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all right you probably already know how effective a lead funnel or opt-in funnel can be to help you build an engaged email list for your organization but maybe you've struggled to know exactly what type of funnel you need and how to build it the right way today we're going to dissect seven popular lead funnel types and look at the five key ingredients you need to make an effective funnel also that you can know which type of funnel you should build first or next for your organization hi i am ben co-founder of louder agency we help nonprofits and purposeful brands reach and engage more of the right people online so they can have a greater impact on the world we do this by using intentional marketing systems like lead funnels lead funnels or opt-in funnel subscribe funnels can be an incredibly effective tool in your organization's marketing toolbox creating all of assets for an effective funnel though takes time and effort which can feel really risky if you're not certain that it's going to actually help you grow because none of us can afford to waste resources on something that doesn't work so today we're going to dig into some of the popular opt-in funnel types to look at exactly what assets you need and how they all work together but first let's look at the five key ingredients of all effective lead funnels we're going to unpack each of these in more depth in future videos but to get us started you've got traffic sources is first you're going to see blue boxes on all the diagrams today and those are going to represent different traffic sources this is how people get into your funnel typically this breaks down into paid traffic sources organic traffic sources and then earned traffic sources second up are landing pages these are going to be the orange boxes landing pages is where people actually interact with your funnel typically these are opt-in pages and then some type of delivery pages for whatever thing that you're promising in your funnel all right third is email series which are the yellow boxes this is how you start to nurture a relationship with new subscribers this is a triggered email series so once somebody actually opts in to your funnel it's going to start an automated series of emails which is part of the beauty of of resource funnels like this because it's all it can be all automated it can work 24 7 and it can start to nurture those relationships before you have to really jump in and do anything email series is where you actually deliver on your promise by delivering the thing that you have promising in the the opt-in page and you start to build trust affinity and excitement in that series of emails all right fourth up is the valuable resource itself this is these are the white boxes this is the thing that you actually offered in exchange for an email address typically this is going to be a video or a pdf or some other type of consumable resource or possibly an experience and then fifth is the next step action these are the green boxes this is what you want people to do who are your ideal audience so that they can go deeper in relationship with your organization so again people who are not the right fit hopefully your funnel is going to make it clear whether somebody really trusts you and they have that brand affinity with you and they're excited about continuing a relationship with you and for those who are who check all those boxes you want to give them that next step in the funnel so that they can go further with you and not just consume the funnel and then go away typically this is like maybe scheduling a call with you or joining a community if you have a community online or possibly even just sharing the funnel with other people maybe engaging with you replying to an email somehow or even making a small donation or some other type of low commitment entry point offer with your organization so now that you know those five key ingredients though we are going to look at how we can arrange those different ingredients together into seven popular lead funnel types and then help you figure out exactly which of these types is for you again we're going to dig into each of the components of these different funnel types to really talk about how they play together but you can see how they flow here again blue boxes are traffic so the the first funnel type that we're going to talk about here is a free download funnel this is by far the most popular lead funnel type you have probably entered your email address and opted in for some type of free pdf download before and that is this funnel right here that you probably got into the blue boxes of traffic again you mix organic traffic sources paid traffic sources and earned traffic sources the beauty of a funnel is that every opportunity you have to get in front of the right people if you have a funnel available on your website you can point people to that funnel that resource that they can opt in for and that gets them onto your email list so that you can start to nurture that relationship with them and it gives you the opportunity to prove yourself at the beginning by delivering value up front so blue boxes traffic sources all of those point to one location which is your opt-in page for a free download you're gonna have a page that's usually pretty short where people can opt in for that download if they say no then you can add them to a retargeting audience and continue to show them ads for the next week or two in case that no wasn't a no i'm not interested but instead it was just a no this isn't convenient right now if they say yes typically you're going to want to send them to a confirmation and delivery page this is a page that just makes it clear that when they enter their information you got their information they're on your list and gives them a button to immediately download that resource so having that quick delivery on the promise that you made is important just to prove that trust and then underneath that button where you actually let them download the resource you want to go ahead and show them that next step offer you're going to show this next step offer multiple places but you want to start here with the first thing that they see after they opt in which is that landing page and so you've got the next step offer