Of course, implementing this isn't easy. You need to first develop your stories, then decide on how you're going to convey those stories and at what drip-rate. For example, your first email or two might go out on the day they first signup, then one email per day might go out afterwards. How much of that will be story-based and how much will be pitches?
Why go through the trouble of following these 11 steps?  You want to be able to maximize course sales for the least amount of effort, right? You basically want to put passive income generation from your online courses to be on autopilot.   That means driving potential students to your course landing page – wherever it may be – and convincing them to pay for your course – and hopefully any other course your produce after that. That’s called “conversion” and it’s the goal of creating your sales funnel is to get conversions.
If you’re running an accounting business, at this stage your customers would be evaluating different potential service providers. They might need resources like pricing guides (so they know what ballpark rates are), how to evaluate the landscape of accounting services (i.e. whether to hire a solo accountant, an agency, etc.), or how to choose an accountant.
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.
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]
“Aligning marketing and sales during the sales funnel does more than just align the teams — it creates better business outcomes,” said Mathew Sweezey, Principal of Marketing Insights at Salesforce. His stance is validated by a SiriusDecisions study that found brands with tightly aligned sales and marketing operations achieve 24% faster three-year revenue growth and 27% faster three-year profit growth. The three easiest ways to ensure marketing and sales alignment will succeed is a common language, co-created shared programs, and a policy to abide by a service level agreement.
The definitions of MQL and SQL (SAL) should be spelled out, and agreed upon, in a service level agreement (SLA). The SLA outlines the terms of how sales and marketing will work together. The SLA should define what MQL and SQL look like, as well as state the time frame and process each team must follow. For example, an MQL has reached a score of 75 through a combination of content engagement and web engagement and fits the ideal customer profile. It must be accepted by sales or sent back to marketing within 24 hours of being assigned. The SLA should be drafted together by both marketing and sales leadership and signed off on by both parties.
Exits from stage – Similarly, seeing an excessively high number of people falling out of a particular stage is an indication that you aren’t doing enough to answer their questions or you’re asking them for too much of a commitment too early. Add more content to give them the information they need to move forward or make it easier for people to convert (e.g. don’t ask for a phone number when they’re downloading a certain e-book).
Understanding the concept of marketing funnels is crucial for success in business because it’s a useful model for visualizing the customer’s journey from initial awareness all the way through conversion. When you design your marketing funnel with the help of these tips in a careful manner, it will, in turn, provide you with a useful framework through which you can analyze your business and identify areas that require improvement.
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.

Sales funnel conversion rate – If you’re going to choose only a few metrics to focus on, make sure this is one of them. This metric tracks the number of prospects that enter your funnel at any point and how many convert into customers. As you make changes to your marketing strategy in the future, seeing this number improve will let you know you’re on the right track.
According to Pardot, 70% of buyers turn to Google at least 2-3 times during their search to find out more about their problems, potential solutions, relevant businesses, etc. Many people also turn to social media and forums for recommendations. At this point, they aren’t looking for promotional content; they’re looking to learn more about potential solutions for their need.
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.
Content also includes developing your final offer, that is to say your course.  Take some time to write down exactly what your offer is.  What is the price for your course? What are the benefits and outcomes for students? What problem does it solve? Why should they buy a course from you? You will need this in the future when you create your email campaign. More on that later.
Say you’re into cycling and you’ve decided to purchase Trek’s latest Emonda line road bike. You read a few less-than-positive reviews online, but brush them off on the understanding that all Internet comments should be taken with a grain of salt. After all, people only review products and services that they absolutely love or absolutely hate – but most customers fall somewhere in between.

But, once you have enough experience to be eligible (and are likely itching for a promotion), they start marketing to you. It might be email marketing or an email list-based retargeting campaign, but these graduate programs do their level best to get back on your radar. It’s a long-term play, but it’s one that works incredibly well because the schools know exactly when their students are “ready to buy” again.
Following their information search — or sometimes running concurrently with this process — potential customers start comparing the alternatives that your article has discussed. Again, the time spent in this stage will vary based on the type of purchase being contemplated. Choosing a restaurant might be as simple as deciding, “Well, I feel like Chinese food, not Mexican, tonight.”

Traffic: from referrals, organic, blog, and ads. They display a pop-up at the bottom of their blog posts and homepage for a free 30-day trial. If you sign up for the free trial, you will be redirected to the pricing page. And if you sign up for their email list, you will actually remain on the Crazy Egg’s blog page afterwards, keeping you engaging with even more content.

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.


On a macro-level, a sales funnel will start with a large number of potential buyers at the top Based on certain criteria, this pool of potential buyers is reduced to a fewer number of prospects. Towards the middle of the customer journey, the number of prospects reduces to a handful of opportunities, and after the decision-making stage, the sales process ends with a closed-won or closed-lost deal.
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.
One is intellectual capital. Hospitals will need people who speak the language of the total market served, who are steeped in contemporary means of personal and commercial interaction, and who have a demonstrated ability to draw traffic and create a first-class consumer experience. These individuals need to be given sufficient position and authority to truly influence how a hospital interacts with all the people it touches.

According to one recent study published by Pardot, 70% of buyers turn to Google at least 2-3 times during their search to find out more about their requirements, potential solutions, companies offering those solutions, etc. Many people also turn to public forums and social media platforms for recommendations. At this point, they aren’t looking for promotional content; they’re only looking to learn more about potential solutions.


Content piece engagement rate – If you have calls to action on multiple blog posts or other onsite content pieces, you’ll want to know which are sending the most converted customers through your funnel so that you can replicate your success by upgrading/updating that piece of content, sending paid traffic to that blog post, promoting it via email, and/or creating more content pieces like that. Tracking engagement rates on each CTA will give you this information (you can easily set up Google Analytics goals in order to see which posts drive more conversions).
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]
Customers move on to Stage 5 when the sale is complete. Try sitting with your team and brainstorming upon the kinds of information these customers are going to need, as well as how you’ll provide it as part of a cohesive onboarding process. Although at this stage you don’t really need to worry about customers finding you or moving on to the next option, it’s still vital to address their needs so that they walk away feeling good about their purchase decisions.
One quick word of caution, though. With every piece of content you create for every stage of your funnel, you’re generating data. Though all of it is useful to your sales process in some way, it’s easy to get bogged down in data and metrics tracking instead of focusing on the few key performance indicators (KPIs) that will actually give you the information needed to make meaningful improvements.
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No matter what kind of purchase customers are making or how much they plan on spending, all of them follow a fairly identical path when it comes to deciding what to buy. This process, or the different stages it is composed of, was first introduced by John Dewey in 1910, but even now — more than an entire century later — it still is the ultimate basis of comprehending buyer behavior and marketing funnel creation.
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In brief, we are inclined to go along with someone’s suggestion if we think that person is a credible expert (authority), if we regard him or her as a trusted friend (liking), if we feel we owe them one (reciprocity), or if doing so will be consistent with our beliefs or prior commitments (consistency). We are also inclined to make choices that we think are popular (consensus [social proof]), and that will net us a scarce commodity (scarcity).
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