Greater Than Business Podcast – Episode 001
This is episode number one of the Greater Than Business Podcast. I am so happy that you are here today, because I am going to be talking about my favorite business asset, marketing funnels.
So if you don't know me already, you will soon know that I am absolutely obsessed with marketing funnels. Now, some people call marketing funnels sales funnels, but I don't like the term sales funnels because I feel that you're doing so much more with this type of funnel that I'm going to explain how to build, than just selling. Obviously selling is one of the key points of creating a funnel. But for this particular setup, it's more about nurturing, building a relationship, and building an audience through your marketing message versus selling them something.
Ultimately, your goal is to sell them whatever your product or service is on the back end, but we want to make sure that you're basically taking them on a journey. Because remember, behind each lead that you get into your business, there's a human. There's a person living, breathing, functioning. They have feelings, and they don't want to feel like they're getting sold to.
So I want to take a second to just kind of explain a little bit deeper what my philosophy is on marketing funnels. So I'm basically diving right into this. There's no sugarcoated welcome message here for this episode. We are diving right in. So if you're driving, don't pull over, keep driving, be safe. But I want you to remember to come back to this episode with a pen and a piece of paper or better yet head over to the show notes which are going to be found at GreaterThanBusiness.com/001. There is where you'll be able to find everything that you need for this episode. Super simple to remember. Just forward /001, and then you'll be able to get all of the details on this episode because it's going to be a little bit meaty.
So basically, I'm going to give you a rundown of my philosophy on a marketing funnel. So chances are you have probably heard the term sales funnel, and it has become quite the buzz word in the online business industry. What I teach in my business is how to build a sales funnel that focuses on customer experience and not just sales. That is why I've started calling them marketing funnels.
So a marketing funnel focuses on the journey that your customer takes as they travel through your funnel. They're gaining knowledge that will build the know, like, and trust factor, while also leading them into a sale. But it's going to lead them in a very subtle and non-sleazy way.
So if you're one of those people that doesn't feel salesy, that doesn't like to be salesy, this is the golden ticket that you need in your business. You have to get one of these set up.
So what you do inside this marketing funnel is you build towards the natural progression of a sale. So you're basically not selling directly to your leads and potential clients or customers, but you are taking them on a journey where the next natural step is to purchase whatever it is that you're offering at the end. It is going to empower your leads and customers or potential customers and clients, to feel that the offer just appeared when they needed it most. So you will build up a huge relationship with them without even really trying. And it's definitely an asset that every business needs.
So first thing's first, in order to have a marketing funnel, you have to have a couple of key elements in place. So you have to have an opt-in offer. And an opt-in offer is something that they can basically, they will trade you their email address for whatever it is that your opt-in offer is. So inside the marketing funnel guide that I have available for free on our website, if you go to the show notes, you'll see a link at the bottom.
But I walk you through various different options of creating an opt-in offer. So you could have a lead magnet pdf, you can have a cheat sheet checklist guide, blueprint swipe file. You could create a challenge, a quiz, a survey, offer, a free call, access to your online community, basically signing up for your newsletter, a free video series, mini-course, free trial, a contest, a discount, or an audio download file.
So there are multiple different things that you can do. Basically, let your brain just go on a run with this. But there are so many different ways that you can create an opt-in offer that will entice somebody, ideally your ideal client, in order to join your list.
So once you have your opt-in offer, that's essentially where the funnel starts. Then you want to take them on a journey. Now in order to take them on a journey, you have to have something called a CRM. This is where you're going to build out your automation process. So your email delivery will be timed and set up. You can create some smart logic based on if they've already been in the funnel, you can exclude them. You can also pull them out as soon as they purchase so that they're not still getting emails. I don't know about you guys, but nothing drives me bonkers more than if I have already joined a program and I keep getting emails about joining the program. Drives me nuts.