down down down below that on the page which is the green box when they say yes though this also triggers the email series so we've got a three email series here the first email needs to include a direct link to download the pdf that you promised again uh remember people who are on their phones they may see let's say they see an ad on facebook for your free pdf they click on that ad they enter their information then they click the button to pull up the pdf that pdf is now in a browser inside facebook on their phone and if they're busy maybe they're you know shopping or out doing something where they can't really engage with it or try to save it once they click that little x and close that window down even if they're really interested in your resource that pdf is gone that page is gone they are not easily getting back to it so you really want that first email to be sitting in their inbox whenever they get home or get to a place where they can actually stop and engage with your resource and you want that link easily available so that they can get back to the pdf quickly and easily this is also the place though where you tell your transformation story which is that transformation that you provide to people through whatever service that you provide and you want to hopefully excite them about that possible transformation that you can help them achieve as well and hopefully that this pdf resource helps them achieve at least takes one step towards achieving that your second email you want to follow up on that resource also link back to the pdf hey just in case you haven't downloaded it yet here's that link again make it super easy for you but then you want to tell an experience story how have you actually helped somebody else achieve the transformation that you promise so that you can build trust and prove that it's not just you making promises but you actually deliver on those promises you've delivered in the past and so you're likely to deliver in the future right this is where you can also make the turn at the end and say if you want to achieve a similar outcome you can take this next step with us go go deeper basically and then email number three which is going to go out a couple of days after that is where you can really cast a vision about why you exist what is your mission what is your origin story not your origin story and that what are the dates that everything happened and who did what but your origins are in that why your why why do you exist what do you believe about the world what what do you think is broken in the world but you see a vision for a world where that problem no longer exists and you are working to make that vision a reality because if people have that same affinity for your mission that same why then they are more likely to want to take that next step action and that's how all of these pieces fit together all these pieces fit together very similarly for all seven types of funnels we're going to talk about so i'm not going to go that deep into how they all fit together moving forward here but the free resource funnel is an easy way to kind of make that make those connections because you've probably gone through a funnel like that on your own so with this free resource funnel what types of resources can you provide well that could be something really short like a checklist or a framework that you've developed some type of training tool maybe like a one-page pdf of sorts it could be maybe like a if you're in a ministry organization that could be a devotional guide maybe a targeted devotional guide specifically for families specifically for students maybe or for like a men's ministry or women's ministry something like that it could be a fun family activity guide maybe a summer activity guide or some other seasonal resource around christmas time or advent or something else it could be a visitor guide or a larger informational booklet we've done this for christian schools where we've created the whole visitor guy that gives a a person who's interested in the school everything that they need about what what is the experience of the school like and how do you register and what are the steps to go through um if you haven't a book this could be the first chapter of your book book first chapter funnels are very very popular uh or you could even just be an entire ebook if you develop an ebook maybe you blog regularly and you've got a category of blog posts or a series of blog posts that you could put together into an ebook format and then make that ebook available as a download on your website remember people will opt in for convenience so even though all those blog posts exist separately putting them up putting them together into one thing that people can just download and consume all together can be a great resource that you can make available this could also be an ultimate guide if you provide some type of guidance toward creating something new or how to accomplish something big you can create that ultimate guide to whatever ultimate guide to starting a financial ministry at your church or something like that and put it all together into a large pdf though that walks people through every step of the process or it could even be something like a prayer calendar maybe a prayer calendar specific to your cause here's 30 days of prayer for you know children in uganda something like that and you can something that you can put up on the fridge and you can just be reminded every day of something to something to pray for something to think about so that is the free download funnel this is again by far the most popular type of funnel that people use but it is not the only one so we're going to talk about six more types really quickly here the second is an on-demand video i like to think that if if you could stand on stage and get in front of 500 of your ideal audience members what would you talk about and now if you could just package that up into a video and talk for 20 30 40 minutes on a video format is that something that people would actually opt in for if so try it record a video put it on your website behind an email opt-in build a funnel like this and see if it works or it doesn't have to be you teaching a topic it could be a virtual tour of the work that you do on demand if you record the the work that you do whether that's