Marketing Funnels: How to Pick the Right One for your Business
Let’s face it, the web is pretty awesome. Think of a question, any question, type it into google and you have an answer. And while this access to seemingly infinite information is helpful, it can also be incredibly overwhelming when it comes to searching for answers to more complex questions, particularly as they relate to your business.
For example, if one is to search “digital marketing for small businesses” you’ll find over 300 different results. When you consider 300 results each with corresponding content, it translates into thousands of “answers” for one inquiry (we know, we counted).
Talk about information overload
As such, you might be wondering...
“How do I know which strategies or platforms are effective and which ones are nonsense?”
Do I really need to incorporate all of these tactics into my small business?”
And most importantly…
“What tools will I need to do all of this?”
Great, 300 new results.
The truth is, you can find great strategies and tools through research except there’s one problem…
What good are tools if you don’t understand how to use them? Especially when you’re incorporating more than one?
Welcome to the world of marketing funnels.
A funnel in this sense of the word, is a path or set of steps that a potential customer will take to achieve or reach a status related to a pre-identified goal for your business.
More simply…..the course someone takes online prior to or in order to become a buyer or lead for your business.
“Sounds cool, how do I make one?”
While one can certainly source out the necessary tools for funnel creation (landing pages, email templates, images, copy), the real difficulty comes in understanding how to incorporate all of these different tools together in order to form a complete multi-step sales funnel. Herein lies the core challenge faced by business owners, one that often brings our intrepid marketer to a frustrating realization...
“I’ve designed a landing page or website that should increase sales, but not many people are seeing it….”
While it’s certainly true that your landing page is a vital component of an effective funnel, if nobody sees your page it won’t matter how well it’s designed.
Luckily, there’s an answer for that too…and we’ll save you the Google search.
Typically, there are 2 primary methods used in bringing traffic to a funnel:
social media ads, google ads, or any other medium in which you are allocating a set ad budget to a platform in order to reach your targeted audience.
creating and distributing valuable information (e-books, infographics, webinars, videos, blog posts) that is highly relevant to your audience or desired customer.
The unfortunate reality is, few platforms assist small businesses in developing and implementing complete funnel strategies based on their unique goals.
The result? A lot of wasted time on ad experimentation, unseen landing pages and dollars down the drain. Ouch.
Fortunately, it doesn’t have to be this way. We recognize that business owners need marketing and sales solutions that are aligned with their goals, easy to use and most importantly, effective.
Looking to build your first funnel? Start here!
In order to find the right marketing funnel for your business, the first step is identifying a goal you’re looking to achieve.
Goals might include...
Grow an email list
Increase online sales
Grow a facebook group
Identifying a concrete goal is vital to the success of any funnel. Once you’ve done so, you may choose to implement one of the 3 following funnel structures as it relates to one of the goals above.
Common Funnel Types
1. Lead Funnel
Description: a lead funnel is designed to capture information from a user in order for the business to follow-up with the intent of further explaining the product or service offering. This funnel type is commonly used for high-priced products or services ($250-$500+).
Required: incentive or offer, audience profile (who are your customers) ad/post, landing page, form (name and email), follow-up
2. Sales Funnel
Description: a sales funnel is designed to encourage purchases of a product or service offering. This funnel is typically used for low-mid priced products ($50-$250+).
Required: a specific product or service offering, targeted audience profile, ad/post, landing page, website with e-commerce capability.
3. Email Funnel
Description: an email funnel is designed to capture user info to be used for targeted email campaigns.
Required: text or video content (relevant to your desired audience), onsite pop-up, content specific landing page, email form
Goal: Grow an email list
Optimal Funnel: email funnel
Step 1: Content creation
Create downloadable 10 page e-book as a “how-to” guide related to your business, product or services.
Example: if you own a bike shop, you might choose: “how to fix a flat tire”
Step 2: Placement
Organic: Add e-book to landing page with option to download provided they submit form (name/email). This is known as gated content.
Step 3: Content Promotion
Create an on-site pop-up that promotes your e-book and directs to the landing page ex... “free download: how to fix a flat tire!”
Step 4: Email list
Create new email list specifically for those who submit e-book forms
Step 5: Email Marketing
Create an email campaign that’s relevant to your original content piece and target to your list. (we know they’re already interested in this category)
Step 6: Hit send!
Send your campaign to your list and be sure to follow-up with any questions your new community members might have!
Rather than simply experimenting with various features and tools, a complete funnel encompasses multiple components that're only effective when used together. From designing targeted ads all the way through to adding new customers to an email list at the end of the funnel, the customer journey ought to be carefully thought out in its entirety.
Identify your marketing/sales related goal
Identify your target audience and create content accordingly
Choose the appropriate funnel based on your audience and goals. Remember, your funnel is only as good as the content you promote.
We hope this post was a useful and valuable introduction to marketing funnels. And as always, don’t be afraid to contact us if you’d like to learn more!