Below I will describe your online marketing funnel.
Please take good notice, as this is one of the most important things you will learn in Internet marketing.
You will soon see, that this system serves as an online marketing umbrella an why it’s a great alternative to the Ready? FIRE! Aim marketing system.
And now that we know all about Pareto’s Principle, this will make more sense.
You use your “online marketing funnel” model in a targeted market where you want your visitors to make a small purchase (yes, providing an email -or, for offline marketing, a physical mailing- address is a kind of payment), and eventually you “funnel” your buyers step by step towards increasingly high-end products and services by selling them to the next level.
So by “funneling” (also called “up-selling” or “backending” -Dan Kennedy calls it “gathering the herd”-) your prospects into leads and paying customers, you set the stage to offer fantastic value to them.
You even want to deliver so much value that your clients eagerly start to look forward to getting content from you. And by delivering that value comes the chance to take your client to the next level, where you can offer and sell higher-end goods to her.
This is a two-edged sword as both you and your client benefit by this relationship.
Your client benefits when she gets more and more value…something she genuinely desires. You’re aiding her in that respect.
Needless to say you profit likewise by slowly fine-tuning your client to your “A” list, where you can supply even more value.
The figure below shows the typical online marketing funnel. Note that for offline marketing the only differences are at the top of the funnel, concerning the way in which you get your leads.
Online they are your website visitor and provide you with their email address (and maybe name) to become a lead.
Offline, they would get your offer in some other way.
Observe how the funnel width gets smaller towards the bottom! It symbolizes the client numbers at that stage of the funnel.
Realize however that the smaller the width, the more cash they are spending with you.
In other words, the sum of money they spend with you is (more or less) inversely in proportion to the width of the funnel.
Where did we hear that before? Yes, Pareto’s Principle!
Now you can see that the 20 percent of your clients, generating 80 percent of your revenues, are at the funnel’s bottom. The other 80 percent that brings in the remainding 20 percent are towards the top.
This is not a mathematical absolute, but more a general observation. As stated earlier, these figures might be 70/30 or 90/10 or somewhere in between.
This is no coincidence. Your biggest advocates, your “A” customers, are in the smallest section of your client base…the bottom of your online marketing funnel (but the top in terms of the value you deliver to them).
To gain an excellent understanding of how the funnel works, let’s walk through each step.
- Your prospect enters the funnel by replying to your “ethical bribe” or incentive by handing out their contact information. Now she’s a lead on your mailing list.
- You start to supply more value to her, as you wish to turn her from a non-paying lead into a paying client.
That’s why you present her your front-end, or entry-level, offer on a product or service directly related to the incentive she received when joining your list.
You may decide to offer your front-end at a break even or even an initial loss and make up for it on back-end sales, but you must be quite sure of your conversion rates to calculate your chances.
- If she doesn’t buy your front-end product immediately, you proceed to sell her on the same or similar front-end offers -ideally both-, since at this moment she just may not be ready for your initial offer, but may be later.
- As soon as she buys your front-end product, she has now become a client. You are now “warming her up” to doing additional business with your company. If she experience that you over deliver on your value promises, she’ll feels comfier purchasing from you over again.
- Since you would like to graduate her to your next price level, you offer her a higher-end product or service related to the front-end one she already bought. You follow a similar approach as step 3 above if she doesn’t purchase. That is, you continue to make her offers, only this time on the mid-level product range.
- When she buys your mid-level product, you move onto the high-end ones. She is now conditioned to purchase from you with confidence and without concern, because she’s already familiar with the outstanding value you provided her.
She’s experienced the solutions of your products first hand, so her buyer’s resistance is brought down. She is now rapidly approaching the “A” clients status. The 20 percent bringing in 80 percent of your revenues.
- You keep going to sell her higher ticket items and supply your absolute best value to her.
These steps represent a very simplified approach. If you really desire to be successful in the end you’ll soon discover that there is much more to it , but it’s not rocket science by a long shot.
Here’s an example.
Every time your client buys from you, you’ll want to offer up-sells and cross-sells.
Up-sells are more high-priced styles, grades, finishes, distribution rights, options, or a bigger version of the product (“Do you want to super-size that?”). Very often up-sells are presented as One Time Offers (OTO’s).
Cross-sells are complementary items that go along with the product. Extra paper, ink, blank media, private label articles, or even a carrying case, whatever (“Do you want fries with that?”).
After the sale, you’ll want to do everything in your power to make sure she is satisfied.
Of course because you want her to buy again from you, but also to ask for a nice testimonial.
Plus you also want to reduce your refund rate and gain her endorsement. You wish her to tell all her friends and colleagues about her positive experience with your company.
And that’s because people are more likely to tell others about a bad experience with a company than when they have a nice experience. You want to have them tell others about their nice experience.
The next step is to build up some kind of recurring income, where merchants pay you so much a month or year forever until the clients you referred to them cancel.
Of course not every of your clients will do that, but your best chance is with your “A” customers.
If possible, you should create different residual levels at different price points, just like you offer different product levels.
Well, there you have your online marketing funnel system.
Here is essential information to create your own marketing funnels
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