Structuring Your Sales Funnel
Depending on how you like to create your content, and how your ideal audience likes to consume it, there are several directions you can go with building out your funnel.
For example, if you only build a huge following of subscribers on YouTube and only utilize YouTube’s platform to deliver your content to and communicate with your audience, what happens if YouTube changes the rules on you?
What if YouTube one day says, “Hey, now we’re going to make you pay to reach your subscribers” or something else? This happened with Facebook fan pages a few years ago.
What a Simple Content Marketing Funnel Looks Like
With that said, let’s move into what an actual sales funnel can look like and how content plays a key part.
If you’ve done your homework (defining your target audience, deploying the 1 Question Survey, etc.), then you should have a good idea of what topics are going to catch the time, interest and attention of your audience. Next, you’ll want to structure your content in a way where it can give people a “quick win” and is simple to accomplish
For example, copy-and-paste simple and easy to execute.
People Want Simple, Fast and Easy
This lesson I learned by offering up two similar pieces of content to the same audience. One piece of content was a series in-depth training videos that shared some of my best tips and tactics
The positioning of that content made it clear on the landing page that these training videos went deep, and that you’d learn a lot in this series of online videos.
The other piece of content was a short eBook that was positioned as fast, easy and simple: “Get the EXACT words, phrases and formatting hacks … copy-and-paste simple … takes just a few minutes to apply!” Both pieces of content promised the same result but the eBook sounded much easier and simple to execute
What Effective Email Marketing Looks Like
email marketing is simple enough: You use an email service provider to collect the emails of people who opt-in to access your content, and then you set up automated sequences of follow-up messages that nurture the person along with more emails, eventually inviting them to purchase one of your products or services.
For example, once a person opts-in to access an e-book they immediately get an email that delivers the PDF along with a welcome note introducing them to me.
Next, they get put onto an automated sequence of follow up email messages, each one building off of that initial eBook’s content to take them further into my sales funnel, deep video training and moving into how to find, engage and sell to their ideal clients on the platform.
Finally, at various points during the email autoresponder series, they get invited to an automated webinar where you dive deeper into your subject or product.
One key approach with Content Marketing is to always analyze and adjust. You need to take a specific approach, deploy a strategy and study the results.
Keeping in mind your free content drills directly into the deep desires or problems of a specific, target audience you want to serve, the more likely the people consuming that content and booking follow-up phone calls with you are going to become customers.
Either way, the key in building out a simple sales funnel with content is making sure your initial offering hits that sweet spot of promising a desirable result with minimal effort.
If you can do that, you’ll have no problem getting people to share their emails or book discovery calls as a result.
Practice Professional Courtship
if you’re looking to sell a high-end product or service, you can’t simply give someone a free eBook or single training video and then pitch them on forking over thousands of dollars for your online course or consulting services.
Instead, you’ve got to take each person on a journey, moving beyond that first “quick win” piece of content to deliver more depth, value and insight into why working with you or utilizing your services is a no-brainer.
With email marketing and content delivery, you want to move people along a continuum, bringing them on a journey from small, quick and easy wins into heavier (and far more valuable) content that gets them to their ideal results.
How it Works
For example, when I want to ultimately sell someone my Online Course, I first get the person onto my email list by offering up a lead magnet like template or instructions with templates.
Knowing my ideal audience by now, and where they are at online, it is important that a quick win helps a person feel a sense of accomplishment and momentum as the journey begins.
Share Your Story
At this point, I need to mention, it’s not just enough to share great strategies and tips with your emails and follow-up content. You also need to weave your personal story and journey into your content and tips.
Your new email subscribers need to feel like they can relate to you, and sharing the journey you took to get to where you are today helps make you relatable, trustworthy and likable.
The idea here is to show (via sharing your story) the journey you went on with this particular topic and how your audience can do the exact same thing.
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