Hey everyone!
Jason here, digital marketing consultant.
And in this sales funnel creation guide, you're going to learn the basics of how to put together
a sales funnel.
Of course, we'll start with the definition of what a sales funnel actually is.
And then talk about some of the software you can use to put this together for your own
business.
Now make sure you check out the links in the description, because there'll be some playlists
on how to drive traffic, put together your content marketing plan.
So we actually get people to your sales funnel and of course, click by click tutorials on
setting up all of the pages, email sequences, and writing all the sales copy for your funnel.
Here, this video is designed for beginners.
So if you're just new to the sales funnel thing and trying to figure out what the heck,
all these moving parts are, this video is for you.
So before we dive into the pages and the software and go through this funnel diagram, let's
go ahead and just define what on earth a sales funnel is and why it's so important to your
business.
And simply put all a sales funnel is, is a strategic process of taking someone who has
no idea who you, are all the way to a happy customer.
And that's it.
It can be really easy to get sucked into all of the different softwares or advanced automations
you can do.
But at the end of the day, this is all about connecting with people.
So at the very top of our diagram, we have prospects and this represents everyone in
the world who could potentially be an ideal customer for you.
So this doesn't mean literally every single person.
This is every single person who could possibly do business with you.
And essentially the goal of your ads and your content is to build awareness that you and
your company actually exists.
And so if you have a content marketing strategy, then like a Facebook or Instagram or YouTube
account, and they start following, liking and sharing your stuff, then they become part
of your audience.
There's a certain level of awareness of who you are and what's your business does.
And then once they're a part of your audience, or they're starting to see your ads, then
we want to turn them into a lead.
And lead is essentially someone who we have their name and email address, or at the very
least just their email address.
And then finally, we want to turn those leads into customers.
Now the sales funnel is very much all about turning leads into customers.
So if we're looking at this diagram, we're thinking, where does a sales funnel actually
start?
It actually starts at the end of our audience section where we're driving people to something
called a landing page.
Now we'll get into what a landing page is in a little bit here, but the first step let's
go ahead and look at all of the different elements needed for your sales page.
So this diagram is another way of looking at your sales funnel, what we're looking at
each individual element broken down.
So we start with your audience and your ideal customer.
And of course, this is all of the social media accounts and potential ways people can find
you.
And then we use advertising and content to drive them to our landing page.
And once someone enters their name and email on our landing page, then they'll become a
lead.
And so the way we get people to provide their contact information, cause they're not just
going to provide it for free is using something called a lead magnet.
We've got two more on each individual element in a moment here.
And then once you have that email information, you're going to be able to, well send them
email.
So you'll send them a couple emails, making sure that, that they enjoyed whatever they
got, whatever the lead magnet was.
And then you'll also start sending them to your sales messages.
Of course you don't want to make, you don't want every single email to be salesy because
then nobody will want to open your emails, but we'll get to how to have a good balance
of relationship and rapport building and sending emails to actually make some cash.
And then from your sales page that people have come to via your email, then you're going
to drive them to a checkout and ultimately they purchase your product or service.
So now let's go ahead and go through each element individually here.
We're not going to really, we talking about the traffic side of things.
We'll just start with the landing page because that's the first part of your sales funnel.
And all a landing page is simply one page on your site that doesn't have any external
links that does one thing.
It offers a lead magnet in exchange for some contact information.
Now you can ask for more than a name or email, but I highly recommend you just start with
the name and email because the more fields you ask for the less likely someone is to
enter their name and email, which means the number of people who actually join your email
list and get into your funnel is going to be lower.
So unless you're, already having a problem of too many people and too many sales, then
go ahead and just ask for that name and email on the landing page.
So here are the essential elements of a landing page, and then we'll go through two live examples
at the very top here you have your headline.
And all the headline needs to do is communicate to whoever your ideal customer is, answering
the question “Is this for me?
And what's in it for me?”
