If you’re running a consulting business, for instance, your clients already realize that they’re having certain problems around your service area – like disorganized spending (if you’re in accounting) or a high cost per lead (if you’re in marketing). On the other hand, if you’re running a software development business, your client could be having problems with absolutely anything right from the hours being consumed to other factors that affect deliveries.
We may receive compensation from some partners and advertisers whose products appear here. That’s how we make money. Compensation may impact where products are placed on our site, but editorial opinions, scores, and reviews are independent from the advertising side of The Blueprint and our objectivity is an integral part of who we are. Our commitment to you is complete honesty: we will never allow advertisers to influence our opinion of products that appear on this site.
In this article, we’ll summarize 10 steps, more or less in order of execution, that you can take to create a sales funnel to drive students to enroll in your course. We’re not going to go into great detail about each one of these steps – we’ll leave it to you to Google the hundreds of resources out there on each of these when you decide you want to execute. But we provide a general overview to guide your thinking about how to execute an online course sales funnel.
Now, you don’t need a massive advertising budget or a product that targets a basic human need to use this approach. Whether its a paid search ad that addresses the main reason behind someone’s search or a paid social ad that connects your target audience’s need to what you sell, good Stage 2 marketing helps people connect the dots between their pain and your solution.

Data insights are again the key to funnel optimization. Three other data-driven technologies follow analytics and sales reporting as the most popular sales tools: account and contact management (65%), sales forecasting tools (56%), and customer relationship management (CRM) systems (58%). The latter is a particularly crucial tool for optimization, enabling your business to organize all customer-related data in a central location.
For different types of businesses, buyer needs at the problem/need recognition stage – top of  the funnel (TOFU) – are different. If you’re running a consulting business, for example, then your clients already realize that they’re having certain problems around your service area – like a high cost per lead (if you’re in marketing) or disorganized spending (if you’re in accounting).

Or, are you a leader, an adventurer or an evangelist? How you position yourself is entirely up to you, but your message must be consistent throughout your entire "pitch" and it needs to be steeped in the truth. Your backstory, and just how you convey that through parables, character flaws and polarity, has much to do with just how well you can "hook" in your prospects to create a mass movement.
3. Follow-Up – Not all leads are going to move smoothly from one step of your funnel to the next. And not all leads are going to be ready to make a purchase decision right off the bat. That’s where the follow-up stage comes in. This part of the funnel is meant to redirect leads who have exited your funnel and bring them back into the sales process. Retargeting ads and email campaigns make up the bulk of this stage. 
This funnel is a starting point to a funnel with landing page, OTO-page and thank you page. You can optimize it to your liking. I use Clickfunnels for all my funnels and I highly recommend it due to their analytics. Without analytics your funnel is useless as you do not know at what point people drop off your funnel meaning you can not fix what you do not know.

As you can see, each color-coded section of the funnel pictured above corresponds to a stage in the buying process. The widest tier at the top of the funnel represents “awareness,” the point at which potential customers are beginning their information search. The second tier is “interest,” roughly corresponding to the evaluation of alternatives described in the purchase process above. And, finally, the third and fourth tiers, “desire” and “action,” are self-explanatory.
For example, let’s say your business has a blog and social media accounts it uses to get on a potential customer’s radar. From there, you encourage people to download an eBook in exchange for their email and drop them into an email drip that promotes an upcoming webinar. At the webinar, you sell people on your product or service, which convinces them to submit a lead form, work with your sales team and ultimately make a purchase.
 We may receive compensation from some partners and advertisers whose products appear here. That’s how we make money. Compensation may impact where products are placed on our site, but editorial opinions, scores, and reviews are independent from the advertising side of The Blueprint and our objectivity is an integral part of who we are. Our commitment to you is complete honesty: we will never allow advertisers to influence our opinion of products that appear on this site.

The final stage of the sales funnel is the action that you're intending them to perform. In most cases this is the purchase. Again, how well you move them through the various stages is going to set you up with a specific conversion for this action. For example, if 100 people click on your offer and 10 people enter your sales funnel but only purchase people purchase, then you have a 2 percent conversion. 
Use website links that have embedded web analytic codes. You can do this through your website provider or with a free Google Analytics account. Make sure each strategy uses a different link, so you can track your most successful lead gathering strategies. Most web analytics programs will automatically mark down leads that come from major search engines.[3]
While everyone evaluates their options at this stage in the buying process, how carefully they evaluate their options depends a lot on their personality and the cost of the solution. Generally speaking, the more financially conservative your target audience is and expensive your solution is, the more comparison shopping your potential buyers will do.
3. Follow-Up – Not all leads are going to move smoothly from one step of your funnel to the next. And not all leads are going to be ready to make a purchase decision right off the bat. That’s where the follow-up stage comes in. This part of the funnel is meant to redirect leads who have exited your funnel and bring them back into the sales process. Retargeting ads and email campaigns make up the bulk of this stage. 
Traffic sources. As you’ve probably noticed throughout this article, different traffic sources work better for different stages in the marketing funnel. Sometimes, however, a traffic source can surprise you, so it is a good idea to track how many people are entering your marketing funnel from each source and stage so that you can give your top sources more budget and attention.
But once you acquire enough initial customers and you ensure their success and happiness, they become a force for your flywheel. This is because either they buy from you again or they bring in new customers by promoting you to their network. This is the key to keeping your flywheel spinning without continuing to invest all your resources in acquiring new customers.
Before you start building your sales funnel, it is essential to have a clear business vision, develop an ecommerce marketing strategy, and then define your target audience to work towards your business growth. If, for example, you are looking at how to create an online clothing store, you need to follow specific steps to develop your business and stay successful.
However, video conferencing and other apps offer an opportunity to engage prospects at a time and place that suits them. In fact, 60% of sales reps say they spend more time selling virtually than they did in 2015, according to the third edition of Salesforce’s global “State of Sales” study. Meanwhile, 52% of sales reps say they spend the same amount of time or less meeting with customers in person.
As a side note, while getting negative feedback rarely feels good, I want to encourage you to view feedback the way I do: as a priceless opportunity to improve and grow your business. Complaints and criticisms give you important signals that you need to make changes or else risk losing business from frustrated customers. Read this article to learn more: What Should You Do When People Complain About Your Product or Service?
However, collectively, they do represent the many activities that you should be working on everyday to get your course sales funnel up and running. What that process looks like will depend very much on your existing knowledge of and execution on these components, your financial and personal motivations, time, talent and more.  No matter what, you want to be working on as many of these bits as possible to get those conversions.

We’ve written a bit about defining your target audience, but suffice to say that if you still haven’t done this, then don’t bother moving on to the next steps in the sales funnel. You must have some idea of what people are interested in your topic, where they are hanging out online and what motivates them in order to begin creating awareness of your course at the top of the funnel.  If you just start sending out emails and tweets willy nilly with no real plan, your efforts (and you will read later on that it is a lot of effort) will be wasted.  You need to know that you are creating the right content for the right people.
Of course, regardless of how they enter into your funnel, your goal as a marketer is to move them through the multiple stages that will take them from prospect to buyer. And once they're aware of you, you need to build their interest. To do this, you need to establish a relationship with the customer. You might have enticed them with a great offer (lead magnet) to grab their email address, but actually moving them through the funnel is a far greater challenge. 
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