Creating your marketing and sales funnel
Are you thinking of creating a marketing funnel to generate internet leads in your business? Or, do you already have a funnel, but it’s not converting very well?
In this article, I’ll be showing you behind the scenes of what a successful marketing funnel looks like if your goal is to generate leads and sales appointments.
Limited on time? Here’s a quick summary… A successful funnel to generate leads and sales appointments consists of five high converting landing pages: an opt-in page, video page (free content), schedule page, application page and a thank you page. Want to learn how to put this funnel together? You can keep reading… or watch this free video training I’ve recorded where I show how to create this funnel and use this system to generate 10, 15, 30 or more high quality leads and sales appointments each month… in a way that is automated, scalable and profitable.
What kind of funnel is right for you?
Before you keep reading… You should know: there are literally hundreds of different types of funnels that you can create for your business!
In fact, here is a picture of me holding the “Funnel Hacker’s Cookbook” by Russell Brunson from ClickFunnels.
Inside, you’ll find the “recipe” for almost every type of funnel you can think of, depending on the goal of your business…
Is your goal to sell a book? There’s a funnel for that.
Is your goal to get people to buy a physical product in an online store? There’s a funnel for that too.
Because there are hundreds of funnels to choose from, it’s sometimes hard to find the right kind of funnel for you and your business.
So, what if like most of my clients, your goal is to generate more high quality leads and sales appointments with your ideal clients?
Then you need to have a specific funnel in your business that is engineered to do EXACTLY that.
Let me know you what this funnel looks like…
The best funnel for lead generation and sales appointments
Generating leads and high quality sales appointments is incredibly important for most service based businesses and this funnel works incredibly well no matter who you’re targeting (b2b, b2c or both – it doesn’t matter!).
However, most service based businesses do not have a funnel or any kind of system that allows them to convert strangers into leads and sales appointments. Instead, they rely on word of mouth, referrals, or random enquiries from their website (which don’t happen very often).
This is what I call the “Old Marketing Model”.
To get leads and sales appointments online, you need to move to the “New Marketing Model”.
What is the new marketing model?
When you move to the new marketing model…
- You will ONLY attract the kind of clients you want to work with. You will automatically filter out the “wrong types of clients” and not waste your time.
- You can generate leads, sales appointments and clients on-demand and you’ll know exactly how many sales appointments and clients you are going to win every month with consistency.
- You’re in full control. You decide how many new sales appointments and clients you want to win each month.
The new marketing model is based around having a marketing funnel that is designed to convert strangers into high quality leads and sales appointments for your business…. on autopilot.
It starts with five simple landing pages
A high converting funnel to generate leads and sales appointments consists of 5 core landing pages. They are:
- Landing Page
- Video Page
- Schedule Page
- Application Page
- Thank You Page
So, how does it work and what does it all look like?
Let me show a real-life example below:
The Landing Page (or opt-in page)
This page is designed to show your potential clients that you can solve a big painful problem they have. It is designed to get your potential clients to “raise their hand” and say “Yes, I need help with this!”
They can do this by entering their name and email to learn more about how you can help solve their problem. Once you’ve got someone to enter a name and email, you have generated a lead.
Here’s an example of what this landing page looks like:
And when people click on the shiny blue button, they see an opt-in form like this:
Top tips to keep in mind for your landing page:
- Big headline at the top. It’s important the headline on your landing page talks about the biggest and most painful problem your potential clients have and how they can solve that problem. This is so important. Without a headline that talks about a real painful problem that you can solve, people will not take action and go to the next step.
- Make it clear who this is for. Don’t make your landing page a “one-size fits all”. In the above example, my landing page is designed to target financial advisors that are looking for high quality sales appointments. I also have landing pages for other niche’s or target audiences.
- Keep it simple. There is nothing fancy on this page. It’s incredible simple for a reason… Why? Because the less distractions you have on your landing page, the more likely your potential clients will take action and go to the next step in your funnel. Look at Google as an example. It’s simple, clutter-free and it works really well.
- Avoid distractions. On the landing page you want to remove as many distractions as possible. Don’t have a navigation menu. That is a distraction. Don’t have lots of images. That’s another distraction. Don’t have social media links. You want to avoid any and all possible distractions. The only thing you want people to do is go to the next step in the funnel by clicking on the big button to “learn more”.
- Have a button. A lot of people have an opt-in form rather than a button. But this can actually put a lot of people off, if it’s the first time they have heard about you. Instead, getting people to click on a button is a lot easier. Once they’ve clicked on the button, they’ve made a micro-commitment to learn more and then they are then a lot more likely to enter their contact info on the opt-in form. So on your landing page, have your opt-in form pop up after someone clicks on a button.
