An in-depth guide to your next successful funnel Add description There are FIVE crucial variables when having a successful funnel and business online.
● The Person Demographics/Psychographics
● The Offer
● The Landing Page/Lead Magnet
● The Traffic Source
● The Ad
When it comes to auditing your processes you must look into these five categories. These five categories are the lifeblood of any successful business. Do the tools at which you manage this matter?
But if you are missing or out of sync with two out of the five variables your business will suffer. “
“Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away” - Antoine de Saint-Exupery
I’ve been asked many times, “what is your process when it comes to looking into conversion rate optimization?” and for some time I was reluctant to tell you because… well... I may go out of business!
This information has the power to change your business and as reluctant as I have been I have decided that it’s best to just give you this information so you don’t need to hire anexpensive CRO expert unless you really can’t see results or don’t want to do it yourself. So let’s jump right into it.
THE PROBLEM Now the biggest problem that faces your business right now is conversions. It doesn’t matter if you are the owner of a fortune 500 company or just starting a new company. The problem is acquiring new customers and it’s deeper than just picking a new ad network or changing your entire funnel. What I am about to share with you is the difference between making the same amount of money each month or losing money year after year.
As a CRO expert who lives and breathes for this exact problem, I am about to show you the exact process I use when speaking to a client and advising them on their funnels/optimizations.
So let me now share with you the solution to this problem.
#1 The Person
If there is one thing I run into most is that most business owners are REALLY good at knowing their demographic and whom they want to hit (age, occupation, gender, home ownership, position at company, company size, etc) but what most businesses get wrong is that they assume they know their customers psychographics… and this is what truly hurts you. So what is psychographics? According to Google, psychographics is a qualitative methodology used to describe consumers on psychological attributes. Understanding your customer/clients wants and concerns, what they enjoy doing, what their tendencies are and what they value, you are now able to do four out of the five things…
● Structure of the RIGHT offer that actually helps your audience
● Build a landing page that speaks directly to your audience
● Use the traffic sources to which your audience congregates the most
● Create an emotionally driven ad copy which moves your audience to your offer
So do you see why understanding psychographics are so important?
These people, these clients, these customers are just like you and I. You need to understand them fully. Not just that they are 25-30-year-old living in Los Angeles, you should know them to the point that you know how to push their buttons.
The whole “secret” here is to understand all their emotions, wishes hopes to the relationship with problems so that you could explain the problem they are having better than they do. If you can match them where they’re at and hit them with something that emotionally moves them then you have a building block that will be a strong foundation to the rest of your funnel.
Just remember the last time you saw an ad or an offer and thought to yourself “THIS IS ME!” and then you probably ended up clicking the ad and buying or looking at whatever they were selling because they understood your psychographics.
#2 THE OFFER
So you’ve done the customer research, you’ve figured out what the main points to hit with your product are, now we need to look into how to structure your actual offer. Your offer is crucial and if this is wrong then again, you may not get that client or customer to take action on your offer. So how do we figure out how to structure an offer?
Structuring your offer isn’t rocket science and nor shall I become a victim of overthinking paralysis. Your offer will be different based on your niche so here are some questions to consider when thinking about structuring your offer…
● Do I have a FULL and CONCRETE base to what my target market psychographics are?
● Does my product solve these problems, concerns, or worries?
● What emotions are my customers feeling about these problems, concerns, or worries (sadness, anger, jealousy, worry, depression, confusion, etc.)?
● Do I have a STORY that moves my target customer to action using the emotional guidelines above?
● Lastly, can I construct a story from my own experiences or someone else’s that would move my target audience to my product or offer?
When asking these questions, I suggest grabbing a piece of paper and doing so right now. If you can’t answer all five questions openly and honestly then go out there and survey a lot of your target market.
You need to understand these emotional guidelines if you’re ever going to truly structure an offer that will convert! So think in terms of emotional guidance and the immediate solution when structuring your initial offer. I always suggest once you have narrowed down the specific guidance you are willing to give to others turn this into a lead magnet that you can give away as either a free-plus-shipping method, digital download, or a webinar option. Ideally, you’ll create a community rather than one time buyers and your landing page is where you anchor them in.
#3 LANDING PAGE
You’ve researched the demographics/psychographics, you’ve structured your offer to match that research and now it’s time to put the two pieces to the puzzle together,
Your landing page:
The beginning to an everlasting relationship with a potential prospect, client, or customer. So what does it take to create a high-converting landing page?
Add description Over the years I’ve developed a 7-step process for creating a landing page which I use for all of my clients to get crazy-high conversion rates constantly.
To do that the right way you would probably be stuck here for next couple of hours scrolling through this page because that’s how big it would get. But today I want to share with you two of the most common issues that I’ve noticed over the years people have on their landing pages.
So let’s jump into the three technical aspects now:
1. Mobile Ready: Yes that’s right. It’s ridiculous to see that STILL in 2019 people’s landing pages are not mobile friendly. They may be responsive but everything is out of place and buggy. Have you considered how most of your traffic is going to come to your site? On average about 80% of all your traffic is going to stem from mobile traffic. When building your landing page make sure that you or your developer have this in mind so your headlines, paragraphs of text, and photos all fit into mobile design. This will influence your conversion rate right from the beginning.
