As “State of Sales” finds, salespeople believe a combination of human skills and data-driven insights is needed to convert prospects into customers. In fact, the ability to listen is seen by 78% of those surveyed as an important attribute needed for landing deals. But sales reps also have to demonstrate industry knowledge (74%), trustworthiness (74%), and knowledge of prospects’ business needs (73%).
1. Fuel – This is where fresh and unqualified leads first enter into your funnel. They’re typically attracted by an appealing offer, a tempting and free lead magnet, or simply the promise that you’ll be delivering them quality content chock full of valuable information. Many of the funnels we’ve built for our clients are fueled by Google PPC ads or ads through Facebook.
An exit pop-up. This is a powerful way of redirecting prospects who seem intent on, well… exiting off of the page. Sometimes that pop-up may contain a special deal and other times it may re-communicate the benefits of what’s on the page. We’ve found that using lead magnet exit pop-ups (as on the template above) is one of the best ways to keep traffic flowing into your funnel.
Here’s where you can position yourself as the industry expert they’re seeking with content that helps them. Try doing some keyword research to figure out what types of content you should be creating for the middle of the funnel (MOFU) audiences — you can find out which search terms in your niche attract high volumes of traffic and create content around those queries later.
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.
One of the main reasons for giving out this free content is to get prospect to give you their email address in exchange of an opt-in offer. This could be mini-course, download, cheatsheet or report. At this stage your email marketing provider must provide you automations, meaning emails are sent without your involvement and as per your defined actions.
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.
Make no mistake, creating a sales and marketing funnel using the process described above is no easy feat. This isn’t a project you’re going to complete in one afternoon — it’s a pursuit that you’ll want to actively address as long as your company is in business. It’s not a simple undertaking, but it’s one of the few opportunities you have to drive significant improvements in your efficiency and effectiveness when closing deals.
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.
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