Learn More Earn More Business Growth Podcast Do Marketing Better Segment
Host: Brian Webb
Ep. 8 - 3 Sales Funnels You Should Be Using To Grow Your Business.
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Hey, welcome to the Do Marketing Better segment of the Learn More, Earn More Business Growth Podcast, sponsored by Whatbox Digital. I'm your host, , and this is where I bring you short, snackable, bite-sized tips and tricks to level up your marketing and help you grow your business faster. So let's jump on into today.
Welcome, everyone. Today, we're going to talk about three sales funnels that you can and should be using to grow your business. And I want to start by saying, if you're not using sales funnels, I can nearly guarantee you that your marketing doesn't work. One statistic that most people are not aware of is this, 21 to 24. I say it again, 21 to 24. That's the minimum number of interactions that your prospect has to interact with your brand before they will go through the three phases of a relationship. One, some level of awareness or curiosity. Then, some trust gets built through enlightenment over a period of time. And then, the final stage, commitment. They actually engage with you. They connect with you, they convert, they join your email list. They actually schedule a meeting with one of your sales reps. So if you have a website or a billboard or a radio spot that assumes that by running that radio spot or having your website live, that somehow people are going to come and give you all of their money, I can probably guarantee you that you are not generating any ROI on your marketing.
So what does a sales funnel do? A sales funnel allows your prospects to go through those three stages in a period of time that is more in alignment with the actual realistic period of time it takes for people to go from not knowing who you are to trusting you, to actually giving you money for your products or services. So today we're going to talk about three. There are many, and we will have more episodes in the future, but since we're keeping these Do Marketing Better segments of the podcast brief, we're going to talk about three sales funnels that you can and should be using.
So here we go. Number one, and this is by far the most common funnel you've ever seen. In fact, if there's one you're aware of, it's probably this one. It's what we call the lead or the squeeze funnel. This funnel typically has two pages, sometimes more, and it's a squeeze page, meaning you drive traffic to a page where you give them something of value in exchange for, at the very least, their email address, sometimes their phone number, their cell phone number.
So you have the squeeze page and then you typically take them to a thank you page where you offer the next step of your value offer. So again, the goal of the squeeze page is to make an offer where you get someone to give you their email address in exchange for what is often called a lead magnet. It's called a lead magnet because its goal is to attract your dream customers to you like a magnet. When creating your lead magnets, try to create something that your customer, your ideal customer avatar, will love, while at the same time repelling the types of people that you don't even want to work with.
I won't go deep on this here, but here are some of the most common types of lead magnets we've used at Whatbox Digital and you've probably seen, an ebook or a PDF, a course or a video series, infographics, a template, a case study, white paper, a video. If you're a SaaS company, a free trial to your software, or a free membership, a coupon or a discount, a quiz, or a survey, a contest entry, a checklist, a registration to an event, gated information. Gated means you allow a portion of the content to be consumable or visible, but if you want to read the rest of the article, for example, you have to give some information. A physical book or physical good. That's 17 are the most common types of lead magnets that we've used and that we've seen others use.
Here's an example of a headline and a sub-headline. A headline example might be, "99 secrets that will change your business." The sub-headline, or to support the hook, might say, "Want to know how we took our business from zero to over a hundred million dollars in sales in just three short years?" So that's a quick example of a lead or a squeeze funnel. Obviously, once you have that email, it's now your goal to nurture them with a sequence of retargeting and emails that will help them to go through those three phases of a relationship over a period of time, giving you more customers.
Funnel number two, sales funnel the survey funnel. Typically, this has at least three pages, the survey page, a squeeze page for each group in the survey, and a results page for each type of person with a message tailored specifically to them. So to explain, your survey, which can also feel like a quiz, will ask a series of questions. And after the last question, the user, the person going through the survey, will be taken to a page where it "calculates" the user's responses. Finally, the user is redirected to a page that says, "based on your responses, we've pinpointed the solution which is costing you the problem. Enter your name and email, and we'll send you a 'solution' to your problem." The purpose of a survey final is to separate your visitors that come to your website or your landing page. People might be responding to your ad or organically showing up into different buckets, so you could speak directly to their specific pain.
While you might have lots of questions in your survey, only one of them is important, only one of the questions in the survey is going to determine the bucket your visitor lands in. Once you've directed them to complete the quiz or the survey, they're directed to, again, a calculating pop-up that explains their results that are being calculated. After they give you their email address, they're taken to a results page where you can show them the case study or the story and then make them an offer.
