10 Things That Every Marketing Funnel Must Have (Part One)
Too many businesses either fail to get people into their funnels or allow them to escape. If you don’t want that to happen to you, focus on getting it right and tight.
Anthony Mullane runs CUB, an Australian members-only club for the top entrepreneurs and business leaders of tomorrow. He’s been a client of Growth Marketing Systems for just over two years and already achieved amazing results.
By using our growth system, CUB manages to generate up to 100 leads every month. And with his staff’s help, Anthony’s club now books anywhere between 30 and 50 sales meetings monthly.
But how exactly did CUB reach such impressive numbers?
One of the secrets to sustainable growth, lead generation, and sales is to have an excellent marketing funnel.
An ideal marketing funnel has multiple parts that come together in perfect harmony to generate leads and help convert them. And this can work for any niche.
While the steps and stages may differ slightly from one industry to another, there are 10 critical elements that you always need.
If you want a successful funnel that can produce CUB-like results, here are the first five things to know about (the other five will follow in Part Two of this series of articles).
What Every Funnel Needs (Part One)
Get every one of the following right – with the five more in Part Two – and you’ll have no trouble increasing your lead generation and conversion rates.
Consistency in Your Theme
Your theme has to be consistent across the board.
So when you build a marketing funnel, you want your audience to relate to your theme quickly. This means that people need to see something familiar in your ads, landing pages, and all the way up to the opt-in form.
Your goal is to avoid confusing people by having them click on an ad and landing on a page that has unfamiliar visual elements.
To start with, you can use your logo more often to build consistency. You can also make sure that your fonts, imagery, headlines, colours, and other elements are the same no matter where your audience is in your funnel.
Chances are, you won’t get your perfect funnel on your first try. But the beauty of a complex tool like a marketing funnel is that you can play with all the elements until you get the right combination.
A/B testing, or split testing, allows you to experiment with changes, like with the CTA, imagery, page layout, etc., until you find the most effective combination.
Here’s an example of how you can split-test your opt-in page.
Let’s say that you have an ebook that you offer prospects as a free download. On the back of that, you may want to ask for their contact info in return or offer an upsell.
In your A/B testing phase, you can experiment with two different upsells. Version A could offer a $1 trial, while version B another product for $7, or maybe $20. Then, compare and gauge which one gets you the best results.
You can do the same for all other elements until you find the right combination. Of course, you should do it one at a time or you wouldn’t know for sure which was the main contributor.
Exit Intent Pop-Ups
The exit intent pop-up gives people one last chance if they haven’t taken the desired action on your web page.
You’re going to need it for your marketing funnel, and here’s why:
Not all people who land on your page will be ready to convert. But this doesn’t mean that you don’t want to try and make one final push.
The trick here is to offer something in return.
You don’t have to present people with a massive deal. Instead, a soft offer works just as well.
For example, you could offer them a 10% discount on their next order if they click on your pop-up and sign up.
Maybe your prospects aren’t ready to convert or go through your entire marketing funnel just yet. But they can still turn into leads if they share some information in return for a small reward.
Majority of online traffic today, particularly on social platforms like Facebook and Instagram, comes from mobile users.
It makes perfect sense for you to optimise your pages for mobile view. And it isn’t hard to do these days – it doesn’t even matter whether you prefer WordPress or ClickFunnels.
Building funnels is easy, but getting the elements and layout right isn’t if you don’t have the experience.
To make sure you get your mobile optimisation right, remember to test your funnel on mobile devices. That’s even though you probably do a lot of the work on a laptop or desktop.
Keep in mind that not everything will turn out great on mobile even if they look fine on a computer’s screen. So you have to double-check everything on your phone to ensure smooth and consistent navigation on the part of the users.
Again, not everyone who lands in your funnel will be ready to buy or opt in. Some need a bit more convincing, and that’s why you need proof elements.
Your proof can be anything from feedback and reviews to testimonials and case studies. Simply put, it’s whatever you can use as proof that your product or service works. It’s highly effective that many people have had great results after using it.
What’s nice about proof elements is that you can get them from anywhere and you can put them up online in any format.
For example, you can screenshot Facebook and Google reviews. You can just as well snap photos of handwritten notes or make video testimonials of happy clients.
It’s really up to you.
Master the Art of the Funnel
Build these first five things into your marketing funnel and you’ll have a solid foundation to build on going forward.
Remember that regardless of the theme, you have to show consistency. And you have to split-test to find the winning formula. It’s also ideal to try and get that contact information out of even the least interested audience members.
Remember that mobile optimisation is mandatory these days, as is providing proof that what you’re selling works.
Stay tuned for Part Two.
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