Following on from Part 1, where we looked at funnel design, we now need to look at how to build it out and drive traffic to it so that it can convert.
If we look back at the coaching example, they’d firstly need a a number of pages which coincide with steps in their funnel, a simple one would look like this:
- Squeeze Page
- Sales Page
- One Time Offer (OTO) / Thank You Page
The first page is a “squeeze page” and its purpose is to harvest lead information (e.g. name, email address, mobile number, etc.) to build a prospect list which can be used later. Here the coach would typically offer some valuable information, e.g. a video or ebook, together with the FREE Online Assessment to get people to submit their details, that’s what we call lead generation.
This would then be followed by a “sales page”. Here the coach would pitch the benefits of their $150 Detailed Action Plan Report and show the “value” of purchasing that report. Typically you’d look to add at least 10 times the value of the purchase price to get people motivated to buy the report. This is done by adding additional items as free bonuses but that have value, e.g. an educational video series, an industry report, a case study, podcasts, etc.
The final page thanks the customer for the purchase and explains the next steps, for instance how and when the report will delivered. It also offers a limited one time offer (OTO), in this case offering a limited number of coaching programs at say 50% off ($500) for a limited period of time. Obviously the “value” here also needs to positioned like on the page before and suitable bonus content provided. Here you could add such things as access to a closed Facebook group for support, weekly podcasts, monthly articles, etc. to the boost value. The scarcity here also gets people to commit upfront.
Now that the pages have been designed, the pages are built and hosted on a platform called ClickFunnels. Each page is built using the assets mentioned in Part 1 where spoke about ad and page copy (words), images/videos and links any additional content that is required for the pages, e.g. ebooks, articles, case studies, podcasts, etc.
Lead information is captured and added to a list in an email campaign management software platform like MailChimp. These platforms integrate easily with ClickFunnels and are used to send out welcoming emails to leads. It also used to send out the Detailed Action Plan report to those that purchased it, and login in formation to those that bought the online coaching program.
The last part now, is to drive traffic to the funnel, i.e. getting people to the “squeeze page” at the top of the funnel. Typically “paid for” ads are used on platforms like Google and Facebook to drive traffic to the “squeeze page” and the funnel then basically takes care of itself, constantly producing the desired amount of new customers.
Tracking the amount of leads, assessments completed, reports sold and new coaching program customers on weekly or monthly basis, will provide all the data required to tweak the funnel till it converts the desired numbers of customers required consistently.
That’s the entire funnel building process in a nutshell. If you need more information about this, contact us.