So for example, if you're a business that is, let's just say, you're in marketing, like Whatbox Digital. And we might have a survey that hypothetically asks you three or four questions, but one of the questions might be, what is the biggest problem that you're dealing with in your marketing or in your lead generation? And then, depending on how they answer that question, they're taken to a specific page that speaks into that problem and allows us to give them a solution to that problem in exchange for that email address or that cell phone number. So that's the survey funnel.
One little bonus pro tip on the survey funnel. The more you customize each results page and the more you customize the follow-up final for each of your audience buckets, the higher your conversions will likely be. So take that with you today about the survey funnel. Again, there are tons of sales funnels we could talk about that can help you grow your business. But today we're going to talk about just one more. The third one, the summit funnel.
The summit funnel has three pages, a registration page, a special offer page, and your broadcast pages to deliver the content to your registrants. So here's how it works. A summit funnel is basically another type of lead generation funnel, but one that is strategically designed to let you leverage other people's traffic, other people's audiences. And at the same time, co-brand yourself to build your own authority in a market. You can use summit funnels to quickly build a list and develop relationships with other influencers in your market.
So let's jump in a little deeper. What is a summit? It's a virtual event. A virtual summit is a free online conference, and when organized and executed just right, it can really be an incredible business growth strategy which sometimes requires no ad spend. So instead of spending time and money mastering paid traffic, a virtual summit kind of allows you to partner, not kind of, it does allow you to partner with dozens of other established businesses in your niche, or thought leaders, driving their targeted traffic from their lists into your funnel to grow your own subscriber list all in a matter of weeks.
So let's think about this for a second. And again, we've got to keep this short for today. Let's just say that I want to do a virtual summit and I go find 21 speakers. These are people that I'll interview. There's no actual live event. This is all prerecorded interviews. And let's just say that I go and get, I'm picking a name at random, Tony Robbins. That's a big name, right? And let's just say that Tony Robbins, who by the way, has millions of people on his email list, but let's just assume for today that he only has, let's just say 10,000. Well, by inviting him to be in our virtual summit, he is going to email and promote his list of 10,000 people, all of his social media followers, to come and also sign up for this summit basically. Right?
And they do, guess what? They're now on my email list. So I get two benefits. One, I get the benefit of being associated with Tony Robbins, and I get the benefit of pooling his email, his followers, his subscribers, the people who would do business with him, into my email list and into my sales funnels. So real quickly again, let's talk about how this works. The invitations. First, a person, you, who organizes the summit. You're known as the host. You invite a group of colleagues in their respective niches to be interviewed. Your ideal interviewee is a colleague in your niche who has their own email list of your ideal customer avatars. A good-sized summit has about 30 speakers, though you might likely find yourself approaching more people than that before you arrive at the final list of confirmed people to be in the summit.
Now, let's talk about the interviews. You are going to host, you're going to prerecord your interviews with all of the participants, all of the speakers in your summit via Zoom, whichever tool you want to use, you're going to prerecord these, and then those will be broadcast online for a limited period of time later during the summit event. Last let's talk about the promotion. Motivated sometimes by affiliate commissions, meaning you might actually share revenue from this funnel, from the summit, with the people who are actually speaking in the event but basically motivated by affiliate commissions and/or the prestige of being a featured speaker in your event, guest speakers join with the host, you, to promote the summit in advance of the interviews being broadcast. This is the key. By using a well-constructed virtual summit funnel, the host can collect the email addresses of everyone who opts in to watch the free summit, as well as sell products to the summit registrants.
So when your guest speakers promote your summit to their list, a portion of those subscribers will become your subscribers, which is how your own targeted email list grows. I could go so much deeper on strategies like how to make this summit funnel profitable, but whether or not the summit funnel is profitable, it can absolutely be used to grow your business and increase revenue and generate leads.
So that's it for today, three funnels, three sales funnels you can use to grow your business. One, the most rudimentary, the lead or the squeeze funnel. Second, we talked about the survey funnel or the quiz funnel. And then, we just spoke about the summit funnel. And mind you, when we start talking about sales funnels, it's hard for me to stop. But since we're trying to keep these episodes short and sweet, a marketing snack, if you will, we're going to stop here for today. And if going through these so quickly just seems overwhelming, no worries. This is exactly what we help clients do at Whatbox Digital. So check out our website, whatboxdigital.com. We are here to help.
Hey, thanks for listening to the Do Marketing Better segment of the Learn More, Earn More Business Growth Podcast. This podcast is sponsored by Whatbox Digital. Whatbox Digital exists to coach business owners and leaders to make better marketing decisions, have fewer regrets, and avoid the expensive, very expensive, pitfalls and costly mistakes of bad marketing that just doesn't work. To learn more about how we can help you improve your marketing and grow your business faster, check out whatboxdigital.com and I'll see you on the next episode. ________________________________
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