One product funnel for Animal science

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- If you've got a business, product, or service, and you want to make more sales then you need a sales funnel. Which is why in this video we're talking about what is a sales funnel and how does it work so your business can generate more sales, customers, and money in the bank. Let's get to it. (upbeat rock music) Hey there my name is Adam Erhart, Modern Marketing Strategist, and welcome to the Modern Marketing Show where we help you make marketing that matters. So if you're interested in learning about the latest and greatest marketing strategies, tools, tips, tricks, and tactics, well, you may want to consider subscribing and hitting that notification bell. Alright, let's talk sales funnel. Specifically, what they are, and how you can use to help generate more leads, turn those leads into customers, and turn those customers into life long and loyal brand ambassadors for your business. But before we dive in, let me know in the comments below either yay for funnels if you're already using a sales funnel, or not yet, if you haven't fully implemented them yet, but hopefully you're able to by the end of this video. Now, we've all heard that for someone to do business with you, or make a purchase, or essentially interact with your business, they need to know, like, and trust you. Well the beauty of a funnel is a nice and clean and really simple and efficient way to execute all three of these things in the shortest amount and most fluid way possible. But first off, sales funnels are nothing new. And they've been around pretty much since the beginning of business when the first business owner essentially invited someone in for coffee, had a nice chat, maybe then gave them a tour of their farm, and then offered to sell them a cow, or a goat, or sheep, or whatever it is people sold in those days. You see a sales funnel is really nothing more than a relationship building framework that allows you to take someone who has absolutely no idea about you, your business, or what you do and how you may be able to help them, and guide them effortlessly through the process, educating them, and essentially building the relationship as you go. Taking them from lead, all the way into happy and loyal customer. Now we're gonna cover the ins and outs and some of the details of a sales funnel in this video, but to make things even more clear, I'm gonna lay out a really nice, clean, and simple funnel that pretty much any business owner could benefit from and I'll put this right at the end of the video. So make sure to stick around for that. All right, let's dive into exactly how sales funnels work. The way that a sales funnel works is first by understanding and respecting the different levels or essentially different steps of the buying journey that a customer may be at. To put it bluntly, you basically don't wanna make an offer right at the very beginning of a relationship when they have absolutely no idea who you are or why they should care, or how you could even help them. It's a little like proposing marriage on a first date. Odds of conversion, pretty low. This is why a sales funnel helps to facilitate a nice and smooth introduction to you, to your business, to your product or service, and essentially guides them through at a pace that's comfortable to them. We do this in three stages, ToFu, MoFu, and BoFu. Silly words but powerful concepts. Let's start with ToFu, shall we? The very first step of a sales funnel is ToFu, or top of funnel. Aptly named the because it's at the top. This step is all about awareness and introducing your product or service or even a high level overview of your offer to your market. Now prospects at this stage of the funnel typically have absolutely no idea about you, about what you do, or about why they should care. It's for this reason that you wanna keep your ToFu content, or top of funnel marketing really low barrier, essentially you don't wanna come right out and ask for the sale, especially if your selling something a little more expensive or high ticket. Now you wanna keep commitments low at this stage and really keep that low barrier of entry by maybe giving away some free content and asking nothing in return or maybe offering something of a little more value in exchange for an email address and maybe a first name. Now some traffic and lead gen type activities for the top of funnel include things like blogs or videos or podcasts or essentially anything that allows you reach a large number of people relatively cost effectively so you can sort of reach them and then filter out the ones that might be interested to move them into MoFu, or middle of funnel in just a second. Also don't be afraid of paid advertisements at this stage because really what we're trying to do is call out our target market, see who's interested and get them to take action so we can move them further down the funnel. Good examples here might be something like Facebook, Instagram, or a YouTube ad that directs them to a free download or PDF giveaway in exchange for their email address so you can follow up with them later. Now prospects and potential customers that engage with your business or content in some way, shape, or form, well they get to graduate to the next stage, MoFu, or middle of funnel, again, not the most original name but at least it gets the point across. Now your marketing at this point should appeal to your prospect's interests and