How To Build A Sales Funnel That Converts - BIG Meeting Morristown, NJ Oct 2017
Getting online leads into your business can be a hard nut to crack these days! It's so bleeping crowded out there- everyone's trying to sell something, right?
Half the battle is getting a great website up and running. Hopefully, you have one set up so your ideal clients know they're in the right place!
Next up, traffic. We need folks to come take a look, right?
So, you make sure your SEO (search engine optimization) is, well, optimized and that you're plugged in to all the right social networks for your industry.
Honestly, for most small to medium-sized businesses, it's best to select just 1 or 2 social media platforms and get focused.
So, you do all this and you're still not getting whole lot of traffic, right?
The next move might be to buy a whole lot of ads on Facebook or Google! But without a clear strategy, you're basically handing over your wallet to these platforms.
The tricky part is figuring out HOW the heck to bring new potential leads to your site so they can learn about your business.
In case you haven't noticed, there's a ton of competition for attention and eyeballs out there!
Also, once you're actually able to get them ON your site, they need to STICK AROUND long enough to get to know how your business can help, right? You want to be able to convert them and BUY what you offer.
Instead of thinking about the mind of their customers, most businesses naively assume each new visitor is interested. What do they do? They slap a newsletter signup box at the bottom of the home page.
Do people really want to get on another newsletter? Unless you have a really compelling brand (like this one) or one that really stands out (like this one), I'm guessing you're not getting very many quality signups. It's not your fault! There are just way too many people hawking their services on the internet these days. We're all in the same boat!!
Incase you haven't noticed, these days everybody and their Grandma want you to get on their email list!
People are asking for email addresses every where! Whether you're at the mall and you just want the dang paper receipt to the new top you bought your daughter or the guy at the car repair shop who wants to keep you updated on the latest deals coming out of their service center!
Truth is, no one wants to be added onto yet another email list! Our inboxes are overwhelmed!
Unless! Unless, you've offering something unique and of VALUE that they can't find anywhere else! Something that helps them get ahead in their personal or business goals.
Bingo! This is when we can start to bring conversion rates up!
This is where the value ladder sales funnel comes in!
It's your way of attracting those new visitors who are aligned to your branding further down into your sales funnel while offering REAL value along the process.
In a crowded marketplace, your business has to stick out by offering meaningful help and differentiate yourself from the low-value content out there.
So, it's important that each step in your value ladder sales funnel provides (1) real value that showcases your business and (2) provides your new subscribers actionable results towards their long term goals.
By doing so, your prospective customers begin to trust your brand.
So, what does a value ladder sales funnel contain?
1. [Read Magnet] Pick a "relevant topic" that your potential customers are interested in understanding. This brings them to your site where they watch a video or blog post where you break down this topic for them. Here, you want to demonstrate your knowledge and expertise on this topic and and establish your unique space in your industry.
Some may recommend creating cornerstone content (like this one) which is an in-depth blog post that requires a bit of research and really showcased your expertise. If you're looking for some brainstorming help with headlines, check out this tool- I'm totally in love with it!! (Cold Traffic)
ex. How-to Youtube videos, authoritative blog posts on an important and relevant topic, giving a virtual or in-person talk to a community , guest post in an established industry or influencer website
2. [Solutions-Based Lead Magnet] At this point, prospective customers have learned more about you through your website or social media. If you have a quick solution or tool that helps them get ahead in their business, they will happily give your their email address. (Cold-Warm Traffic)
ex. PDF or checklist with valuable quick solutions or a webinar, 5-day email challenge etc.
3. [Introductory Offer] Once they're on your email list or they follow you on social media, they are definitely interested and appreciate what you bring to them! Now's the chance to sell and introductory offer! At this stage in the funnel, you want to drive them towards some sort of low level purchase ($27-47) so you know they're ready to potentially pay for your higher level offers. (Warm-Hot Traffic)
ex. Lower end paid product or service that allows them to see what it's like to work with you and what results they can get
4. [Premium/Core Offer] Your premium or core offer. These are the offers that keep you in business. When you sell more of your premium offers, your business can grow and thrive. All sales funnels are ultimately driving sales of your premium/core offers. (Hot Traffic)
ex. a comprehensive 6- or 12- month coaching programs, high end software, exclusive masterminds, results-oriented high end consulting engagements
There are always folks who talk about crazy sales funnels that involve 8-9 email nurture sequences or lots of other bells and whistles. You DON'T need a complicated sales funnel! Make it easy on yourself and your ideal clients out there.
So there you have it!
A value ladder is a very simple pathway for your customer to get to know you and steadily work their way towards purchasing your premium products or services.
Here's an example of the value ladder sales funnel that could be used for a photographer, mortgage broker, realtor, startups looking for investors, medium to large companies looking for industry partners and influencers, insurance broker, health coach, business coach and others:
For me, there's nothing more rewarding about my work than watching my clients sigh a relief when we create their first sales funnel and set it afloat!
As an added bonus, you can finally start showing RoI for your time spent on social media!!
Truly, when a sales funnel is properly thought-through, aligned with your business goals and in place (or automated), there's no moreconfusion over what to post and when! You know what to talk about and what to share on social media. Everything is directed towards your sales funnel(s)!
You're finally in control!