Sales Funnel Marketing Plan: Convert Strangers into Customers (Beginners Funnel)

Hey everyone! Jason here, digital marketing consultant. And in this sales funnel marketing video,
we're going to go through the basics of what a sales funnel is, what the heck a customer
journey is, how the two relate to each other. And most importantly, how you can leverage
the power of a sales funnel to start or grow your business. Timestamp table of contents in the description. So you can skip around this video, along with
some other helpful videos and playlists, that I'm going to be referencing, that will help
you actually build your sales funnel. So before we dive into the actual pages, that
you need to set up and the emails and the upsells and down sells and advertising costs
and all that fun stuff, we need to understand the customer journey. Because really all a sales funnel is designed
to do, is to take someone who has no idea who you are and take them all the way to a
raving fan and customer of yours.

And so there are a couple stages. We start at prospect and then they become
part of your audience. Then they become a lead. And then finally, well hopefully, they become
a customer. So let's walk through what each one of these
are. So we start with prospects at the very top. And all the prospect is, is of all the people
in the world, who are the people that would be your ideal customers, right? So we want to find out who are the people,
who could eventually become a customer? That's it, right? So we're not trying to get everyone in the
world to buy our product. We want the right people, who are a good fit
for our product, to buy our product. And so the whole purpose of the first part
of our sales funnel, is finding those prospects and getting them to engage with our content
and eventually become a lead.

So the next step is audience. And this is when a prospect goes from not
knowing who the heck you are to someone who's engaging with your content, if you have a
content marketing strategy or someone who's actually engaged with some of your advertising. So the whole purpose of your content marketing
is to take turn prospects into audience members. And we define this, as someone who's liked
your posts or is following you, or subscribed to you, something or other where they're actually
engaging with your content on a regular basis. Now, once they are an audience member, we
want to convert them into a lead, which is the next step of the customer journey.

And this is where you actually collect their
personal contact information, more on that later in this tutorial. And then finally we take our leads and transform
them into customers, which is the whole purpose of our sales funnel. So we go from someone who has no idea who
we are, all the way down to a customer, and that's what our sales funnel is designed to
do. So here's a diagram of what the entire their
sales funnel looks like. I know there's a lot here. We're going to go step by step through each
one. And we can break our sales funnel down into
three main components. The front-end, the core and the back-end. So we'll start with the front-end or the lead
generation portion. This can also sometimes be called a lead generation
funnel. And the whole purpose of the front-end of
your funnel, is to take someone from a prospect to an audience member to a lead.

So you're trying to accomplish three things
on the front-end. So we start with the prospect. And hear what you wanna do is, you wanna,
come up with an ideal profile of who your ideal customer looks like. So link in the description, to a full video
on how to put this together. These are just the questions that you want
to go through. You'll essentially want to figure out, what
content they're already engaging with. You want to get a sense of their demographics,
and then you want to, also get a sense of the problems, that they're having, that you
can solve and how you can connect your product or service to the problems that they're having.

So they can see the value in eventually purchasing
your product and service. So even in the front-end, we're already thinking
about our end product or service that we're going to be selling, to our audience members
and prospects. Now the next step here is deciding which platform
you're going to create content for, or you're going to advertise on. So you don't have to have a content marketing
strategy, in order for your sales funnel to work. I just highly recommend you choose one or
two platforms, where you really focus on creating content. In addition to running traffic. So links in the description, of course, to
some other videos that will help you figure out which traffic sources the best for you,
along with how to develop a content or advertising plan for whichever platform you choose.

Now, all of this content and advertising drives
to something called a landing page. And your landing page is where you're going
to collect their contact information, in exchange for something called a lead magnet or opt-in
offer or opt-in gift. So it's not talk about the gift yet. We'll get to that in 30 seconds, we're going
to focus here on the landing pages, all the landing page is designed to do, is to offer
your lead magnet or opt-in offer and collect the contact information that you need. Now in a general rule of thumb, you need at
least their phone number or email. So you can either give them a call or follow
up with them via email. I'm going to assume moving forward that you're
going to be collecting email, but you can also collect other information as well, just
as a good rule of thumb, the more information you ask for, the less people who are going
to fill out your form.

Now, the reason the landing page works, is
because you're offering something call the lead magnet, and this is something of value,
that you're going to give to your audience members and prospects, to transform them into
a lead, in exchange for their contact information. Now, there are a ton of different things you
can do, for your lead magnets. You can make a video presentation, you can
give them a Excel sheet. You can make a cheat sheet or an assessment
or an audit, some sort of PDF. You can put together a diagram. It can be an audio, a case study. The sky is the limit. Link in the description, if you need help
coming up with some ideas for your lead magnet. Cause I have a full video, on all the different
types of lead magnets you can make. But at the end of the day, the whole purpose
of the lead magnet, is to give your new leads a quick win.

You want to show that they made a good decision
by giving you to their contact information. So whether it's solving a problem, revealing
something that they didn't know or showing them how big their problem is and why they
need to work you in order to be successful. And that's all the front end of your funnel
is designed to do. It's designed to take someone from, “I don't
know who you are” to, “Oh, I've given you my contact information.

And I got some value in exchange.” Now, the next part of your sales funnel is
going to be the core. And this is traditionally what you're going
to hear about when most people talk about sales funnels, I'm just adding the front and
back end, because I think it's important to see the entire picture. So the core of your sales funnel actually
starts at the end of the front-end, of our sales funnel. So here, we're looking at our landing page,
our lead magnet, which we've already covered. And then we have our emails, our sales presentation,
or sales message. Then we have our shopping cart and then ultimately
we have our product or service. So we've already talked about the first two
and now it’s time to talk about the emails. So what the emails do, is they do three different
things. They build rapport with your new leads, they
build the value of the lead magnet and they drive traffic to your sales message, which
is the next part.

