The Auto Pilot Marketing Funnel Revealed

Transcription

1 The Auto Pilot Marketing Funnel Revealed RETURNING CLIENT NEW CLIENT OPENER INTEREST NO YES ACTIONS YES NO ATTENTION NO YES QUALIFICATION THE COLD LIST

2 The Initial Auto Pilot Market Funnel LEAD ATTRACTOR PRODUCT/SERVICE OPENER INTEREST ACTIONS

3 Full Funnel Optimization Tool Company name: Control Recommended Treatment Timeline Changes Lead Attractor Trigger Product or Service Prime Service or Product Profit Maximizer Customer Value Optimizer

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5 Lead Attractor Worksheet and Checklist Lead Attractor Title: Describe the Lead Attractor Promise Below: Type of Lead Attractor: Report/Guide Cheat Sheet/Handout Toolkit/Resource List Video Training Software Download/Trial Discount/Free Shipping Quiz/Survey Assessment/Test Blind/Sales Materials Step 1 of Order Form Other:

6 8-Point Lead Attractor Checklist Ultra Specific Lead attractors should NEVER be vague or boiled chicken. They must offer an ultra-specific solution to an ultra-specific market. One Big Thing Everyone wants a magic pill or silver bullet, so it s always better to make and deliver one big promise as opposed to a lot of little ones. Speak to a Know Desired End Result Everyone wants a magic pill or silver bullet, so it s always better to make and deliver one big promise as opposed to a lot of little ones. Immediate Gratification Avoid using newsletters and multi-day courses as your lead attractor. Your market wants a solution and they want it NOW!!! Shifts the Relationship The best lead attractors do more than inform they actually change the state and mindset of your prospect so they re pre-framed to engage in future business with your company. High Perceived Value Just because it s free, doesn t mean it should LOOK free. Use professional graphics and imagery to establish real monetary value for your lead attractor in the mind of your visitor. High Actual Value If your lead attractor is all sizzle and no steak, you may get their contact information but you ll lose their attention. To win you must promise AND DELIVER the goods. Rapid Consumption You don t want your lead attractor to be a roadblock in your sales funnel, so ideally it should be able to be consumed or experienced in 5 minutes or less. (In other words, avoid long, boring ebooks that take days to read.)

7 Traffic Generation Strategies Free Traffic Generation The 3 most common/effective ways to drive FREE traffic to your site are through SEO, Social Media, and Guest Blogging. #1 Search Engine Optimization (SEO) There are two types of SEO. On page SEO means editing your website to make sure that the search engines understand and know the topic of your website. Free Traffic Pros Low Cost to Setup Long Lasting Paid Traffic Pros Immediate Results Costs are Low as Pennies With on page SEO you would make sure your title tag on each page and the headlines on each page have your keywords in them. For off page SEO you re going to go out to other places around the web and get people talking about your website. SEO Getting Started Guide Edit pages on your website so that you keywords show up in the title tags and all headlines on the headlines or... Get interaction going on your site. You want to have people commenting on your blog posts, sharing your website on social bookmark sites. Get other websites to share your content. You can publish content on other websites to link back to you, or get them to share the content you already have on your site. Either way you want to go out and get people talking about you. #2 Social Media With social media you re going to build profiles on social networks like twitter and Facebook. The idea here is to not get people to come to you, but to go where the people are on the web and then bringing them back to your site. Ready, Set, Go: You need to create a Facebook fan-page for your website as well as a twitter profile. Build up your following with your customers, friends, and others interested in what you re talking about. Continue to interact with followers. The more you interact the more people want to know more about you.

8 #3 Guest Blogging Benefits of guest blogging: 1. Sends traffic to your site immediately 2. Seen as a recommendation by the site owner to its viewers 3. Increased credibility and reputation in niche Your first guest post Write (or hire a writer) to write WOW content packed articles on your topic. Go out to popular websites authority sites in your niche and submit your article as an exclusive guest post. Submit all articles with an author bio a the bottom of it that gives a 2-4 sentence description of who you are, what makes you credible, and how people can learn. Paid Traffic Generation The 3 most common ways to drive paid traffic to your site when you re just getting started is through Facebook ads, Google Adwords, and Banner Ads. #4 Facebook Advertising Facebook advertising is the NEW Google ads. It lets you get in front of your potential customers at very good rates. Three important tips to remember when writing your first Facebook ad are: Decide on a picture that will really POP off the page. Write a short headline that will attract the viewer to click the link. The write a description that includes a benefit and a call to action to get them to click to your site.

9 #5 Google AdWords Facebook may be more popular at the moment, but Google can still drive thousands of visitors per day. With Google Adwords you lose out on the picture in the ad, but can make up for it with more room for text in the headline and... Three tips for Google AdWords Success Write a headline that is attractive and relative to your potential customer. Then create a description that gives a benefit and a call to action to get them to make the click on your ad. Sometimes this benefit is a price, others is a solution to a problem they might have been looking up Now, target your specific customer. You can choose male or female, likes and dislikes, websites they visit, their location, etc. #6 Banner Advertising Banner ads have been around for almost as long as the web has. There are many different size banner ads you can purchase. The key here is to put your banner ad on a website where your target customer would visit. Your banner ad should have three things A headline that will attract their eyes over to you A picture of your product or a related picture to a problem or solution A call to action there should always be a click here to read more button or text of some kind that encourages the viewer to click your image Tip For Success: Make sure that the site you are placing your banner ad on is relevant to the ad you have to place on there.

