Explaining Sales Funnel: Simplify Your Document Workflow

How to create outlook signature

today we're going to talk about sales funnels you just keep one of those in your office Brandon no I found it in my garage I honestly immediately regret this joke and I guess that's not even safe right uh no definitely not okay but for real understanding how sales funnels work is really important this is how you turn strangers into customers almost everything that you do in marketing is intended to either get people into the sales funnel or to get them to work through the sales funnel it's like a money inside right yeah pretty much I I mean that's the way to look at it so I'm actually going to take your job today Kenny and I'm going to tell everybody what we're going to be talking about in this video so in this video we are going to talk about the definition of sales funnel then we're going to talk about the Aida model we're going to talk about how you can actually make a sales funnel and then we're going to talk about what to do if yours doesn't work but before we get to that my name's Brandon the voice in the sky here is my friend and video editor Kenny who's just along here for the ride so I'm sorry but I zoned out when you're doing your outline and just looked up sales funnels on Wikipedia the free online encyclopedia because why else would I be doing anything and it said the purchase funnel or purchasing funnel is a consumer focused marketing model that illustrates the theoretical customer Journey towards the purchase of a good or service then it sort of showed off this absolutely janky Microsoft Word graph I mean just look at this funnel mate that's really something like the information is good but you know you can you can do it a little better in Cana exactly so is this a purchase funnel or a sales funnel okay so both terms are actually right but sales funnel is going to be the one that you're going to hear more often online and that chart as much as we rag on it is pretty accurate even though the text isn't centered yeah but regardless of the PO graph design what does it actually mean you know like when you're actually trying to Market something okay so in an actual practical sense when you've got a good sales funnel in place what that means is you're going to have a way to get people to pay attention and then take an interest in what you're actually selling and then you'll be able to give them the information they need to make a decision one way or another which ideally is going to result in an action which is them purchasing from you I kind of get what you mean but that's still really abstract do you have any examples yeah definitely okay so let's uh let's take this product there's LOM me it's uh basically a very fancy compost bin for your kitchen when they first started up they went through Kickstarter and before that they had made a landing page it kind of looks like their current I couldn't find the original landing page sadly now their funnel went like this they ran ads on Facebook and also on Instagram to get attention and then they pushed people to this landing page where they dropped a lot of information got interest collected people's email addresses then when the kickstarter launched they had a lot more details on that page which people could read and then see if it was actually a good fit for what they wanted it for and for those who decided it was Kickstarter makes it really easy to back the campaign in therefore for make a purchase oh so kind of using my slide analogy the stairs of the ads going down the slide is a landing page which you Splash into the emails and then you get given a towel which is like your Kickstarter page and then you dry yourself off for a sale pretty crap I know but please I'm doing my best something like that and the multi-step process basically gave people um everything that they needed to feel good about making that ultimate purchase now does Lomi fit into the Aida model yeah in fact it's a it's pretty close to being a textbook example of the Aida model and for those who don't know Aida stands for attention interest decision and action now sometimes you'll hear people say desire in place a decision and sometimes you'll see action broken out into intent purchase and loyalty I guess as always marketers can't agree on anything yeah almost as bad as philosophers honestly we're always trying to one up each other so it doesn't really matter which one you use kind of like philosoph right what did I say something yeah it it really doesn't matter in this it's really just a theoretical construct the whole point of that model is just to help you troubleshoot your sales funnel if you can't seem to get people to make a purchase no matter what you do as everything digital marketing related it's all about how you actually put it into practice Yeah that's exactly it but how do you actually make this though like it does seem complicated I mean the lomy funnel has five whole steps yeah but there's no doubt about it it's it's complicated to set up the first time you do that but it it gets a lot easier to to make sales funnels after you get started with them like a pretty straightforward example take email marketing that's really really common and it's surprisingly effective for launching new products or courses or even Services sometimes as well you just brushed over it was five whole steps and you just go on with email marketing again Brandon typical yeah yeah yeah yeah yeah yeah don't at me it works it works so so basically what you do is start by setting up some simple email marketing and a tool like clavo or MailChimp it doesn't really matter what tool you use no matter what people tell you you just need a way to store the emails and then automate a handful of emails to go to new people that sign up spaced out over a few days or weeks so you don't overwhelm them with a bunch of stuff they don't want and once you got that automated automation set up you put together a nice landing page now there's fancy software like clickfunnels for this but honestly if you just use Shopify or WordPress or Squarespace or anything like that you can set up a landing page it's as good as any of the professional ones you see so on that page you describe your product and you you do everything you can to get people to sign up by email for a email marketing funnel that is so when people land on the page you use what's there to build interest and you know collect emails to keep in touch and maybe help them make their decision yeah that's that's exactly right and then you've got to get people to um you've got to PE get get people on that landing page in the first place of course you can't just set it up you need the attention too and there's a whole bunch of ways you can do that as well too you've got ads you got search engine PR which can include podcasts and guest blog posts and influencers all that stuff you get the idea you really only need one of these methods to work very well for you and then once you have all this stuff in place you pick a time to launch um and you make sure all your launch Messaging compels people to take action whether you do like Kickstarter or you just set up a page on your site and just make it easy to make a purchase so what you're saying is you use ads SEO PR basically Whatever Gets people to pay attention push them to the page get their email and then pick a laan state to get them to take action that sounds quite straightforward that's right you got a lot of options so what if your product or service is already available you can still use the Aida process it's just simpler what you need to do then is just get attention in the ways that work for you not all of them just the ones that do push people to your shopping page and and use the page self to build up the interest and help them make the decision with good pictures and a good description