How To Create a Marketing Funnel

TL:DR

(Too Long: Didn’t Read)

This article covers all the elements of the most simple but highly effective marketing method I know.

Simple in that it can be set up today, Effective in that you’ll generate more subscribers than you believed possible all while treating your subscribers like they should be treated.

Introduction

Think back to the last time that you encountered a high-pressure salesman or saleswoman.. (we are all for equal opportunities here.. anyone can be a dick!)

Got that firmly fixed in you mind?

Right, so what happened?

Let me guess, it probably went something like this .

You were browsing around a store and they approached you,

“Can I help?”

“No thanks. I’m just looking”

“Have you seen our daily special offer ? It’s perfect for you, here try it on”

“No it’s ok I’m just browsing”

“Here,it really suits you, just come to the changing room”

That isn’t  the way marketing should be.

You know how it goes. I bet it made you feel great.. nah! didn’t think so,  In fact, it might have even made you feel guilty.

Sometimes we really want to just browse and take our time to make up our mind about what we want.

In this article, I want to show you how to make sales and generate leads without being a dick.

I want to show you how to attract the perfect subscribers and how to engage with them and have then engage with you.

 

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Want another example?

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Who are engaged subscribers more likely to buy from? the guy they don’t know who just tries to sell or the guy who provides great value and treats them properly?

The answer to that is a no brainer.

In this post I’ll show you every element you need, in fact, you’ll get to experience a simple but effective funnel as you go through this post.

I call this method Hive Marketing and I’ve worked at refining it over the past 12 months so that it works in multiple situations. Hives are simple sites that create an environment where you can engage with your audience. Because they are so simple to set up you can have several hives working at the same time.

If you want to know what a Hive looks like… this is one baby!

Simple sites with no distractions and designed to educate and inform.

Learn More About Hive Marketing Get our Free Hive Marketing Guide Click the image below

Let’s Go!

Actually, hold back a second, it’s time to check your preconceptions in at the door.

How many times have you been sent to a landing page promising something you wanted.

Let’s say it’s :  How To Create Origami Ducks.

You enter your email,  probably that one you keep for moments like this :nospaminthisinbox@gmail.com

You get forwarded to a $7 report “Origami Ducks and Swans For Beginners”

Next, you get an email from someone you don’t know and they offer you ” Origami Birds For Every Occasion ”

Sound familiar?

You know that people actually teach that don’t you?

Go Figure!

There Is a Better Way.

The Right Way To Market

Now let’s do something different , let’s build an engaged audience BEFORE we try to sell to them.

Let’s give great value upfront and let’s put all thoughts of selling on the back burner.

If you look around you at this blog or my other blogs there is nothing to buy on them  yet they are responsible for a six figure income.

Once again.. Go Figure!

Stick with me for the next 10 minutes or so and I will show you a better way to market.

I’ll show you exactly what I do to build my business.

We’ll create a simple funnel, give amazing value, build a relationship with our new found subscribers and then offer them the chance to learn more by buying our products.

Your simple funnel consists of 5 items

An article that appeals to your target market

An audience

A content upgrade

A simple engagement series. (5-7 emails)

Something to sell (your own course, service or an affiliate offer)

Your Article

Your article is the start of everything, it is the top of your funnel and will be responsible for attracting your audience and engaging them. it’s not about getting clicks on ads or sending them offsite in the hope of earning a few dollars. 

It’s designed to be the start of a long-term relationship.

So Don’t rush it.

Look at what your audience wants, what are their struggles what do they need help with, then give it to them.

If I’ve got this article right you are looking for a better way to create a funnel and to market to people.

This article is showing you how to do that which is why you are still reading it. 

If I provide you with enough good actionable information you’ll want to know more and may optin to receive some further free training if I mess it up you won’t. Either way, the article has introduced you to my content and hopefully you’ll share it or return later.

Back to You.

You should create an article about anything that your audience needs to know.

How to never 3 Putt again.

How to brand a business.

How to get rid of lower back pain,

The list of possibilities is endless.

The article needs to be in depth and it should give a lot of actionable information.

However, there is a fine balance between giving away too much and giving away just enough that the reader wants to know more.

In the example, I used of “How To Never 3 Putt” I could talk about marking your ball with a line and hitting through the ball but I may choose to hold back how to read a green for the content upgrade (more of that later).

