Steal this simple funnel framework to GAIN AN UNFAIR ADVANTAGE over your competition.
STEP 1: MARKETING & SALES REVIEW
STEP 2: MESSAGE & DESIGN AUDIT
STEP 3: LEAD MAGNETS
STEP 4: LANDING PAGES
STEP 5: THANK YOU & DELIVERY PAGES
STEP 6: THANK YOU EMAILS
STEP 7: NURTURE EMAIL SEQUENCE
STEP 8: SALES EMAIL SEQUENCE
STEP 9: LEAD CONVERSION & SEGMENTATION
STEP 10: CLIENT COMMUNICATION
We just need a little info. 15 minutes usually does the trick. Once we know a little more about your problems, goals, what’s working and what’s not we can start discussing the future of your digital presence. We will introduce the concept of a “value ladder” and how it can improve your customer acquisition process.
If you decide to move forward, we’ll then begin building your marketing roadmap to identify where you can gain the most traction for the least amount of spend.
If not, keep going. Our entire process is listed step-by-step below…
Once an agreement is in place, our first exercise will be identifying the priority products or services you want to grow, redesigning your website and updating your existing marketing and ad copy to sales copy that sells.
Every team member should be selling, but every team member is not a salesperson. We can change that by creating a simple one-liner that everyone on your team can rehearse, no matter their role, and share with anyone to ignite interest in your product or service.
This will be done through a series of fun exercises we can do together (or you can go through the worksheets on your own). When we’re done, we will have created a simple plan for how you and your team communicate your company’s message to your audience.
From here, we will create a lead magnet that visitors will trade their email for in order to download or access. This can be a PDF checklist, tips, how-to video, etc. We can brainstorm topics by identifying your product’s/service’s most frequently asked questions and use them to build an invaluable resource your prospects can’t resist.
Once your website and digital properties are up-to-date and we’ve completed your lead magnet, we will start building out your landing pages.
Think of a landing page as a web page on your site–but it only offers one single call-to-action. Landing pages have higher conversion rates than standard web pages. They remove the navigation, header, footer and other noise found on your website and drive traffic to the “one thing” you want them to do. In our case, we want them to provide their email address in trade for access to our lead magnet, webinar, training video or other valuable piece of content that can solve an immediate problem for them.
Delivery pages (or thank you pages) are pages we’ll create and re-direct the lead to after they opt-in to download the lead magnet from your landing page. They will be able to access the lead magnet (PDF, video, etc) on this page.
One thing the Delivery Page WILL NOT have is sales copy. This is vital. We don’t sell until we build rapport–just like you don’t ask someone to marry you on the first date. We are just using this page to say “Thank You for Your Interest in our [Name of Lead Magnet]” and let them know to check their inbox–where they will also find the link to download the Lead Magnet.
We now have their first name and email address. So as they arrive at the Delivery Page they will be simultaneously receiving the Thank You email.
Once the lead shares their email, we’ll send them a Thank You email.
This will be the first email (of a series) we’ll have pre-designed and waiting for them. The thank you email will be customized with their first name (provided in opt-in form) and simply convey your gratitude for their interest in the lead magnet. We can also include a link to a blog post or other helpful resource for good measure.
Again here, we WILL NOT include sales copy in the Thank You email. Too soon. You must trust that your patience will be rewarded.
The Nurture Email Sequence is just as it sounds. It’s a series of conversational emails that provides prospects helpful information.
Think “5 Ways To improve…”, How To Get More…”, “10-Point Checklist For…”, so-on and so-forth.
The idea is to selflessly provide your leads tools and assistance throughout their decision-making process WITHOUT asking for the sale–yet.
This will position you as the authority in your space and build up your credibility. Both are huge factors leads take into consideration in their decision-making process.
Now, the time has finally come to pitch your product or service.
You have provided them a useful lead magnet, you have sent them a series of helpful emails that provided them direction. And all the while, you have subtly (and not so subtly) communicated that you have the solution to their problem. After all, that’s what all products and services do–they solve a problem for someone.
This is where the magic happens. We will use emotional response strategies to meet your customers “where they are.” People are always moving in one of two directions–away from pain or towards pleasure. (More to come on that.)
We’ll identify which of these directions best fits your product/service and audience and write sales copy to match.
People want to be transformed. We will position your product or service as the path to that transformation. And when you’re responsible for their transformation they will become repeat customers and refer you for years to come.
Your funnel is now converting visitors and leads to customers.
You have patiently proven your worth to them and they are now happily living in your product/service marketing ecosystem.
Keep reading to learn what you need to do next to keep them happy, keep them buying and turn them into a referral machine for you…
Having come through your funnel receiving top-notch communications, this is what your customers have now come to expect from you. So this is what you will give them.
It starts with customer support and relevant, timely engagement and continues throughout their client life-cycle. They ask, you answer.
This is the point where most businesses stop… and sadly, this is what buyers have become used to. They’re sold to until they buy and then they’re left in the ether.
This is good news for you because you have a plan… a customer engagement plan. This will keep them satisfied, coming back for more and far more likely to refer you to anyone they come across who needs the same problem solved.
The customer marketing matrix (more to come on this…) makes it clear that the best and most cost-efficient way to grow your business is through your existing customer-base. Not through continuous acquisition campaigns. Once your lead converts, we will continue to show value and sell them products and services in your value ladder.
FORT WAYNE, IN
Manager, Strategic Marketing & Digital Design
Strategy, Design, Implementation, Management
Independent Insurance Agents & Brokers of America | 2003-Present
All Funnel | 2019-2020
IoT Design Consulting
Asset Tracking, Workplace Optimization, Predictive Analytics
iDevise | 2015-2019
+ Adobe: Illustrator, Photoshop, XD, InDesign
+ Higher Logic
Web / CMS
+ Google: Analytics, Console,
Tag Manager, Trends
+ Lucky Orange
+ Social Platform Metrics
+ Bespoke Internal Reporting
+ Inbound Marketing / Sales
+ Email Marketing Automation
+ Marketing / Sales Funnels
+ Lead Generation / Qualification
+ Online Assessments
+ Web / UI / UX
+ Graphic Design
+ Content Marketing
+ Paid Advertising
+ Data Analysis / Reporting
+ Product Development
+ Project Management
+ Digital Transformation
+ Project Proposals / SOW
+ StoryBrand SB7 Framework
+ Contract Negotiation
I am a marketer, technologist, and designer who is driven to improve user experience and engagement. A strong believer in analytics and constant enhancement of efficiencies that increase productivity and streamline workflows.
+ 18 years in multiple marketing roles at largest national insurance association.
+ Start-up experience in web, marketing, and IoT spaces.
+ Enthusiasm for attaining new skills, questioning norms, and exploring solutions to problems.
+ Inherent desire to help at any capacity to ensure the success of the team.
+ Pittsburgh Technology Council
+ American Marketing Association
+ American Society of
+ eMarketing Association
Slippery Rock University
Bachelor of Science, Communication;
Emerging Technology and Multimedia
+ Committee Member for Annual Charity Golf Event having raised over $190k for local charities since 2009
+ Youth Ice Hockey Coach
+ Youth Soccer Coach
Go pain-free this winter and be ready to take on your outdoor activities this spring!