consideration. Essentially they already know a little bit about your business by kind of graduating through that ToFu, top of funnel content, so it's at this point that you can escalate things just a little bit further by really drilling down on their pain points and how your business is uniquely positioned to solve that for them. Basically, at this point you wanna nurture the leads that you may have acquired at the top of funnel stage by sending them value packed emails or re-targeting ads that give them more information, and essentially continue to build that know, like, and trust factor. You want to encourage them to take the next step and establish your position as an authority on the subject and an expert on what you're talking about. You can do this through, again, lots of value content, but as well making use of things like testimonials and case studies. Again, these are gonna be a lot more relevant at this stage because someone knows a little bit about you and a little bit about your business. So it's not like a case study's coming out of left field and totally irrelevant to them. Also at this stage, don't be afraid to start to really sprinkle in some offers and really educate them on what you do and how you can be of service to them. Again, because they already know you, at least at little bit, it's not gonna be irrelevant, and if they've engaged with you in some way shape or form, they've essentially self identified as someone that could benefit from what you have to offer. An example here could be some email follow up messages that not only educate and inform, and possibly entertain, but also sprinkle in some very strategic calls to action that direct them to your offer or next piece of sales or promotional material. The bottom step of the funnel is not surprisingly titled, the bottom of funnel, or BoFu. It's here that your prospects are far more likely to have both intent and purchase traits because they've already graduated through your top of funnel and your middle of funnel and they're still sticking around. This is why at this stage your soul mission is to make things as easy as possible for your potential prospects to purchase or engage with your business. Clearly define exactly what it is you're selling, who you're selling it to, and how it would benefit them. You also wanna make the sales process as frictionless as possible, by providing multiple calls to action, essentially limiting unnecessary steps, and again, following up in their preferred media choices, meaning email, possibly direct mail, putting links on your website, through social media, or however your ideal target market likes to engage with your type of content. Now at this stage of the funnel, at the bottom, you're able to keep things a lot more direct, after all they've already engaged with you, they already know who you are, presumably they already like you or at least believe that you can help them in some way, shape, or form, so there's no need to kind of go out there and re-educate them on who you are, and re-introduce yourself again, that'd be kind of weird, right? Hi, my name is Adam Erhart and you're watching The Modern Marketing Show where we help you, I already said that? I already said that. All that said there is some content that you can repeat here. Specifically educational, informational, entertaining content, and social proof elements like those case studies and testimonials because they only further to cement your position as an authority and expert on the topic. Some examples of calls to action that you could use at your bottom of funnel include things like a strategy session or a free trial, or maybe even a demo, depending on what you're selling. All right, so now that we've covered the sales funnel from top to bottom, let lay out a nice and clean and simple online marketing funnel that achieves all three steps as quickly and as easily as possible. For the top of funnel, we'll start with a Facebook ad, an Instagram ad, or a YouTube ad that introduces yourself and also creates some awareness around the problem your potential prospects may be facing. This ad in turn will direct them to a landing page where we'll collect their email address, and of course deliver upon the promise that we made in the ad in the first place, on the thank you page. For the middle of funnel, we'll follow up with an email series as well as some re-targeting ads that continue to educate and entertain and inform as well as paint a vivid picture of how much better things could be if they were to engage with your business. Finally, for the bottom of funnel, we'll ramp up both our email and our re-targeting ads, and we're gonna be a whole lot more direct about their pains and how we can solve them with the solution that our business offers. We're also not gonna be shy here about how they can take the next step, and we're gonna encourage them every step of the way. And that's all there is to it. A complete sales funnel that engineers the perfect relationship from stranger to prospect to customer. All right, so thanks so much for watching, I hope you enjoyed the video. I'm gonna make sure to link up another video on sales funnels right below so you can check that out too if you'd like a little more information on the subject. Also if you enjoyed the episode, make sure to give it a thumbs up, subscribe to the channel, and say hello in the comments section below. All right, so thanks so much for watching. I'll catch you next time on The Modern Marketing Show.