Creating Your Digital Marketing Funnel

In today’s episode we’re talking about how you can create your marketing funnel, online.

In the last episode we talked about your content marketing and one thing I mentioned was having an opt in which gets people on your email list. Today we’re talking about all of that extra stuff that follows on from the sign up.

Listen to the episode to find out more!

Action items this week:

  • Map out your funnels

  • Create your freebies and opt ins

  • Draft your follow up sequences and book a time in your schedule to flesh them out

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A marketing funnel starts with a range of relevant opt ins for one topic, and the goal is to use those to get people to sign up, into one cohesive thing, which we recommend as being an email list for all businesses. You may also have mini funnels that get people to engage with you online and then those people in that funnel get your ads. Ultimately you are serving people, so that they will at some point, purchase. We recommend email since you own your list, and not much can stop you from contacting them, there’s no algorithms stopping you, so its cost effective long term.

You can use programmes like Funnelytics, or paper or a whiteboard to map out all of your funnels. Funnelytics is an online software where you can drag and drop icons, make notes and map it all out, and then save it on the computer, so you won’t lose it. I actually use the free plan, and it’s great, but there are extra features on the paid plan.

Every funnel needs a trigger, whether that’s an opt in like a free download, or a webinar, that allows them to opt into your email list. Everything above that is all about getting them onto your email list. Everything after is about keeping them and converting them to a sale. When you’re drawing this out it will start to look like a funnel, with water dripping from it, and will start to look more like a sand timer once you lay out all of the if this then that’s of your email list, so depending on how people engage with your first email, tey may receive one of two secondary emails, and so on and so forth.

You may choose to setup a welcome series which welcomes people, and gives them some resource before they start to receive broadcasts, or different types of emails.

In the lower part of your funnel, after the opt in, over time you can provide help and knowledge, and make a sale pitch at some point, moving the people who buy out of the flow, then serving more knowledge and assistance, and making another sales pitch. Some people will never buy, others need to gain more trust with you, before they buy, and some people just need to be offered something a few times before they take you up on it, so don’t give up when they don’t buy at the first pitch.

You’ll want to have some form of lapsed user function, where once people stop opening or clicking your emails, you try to re-engage them, then remove them from your list, so you aren’t paying for users who aren’t interested anymore.

I personally manage our funnels using Squarespace on the front end as our website, some of our opt-ins are built through Interact Quiz builder, and users opt in to Convertkit, and receive all future emails from there. Convertkit lets you tag your subscribers, based off of different actions they take on your website and in your emails, and what they sign up for, so you can tailor different emails to parts of your audience, and create sequences and automations, which your subscribers go through after taking certain steps. They do have a broadcasts function, but honestly, that’s the part I use the least. Convertkit also works seamlessly with Squarespace, with simple forms that can be added to any page, and customised to suit your brand, and they also link in with plenty of other tools too, so there’s no figuring out how you can get around hurdles. If you want to see how you could use Convertkit within your business, you can try Convertkit free for 30 days by clicking the affiliate link in the episode description or by heading to www.honeypotdigital.com/convertkit. 

Over time, your funnels will become more advanced, but for now, make a start. Get some opt ins done, have a welcome sequence setup, and a sequence of relevant email which can be sent to that person to be in front of them, in their inbox for a while. Then you can go from there, and tweak as you see fit.

Got a question? Get in touch and we can chat it through.

Emma PeacockComment