overseas work or domestic work and give people a tour of what that actually looks like and then make that available in a funnel it could be a training seminar or maybe even just the first session to a larger seminar or series that you already have that exist that you can make available for free if you do webinars this could be a recording of that webinar that you make available the replay on demand this could be a recorded bible study or an interview with a relevant influencer or expert as you'll see the funnel structure is very similar especially in the front part we do make a couple of small changes where you we do a confirmation pop-up so that you don't have to add that that confirmation message just to let people know that that you got their information after they filled out the form on the video page it just keeps your video page a little bit cleaner that way when you link back to that page because instead of linking directly to a pdf download in your first couple of emails you'll be sending people back to that page that you gave them immediate access to when they opted in to be able to watch that video but other things are still the same optionally you can have a link on that page to download a supplemental pdf resource but the more important thing is at the bottom of that page you still have that next step action available for people to do so once they've watched the video they can go deeper with you and of course you point back to that action in your email series as well all right let's see what's next a video series so similar to a single video it may be that you have a series of videos rather than one longer form thing you could split up a training into individual components maybe a multi-part virtual tour or a mini course maybe you've done interviews with different people on a particular topic and you could do those separate interviews as separate videos and do a topical interview series or a topical training series like a mini course possibly a step-by-step guide if you've got different steps to get toward a goal you can break those up and have people teach one idea have people do a little implementation on the first idea and then send an email a day or two later and teach the second idea and have people do the second part and implement that before you go into the third idea and so forth possibly even again if you're a ministry organization doing devotionals maybe rather than just doing like one longer devotional you could break up a book and offer um devotionals on you know different chapters of a book for people or maybe it's not the bible maybe some other book if you there's a a trade book or maybe it's even a book that you wrote if you have your own book that you have produced for your organization offer up uh study guides or discussion guides something like that as separate video components that maybe small groups or teams can watch together and be able to have a more in-depth discussion about the ideas that you have within your book the structure again pretty much the same but a little bit different in that you've got rather than one page we have an individual page for each video and then each email links to that emails page so email one is going to link to that first video and then email two is going to have a reminder link back to that video hey in case you haven't watched the first one yet here's a link to go check it out today but today we're actually going to talk about the second topic and link over to the second video and so on and so forth for however many videos you have in the series but then toward the end you always want to make sure to point back to that next step and at the bottom of each of those video pages you want to make sure and point people back to that next step of it to go deeper in relationship with you all right number four no video at all this could just be an email challenge so um opt-in and now we're going to send you a series of emails maybe it's a seven day prayer challenge and every day you're going to get an email that's going to give you a topic to pray about for that day or maybe it's a 30 days of kindness challenge or 30 days of good deeds and serving others maybe 30 days of gratitude and each day you're going to get an email that's going to give you something else to be grateful to think about to be grateful for or a different challenge of how to show kindness to other people today maybe it's a 14-day healthy marriage challenge and you're going to get different things to think about and to to maybe even do to encourage or just go deeper in a relationship or maybe questions to ask with your spouse um the idea here is you don't have to have a confirmation page you still need an opt-in page that you can send traffic to but once people opt-in it's really all about giving them some type of confirmation and then starting that email series and each email could link to a page where you have additional resources each email could link out to just some other resource individually like a pdf download for that day or a blog post or a video that's even on youtube or some other video hosting platform and not on a landing page of yours at all at any rate you've got a series of emails for however long your challenge is i would recommend no more than 30 days in a challenge and then toward the end you just want to make sure and make it clear that people can take that next step in in a relationship with your organization as well all right number five is a quiz or assessment again similar format except on your opt-in page you're either going to have the quiz itself or you're going to have a button that when i click it it's going to maybe pop up the quiz now you don't just have the quiz and a good opt-in page is going to give people a lot of content at the top of the page that explains why this is important why they would want to actually opt in for this and what outcome they can expect but for a quiz typically you're going to have people actually take the quiz and answer the questions and then at the end of the quiz you're going to ask for their email address so that you can send them their results you can still give them access to the results page but if they enter their email address then you can actually email them the results and more information about the results and what that means for them these