There is a no question that marketing online can be overwhelming.
However, there are proven formulas that work in today’s online world that will help you accomplish the goals of making money.
You also must have the right foundation in place to be able to convert traffic that comes to your online properties, be it SEM (Search Engine Marketing), SEO (Search Engine Optimization), Social Media or traditional advertising / word of mouth.
As we go through this journey, I am going to share my philosophies, strategies and recommendations that I personally use today!
No matter if you are selling services online, if you are in e-‐commerce, if you are in an MLM, or if you have a high-‐ticket item such as selling a car or a home, you have to engage in one simple strategy, that has been the cornerstone of practically every successful business:
If you understand the basics of generating leads, particularly of people who are in market for what you have to offer, you will be able to grow and build you business drastically, by following pre-‐ built, strategic flows that lead them down a specific path to sales.
Now let’s start by saying there is no bad lead (unless of course someone puts in bogus information, which you scrub and move on). Every lead can be nurtured in a way that leads a person that (within the right audience) can be lead down a funnel to a sale.
Yes I said FUNNEL! Say it again F-‐U-‐N-‐N-‐E-‐L! Your new favorite marketing catch phrase!
Now there are many types of funnels. Check out the diagram of a simple Lead Generation Funnel:
It doesn’t look like the funnel you probably had in your head, pouring oil into the engine of your car.
You can look at a funnel in a few different ways. You can look at it in the traditional way as ‘funneling’ leads from the top to bottom and eventually weeding out the people along the way to find the small amount that do buy.
This is not a wrong way of thinking. The philosophy & terminology is pretty much the same. But…
I personally am subscribed to what’s called the Value Ladder. In theory, it is similar to the traditional top to bottom sales funnel, in which COLD prospects have an entry point.
The new way of thinking about funnels is not top to bottom in just one simple path, but rather a web of different funnels that are designed to take effect at different stages of transforming a COLD prospect (one who never heard of you before they clicked on your ad in Facebook), to a WARM customer (possibly paying), to a HOT ambassador, who shouts out loud how awesome you or your products is.
It starts off the journey of a potential sale with creating something of value for free, in exchange for their contact info (their email, Facebook Messenger, Phone Number, etc.). This usually comes in the form of a “lead magnet”, which can be in the form of a giveaway like free tips, how-‐to video content, tools and resource guides or even checklists. We will get into that in-‐depth later.
So yes: understanding the difference between cold, warm and hot traffic is essential for adverting and when and how to message your list (we will talk about that later).
Do they achieve it? Absolutely not!
I know… that sucks! We all want the click and convert!!! But if you think about establishing a relationship with a person, giving them something of value, and establishing yourself as someone who cares about them, AND want to help solve their problems, YOU CAN get the click and converts… it will just be a little bit down the road and, as long as you have the right strategies in place, for a very long time and for a higher profit!
Think about it in every day terms…
Have you ever been to Costco or Sam’s Club or even a grocery Store? If you have, you notice they have people giving away samples of food FOR FREE in hopes that you will purchase something you may not have been looking for. The brand is trying to create a relationship with your taste buds, solving the problem of a craving, in hope of funneling you down the aisle to buy that delicious brownie.
In online marketing terminology, that is what is called a LEAD MAGNET. The only difference is we ask for an email address to send you your free sample, only with now, the ability to re-enforce how amazing it is.
The main theory of a value ladder is creating a relationship of value with a potential customer. The way you start this relationship is solving a real problem for real people.
For example, Let’s say you want to sell a natural boosting energy supplement. First off, there is a ton of competition. If you go out and advertise on Facebook or Google, spend money on that click, and expect someone to just buy from you when it is probably the first time they see you, you will probably go broke. However, if you take strategic steps and have the right tools, copy and follow up, you can instead offer a person a free guide that says something like:
“My dirty little natural energy boosting secret every guy over 40 needs”
BAM! A lead magnet!