Then we have a call to action, which is just going to be a button where they can click
to enter their name and email, to get the offer.
We have a couple of bullet points that just briefly explain what the heck they're going
to get.
And those are for the type a personalities who aren't just going to click the button
as soon as they read your headline.
And then if you have any testimonials or social proof, it's great to add those to this page.
I'll show you what that can look like.
And then if we have an image of whatever our lead magnet is, then we'll go ahead and put
that graphic.
So it's very tangible what someone's going to receive as a result of entering their name
and email.
So here's an example with some copy filled out, we'll briefly go through it and then
two live examples.
This is clearly telling how to rank your videos even if you have a small channel.
And if you're interested in some copywriting formulas, go ahead and make sure you check
out the links in the description to that.
Then our call to action is simply click rank my videos and a little popup to collect their
name and email will show up.
Our bullet points, simply go over what this free guide is going to allow them to do.
And then if we had any testimonials, those would be at the bottom.
So let's go through our live examples here.
So the first one we have is from digital marketer and they're offering a 60 second blog plan.
As you'll notice that these pages don't have to be really complicated to put together.
They all have pretty much the same elements, a quick headline, a couple of bullet points
about what the offer is we'll get to how to put together an offer in a second here, and
then a call to action where prospects can enter them name and email to become a lead.
And if you don't have any stories, social proof or testimonials, you can simply do what
they did on this page, where they have, He has a picture of himself, cause he's the face
of the company.
And then a little quote, just showing you the human element and letting people know
that, “Hey, I'm a real person and we're not going to spam you.
If you provide your email.”
Now this next one is from the King of funnels, Russell Brunson.
And this is for one of his products that teaches people essentially how to write sales copy.
And so this particular offer is a free video training and they're calling it a webinar.
So if you see webinar, that's pretty much synonymous with free presentation or free
video training.
They're just changing a couple of the technical aspects of it, but it's essentially just a
video that trains people and then tries and sells a product.
So here you can see he has a headline.
He has a preview of the training.
So if someone clicks on that preview, actually a little box pops up where they can enter
their name and email, credibility, I know it's really small, but both of those short
bios really just build up how both of these individuals have a tremendous amount of experience
and essentially why you should trust them.
Again, bullet points, another graphic of what they are going to receive and a call to action.
And that's all there is to it, to putting together a landing page.
So make sure you check out the links in the description, some videos that walk you through
how to actually build the landing page from scratch the technical aspects.
Won't get bogged down with those details right now.
So the way a landing page works is it's offering something for free, right?
Either a video training, some sort of PDF, maybe some sort of free tool.
And this is called an opt-in offer or a lead magnet.
And this is what makes your entire funnel work, right?
Because if you don't offer something for free, then no one's going to enter their name and
email.
And then they ultimately won't receive your emails cause they won't be on your list.
And of course they won't buy any of your products or services because they'll never see the
sales page.
We don't want to start with just saying, “Hey, buy my stuff, buy my stuff, buy my stuff”.
We want to start the relationship with value.
And this is where the lead magnet it comes in.
Because we want to demonstrate that we can be helpful before we start asking them to
do business with us.
So there are a couple of things you can do for your lead magnet.
I highly recommend starting off with just a PDF resource guide or step by step guide.
So for a resource guide, you can put together a simple PDF or diagram.
You can use a free tool called canva to do this, and it's just a valuable list or collection
of information.
So think of it as you're doing research for your ideal customer, or maybe you have a tremendous
amount of experience and you know, the best sources or places to get things done or tools
to use.
And you can offer that in exchange for their email information.
Now, if you don't want to do a resource list, the next type of PDF you could put together
is a step by step guide.
And this is where you solve a quick problem for your ideal customer.
So this could be a cheat sheet, blueprint, assessment, quick start guide.
I also like hacker's guide too.
And so here's an example of a lead magnet that we've put together for one of our agency
funnels and it's simply analytics checklist.
It's just 10 pages.