So the sales message is what's doing the heavy
lifting of trying to actually sell your product or service. So it's really important with sales funnel
marketing is that up until this point, we've all–, everything we've done is marketing. It's delivering content, it's building rapport,
creating value. And here in the sales message, is the first
time you actually start to try and sell something. So it's really important that the sales process
doesn't start until right here. So you're trying to get people to that one
yard line and the sales message is going to get them over that hump to actually become
a customer.

So your sales message can be either a tech
sales letter, it can be a webinar, it could be a series of videos, or it could be a video
sales letter. So when you hear something about a webinar
sales funnel or a launch sales funnel, it's the same thing as what we're talking about
here, there, it's just referring to the type of sales message that you're using, right? Because this process can be the exact same. And then you could have a, either a webinar
or a series of videos. And if it's a series of videos, people would
call it a launch sales funnel, or if it was just a webinar, then people would call it
a webinar sales funnel. And then if it's just a video sales letter,
I guess just call the sales funnel, right? So it's all the same thing.

So those labels are just defining what type
of sales message or medium you're using for your sales message. And you can actually split test all three,
if you want to get crazy. And then finally we have the cart and we'll
get to that in the next step. And finally, your product or service. Now this does it for the core part of our
funnel. Now the final part of our funnel is actually
a complete duplication of the core part of the funnel.

So what we've done so far, is we've had the
front-end to get people as a lead onto our email list. Then we have the core to sell our first product,
and then the funnel backend, which is where you'll hear a lot of experts talk about making
your money on the back-end. This is where you take this core sales funnel
process, and you duplicate it, for another product or service instead of running new
traffic to it, you actually take your current email list and your current customers, and
you put them through that sequence again. And that is what your back-end funnel looks
like. So it's actually technically two funnels,
because you have the front-end, where you're trying to get people in. Then you have your core and then you take
the core and you duplicate it for another product or service. So why the heck go through this process, right? Why do we need to have a back-end when we
have a core funnel and a front-end? Like why do we do all this work? Well, the key is the cost of advertising,
which I will get to at the end of this video.

But in order to understand the problem with
the cost of advertising in today's advertising marketplace, we need to talk about one more
portion of the funnel that we haven't covered yet. And that is the upsell sequence. This is your profit multiplier. So something you can do, if we take a look
at our entire funnel process, there's one place where we can zero in and actually increase
our revenue per average order transaction value, without doing a whole lot more work. And this is in the checkout process. So in the checkout process, what you can do,
is immediately after someone's purchased something, you offer them another product and another
product, right? Because they're a customer now, they're excited. They've just joined. Whatever your product or services, so now
it's time to offer them two or three more things that you think will be valuable to
them. Now link in the description to a video on
how to structure these. So it doesn't take away from your core offer
because this definitely can wind up hurting your brand and customers, but let's just assume
that you're doing it the right way.

And you add two new offers, right after you
sell your product or service. So here's how the math would wind up working
out. Let's say we're selling a $25 information
product. Well, every customer we have, if they just
bought that one product, our average order size would be $25. Cause we're only selling one thing, but let's
say we add two new offers right after, during the checkout process. Let's say the first offer is, for 50 bucks
and one out of three people take it. And then the second offer is for $200 and
one out of 10 people take it.

Well, all of a sudden our average transaction
value has gone from $25 up to $60 for every 10 people. And you haven't had to do any more work, with
anything else in your sales funnel. You've just added some more offers during
the checkout process. Now, why is this so important? And how does this relate to creating the back-end
of your funnel? Great question. This comes into the, unlimited traffic plan. So this is the dream that pretty much all
of our clients for our agency, we work to get them to. And this is where you actually don't make
any money on the front-end.

Yes, that's right. You don't make any money on the front-end. Because here's how the math actually works
out in the real world. It costs money to get to sign up to your email
list and go through that sequence. So let's say you're spending an average of
$60 every time you get a customer. So you're spending X amount on ads. And after you do all the math, you find out
it costs you about $60 to get someone to actually purchase. Well, that's not gonna work very well, if
you're only making $25 every time someone purchases. But, when you add the two upsells and you
average it out over 10 people, 20 people, a 100 people, all of a sudden, your average
transaction size has gone from 25 to 60. And now, that advertising cost is covered.

And this is the whole point of the front-end
and the core part of your funnel, is to just break even. I know it sounds crazy, but bear with me here. When you get this math right, all of a sudden,
traffic doesn't cost you anything. And when traffic doesn't cost you anything,
what can you do? You can drive as much traffic as you want,
which is the whole purpose of the front-end and the core part of your sales funnel. And then you make money, on that back-end
part. So whatever you start offering after your
front-end and your core, that's where you start making your real money. And it's great because you have the system,
where you can acquire customers for zero bucks. And then you can just duplicate your core
funnel again, with another helpful product or service. And then there, it's pretty much a hundred
percent profit because you've already spent all the money trying to acquire the customer.

Now I know, that's a pretty big oversimplification
of how much work and many months it will take, to put together this whole process. But that's your goal, as a funnel builder. Create a front-end, create a core, get your
advertising costs and your average transaction value to zero, so that when you create your
back-end part of your funnel, you are at a hundred percent profit. So thank you so much for watching. I hope you got some value out of this video.

If you have any questions at all about how
to structure your sales funnel, or you think I missed something, go ahead and comment below,
your questions and comments will help others figure out how to structure their sales funnels
and just wrap their heads around what the heck a sales funnel is. So hit that like button, subscribe and as
always, keep building the business you love..

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