Your Audience

This section should in reality be before the previous section however it works better here as you’ll see.

Step one of the whole process is to find an audience that has a problem and are looking for a solution.

To start with head to Quora, Reddit  or forums and see what people are asking about. I have an interest in golf so I would start there. I’d find something that had been asked several times and was likely to be asked again. I would then look and try to find a product that helped provide the solution.

I would then look and try to find a product that helped provide the solution.

Now that you’ve found a problem and a solution you would create that article that helps provide it.

You now have a great bit of content but it’s still useless unless someone is reading it. So you need to go put it in front of the audience we found.

Sticking with the Golf Article I would use a 2 pronged strategy.

  1. Posting In Related Forums
  2. Advertising Directly To My target Audience

Forum Posting

There is one rule of forum posting (and I include sites like Reddit and Quora in this) give value first.  It will be counter-productive to join a forum and immediately start posting links to your article. So take time and contribute.  if you are allowed to have a signature then add your article in that.

This is a screenshot of the traffic from one day recently. All down to 1 Reddit post.

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Once you have become a valued member of the community then you will have lot more leeway . Then start to look for threads you can post in and give a link to your article if likes are discouraged simply ask people to PM you if they want details I recently had over 100 PM’s on Reddit asking for a link to a webinar I was running.

This took me less than 10 seconds to find on Quora.

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Then I went to Reddit, and 10 seconds later:

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You just need to set aside 15 minutes a day to visit all the Forums and Site you have joined and start to answer questions occasionally dropping a link .

 

Direct Paid Advertising

Generally,  I like to keep my paid advertising simple I’ll run ads from one source at a time and monitor the results.  If they start to drop off I’ll change them and see if i can get them converting better.

You’ll need to know how much you are making from your ads.

Tracking Conversions

So make sure you are tracking the conversions.  If you are selling a $97 course and it’s costing you $100 to make a sale, you aren’t in a good place.  If on the other hand you are spending $4 to sell a $9 course.. whoooppppeeeee!

There are various tools designed to track conversions but by keeping things simple and using Google analytics and the Facebook pixel you can get the data you need.

You can generate the links with the UTM codes via: https://support.google.com/analytics/answer/1033867?hl=en 

The link in the image below  will tell me the source of the traffic: Facebook

The type of ad CPC (Cost Per Click)

And the campaign name: (Article Automation Tools)

When I check my analytics I’ll see how many sales were driven by this link I can then compare it to how much i spent on the ads.

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Native Ads

Sticking with the Golf article I would either create an ad on facebook or an ad on a native advertising site like revcontent I’d then test for 3 days at a low amount like $10 or $20 and see which one is converting better.

With Revcontent you can target your ads to individual sites so I would look for golf site that were running revcontent ads and target them.

One such site is Golf Magic. How do you think our golf article would do on that site?  Pretty good I would think and for around $0.07c a click it’ would be worth finding out.

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Facebook Ads

Love them or hate them facebook ads are a great source of traffic if you set them up right!

First thing first you must prepare for running ads, this means setting up a Custom Audience before you do anything else

 

You will need 2 custom audiences, one for people visiting your article and one for people visiting the thank you page after they sign up for your content upgrade.

First choose the website traffic option

 

Then set your audience up with the  Url of the article

Next, repeat the steps but create an audience  for the EXACT URL of you thank you page.

We’ll need this when we start to run ads as it will allow us to run a retargeting ad to people who have read the article but haven’t opted in.

We aren’t quite ready to go and create our ad yet, we need to find a group of people to target so we’ll head over to facebook’s Audience Insights tool and see what I can tell us about our potential audience.

Rather than just target golf we want to find people who are passionate about golf, so we don’t target the Interest : Golf

Instead let’s look at a manufacturer of golf equipment: Callaway

The first data we’ll get is our demographic this will give us an idea of what age and gender we should target. I would repeat this for several golf manufacturers, the more obscure the better as this ensures that we’ll find true enthusiasts.

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Next we’ll look at what those people also like as this may give us ideas of other interests we should consider targeting, this often throws up targeting opportunities you wouldn’t have thought of. How many of the companies listed below would you have known?