of that stuff if they feel compelled to buy they're going to take action on their own CU people know how to shop online you say people know how to shop online damn right they do people love purchasing items e-commerce is big but what if you're selling a product in a store and you can't use any of our fantasy Shany digital marketing tricks so as big as e-commerce is like 80% of sales are still brick and mortar or whatever and and in that case your packaging does the heavy lifting what is on there needs to get people's attention they're help like give them what they need to be interested and then make a decision basically you you do enough to catch people's eye and then you give them all the facts on the box itself with pictures product info whatever hey I like your pun there you know packaging heavy lifting okay that that joke really fell hard but what you're saying very clear example that it's quite so conscious on the consumer front as a market of The Bu products it's completely intentional but I have to wonder what do you do if this stuff doesn't work yeah what do you do if it doesn't work so I'm actually going to shoot straight for you and here's the thing that like doesn't make it into super slick YouTube channels oh boy you okay bate it's yeah it's it's just that most of the time like stuff is not going to work the first time you try it that's where the real work actually comes in you can set up this marketing phone the way I described it and it is actually pretty easy but getting it to function is hard I know what you want the word that we always come back to it's product Market fit and you yeah and you need to communicate that and also find a way to get your messaging to um match what your audience is looking for as well and there's just no way to know what's going to work ahead of time is that no there's just there's really no way to know in advance it really comes down to testing and patience and experimentation and trying stuff and seeing what works and what doesn't people gloss over this cuz like it's not glamorous but it's also why we get paid to do what we do yep just like dating for the first time you have no idea what you're going to do but how do you actually troubleshoot a bad marketing funnel so that's where Aida comes in handy again because there are basically four different places that your marketing funnel can break down and if you can figure out which one of those areas it is you can actually take the right action to fix it if you aren't making sales what you can do is ask yourself these four questions are people seeing the pitch when people see the pitch does it engage him in a meaningful way three are people left with unanswered questions that will stop them from making that purchase and four are people actually taking action so starting off with number one seems fairly obvious if people don't see your pitch and you just have to make better ads or do more PR or get good at SEO or email marketing yeah it's it's basically that's where you should focus your time you don't want to try and reach everyone in the world of course but you have to at least get out in front of your target audience if you don't do that you can't even make any sales in the first place I mean yeah your product may be usable for all ages but what Target is actually going to use it now I think I get to number two as well if people land on your page and click away after only a few seconds and the product itself is good enough to catch attention like woo look at this but the way you're pitching it might probably like woo look at this right and it's a sign that what you need to do is work on the messaging to make it more consistent with whatever it is that got people to click on the ad or read the article or whatever you did to get their attention in the first place yeah it's clear that even the four questions are like a funnel now with number three what do you mean by unanswered questions to stop people from purchasing okay so before people make purchases on some level they have to trust you even subconsciously and so they've got a bunch of questions that are going on in their head unanswered and they need them answered before they whip out their credit card or or turn over their and they're hard earn cash and they want to know is the product good quality is this going to meet my needs is the price right you get the idea it's a bunch of stuff like that okay so you basically want to make sure that people believe they will be glad they made the purchase of the product exactly you want to try and guess what their objections are going to be and Ward them off so I guess number four means you literally just need to give people a reason to take action mhm that's right you need to make sure that your shopping cart works and that your purchase button is easy to find and that you don't have to set up an account and stuff eliminate the tech issues but also make sure that even if people make a decision to purchase they don't just punt the purchasing part to some unknown date in the future or even worse cart aband which companies hate so basically what he's saying is please purchase stop procrastinating like I do pretty much like a Time limited discount is one good way to do it but ultimately some sense of urgency um will give people a reason to take uh will give people a reason to take action and they won't wait forever so it's like jangling some keys in front of an ADH person one trying to explain something but how do you actually test all this stuff without wasting a ton of money time and the amount of keys for the ADHD crowd I I feel like we feel like we should point out that you're talking about yourself a little bit there so that people don't think you're beating up on ADHD folks just just a little detail there goes my water bottle you can leave that in all right so basically you were you were getting a great question a minute ago point is um with sales phones you want to start as small as you can a little PR a little ads a little organic content marketing just whatever you need to do to get a few leads in start testing with them but not enough to suck up all your time and money and that's going to get people to get on your landing page and start watching and you can pay attention to their behavior and you can keep it simple and just see if like a good percentage of them actually do what you want them to do like turn over their email but if you want to be really proactive there's tools like um hot jar where you can click on a page and see how long they'll stay there and all that stuff now what if you're selling stuff in a physical store yeah so that's a trickier one but you start small there too you only get in a handful of stores and you build relationships with the store staff and you get info on how people react this isn't really my area of expertise cuz a lot of what I do is online so that's the best answer I know how to give right now so to wrap this all up a sales funnel is the process you push people through in order to get them to see a product want a product and then buy a product yeah that's exactly right and like 10% of the work is setting up the funnel and the other 90% is testing it yes that is also very very very very true it's mostly testing now as you're likely aware we have further content on this subject in our mastering digital marketing playlist which you can find uh here probably on the screen somewhere and if there's anything that we've missed in this video anything that you want us to cover or expand upon more um then just please let us know down in the comments below and as always thank you for watching and if you like that video give us a like it goes a long way smash your brain into subscribe button so you know when new content's coming up and if you want to be a real fan and I know you want to be tickle that notification Bell for when the next video goes live