10 My Marketing Funnel Worksheet 1. Lead Attractor $ FREE! 2. Trigger Service or Product $ 3. Prime Product or Service $ 4. Customer Value Optimizer $

11 New Product Launch Division Project Name Due Date Date Completed Pre-Strategy Session Research Competitive Analysis. Identify Top Three Competitors: Print Sales Pages, Funnel Pages and A/R Series List Three Things Each Competitor is Doing Well

12 List Three Things Each Competitor is Doing Poorly List Customer Hot Buttons Lead Magnet Ideas

13 Product Name Ideas Product Hook Ideas Completed Competitive Analysis Date Completed: Main Strategy Session Scheduled: Date & Time: Meeting Invitation w/ Google Calendar Sent out

14 Step 1 Main Strategy Session Determine the Lead Attractor Determine the Hook/Angle Determine Deliverables Determine the Done for You or Easy Button Angle Determine Upsell/Downsells with Price Upsell #1 Downsell #1 Upsell #2 Downsell #2

15 Determine Continuity Determine Product Name Determine Product Price Determine Domain Names PPC SEO Branding Determine Main Color Palette Determine Split Test Elements

16 Step 2 Initial Build-Out Outsource Core Copy (Using Headline & Hook) Outsource Lead Attractor Copy Create Product Outline & Description Send Product Creation Specs & Product Outline to Expert Request Getting Started & Module 1 from Expert Outsource Logo (3 Different Concepts) Purchase Domain Names Install Domain Names on Appropriate Server(s) Install and Configure WordPress License and Install OptimizePress Install WP DB Backup Plugin Activate WP DB Backup Plugin Set WP DB Backup to do COMPLETE Backup weekly & Install php exec Plugin Activate php exec Plugin for EVERY User Install EVP Plugin Install & Configure Wordpress for Members Area

17 Install Feature Pitch or Retreat WP Theme for Members Area Install IMember360 Plugin Install WP DB Backup Plugin Activate WP DB Backup Plugin Set WP DB Backup to do COMPLETE Backup weekly & Step 3 Final Decisions Choose Final Logo Review & Critique Getting Started & Module 1 from Expert Clear Expert to Finish Product Creation Review & Critique Initial Sales Letter (partial) Clear Copywriter to Finish Sales Letter Outsource Virtual Product Shots of Product Outsource Module Icons for Members Area Set OFFICIAL Launch Date:

18 Step 4 Traffic Buildout Keyword Research Get content for SEO Link build for SEO Outsource Banners Designs (animated.gif) Insert Retargeting Pixels Step 5 Members Area Buildout Create Favicon Create Module Pages Add Training Videos (core and demo) Product Video Folder on EZS3 Concert PPT Slides to PDF Handouts Strip Audio from Training Videos Create Product in Infusionsoft Configure imember360 to Protect Access Configure Cloud Player

19 Step 6 Sales Funnel Design/Creation Create Favicon Create Video Sales Letter Page Create Long Form Sales Letter Page (optional) Create Hybrid Sales Letter Page (optional) Add Cross Domain Tracking Tags when applicable Create Infusionsoft Webform: LeadSource ID(***not required) Address (***not required) Set Thank You page to orderform Configure Hidden Buy Buttons Create Order form in Infusionsoft Create Actions for Successful Payments Customer Tag Member360 Add to Customer Follow Up Sequence Process Welcome Template Remove Decline Tag Remove Prospect Tag Payment Failure Trigger Create Actions for Failed Payments Apply Decline Tag Add To Follow Up Series Create Fulfillment List to Customer Service Create HTTP Post to Appropriate Broadcast List (Using SOP) Set buyers to post 1 day after refund period expires Set prospects to post 1 day after follow up series is completed. Add Condition to only run these actions if they are NOT a buyer

20 Create Order form page on securepaymenthost (Using SOP) Add Product Group Pic Add Testimonials to Order Form Add Guarantee Seal to Order Form Add Trust Seals To Order Form Authorize.net HonestE 128 Secure Bit Add Live Chat to Orderform (use correct company image) Hide when rep unavailable Create Upsell Page Template (Using SOP) Add Live Chat Create Mobile version of Upsell (When Applicable) Create Upsells on SecurePaymentHost.com Insert Retargeting & Burn Pixels Create Lost Password Page and Form in Infusionsoft Provide Funnel Gliffy w/urls to Analytics Department Step 7 Customer Service Setup (PCM & CS) Fill out Customer Service New Product Form Schedule Meeting with CS Manger and Profit Center Manager Add New Product to Support Base Add New Product w/links to Zendesk

21 Step 8 Live Testing and Walkthrough Build Team Completed Final Launch QC Checklist PCM Completed Final Launch QC Checklist Step 9 Final Approval and Sign Off Build Team Final Sign Off: Analytics Final Sign Off: PCM Final Sign Off: Customer Service Sign Off: Step 10 First Promotional Mail Drops Date First Mail or Media Dropped:

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