And it briefly goes through what people are doing wrong inside of their analytics accounts
and how to quickly fix them.
And so the goal of this is to essentially say, “Hey, you probably have some stuff
wrong with your analytics account.
Here's how to fix it.”
And then hopefully they're able to fix it.
They're able to see that, “Oh wow!
I didn't even know this.”
And then that way, when we start the sales conversation of, “Hey, here's all the other
stuff we can fix an analytics.”
They're much more open to it because we've already demonstrated that we can be helpful
fixing their analytics account.
Now, if you want to be fancy and put together a video sales letter or a sales presentation,
we'll get to that right after we talk about emails.
So the next part of this process, really the blood of your sales funnel is going to be
the emails.
Because the emails are how you're going to stay in front of your leads and make sure
that they get to your sales page.
Now, there are some funnels where you drive people, you'll skip the PDF and you'll just
drive them straight to a sales page.
If you're doing that well, we'll get to that in a second.
So you'll have five to six emails that go out and all these emails do over the first
week after they've entered their name and email and started your sales funnel is the
emails are all going to be all about whatever you're trying to sell.
So you can follow this particular email sequence.
Feel free to pause on this diagram.
If you want to copy this particular five email sequence, but there's really no hard and fast
rules here.
Essentially, you just want a couple of emails that deliver some more value and then talk
about why they should check out your sales message.
And speaking of your sales message, this is the engine of if the emails were the blood,
then this would be the engine or the heart.
And your sales message is what's ultimately going to take a lead into a customer.
So you can have a sales page.
You've probably seen sales pages before they have a nice headline at the top.
And then it's super, super long text.
I know you all, you may wonder like who reads that, but long form sales letters really do
work.
Of course, now most people just put together a video sales letter.
So you've probably seen something like get a free presentation or sign up for a webinar.
That's essentially a video sales letter.
You can just call it a webinar or call it a free presentation.
And essentially what you do is you do the same thing that you do with your lead magnet.
You help them solve a problem.
You give a list of XYZ, you go of resources.
You can go through a case study and essentially it just delivers value in the first part of
the video.
And then the second part of the video talks about whatever the offer is.
And a little button pops up at the bottom that says you can buy.
Now.
Now, if you have no idea where to start with your sales letter, I highly recommend going
over to Amazon, just pay the $13 to get the ultimate sales letter by Dan Kennedy.
It is a one stop shop, for how to actually write sales copy.
There are a lot of very expensive sales copywriting training out there and video sales letter
and webinar, you know, scripts and formulas, but you can skip all that, just get the $13
book and you will literally have everything you need to write any type of sales message
that you will ever need to write.
So once you have your sales letter, whether it's going to be a webinar, a training, or
just text and some pictures, then you're ready for the actual checkout.
So the checkout sequence is essentially just that a checkout sequence, right?
You, they enter their credit card information and they purchase your product or service.
Now there is something fancy and this keyword being fancy that you can do during your checkout
sequence.
And this is called having upsells and down sells.
So essentially what happens, and this is we'll get more into this.
When we talk about the software you can use.
But essentially what happens here is they enter their name and credit card information.
They hit buy now, enrol now, and then instead of taken to “Thanks, your order’s complete,
here's all your cool stuff.”
You go, “Hey, maybe you want this thing as well.”
And that's all an upsell is just making another offer right after they've purchased your product
or service.
Now why on earth would you want to do this?
Well, simple.
Let's go through some quick, basic math here to show you why this is so powerful.
So at this point, someone has gone through your entire funnel.
They've hit confirm to buy, and now let's say 10 people have purchased your product.
Well, if your products $25, then your average transaction value is 25 bucks, 10 people at
$25, average transaction value is $25.
However, let's say, for example, you added two upsell offers.
Maybe you offer an upgrade package or you offer some sort of other product or service
that's somewhat related to your core offer.
And the first one is $50.
And the second one is 200 bucks.