So you want to make sure that your CRM has the ability to pull out those people and then send them targeted messages based upon, “Congratulations, you just joined my program.” You want to make sure that they're still not getting emails that say, “Hey, I noticed you didn't join,” when meanwhile they're already halfway through your course looking at it going, “Why are you still emailing me? This doesn't make sense right there.” That's going to make your customer journey not so great. So you want to make sure that you have an advanced CRM that will allow you to do it.
The next thing that you need is a conversion method. Now, a conversion method is something that is fairly straightforward. Most people would use a sales page, but there are several different ways that you can do it as well. So you could have a webinar that is going to drive people towards essentially your course, but they would have to watch a training first in order to be able to see the offer.
From there, you would probably want a smaller short form sales page after the webinar in order to gather their details and all of that stuff for the purchase process. You could have just a sales page that you're sending people to directly within your funnel. That's generally a written sales page. You could also do a video sales page which has both written content as well as a video. So it would kind of be the same as your webinar, but it would basically just be you doing your pitch, and then have written content down at the bottom to support whatever you're saying in your video. And then obviously having a strong call to action for the purchase.
Or you could have them sign up for a sales call. Now the sales call is where you would actually be doing the pitching and the selling of your product, but you would obviously need some sort of a landing page to sign up for the call. So you could either do that with written copy or video, depending on how you want. Some people will actually use webinars as well, and the webinar is basically telling them everything that they can get from the program, but then making them have to get on a sales call with you to make sure that they're the right fit for your program. So usually that would be something that you'd use for a higher ticket item.
So there is absolutely no wrong way to choose a conversion method. It's basically essential that you just pick one and stick with it for the testing phase of your funnel. Once you get a little bit more established and you get more familiar with it and you want to boost your conversions, you can always try various methods. But for now, pick one, stick with it, test and tweak from there.
So what conversion method is going to work the best is the next question that I always get. And honestly, it depends on your specific industry. I would look at what other people are doing in your industry and kind of build from there. So if you have someone in your industry that is already seeing fantastic success and they use just a simple written sales page, then I would start there. Why try and reinvent the wheel? If you already know that one of your competitors is using something effectively, why wouldn't you just not copy them but mimic them?
So for me, if I notice that someone is selling really great with webinars and I'm creating a product that's similar, and it's going out to the same target market, of course, I'm going to do a webinar. The market research is already done for me. It makes it so much easier when someone else has already gone in and done that grunt work.
So start there. Use that as your stepping stone, at least to get yourself moving in the right direction. And then obviously if it's not working or you're not comfortable doing it, then switch it up. It's fine. You are the boss of your own marketing funnel. Nobody can tell you what to do. They can only provide you guidance and tell you how to structure it. But ultimately, it comes down to what you are comfortable with and what you want to do in your business, because it's your business, right?
So the next thing that you need obviously is your core offer. So your core offer is going to be whatever you're selling on the back end of your marketing funnel. So your opt-in offer needs to relate to your core offer. So this is kind of how I look at it.
Get out a piece of paper if you can, and on one side, write your opt-in offer. And on the other side of the piece of paper, write your core offer. So you've got those two, basically your start point and your end point. Now there's kind of a pre-start point, but I'll get to that in a second. But for sake of this demonstration, we need your opt-in offer and your core offer. And then your marketing funnel is going to be everything that joins those two together.
So what we recommend doing is setting up a simple structure that takes you from your opt-in offer to your core offer. In the middle there, there's obviously going to be your conversion method because that is ultimately where you're sending the people that are going through your marketing funnel. But you want to make sure that whatever your core offer is, that it relates to your opt-in offer. And then everything between that is going to be your email series and any engagement that you do while people are in the funnel.
So there are various things that you can have. There's extra little tests and tweaks that you can put in. And for right now, we're just going to get with the very simplest form of setting up an opt-in or a marketing funnel.
