Content
You will see a lot of people putting out ads that have a powerful Hook or Headline. If you don’t capture your viewer’s attention with your headline, there is little chance that they will continue reading the rest of your message. You can also use stories that emphasize the benefits of your product and pre-sells the idea or peaks your reader’s interest enough to get them to visit your capture page. You can pre-sell in a video, an article, a blog post, or a Facebook discussion. However you choose to put your content out there, make sure it has these elements to effectively pre-sell your benefit:
Frames or Identifies the problem that your benefit is going to solve
Agitates the problem by conjuring up images of your reader being in pain, frustrated, upset, sad, miserable
Teases your reader by asking them clickfunnels pricing plan, “What if there was a way to experience [your product as a solution to their pain]?”
Call to Action – “Go here to find out how you can banish cellulite for Good!” Compel your reader to do something with your content other than just read it. If you use video, you can even explain what they will see next and what to do once they get there.
Calibrate Your Capture Page with Your Content
Once you have built up enough anticipation, send your reader to your capture page. Make sure that the benefit you promised in the pre-sell content is listed somewhere as a benefit on your capture page. Using the Call to Action example from above, your capture page might say something like, “Learn the 2 simple moves that will banish cellulite from your body for good!” Think of the process like this… If you search for remedies for cellulite on Google and you get search results for breast augmentation, you’re probably not going to click on the results for breast augmentation because that’s not what you were looking for. Ideally, your capture page should list 3 to 5 solutions or benefits that are relevant to your reader.
To Freebie or Not To Freebie…
If you have given your email address to someone in exchange for information then you have a basic understanding of what compels people to exchange their information. A Free resource guide or access to a step-by-step video demonstration are both examples of Freebies that will get people to give you their email addresses. Depending on what you promised, you can deliver the freebie by a series of email messages or you can redirect your reader to a Thank You page where they can download your resource guide right away. People are looking to access information NOW, so don’t make them wait.
If your company offers free samples of your product, your reader will need to give you an address to send it to, right? Or your online opportunity might offer a Free 30 day trial to your customer if they sign up before leaving your page- these are also good Freebies to give in exchange for your prospect’s information.
Give Your Audience a Taste, but Don’t Feed them Yet
Use your content to wet your customers’ appetites. Threaten to solve their problem and give them the [desired results] they’ve ONLY dreamed of until now. Give them the appetizer for FREE and then eventually, when they buy your product, they’ll get fed. Don’t be afraid to give them a glimpse of what they would otherwise have to pay for. Give them part of the whole solution for FREE to show them how valuable your product is. If you are already solving pains and frustrations for free, your customer will be more compelled to give you their information to get more from you.
The Secret Sauce
After you get your message right and you frame the problem, you’re going to agitate the problem. You’ve given your prospect a strong call to action which leads them to your capture page and then you give them even more value which makes them give you an email address. Here is how you close them with automation:
Use 3 to 5 emails to give even more value and establish a relationship with them
Use 2 to 3 emails to tell them about an upcoming webinar or presentation [maybe Your company’s weekly training] and how it has benefited you financially.
At the end of the training call, you will offer to show your prospects exactly how they can build a business like yours by joining your XYZ opportunity.
The Basic Funnel Step-by-Step
A. Create content that pre-sells your benefits to your target audience
B. Call to Action to get your customer to your capture page
C. Pre-sell benefits match Capture page benefits
D. Deliver what you promise, but just the appetizer in exchange for an email address
E. Use 5-8 email follow-up messages to deliver more value, establish a relationship, and promote your upcoming training webinar
F. Close your prospect at the webinar and make them an offer to join you.
Focus on this set-up, especially the content piece, and you will start to see your visitors change into leads and your leads into business partners.