Building a profitable marketing campaign is not easy - but having a process to accurately measure and optimize your campaign can be the difference between putting money in your pocket or throwing it down the drain.
Most marketers just measure the Cost vs Revenue to determine whether or not they made money - but there are intricate steps in between that make it all happen. One small tweak can make a massive difference.
Here are the 7 steps you need to take in order to optimize your marketing funnels.
In order to ensure your marketing funnel converts, you need to define your dream customer, the top of the mountain they are trying to reach, and the offer stack that will help them get there.
As a marketer, your job is to get inside the mind of your customer, find trends and commonalities about who they are and what they truly want to achieve, so that you can map an experience that will cause them to take action.
If your offer stack (I say stack because it takes more than one offer) does not help your customer achieve their core desires and solve their pains, you need to go back to the drawing board.
Once you know where you want to take your customer and the offers that will get them there, you need to VISUALLY map the steps and actions that you believe will get them to achieve the goal.
You can’t just hope that your customer will land on your site and buy your product. You need to dictate and control the conversation by mapping out the path that will take them from stranger, to lead, to customer, to repeat buyer.
You can use a free tool like funnelytics.io to map out your customer journey.
Once you’ve mapped the flow, you need to forecast the possible results to establish a baseline to measure against. Research competitors, look at similar funnels, join Facebook groups and ask questions as to what sort of numbers you should be aiming for for your type of funnel and your industry. The only thing that matters is that your revenue minus your cost of goods sold is less than your cost of advertising. Your forecast should reflect that.
Once you’ve mapped the flow, it’s time to create all of the elements of your funnel. That means building the actual pages using Wordpress, ClickFunnels or any of the other software. Keep it simple but always keep in mind both COPY and DESIGN. Convey the right message, at the right time. The more congruent you are, the higher your conversions will be.
Once your funnel elements are live, it’s time to send TARGETED traffic to it. Keep in mind that this is your first test. You have no idea at this stage if the funnel will convert, let alone come anywhere close to your prediction.
Also note that traffic temperature matters. Is this the first time they are hearing about you and your business, or have they been warmed up to you in the past? The warmer they are, the higher your conversions will be.
You need to TRACK all of the steps of your funnel in a visual way that allows you to see what’s working and what’s not so that you can compare it to your forecast.
You can do this with the paid version of funnelytics.io
Based on your established forecast and your tracked data, decide which test you want to perform first with the aim to get closer to your overall forecast model.
From there, you continue to repeat steps 4 - 7 until your funnel starts turning profit.
Most people stop at step 5 and assume their funnel isn’t broken, but the reality is they aren’t actually measuring what’s working and what’s not and they aren’t creating new tests to improve their metrics.
Focus on these 7 steps and you’ll have a profitable funnel in no time!
is a digital marketing expert and founder of Funnelytics, a software company helping entrepreneurs and marketers convert traffic into profit. A serial entrepreneur who scaled several businesses to seven figures and beyond, Mikael is passionate about helping entrepreneurs understand their numbers so they can get better results from their marketing efforts. www.funnelytics.io