So firstly, you need to have a welcome email. That welcome email needs to deliver your opt-in offer to your lead. So you have to have an opt-in page first, and then you have to have a thank you page instructing them with their expectations on where and when they will get their opt-in offer. Obviously, you need to write a welcome email, which is going to introduce your brand, your business, and deliver the opt-in offer. I also usually would include a call to action such as purchasing a tripwire, joining a community, and basically, anything else that you can think of that's just going to get them readily engaged right away.
You also in this welcome email, mention your core offer and link to a sales page or a webinar, or basically whatever your conversion method is. You want to link to subtly in this email. The reason why you're doing it here is that you want to make sure that people know that the assistance that they can get from your opt-in offer can be supported by buying the core offer. You don't want to hide that from them as they enter your funnel, because there are some people that are going to walk in and go, “Okay, I'm opting in for your free offer and I know you're going to pitch me a course. Just tell me what it is I want to know.” And you're going to have the hungry, hungry people that don't want to go through your marketing funnel. They just want to purchase. So you have to cater to them as well.
So don't hide your core offer, put it there very subtly in your welcome email and just let them know the options for themselves so they can make an informed decision. If they do not decide to join your core offer at this point, you have not failed in your marketing funnel. That is email one, so there's still plenty of time for them to join you.
The next three emails that you're going to set up after the welcome email are generally mailed out a day apart. So you'll get your welcome email on day one. Let them know in your welcome email to expect something tomorrow morning. That next email is going to be email one of your value series. So your value emails are three emails that provide nothing but value. So they're like an extended offer for your opt-in offer. So you're going to give them three more little nuggets of wisdom in each of these emails.
These little nuggets, as I just called them, are going to build upon your opt-in offer and lead people to your core offer. So if you've got that piece of paper I told you to pull out, you're going to have your opt-in offer, your welcome email, three value emails. And then obviously a long line to your core offers still.
Those three value emails need to provide your potential customers with a quick win. You also want to check in on their progress, make sure that they've actually taken action on their opt-in offer. Because if they're not taking action on the opt-in offer, then they're not likely going to purchase your core offer. So you really want to hone in that they have to take action. And if they do these things, these are the quick wins that they will experience. You have to get that point across.
These emails should be fairly short, digestible, and actionable. So you don't want to give them on value email number one, you don't want to give them a 10-day exercise to do, because that's not going to help them. It's going to be something quick that they could potentially gain value from in 10 days. But the problem is is that they're in a marketing funnel right now and you don't have 10 days for them to wait to get a result. So you have to think of something quick, a quick, quick win that they can get by doing something in the opt-in offer that they already have in their hands or an additional bonus when that they can get.
From there, you are going to send them to your segue emails. Now segue emails are two emails that deliver value, but they're not the same where the whole context is not just value, value, value. Their context is value, but also I have my core offer sitting here.
So usually the way that I work a segue email is you subtly will mention your offer in the first email. So the first email is basically more value with a subtle push towards the core offer. In the second segue, it's more of a less value, more of a subtle push. And you want to just mention it very subtly so they don't feel like you are just coming straight at them with a pitch. That's what the pitch emails are for. They're coming up. But you want to make sure that you are giving them a link to buy. You've given them enough information to make an informed decision on whether or not this product, service, whatever it is that you're selling is your core offer, is going to be something that will provide them with that quick win that they're looking for, or the longterm when of joining your offer, your core offer.
So after your segue emails, if they are still in your marketing funnel, now you want to hit them with the pitch emails. Now, these are not meant to only be strictly pitch, pitch, pitch emails. These are structured very strategically. So email number one in your pitch series is going to be very similar to a sales page. You're basically going to take the main points, the main feelings, the main overall umbrella, look at your core offer, and break it down. And basically say this is where you are, this is where you want to be, this is how to get there. You want to make sure that you're structuring that email to be like a sales page. So every question that they may have is answered in this email about your core offer.