- Don’t give too much away on the landing page. One of the biggest things that can kill your conversion is giving away too much information before someone converts into a lead. If someone thinks “ohh I know what this person is talking about” (even if they actually don’t) then there’s a lower chance they will want to learn more. On the other hand, if you keep how your solution works relatively broad and entice them with curiosity, there’s a higher chance you can convert the visitor into a lead.
The Video Page
This page is designed to build trust with your leads. You can do this by providing free educational content.
Here’s the thing… Everyone says they can “solve a problem”. For example, “We can help you lower your taxes”, “we can help you plan for retirement”, “we can help you improve your productivity”, etc…. But actions speak louder than words.
So, if you can actually SHOW people how to solve their problem, it will build a lot more trust than words can on their own.
What type of educational content is best to show people how to solve their problem?
Sure, free PDF guides and eBooks are nice, but in 2019 video is a much more powerful way to build trust and get people excited to work with you. At the end of the video, if people want to learn more, give them the opportunity to schedule a call / apply to work with you.
Here’s an example of what the video page looks like:
Tips for your video landing page:
- What should you say in your video? First, talk about your potential clients big problem. Let them see you understand them. Next, talk about possible solutions to that problem. For example, if you offer accounting services, one option is to do the accounts themselves and another alternative option might be to hire a freelancer. What are the pros and cons of each alternative solution? Next, explain what YOUR solution is and how it’s better, for the right type of clients, than the alternative solutions. Finally, tell people if they want to learn more about your solution, then click on the button below the video to schedule a call.
- Keep the video length short (but not too short). The video is designed to build trust, so if it’s too short, you need to ask yourself: can I really build trust in a 1 or 2 minute video? If you can, then great. But if you can’t, don’t be afraid of making the video a little longer to really educate and provide enough value to your potential clients. I normally recommend clients keep their video length between 5-10 minutes long.
- Keep the video simple. You don’t need anything fancy on the video. And you don’t even need to be on camera if you don’t want to. You can use a simple powerpoint or keynote presentation to create your video. The most important thing is the content inside the video and that you can genuinely help solve a problem that your potential clients have.
See an example of what the video looks like here.
The Schedule Call Page
This page is designed to allow your prospects to easily book a call straight in your calendar. The advantage of doing it this way is that you don’t have to go back and forth over email trying to find a time that you and your potential clients are both available to speak. The prospect can just book a time to speak straight in your calendar.
Here’s what this page looks like:
Tips for your schedule call page:
- Use software to save time. Tools such as Calendly to allow people to book a call with you straight in your calendar and can be integrated on your landing page by copy and pasting some code.
- Try not to allow people to book a call too far in advance (more than 14 days). If they schedule a call too far in advance, they might forget who you are or not be as motivated to work with you.
The application page
This page is designed to get people to pre-qualify themselves and to allow you to learn a bit more about the person you’re speaking to before the meeting.
Here is an example of what this page looks like:
Tips for your application page:
- Don’t ask too many questions. Keep it short and simple. On my application form I ask 5 simple questions.
- Ask questions that are actually important and necessary. For example, the first question on my form is “What is your business website?”. This is important for me to know so I can do some research and learn a little bit more about the prospect before we speak.
- Use online software to create your application form. You can use software such as Wufoo.com to create simple online forms and embed them on your website
The Thank You Page
This page is designed to let your prospect know that they have completed all the steps and that you’re looking forward to the call. It’s also a good place to put some additional resources about you and your company so they can learn more about how you can help them before speaking to you.
Here is an example of what this looks like:
Tips for your thank you page:
- Say thanks. Let them know everything has been confirmed and what the next steps are.
- Give prospects helpful resources. These can be links to your website to see your case studies, your blog or anything else that you think will be good for your prospects to check out before the appointment with you
How to get this funnel up and running
You can use funnel building software such as ClickFunnels or Kartra (I use both… but lately I have really been enjoying Kartra’s all-in-one features…) to create a funnel like the one I’ve just show you…
But you might also be wondering:
- How do you know what to actually SAY on your marketing funnel landing pages?
- How can you get your ideal clients to find and go through your funnel (using both free and paid methods)?
- How can you integrate your funnel with email marketing software to automatically follow up and nurture your leads?
I’ve put together a free online masterclass training that shows you exactly how to do all this and more. Click here to watch the free Masterclass Training today.