and then we think about the rest of the
questions that we're covering here but
without knowing who the customer is all
of the other questions are just guesses
so get super specific on who you're
targeting first let's talk about how to
build a complete marketing funnel here
are six questions to ask when putting
together your marketing funnel to make
sure that it's actually selling
something people want to the right
people and making you money and building
a sustainable business which is the goal
of any real marketing funnel first Who
am I I'm Alex Berman we've generated
over 10 million dollars in sales I am
the chairman of a digital marketing
agency CEO of a software company and run
multiple businesses including a digital
products company a digital agency a
software company and more so let's talk
about the things that we think about
when it comes to launching new projects
and new businesses what are the six
questions that we ask when we build our
complete marketing funnels first what is
a marketing funnel a marketing funnel is
the series of steps that you lead a
customer through in order to buy your
product and the reason it's called a
marketing funnel is because it looks
like a funnel so let's say you get a
hundred people at the top in the first
step then by the next step you have 30
people then 20 and then two buyers at
the end and it looks like a funnel and
that's why it's called upon so here are
the six questions to ask number one who
are you selling to start by defining who
you're actually doing business with
because it's going to influence who
you're talking to how you're talking to
them and what you're actually selling so
first define the type of customer they
are actually selling to a good example
of this is when we go out to seller
software development services which
we've sold now to multiple Fortune 500
companies
I think first about who the customer is
that we're selling to let's say it's
large breweries in the United States and
then we think about the rest of the
questions that we're covering here but
without knowing who the customer is all
of the other questions are just guesses
so get super specific on who you're
targeting first we've developed a
Bulletproof discovery cold
script that will help you close
more sales than ever before inside
you'll find the exact questions that
have generated millions of dollars for
our company and our clients and the
strategies that have helped us book
calls with Fortune 500 companies to get
the script go over to email 10k comm
slash discovery then number two once you
know who the customers are you figure
out where are those customers most
easily contacted when we were going
after breweries to sell them new
websites what we wanted to do was get in
contact with them in the easiest way
possible now a brewery has a retail
location which opens up a walk-in
meaning we can just walk in there they
also have phones we could cold call or
we hit our strengths which is cold email
writing targeted emails to people in a
way that gets them to respond which we
also cover in our course email 10k if
you want to learn how to do that for
your business so where are they most
easily contacted means where do they
live where do they spend the most time
and where can you as a marketer hit them
in a way that's going to get them to buy
that could be live events that could be
cold calls it could be walk-ins think
about for your specific customers where
those customers are most easily
contacted and then build your funnel
around that a lot of the funnel experts
talk about Facebook ads and Instagram
ads and things like that but if your
customers are more easily reached by a
trade magazine then the funnel would
actually start with a trade magazine ad
and not a Facebook ad it all depends on
who you're targeting and where they're
most easily contacted then you think
about number three what are you selling
so far we've defined who we're selling
to where those customers are most easily
reached and now we're figuring out what
we're selling to those customers the way
I like to do it is sell via a case study
based on past results so for instance
using the brewery example before we
wanted to show these breweries that
we've built websites for other breweries
so we had a case study talking about how
we built this website for this other
brewery and within six months it
generated this percentage increase in
traffic
so for breweries we wanted a case study
that strongly demonstrated that we've
built websites in the past so we said
that we build a website for this past
brewery and within six months it
generated a certain percentage increase
in traffic which was true based on our
past case studies and if you need help
getting more case studies that's also
covered in the email 10k course so
that's what we were selling new websites
but we sell it through the lens of a
case study and a past win then that
brings in a number four what's the
easiest way to reach those customers
where they're easiest to reach so if
you've decided early on that your
customers are at trade shows then you
want to figure out what is the easiest
way to reach them at trade shows is it
by creating a booth is it by going to
the trade show and passing out flyers is
there a certain way that you should do
the booth to get the most attention what
is the easiest way to reach those
customers where they're easiest to reach
now it's a fairly simple question but
the answer is going to be very specific
for your business and once you crack it
it'll give you a leg up on everybody
else trying to sell to this customer
base then once you have that idea what's
the easiest way to reach those customers
maybe it is for a trade show booth or
it's for a cold email sequence or a walk
in plan then number five is how can i
implement version one of that thing
version 1 meaning the minimum that you
can do to start seeing results to see if
you want to keep investing in that thing
again so for us the cheapest way to get
in front of these breweries to sell them
websites was to send customized cold
emails so we went and we wrote custom
first lines we complimented the
breweries on either their website or how
long they've been in business we found
specific context to reach out to whether
the director of marketing or the CEO or
the marketing lead at those companies
and we sent them custom emails we sent
about a hundred emails in the first week
and we got results back that led to
multiple meetings we got at least four
meetings off 100 emails which could be
better but is good for a first test
hey we're giving away the email 10k
course to one of our lucky subscribers
for free to win all you have to do is
subscribe to the YouTube channel we have
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getting our free cold email optimization
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those steps for a chance to win our
thousand dollar course email 10k you can
get that for free so that was the
easiest cheapest way with version one we
didn't need to build a website specific
to the brewery's we didn't need to do
anything like that so what is the
easiest way you can do this to get some
results to then decide whether you
should keep going or not with this
marketing funnel and finally the sixth
question you should ask is how can I
improve based on feedback so we sent our
hundred emails we got four meetings what
can we do to get the next hundred emails
to generate eight meetings and that
answer was one we decided that we should
stick with the cold email concept but
two we decided to create a landing page
that is all about building websites for
breweries and the third insight we had
is let's add cold calling to the cold
email sequence to follow-up and adding
all those increase the number of
meetings we were able to get from the
next sent so it's not all about coming
up with version one of the concept but
it is about testing version one and
learning from what happens with that
version being tested in the marketplace
so those are the six questions to ask
how to build a complete marketing funnel
who are you selling to where are those
customers most easily contacted what are
you selling what's the easiest way to
reach those customers where they're
easiest to reach how can i implement
version one of that thing and how can i
improve based on feedback if you want
this list of questions click the link
down in the description below you can
have it all as a free downloadable
document I'm Alex Burman thanks for
watching like this video to encourage
this type of content what are you
struggling with when it comes to your
marketing fall let me know down in the
comments let's get a conversation going
if you like this type of content be sure
to subscribe we do business videos three
times a week all about sales marketing
entrepreneurship and how to grow your
business thanks for watching I'm Alex
Berman