Well, even if just one out of three people say, “Yeah, sure, I'll pay an extra 50 bucks”
in one at a 10 say, “Alright, fine.
I'll pay $200.
It sounds pretty good.”
Well, all of a sudden your average transaction value has gone from $25 all the way up to
$60 without making more content, without running more ads, without getting more people to go
through that first part of your sales funnel by simply saying, “Hey, I have this other
cool thing that I think you should try.”
This is an advanced strategy though.
You don't have to have upsells and down sells in order to have a sales funnel work.
In fact, I don't recommend even worrying about these until the rest of everything we've talked
about is actually working.
Cause I'm sure as you can tell by now, it is quite a bit of work to set up in the beginning,
but it doesn't have to be super complicated.
So now that we understand what a sales funnel is, what it's designed to do and all the individual
elements.
Let's briefly, and I mean briefly go over some of your software options.
Because there are a ton of different sales funnel builders out there.
Some that are overly expensive and some that are so cheap with such terrible quality builder
that you should just never, ever bother.
So I'm going to go through four different examples depending upon your situation and
a link up in the description to some videos that take a deeper dive into comparing and
contrasting all of these options.
As we go into this, just remember, there's no one size fits all solution.
So let's say you're brand new, this whole sales funnel thing, and you have a very, very
tight budget or a $0 budget.
Then this first marketing stack is for you.
It's going to be using something called mailerlite, which is a free email auto responder.
And to collect payments, you can use PayPal or wave because mailerlite does not have a
checkout function.
The advantage of this is you'll be able to set up your landing page, send a bunch of
emails, have a sales page and collect payment information, for $0 on software.
So check out the channel for a video that actually goes through how to set up this entire
sales funnel, the technical aspect of it for free.
Now the next one is if you actually do have some money to spend, or if you are already
on WordPress.
So WordPress is the go-to platform for bloggers and content marketers.
So if you don't know what WordPress is, then let's just go ahead and skip this.
You don't need it, but if you're already on WordPress, then using a combination of thrive
architect for all of your pages on your WordPress, then you can use an email auto responder,
get response, convert kit or mailerlite.
Mailerlite is the free one.
If you're going to have a membership site on your WordPress site, then member mouse
and thrive themes is all you need.
You can also check out a onetime solution called thrive cart.
Again, links in the description to all of these softwares.
Cause there are a lot.
Now this next one is, if you don't have WordPress and you do have somewhat of a marketing budget
to spend at least 50 to a hundred dollars a month, then I would recommend trying out
something called GetResponse.
GetResponse actually will take you all the way through the funnel until the membership
site software.
So you're going to be able to send all the emails you need, create your sales pages,
your landing pages create your checkout and they don't have upsells and down sells though.
But you will be able to collect payment information using one on piece of software.
So if you're brand new to this and you just want to pay for a piece of software and get
up and running as quickly as possible, GetResponse is the one for you.
Now I have a big budget and you like the idea of GetResponse.
Then these next three might be for you and that's ClickFunnels, which is a hundred or
$300 a month, depending on which plan you choose Kajabi, which starts at about 120 and
then Kartra, which starts at 90.
And these are all in one solutions where they're going to be able to do all those fancy upsell
down-sells.
They actually will allow you to put together membership websites and of course, send emails,
create your landing pages and your sales pages and anything else that you would imagine and
need.
And if that thoroughly confused you on which piece of software to choose, go and comment
below with your software questions.
I do read or reply to every single comment and we can help figure out which solution
is best for you.
So thank you so much for watching.
I sincerely hope you got some value out of this video and you have a better understanding
what the heck this whole sales funnel thing is.
And maybe just a small inkling on which of the four tiers you fall into in terms of software
you should be looking at to put all of this together.
So go ahead and hit that like button and subscribe for more basic sales funnel videos, just like
this one and click by click strategy videos, for building all of your sales funnel pages
and of course, putting together your traffic campaigns.
So until the next key building the business you love.