WARNING! You're 99.99% Wrong About What You Think You Know About Marketing Funnels and It's Costing You, Big Time!
Let's just go ahead and call out the pink elephant in the room, shall we?
The bad news is that everything you think you know about the different types of marketing funnels is (most likely) 99.99% totally and completely wrong! And as if that wasn't bad enough - that bad knowledge is stacking up and costing you, BIG TIME!
The good news is [that] the situation is repairable.
We simply have to do a bit a re-wiring and tinkering of what you've been taught so far about the different types of marketing funnels and the appropriate way in which you use them. :)
So, if you're ready to roll up your sleeves and clear out the clutter of misinformation that's been strangling your bottom dollar, then let's get right to it!
Back To Basics: The 4 Types of Marketing Funnels (And Their Functions)
First things first: your sales funnels are going to be your assets.
The business assets you're going to need in order to help drive sales and lead automation without you having to spend a lot of daily energy or focus on it.
These sales machines are meant to work on their own, but for each machine to function according to its purpose, you've got to have different "so-called" departments.
Think of any company's Human Resources.
There's one main hub of Human Resources, but there's several various departments. There's Recruitment + Selection, Compensation + Benefits, Health + Safety, Risk Management, etc...and all these departments make Human Resources function according to its purpose.
That's essentially the same way you need to approach your funnel marketing strategy as a whole so that all of your marketing funnels can do their jobs and ultimately position you for better results within your business.
Type of Marketing Funnel #1 - Sales Funnel
We all know of a sales funnel. It's the very one that most of the new business owners attack first and pile down on their market, saying "buy my stuff"!
They'll get online; start sharing links; they start spamming groups, and blast-messaging people who incidentally have no interest in their service or product. The implement the cardinal sin of salesmanship 101 - they become repellant!
But not you - nope! You don't want to be that Internet cliché, and because you're here reading this article, we can make sure that you won't be.
Instead, we want to be able to actually come into the business space - the marketing space -with some integrity, right?
A part of being able to enter your market space with integrity includes the understanding that there needs to be something (of value) in front of your sales funnel.
This type of sales funnel is what we would use to re-target people with; you wouldn't lead with this to cold traffic. We would lead with a Sales Funnel for a re-targeting campaign or for something within our email sequence.
This way we get to build trust upfront, increase our conversions and lower our cost per acquisition.
Now, in operating a successful sales funnel and when you're getting these leads to come in, you don't want to just say, "Hey, buy now, buy now, buy now," from in the sales pitch.
We want to get them to say, "Hey, here's something for free." We call it a valuable giveaway, which is actually what leads us into (pardon the pun)...
Type of Marketing Funnel #2 - Lead Generation Funnel
Lead Gen funnels start with offering some form of result in advance. Typically you see things like PDFs, guides, etc. It's usually something that's very easy for your audience to consume and it's something that's going to solve their major pain point.
It's gonna hit a nerve but also going to give them the solution. And by doing that, you're gonna be building up a list of people who are literally seeking out your solution.
Then, you'll get those inside your lead gen list to make a few different decisions that'll be based off how you follow up with them, and then you'll present your sales pitch.
WHAT'S CONSIDERED A VALUABLE GIVEAWAY AND HOW DO YOU CREATE ONE?
Figure out what their major problem is and then create a checklist or a pdf or a guide or something to solve it. (Remember, we want fast and easily consumable.)
If you don't have that content (solution) yourself then Google it, purchase a training, ask your mentor, etc. If you've conducted your market research, you should have decent insight into the types of solutions people in your market are looking for. If you haven't conducted your market research, now would be the time to start.
Start doing some research and then learn how to solve the problems your market is currently facing and then start to share it. This will also force you to learn some new stuff.
Type of Marketing Funnel #3 - Brand Awareness Funnel
In the beginning stages of our business, this is the funnel we spent a lot of time on. In fact, we still make sure to set aside a portion of our monthly advertising budget specifically for this funnel.
About 10% of our monthly budget goes towards our brand awareness campaigns, which does helps us with our reach, but it's not something we expect to see a big return on immediately.
We're playing the long game. :-)
Afterwards, they automatically get placed into the Sales Funnel.
