You’ve been hearing the word “sales funnel” thrown around A LOT in business + online lately and it’s got you wondering...what the hell IS a sales funnel, exactly? Do I have one? Where do I find them?
Then you go searching for information only to be bombarded by a whole clusterf*** of information to seems like it only applies to people who are already raking in the dough with their 7-figure businesses. OR it’s all just one big confusing mess.
Which is really unfortunate because they really don’t have to be so damn complicated.
So what is a sales funnel?
A sales funnel is simply something that takes someone from having no clue who you are or what you do to knowing how you can help them (via education + nurturing), and eventually to purchasing something from you. They can be as complicated or as simple as you like and are most often executed via email although they don’t have to be.
Have you ever visited a website, seen a pop-up, put in your information and then immediately started receiving emails? You were likely part of a sales funnel. ESPECIALLY if they tried to butter you up with a few emails first before asking you to buy something. ;)
It’s called a funnel because the whole process is shaped like one. You have a really wide opening that catches everyone and then through nurturing, education, exposure to you, the crowd starts to funnel down and get more honed in on those that resonate best with your message—because, newsflash, not everyone is going to. Eventually you get to the bottom of the funnel—the narrowest part—and those who pass successfully through that part are your purchasers who you can then continue to engage with to hopefully turn into brand evangelists.
I’m willing to bet on your website right now, you have at least ONE basic one started already. There’s constant talk lately around building your list and making sure you’re constantly growing that number to be able to increase your profits, so stumbling on a website with absolutely no opt-in option is rare. Whether it’s effective or not is a COMPLETELY different topic.
The question however, is where do they go after that?
Do they just get added into a general email list? That’s an ineffective sales funnel and a completely missed opportunity. Those who are opt-ing in to the freebie on your website are doing so because they’re interested in that topic. What can you educate them on and sell them into that specifically hits this topic in more detail? Is it a course? Is it a service? Great! that should be your new end goal with this opt-in.
The next question is how do you get them there?
What will best connect the dots for your ideal client to take them from opt-ing in to a freebie on your website to buying your service, course, or product? Sometimes it’s a super simple 5 email nurture sequence, sometimes it’s a webinar, sometimes is hopping on the phone with you for 20 minutes. Don’t overcomplicate this. Just keep in mind, if it’s under $300, 5-6 email touches or a webinar usually works like charm. If it’s over $300, you’ll need more touch points that combine personal interaction (webinar), email, and maybe even a call if you’re feeling up to it to reallllllly be successful.
Another sales funnel example could be to sell someone into a course. I kick my funnel off with a quiz ranking what they know currently about using FB ads to get real results in their biz. To get their results, they have to enter in their email address. Depending on their quiz results (they can only get one of 3 different levels) they get an email nurture sequence telling them some quick ways they can improve upon their current FB ad experience, giving them some examples of more advanced ways they could be using them, and then pitching them into FB Ads For Visibility as the ultimate solution to get where they wanna go in biz. If they don’t purchase, I move them into a webinar for other marketing activities they could be doing aside from FB ads because perhaps they’re not as ready as they thought they were to really tackle the FB ad beast. If they do purchase, they go down another path that puts them into a webinar with more advanced marketing strategies to pitch them into the Badass Bosspreneurs Association. And so on and so forth through all of my offerings.
Use this handy dandy worksheet to identify the various sales funnels you may already have started on your website to see where the missed opportunities are + how you can keep people inside of them all the way to purchase. You can also use the worksheet to plan out your next ones! #winning
I suggest at least 3 sales funnels for someone to end up in from your website at any given time.
These can all lead to the same place, but it gives you variety in how they get there and the different services and courses you can swap out for purchase later. You can also begin to stack your sales funnels. Once someone buys something, then where do they go next? Does there journey end or do they get sent into another sales funnel for a service, course or product that’s slightly more expensive than what they just bought?
When you’re finished with your funnels start testing them out! Testing and tweaking is crucial to any business. You have to know what is working, what isn’t working, and how to make them more effective to start going after the results you want. Don’t expect a grand slam your first try, but do expect to pay attention to your numbers so that you can know which pieces are working and adjust based on your audience’s needs.
And then let me know what you’ve implemented! I love hearing about funnels of all different shapes and sizes + how I can help you make ‘em that much more effective <3
This post was crafted by our friend, Meghan Maydel.
Meghan is a marketing strategist who helps badass biz owners who have decided to stop playing small in their biz, get consistent with their clients + their cash. Interested in getting your brand in check or taking your biz to the next level? Let's make it happen. Get more info on working with Meghan at meghanmaydel.com.