Now, email number two is going to be testimonials and social proof with results. So if you already have people that have taken your course, your program, had experience with your services, something like that, you have to include these inside this email. Now if you don't have anything and you're starting off fresh without anyone that's ever taken your core offer, then what you want to do is tell a story in this email. Tell a story of how this product came to be what it is, who you are going to help, and how. Basically, let them know. Obviously, if you've created a product or a course or a service, you've created it because you have previously helped somebody. Whether it be yourself, your family, your mom, anybody. You've created it for a reason because you have made yourself become an expert in this area for one reason or another. And that is the story that you need to tell if you do not have social proof or testimonials at this point in your business.
So email number three is basically your scarcity pitch. So throughout the whole marketing funnel, you're going to have some form of scarcity. So if it's going to be, I always recommend giving them an extra bonus when they purchase through a marketing funnel. I don't like discounting because I feel like a price is a price. If you discount it, then people are … they bought it full price and then they find out that they could have purchased it in a different way. I just don't think that that's the greatest for customer relationships, but that's all my opinion. Feel free to form your own. But what I like to do for my scarcity offers is give them a one time only bonus if they purchase through this marketing funnel. Then if someone finds out that someone else got a different bonus, then I can just easily write them an email and say, “Yep, that's because they purchased in this funnel. Sorry you didn't happen to find my product this way. But here you go. I'm happy to give you that bonus offer.” I find that that's a better way of handling a customer service situation. But once again, that's totally how I operate. You can operate your business in any way that you want to operate your business because it's your business.
So, you want to give them some sort of a bonus offer. So whatever it is, in this third email, you want to explain what the bonus is. Now, obviously the bonus would have been explained in emails one and two, but this is where you really want to hit home. If they're on the fence, this is the moment where they either get off or fall over I guess.
So we want to make sure that this is the email where we push them one side or the other. Let them know that today's the day, this is the deadline. If they want to purchase, they have to do it now. And basically, that's it. And if they don't take you up on the offer, then what happens after that is they will go into a nurture sequence and they'll just basically become part of your list. So then you will send them to your newsletter and all of that other stuff. But for now, we're just focusing on getting them to purchase your product.
Okay. So now you've gone through, you should have the piece of paper sitting in front of you that has your opt-in offer, goes to your welcome email, goes to your three value emails, goes to your two segue emails, and then finally your three pitch emails. And then that should bring your clients or potential customers to your core offer. Obviously, as I said before, if they don't take you up on the core offer, they might just need a little bit more time. So put them on your newsletter list. Keep emailing them every week, let them know that you're still here to help them and that you're still providing valuable content. And eventually, these clients will turn into customers. Hopefully, if you're giving, giving, giving, eventually they will turn into customers of some sort. And if they don't turn into customers, then they're probably going to unsubscribe because they weren't ideal for your marketing funnel in the first place. So unsubscribes are not a bad thing. I will get into that in a different episode. But right now, we're talking about marketing funnels.
So the next topic that I want to just touch on quickly is why funnels are essential to every business. So here at the Greater Than Business Podcast, we always try to put our life before our business. So our goal here is to have a thriving, healthy business that's bringing in predictable income every single month, allowing you to have the time and the ability to live your life.
I want everyone to have a really successful business, but I also don't want people to lose sight of the fact that they need to have a life as well. So many people seem to think that you can only have a successful business if you basically have no life. And that is not what we're about here. So, what I want to do is basically talk to you about why they are essential for every business.
So funnels are a key element of every successful business that is looking to boost their revenue while not devoting more time into your selling process. So you want to make sure that you are obviously still selling, but yet doing so in a way that doesn't keep you glued to a computer screen. You can set up a system once and have it just work for you in the background, which is exactly what a marketing funnel is. It gives your clients or potential clients the same process start to finish, no matter where they come into your business.
So I could come into a business and I could opt into a lead magnet of some sort, whatever their opt-in offer is. And then from there, I am going to be taken on a journey. And if you can make that journey work for a certain percentage of clients, then you can create a predictable income plan.