HOW DOES THIS WORK?
You can segment each lead, as they move through each funnel. As an example; if they're in your Brand Awareness Funnel, you can give them an opportunity to opt-in to specific lead magnets. Now that you have them as a lead, segment them (or, group them) out based on the specific actions they make, and then get them into the Sales Funnel so you can make your offer.
See how you can bounce them around?
Think about your brand awareness campaigns as you sharing your "why".
What you share here will be a lot about:
- Why are you in business?
- Why did you do this?
- Why did you make these decisions?
That's a great way for you to think about this when creating the content for the brand awareness funnel.
Share your lifestyle. Share your businesses. Share behind the scenes to why your business is doing what it's doing. Those kinds of videos or insights are gonna let people see and genuinely feel involved with what you're doing - as though they are contributing to your growth on a deeper level than simply your sales.
Ultimately, that's going to help you create a stronger trust and help you sell more on the backend because they're going to then listen to you that much more.
Type of Marketing Funnel #4 - Content Funnel
Think about the content in this campaign to be made up of the what and the how. This is gonna be where your videos, your blogs and live trainings - this is where actionable strategy comes into the picture.
Examples of "Strategies" inside your Content Funnel:
- How To Achieve ______ Without Having To _______
- 27 Unorthodox Methods to ________
- STOP! You Don't Have To _______ To Get ____; Try This Instead!
See, inside the Brand Awareness funnel we go from the why, to the what and the how within the Content Funnel.
Content funnels is the marketing space where all the great things that you can share with your market that are going to help them get results in advance is shared. Next thing you know, you've made your job of selling that much easier, because now instead of the entry point being the Sales Funnel, the entry point now is either a Lead Generation funnel, a Brand Awareness funnel or a Content Funnel.
You now have three entry points, instead of the one.
You're also establishing trust by sharing value, goodwill, results in advance and more about WHY you're in business.
The truth is: sure, you'll have some people that come onboard from seeing some kind of sales pitch through a piece of content - like a blog or video - and then respond to your a call-to-action; but most will have to be reminded of their problem and your solution quite a few times.
More Helpful "Know Hows" About Your Marketing Funnels
When you get better with paid advertising, you can use your blogs as a solution to the marketplace, which will do two things: help you educate & establish yourself as a trusted source of solutions, and give you the opportunity to build a retargeting audience, also.
Building your retargeting audience this way works ridiculously well, because articles and information ("How-To's") do really well on places like Facebook and Google.
The Brand Awareness funnels are for the people who want to know your struggle.
People want to know behind the scenes. People want to see what you've overcome and when you can build a funnel around your brand and get people to say, "I really want to know more about you. How this all worked out and why did you do it the way you did."...you'll see a long lasting business develop right before your eyes.
Not to mention [that] when you share your why - especially social media - it just makes it easier for people to feel more comfortable and encouraged to take the actions you want them to, like buy from you.
Then, when you introduce things to your audience like the PDFs or lead magnets, you'll have the sales funnel and the content funnel working for you all at the same time.
Wrapping It Up: The Truth About The 4 Types of Marketing Funnels
Each marketing funnel is crafted and designed to serve a specific purpose, but when you start to mesh them together like a new entrepreneur might do, the consumer gets confused because they start bouncing around in places that don't make any sense to them.
And a confused customer is a lost customer! :(
Buuut... when you have a simple flow and everything set up on automation, you don't have to worry about each asset. You can just sit back and relax knowing that your customers are going through a process that's simple, makes sense and gives them what they need when they need it.
You're still hustling your ass off, but now you're doing it in a way that's organized, less stressful and it allows you to reach more people.
- Make sure that you're separated in your funnels
- Make sure that you understand the difference between the four funnels
Now that you've learned the real truth about the types of marketing funnels and their use + purpose, it's time to go back to your drawing board and assess how your funnels are currently functioning.
Share with me: what's your biggest takeaway from today's article?
Owner, Northwicks Consulting, LLC
Oh, and P.S. - if you'd like to know how to become grab our swipe file so you know how to create the lead pages, the sales letters, the ad copy and the email follow up...you can access that treasure trove right here.