 

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Conversion Pixel

Phew, nearly finished  setting up, last but definitely not least we need to set up a custom conversion pixel on the page that people who optin land on, your thank you page. This will allow facebook to track conversions you can choose registration or leads i generally use leads. Once that is set up take the pixel code and post it on your landing page.

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Now we are good to go, it’s time to create an ad.

There are many ways to create and ad on Facebook and it’s worthwhile testing several until you find that perfect audience who will respond your content. Initially, I would recommend running 2 ads one for conversions and the other to send traffic to your article.

The difference is that In Theory if you choose the conversions option facebook should send people who are more likely to opt-in to your content upgrade, however you will need that conversion pixel in place that registers leads on the landing page.

objective

I usually test these 2 campaigns for 3 days to give Facebook time to optimize them and then I’ll focus on the best performing one.

I don’t have the time in this article to go through the whole ad set up however I will cover the important bit, the targeting

You can see below that I’ve targeted :

People In The United States who are aged between 24 and 39 who like Callaway Golf AND either The Golf Channel Or Ping Golf this has given us 210,000 people there are no set figures you should aim for but personally i usually like to get up to around 500K audience to start with.

 

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You’ll notice I am currently targeting pretty much every placement which is what I don’t want really want to do as people on Instagram won’t probably read an article.  I am going to reduce that just desktop and apple mobile devices that are on wifi which will reduce our audience even more. But better a small responsive audience than a large non responsive one!

For some reason, Facebook runs a lot of traffic to android devices if they are selected and the conversions have been poor (often time on site is less than 1 second!)  so I usually turn off targeting android devices altogether, however, you can test them if you wish.

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That’s it, you’re now sending traffic to your article now it’s just a case of getting those people into an email sequence that will allow you to build engagement with them.

In the next section I’ll show you how I turn upto 80% of those visitors into subscribers.

Learn More About Hive Marketing Get our Free Hive Marketing Guide Click the image below

Content Upgrades

A content upgrade is just a free offer/lead magnet that provides additional in-depth information. There are several types  including a .PDF of the article or a simple report.  I’ve found that the perfect Content upgrade  is an engagement email sequence.

In this sequence which is usually  5- 7 emails you can engage with your audience build trust and start to grow your relationship with them.

It also allows you to cover the benefits of your product or services in a non hard sell manner, in fact, done right u and you don’t have to sell anything you just need to market and there is huge difference between selling and marketing.

I’ve found that Content Upgrades can get an optin rate of up to 80% and can average 50% over a few weeks.

You might want to read that again.. most people are happy with a 5% optin rate.

The average on the following content upgrade is 31 % but that’s been running for a while and it’s the same content upgrade that’s been seen by a lot of the visitors to the blog that it’s on however you’ll see that some days the optin rate is over 50% and sometimes 80% or 100%

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For our golf list a good content upgrade would be an email sequence about futher improving putting by showing the subscriber how to read a green along with 5 drills to improve your putting.

Now what could we suggest as a great putting aid? No can’t think of anything.. if you think of something let me know!

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Engagement Series

Your engagement series is activated by someone optin into your content upgrade.  The series is designed to give much more information that the article and to help you build a relationship. Your subscribers should be able to trust you and this series is designed to build that trust.  Trust won’t happen overnight it takes time but the sooner you start the quicker it’s built.

You don’t build trust by treating your subscribers as a cash machine. I honestly can’t remember the last time that I sent an affiliate offer to a subscriber.  If you’ve ever been on the end of a constant stream of emails from a marketer selling a new a product every day you know just how annoying that can get.

That most certainly isn’t a way to build trust. Having said that there is nothing wrong with marketing your products later in the email sequence and highlighting the benefits as you go on.

The typical sequence I use is:

Welcome Email – a thank you for subscribing, about me and what I’ll be sending them

Information -Pure Actionable Information

Information – Pure Actionable Information

Information – Include a link to the sales page in the p.S.

Information – Pure Actionable Information

Information – Pure Actionable Information with a soft sell

Information – Pure Actionable Information

Round up with a strong call to action.

That’s it for this post if you have any questions please leave a comment and if you enjoyed it please share.

If you would like to take this further I have a FREE  Hive Marketing Primer/Course  – Click on the Image below to get access.

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