This immediately can spark the interest of a guy over 40 that may have interests having to do with either fitness or has a lack of energy. That man over 40 (you will learn about creating the right audience in later chapters) is intrigued and clicks. You have tied into a pain point he has and have a FREE solution for him.
You will have already built a funnel (I will share my recommendation with you on how to get a funnel up and live from scratch in 30 days) that will then ask for his email in return for the free guide (that by the way, will not ask for the sale). Then, you will send him down another funnel and a DRIP CAMPAIGN fueled by valuable content that builds trust in you.
Then strategically, you lead them to another pre-‐built funnel such as a tripwire funnel, a webinar funnel, or maybe a survey funnel to get them up the value ladder, and into more revenue. But the main thing to remember here: You are helping them solve a problem and creating trust.
Here is a basic tripwire funnel… This is a great example of the value ladder in which you have gotten someone into a funnel via a lead magnet, offer them a very inexpensive, no brainer offer, and upsell them with riveting copy (I have an amazing source to share with you later) that entices a higher purchase down the funnel
So getting back to the value ladder, people are naturally going to pay more for something if they see value in it. Your job as a business owner is to provide the value and create a relationship, where eventually, through the proper funnel, will create the sale when you ask for it. And many times than not, your persistence of a proper follow up campaign will put you at the top of that customer’s list when they are ready to pull the trigger.
Now it is not possible for me to give you an example of every type of value ladder for your industry or product. There are already books on the subject, and I am not here to re-‐write someone’s book. So I HIGHLY recommend the book DotCom Secrets – It is a 200+ page book that will give you all the examples you need to delve into completely understanding the value ladder.
As a reminder, my job in THE GUIDE is to Guide you in the right direction to empower you with the knowledge, technology and strategies I use to help you get to a level of success you may not have thought possible. You can decide to engage with all or none of my recommendations. However, just understand that no matter what happens, if you empower yourself with the skills and knowhow to conquer in today’s super crowded online space, you will never have buyers remorse for your desire to learn!
OK, so I just wanted to get that out of the way 😉
So there is another main reason why you want to have the right value ladder. And I mentioned this earlier about “it’s all about leads”.
Because it is so damn expensive to build a list with adverting online, you need to make sure that ad spend is spent in a way that gets the user into your ecosystem.
I can’t stress this enough: Once you have spent the money to obtain that person’s email, you now have them as an audience to monetize them forever (or as long as you continue to give value).
OK, so here is another way of looking at it: You are marketing to people you have created a rapport with, hence the ability to re-‐enforce your product (and sell more), sell different products (and sell more), and if you properly apply the value ladder principles, sell high ticket items for essentially full profit.
There are other reasons why that email list is so important. And this is a HUGE SECRET most small time advertisers don’t know about.
(we will discuss this in our Facebook Chapters).
When you have enough people who have subscribed to your list, you have the ability to let Facebook know that “this is the exact person I am looking for” and Facebook’s algorithms then go out and find more people just like them to show your ad to. This in turn gets you more people to engage with you and it is usually at a cheaper cost.
So again, strategically, it is not only to monetize whom you have paid for once to get, but it also
saves you money as you continue to advertise.
Plus, when you retarget to your list (which means you have a different offer to someone who has already engaged with you, or want to re-‐enforce the same offer again), it allows you to expand the capabilities and spend the right money to get them to re-‐engage or buy!
We will get into retargeting later as well.
So I know this is a lot to digest. Remember, Rome was not built in a day. Just take a deep breath and absorb the information. Once we get into rolling up your sleeves, and having enough knowledge to be comfortable outsourcing some of the work, it will become second nature and lead you to success.
To summarize this chapter:
If you want to get a head start on how I build my funnels, please check out my recommendation:
I HEAR YOU ASK, WHY THEM?
There are plenty of companies that offer similar software. However, these guys have 4 main advantages over the competition (and we have tried many of them).
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