So let's say I have 100 people go through my marketing funnel, and 10% of those convert, so that would be 10 people convert out of 100. Then I know that if I boost that number up to 1,000, then I should have 1000 people convert. So 1,000 people enter my funnel, 100 people convert. That is my conversion rate, and from there I can then scale my business. I don't need to put any more time into my business because I've already done it all. I've already got the marketing funnel setup. All I need to do now is worried about getting leads, which means I just have to focus on creating content.
And by creating content, that frees me up to create content whenever I want. I could do it late at night, I can do it early in the morning, I can batch. I don't have to worry about constantly being on all the time. I can set my own work hours, I can set my own … basically, I can just control everything, which is fantastic. And I don't have to feel like my business is running me. Because I don't have to be on 24/7. I can take a break. I can take a day off as long, as I know that my content that's out there driving leads into my business is performing.
So at the beginning of your marketing funnel, you have to make sure that you set aside the time to commit to doing it. It takes a little bit longer than you might want to commit to it. But once you have it done, it is going to be epic in your business.
So I want you to sit down right now, obviously go to the show notes, download the marketing funnel guide. And then I want you to print that out, go through it, write all the notes down that you need, and start taking action. Set aside time in your calendar to get this dealt with ASAP.
The other thing that I want to stress on too is you can create a marketing funnel at the very beginning of your business. You don't have to have a massive list in order to be successful. You just have to start. Because if you start off by building your business based upon having these proven systems and strategies, then when your business does grow, you're not going to hit that wall of not having enough time to deal with the number of clients that you're working with. Which can be huge, that's another story we're going to get to in one of the upcoming episodes. But I just want to let you know that it is essential to build out these types of systems in your business, no matter how big your list is. Do not have “small list shame” ever, ever. Trust me, it doesn't matter how big your list is, because it's all about the quality of your list. And by building out a marketing funnel that takes every lead that comes into your business, you are going to have a very healthy, thriving list.
So there's obviously a little bit more that I'd like to get into with marketing funnels. So I'm going to actually have a second episode coming up shortly on kind of the ins and outs of testing, tweaking, all of the numbers that you need to know for your marketing funnel. All of that other fun stuff, and how to monitor your marketing funnel to make sure that you're getting the most out of it. The main questions that you need to ask yourself and basically anything and everything else that we haven't already covered in this episode.
So stay tuned for that. It's going to be released shortly, and that's pretty much all I have for you guys today regarding marketing funnels. I don't want to take up any more of your valuable time because I know how precious it is. But I want you to make sure that if you don't take anything else away from this episode, I want you to go to greaterthanbusiness.com/001. I want you to download the marketing guide, and I want you to sit down and carve out some time to start building your marketing funnel.
And that is it for today. I hope that you have thoroughly enjoyed this episode. If you have any questions at all, please please shoot me an email. The email address where you can get ahold of me is firstname.lastname@example.org. And from there, I will get back to you with any questions that you have related to marketing funnels. Just make sure that you put the subject line as Podcast 001, and then I'll know exactly what you're going to be referring to with all of your questions.
And if you haven't already, I want you to take a second to review this podcast on iTunes, make sure that you subscribe so that you will get updates when we release a new episode. Just in case you don't already know, episodes are released on Tuesdays, and there will be a new one every single week.
So if you like this, make sure that you let your friends know, all of your business besties, make sure that you are letting them know about the Greater Than Business Podcast. And I hope that I will see you here same time next week with a brand new episode. Until then, you can head over to GreaterThanBusiness.com and get caught up on all of the show notes from all of our episodes. And if you want any more resources for building your business in our Greater Than Business philosophy, you can go to flowautomationinc.com to get more. Hope you guys are having a great day, and I'll talk to you soon.
Greater Than Business Podcast – Episode 001
For the full podcast and show notes, please go to www.GreaterThanBuisness.com/001
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