If you’re like me when it comes to online marketing it can be a little daunting to figure out the right process and tools to generate leads, get customers to make purchases or simply to just fill out a form.
Let’s start with looking at what marketing funnel is. A funnel is the set of steps a visitor needs to go through before they can reach the conversion.
There are a few steps a visitor has to go through before they can purchase a product. Here’s how it looks:
- They have to visit a website
- They have to view a product or service
- They have to add a product to the cart
Why is the set of steps to conversion called a “funnel”? Because at the beginning of the process, there are a lot of people who take the first step. Then, as the people continue along and take the next steps, some of them drop out, and the size of the crowd thins or narrows. (And even further along in the process, your sales team gets involved to help close the deal.)
The top of the funnel is where everyone goes in (visiting your site). Only the most interested buyers will move further down your funnel.
So when you want to “widen the funnel,” you increase your advertising to new audiences, increase brand awareness, add inbound marketing, etc. in order to drive more people to your site, thus widening their funnel. The more people there are in a funnel, the wider it is.
You aren’t limited to using your funnel strictly for signing up and/or purchasing. You can put funnels all over your website to see how visitors move through a specific website flow.
You may want to track newsletter signup (Viewing newsletter signup form > Submitting form > Confirming email) or a simple page conversion (Viewing a signup page > Submitting signup). Figure out what your goals are and what you want visitors to do on your site, and you can create a funnel for it.
Once you have the data, you’ll be able to see where roadblocks are and optimize your funnel.
How To Build A Proper Marketing Funnel
I have, to be honest with you, its been very frustrating over the past few years to grow my online business and maximize my email list to it’s highest potential. Until now.
Face it things what worked before doesn’t anymore. Marketers and entrepreneurs that understand this and can adapt, are the ones that will thrive and find success.
If you spent time and money on online marketing only to see it fail and wonder what you could do differently to get a return on an investment. Then I want to introduce you to Funnels 2.0 and SSF Method.
My friend, Scott Oldford, has developed an incredible new way to use online marketing for those that don’t have massive amounts of time and money to invest and “hope” that it works. His entire concept is based on being super relevant to the humans that are your leads.
When it comes to landing pages, Facebook ads, email marketing, webinars… everything that makes up this online marketing thing… his method is amazing.
Scott’s method is called the Sidewalk, Slow Lane, Fast Lane Method (or the SSF Method for short). And it works by very carefully targeting leads based on where they’re at in their journey. No more “one-size-fits-all” approach.
Let me give you a simple example:
Each potential lead belongs in one of these lanes, depending on their current mindset. And if they come into your funnel from someplace other than the Fast Lane, you meet them where they are and help them move along in their buying journey.
Let’s say you are at a networking event and having a conversation with Denise. You don’t dig in too deeply, but you recognize she has an issue you could solve, if it is painful enough for her.
So very briefly, after asking her some questions about it, and seeing some interest on her part, you say, “Would you like my card? There is more information on my website, which is listed right here. We can also schedule an appointment to talk further next week.” (Sidewalk)
Denise accepts your card, thinks about it for a moment, and then asks if you are available to speak at 10 am on Tuesday.
When you meet on the phone on Tuesday, she asks you some more questions, you give her more in-depth answers than was possible at the event, and next you schedule an in-person meeting to continue the conversation on Friday. (Slow Lane)
Finally, on Friday, you meet in person. Denise even brings her partner, who has been filled in on the details of your solution. After 90 minutes of further conversation, Denise and her partner sign the deal with you. (Fast Lane)
Let’s look at this in the context of how business “in real life” looks…
- Very likely don’t even know they have a pain or a problem yet
- Not ready to purchase. At all. Don’t even try. They probably don’t even know you exist.
- They will give you a few minutes of their time to hear what you have to say.
You can reach Sidewalkers through social media like Facebook ads, The bring them into the Slowlane by pointing ou their pain points until it hurts too much to ignore.
- Know they have some pain. Are looking for knowledge and a process to solve it.
- Not ready to purchase, but want to learn more and are ready to build a relationship with a brand or person.
- As they spend more time engaging with you and your content, they begin to feel some obligation toward your brand.
- They are willing to give you a little more time in order to engage with you and with your content.
Now that the person in the Slow Lane is beginning to get to know you, they are beginning to trust you. When the Slow Laner is actively searching for something related to what you can provide, that is the best time to reach out to them. So most Slow Laners come either from your Sidewalk, or from a “discovery platform” like Google search.
- Understand what their pain or problem is. It keeps them awake at night.
- Know, like, and trust you and your brand
- Informed buyer. Will often spend hours consuming your content and engaging with you
- They often create a story in their head that prevents them from taking the steps necessary to solve their pain; it’s your job to move them away from the made-up story of resistance.
One of the key things to remember about a Fast Laner is they have consumed a lot of information from you, so their logical mind has already been activated. Now they are in a more emotional mindset, and are very ready to buy.
Scarcity is a good tactic to help Fast Laners cross the bridge from potential lead to customer. As with any person who is almost ready to buy from you, they will allow their thinking brain to come up with objections; so you should be prepared to handle those objections.
The important things to remember are that, as the online marketing world is shifting – seemingly – beneath our feet, the one thing that remains constant is the relationship you nurture with your leads and customers.
That relationship is build on your understanding their true needs, their mindset, and how willing and able they are to solve their problem at any point in time during their buying journey.
Human psychology doesn’t change much, even if the internet does.
And one of the most important keys to being part of that mental and emotional journey, of creating and growing that relationship, is understanding when and how to present relevant information to your lead. What are they ready to learn right now? Today?
If you are ready to dig deeper in this than I got something very cool for you.
Scott just released a brand new video that you’ll discover…
The REAL reason that online marketing doesn’t work…
Why most have to spend tens of thousands to make it work (and why it’s total nonsense).
Why the “3-lane” method is an entire game changer.
Regardless if you are still using networking and referrals for your lead generation…
Or you’ve been tinkering, but your marketing funnel and lead generation just isn’t working…
Scott’s going to level up your understanding…
He’s going to show you his SSF Method (Sidewalk, Slow Lane, Fast Lane) that has allowed him and thousands of other entrepreneurs to generate thousands of quality leads that have resulted in millions upon millions in revenue.
If you are a marketer or entrepreneur you need to know this stuff. Also, I was very scared to try the SSF Method myself but once I started it was very fun and the results so far have been amazing.
Go to Mentor+U and check out the following training:
Get in on this now! You won’t regret it.
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