I want to outline a simple funnel for you.
Remember, a funnel is a series of steps/experiences with your brand that you want to lead a prospect through to get them to purchase.
One of the easiest funnels to create is your lead generating opt-in funnel.
I’m going to lay it out in the sequence for you then I will unpack it.
- Website or social media opt-in for your lead magnet >
- Welcome Email >
- Follow up email sequence that leads to a low-cost offer >
- If the offer is purchased, send the lead through a new customer nurture sequence >
- If the offer is not purchased, continue to nurture the prospect with a prospect nurture sequence >
- If the prospect does not purchase the offer after a reasonable period of time and they have not opted out of your list, move them to your standard nurture campaign.
A sales funnel starts when your prospect voluntarily provides an email address or phone number. For the purposes of our article today, we are going to focus on online marketing, so an email address is GOLD.
To get a prospect to opt-in to your funnel, the first step is to give them something for free that they want or need that has so much value that they would have paid for it.
This lead magnet should provide immediate value and be easy to consume or implement.
Another really important aspect of your lead magnet is that it should be directly tied to your core offer for the sales funnel. If you are a coach and your specialty is sales, your lead magnet should be about getting more sales or how to set up a sales conversation. You wouldn’t create a lead magnet that didn’t have anything to do with sales if that is your core business.
You have their email address, now what?
This will trigger a series of automation’s in your CRM.
[We love Active Campaign for this function.]
These automated emails will move the prospect through an experience — not an immediate sales conversation.
Your email sequence could look something like this:
- Opt-in confirmation – immediately
- Welcome & thank you + delivery of the lead magnet — 15-minute delay
- Featured benefit reminder of the lead magnet + reminder link — 24-36 hours
- Featured benefit #2 reminder + low-cost offer — 24 hours after prior email
Now, this is where you split your funnel.
If the prospect becomes a customer and purchases your low-cost offer, they will then go into your new customer nurture funnel. This funnel will reinforce the benefits and experiences they are getting from the low-cost offer.
If the prospect does not purchase, they will continue in this funnel:
Picking up where we left off above, after the first low-cost offer email —
- Featured benefit #3 reminder + low-cost offer reminder with time limiter (for only 48 hours or something like that) — 24 hours after prior email
- Assuming they don’t purchase, send a re-pitch of the low-cost offer with limiter — 24 hours after the last email
- Assuming they don’t purchase again, send a re-pitch of the low-cost offer with limiter, last chance email– 12 hours after the last email
- If they don’t purchase in this sequence, then move them into your standard marketing campaign with your regular nurture and sales email.
The goal of the funnel is to get the prospect to take action. If after a series of well-crafted emails and valuable information, they still don’t buy, the prospect is clearly not ready or you have not made a compelling offer.
If they haven’t opted out of your list by this point, you can continue to build the relationship over time and they may re-engage with the sales funnel on a future offer.