2. Clear ATTENTION GRABBING Copy: Dang, there it is again… “But Jon, I’m not a copywriter… I don’t trust myself to write such things…” and I get it. I’ve been there too. It was even a stretch for me to start writing articles! Though I promise you when you understand your market. When you are really in there heads thinking how they are thinking it is so easy. Just like you would for SEO focus on the keywords that will grab their attention and use those words when writing your copy. When I write copy I always have the emotional response I want in mind. How do I want my prospect feeling when they buy my product or service? Are they nervous when they come in? Are they concerned everything is going to fall apart? And when they get here… Do I solve that emotional “issue”? Your copy should be written almost in story format with parables, epiphanies, or my story format. Russell Brunson is great at this. I suggest taking a look at his book, ‘Expert Secrets’ to really hone in on this skill. As long as you are optimized for mobile traffic and you have clear concise copywriting that hits the psychographics of your ideal customer which entices them to your offer, then you are on the right path to increasing your conversions off the bat.
#4 TRAFFIC SOURCE
Now that you have evaluated your landing page, your offer, and your target market demographics/psychographics, you are now ready to look at your traffic sources. There are times where I have had clients who thought just Facebook ads were the best thing for their business.
Now, don’t get me wrong, Facebook advertising is great and serves many industries but for some businesses, it’s just not where you should begin.
So I’m going to outline the top social media outlets and what they are most known for. From there you can plug in your demographic and see if your business fits.
● Instagram: Notoriously is known for its photogenic storytelling Millennials dominate this space. 32% of the entire platform is men and women aged 18 - 24 years old and 15% of its users being 35 - 44 years old. If this is a segment of your market and you can create visual conceptions of your business then IG is a compelling ad source to be in! Sources: https://blog.hootsuite.com/instagram-demographics
● YouTube: With over 1.9B users per month, 96% of its users mainly being 18 - 24 years of age, and 72% of its millennial users searching a “How to” video it’s no surprise that YouTube is taking the television industry by storm. Do you have creative ideas you want to share, instructional videos, or want to showcase your best work in video format? Then you must be on YouTube. Source: https://blog.hootsuite.com/youtube-stats-marketer
● LinkedIn: Known as one of the most professional networks out there, about 70% of all LinkedIn users are actually outside of the US. LinkedIn is the #1 source for B2B business. 61 million LinkedIn users are senior level influencers and 40 million are in decision-making positions. If you deal mainly B2B this platform should be one of your main traffic sources! Sources: https://www.omnicoreagency.com/linkedin-statistics
● Facebook: The marketplace on facebook is enormous. With over 1 billion mobile users and about 1.49 billion daily active users, it’s not an uncommon fact that most businesses want to tap into this gold mine. Though here is my suggestion when it comes to Facebook… Facebook is the top choice for reaching the broadest audience. Compare that to the 35 percent of Americans using Instagram, 29 percent use Pinterest, and 24 percent using Twitter. If you have a B2C business then Facebook is worth looking into for your ad spend. But do your homework first. Sources: https://sproutsocial.com/insights/new-social-media-demographics
#5 The AD
Add description Last but not least, we come to ‘the ad’.
We’ll be covering the ad copy today. Now, why would ad copy be a variable to a successful funnel for your business?
Well, first of all, this is the first place that a potential customer or client sees before going into your funnel. Your ad copy needs to pre-frame your audience for what they are about to experience when they click the ad. If your ad copy doesn’t match the messaging you are sending them to once they click on your ad you are going to see a dramatic decrease in your conversions. So what’s it take to write compelling ad copy?
Determine the warmth of your traffic Maybe you have heard of different temperature traffic. If you haven’t, let me break it down into its three counterparts: hot, warm, cold.
Hot traffic - This category of traffic refers to people who either already know you or have boughten from you in the past. This kind of traffic doesn’t need to special treatment in order to business with you therefore, we can normally just send them an offer with an explanation of the product and they’ll convert
Warm traffic - Warm traffic is categorized as those people who don’t know you or have maybe heard of you but hasn’t done business with you. This category can be associated with JV partners or affiliates… They don’t need much pushing just a little endorsement from somebody they are already aware of.
Cold traffic - The holy grail of all marketing. If you can convert cold traffic hot or warm will be no problem for you. Cold traffic refers to those people who have NO idea who you are, what you do, or why you’re here. This type of traffic needs to be handled way differently and with care.
Most of the ad campaigns you are going to run are going to consist of cold traffic sources. For the benefit of this article, most of your ad copy is going to be written for cold traffic. When writing your ad copy ask yourself some of these questions and formulate something that resonates with your audience.
What are my ideal prospects thinking about? What are my ideal prospects hopes, dreams, and visions? What are my ideal prospects concerns, worries, and doubts? What are my ideal prospects reading, seeing, doing every day? How does my product or service solve what they are thinking about?
The point of your ad copy is to place yourself as someone who promises to solve something using the questions that are stated above. Out of all the ads I have seen convert on the front end and continue to convert through that back end emotionally moves the ideal client. You’re taking them from something they want to escape from and helping them arrive at where they desire to be.
Your job is to do exactly that in your ad copy.
So let’s reflect.
You’ve learned how to find the demographics/psychographics of your ideal client, how to structure your offer, the landing page, what traffic sources are right for you, and what kind of ad copy will help you convert your traffic into closed sales. If you are looking for more personalized assistance to build a high-converting funnel for your business then click here and apply to work with me. I would be more than happy to take a look at what you have going on and get you on the path to success!
Jonathan Gudroe is a digital marketing specialist with a focus on conversion rate optimization. With more than four years of experience in the freelancing world, Jonathan helps corporate businesses turn their brand voice into an income producing machine.