quizzes could be a what type of something are you it could be a knowledge based quiz so test your knowledge on this topic it could be more of an assessment type quiz where you can grade yourself or grade your team or grade your family or some type of you know grading on whatever topic or area that you cover so types could be you know personality types knowledge could be any topic and an assessment could be you know what type of leader are you or grade yourself on this area of the specific area of leadership and how well you're doing based on this particular criteria or rubric the best quizzes you have a little bit of logic built into the quiz itself so that based on my answers to your quiz you're going to send me to one of one of multiple pages at the back end based on my answers so maybe there are you know four different buckets that you're going to put leaders in and so based on my answers you're going to either send me to page a page b page c or page d and that's going to give me more information about that specific type of leader that i am and how to you know what to do with that information similarly for your email series ideally you want to be able to tag people when you add them to your email list with whether they scored a type a b c or d and then that first email is going to be specific to that type so you would have four versions of the first email that give me more information about what type i am and what to do with that information but then your following emails the second and third don't have to necessarily be type specific those can then be more general to everybody who opts into the series which then of course points people to that next step with you all right number six is a pledge or a movement so sign the pledge join the movement typically on that opt-in page you're going to have that sort of manifesto or that commitment that you're asking people to make really emphasizing why this is important and valuable often times that next step is going to encourage more action or maybe sharing because a lot of the signing the pledge or joining the movement is all about raising awareness of a problem and getting people to commit to taking some kind of action toward a solution but a lot of that solution is oftentimes just the first stage of getting a lot of awareness out in the world about the problem and so pretty typical format you've got that pledge and then maybe you have a confirmation page that gives people those specific next actions that they can take right away and then you have the email series that follows up with a very similar kind of here's why this is important here's what you can do about it and you know thanks for being part of this community really a lot of that sort of inclusion and community language around a lot of pledge and movement that kind of format and number seven is a resource hub let's say that you have different um trainings that you've created or workshops or maybe you have a lot of downloadable resources rather than just offering those up as individual lead funnels that people have to opt in for you can put them all together into one overarching account whether that's through an actual like you have to create an account service or whether it's even just sort of an aggregated page that has lots of resources on it that you can give people access to maybe you have a whole series of devotional guides or resources to help people lead in whatever like ministry area or leadership role that they have you could even add on a community component here and include people into a facebook group or using some other platform that encourages more interaction but giving people free account access to a hub of resources is another great lead funnel if you have that grouping of resources that you know are valuable that people want access to and that can make their life easier and help them be better at what it is they're trying to accomplish so those are the seven most popular types now which type is right for you great question here are some questions to help you figure that out first of all think about what resource do you have that already exists that you could build into one of these structures as i was talking through the structures did you think to yourself oh yeah i've got one of those we could build the funnel around that thing itself or if not maybe you have a larger product or service offering that you could splinter one piece of that out maybe it's one of the pdf resources that you use in that larger service offering that you could pull out and then make available for free or maybe it's the first session of a series of sessions that you typically do with your audience that you could just go and make that first session available for free if people opt in or think about what are the common questions that you get from new people that come into your ecosystem that you could answer either in a video or maybe in a written pdf and make that available so that you can answer those common questions for people remember the right answer is oftentimes the one that you can execute quickly and with very little effort you can always iterate later you can always create more funnels later but the best thing you can do most of the time is just to get something started so that you can start gathering data and see what does or does not work for your organization when you're trying to reach new people it is important though even critical i would say that your resource one delivers actual value to your audience and then two is specifically relevant to your ideal audience you don't want to give away something that anybody could opt in for knowing that you're not trying to reach just anybody you want to make it a specific solution to a specific problem that is specific to your ideal audience because this is oftentimes the first commitment that you're making to a new person coming into your ecosystem and so how you deliver on this sets the tone for the rest of your relationship if you make a great impression here with new subscribers then you'll earn the right to nurture more relationships and grow your organization which is what we're all trying to accomplish alright if you like this video please subscribe to our channel you can learn more about marketing fundamentals so that you can intentionally grow your organization online