Creating a funnel is not a very simple Why creating a funnel operation, but it is one of the most effective techniques ever designed to carry out a whole series of marketing actions: obtaining contacts (or rather, leads), selling, having people sign up for a newsletter, downloading a file, using a coupon… in short, to drive user behavior.
And if it is true that creating a sales Why creating a funnel funnel requires technical skills, it is even more true that there must be a strategy at its base, which is able to combine the objectives with the means available.
So, today we want to explain to you why this technique could not only be extremely useful, but could even give a boost to your business.
Why Building a Funnel Could Help Your Business (And How to Do It)
We have already explained what ais : it is a series of online or offline actions that aim to transform an audience of users into customers, according to a funnel process.
Obviously, in fact, not everyone who receives our message will be interested, and not everyone who is interested will take action. The goal is precisely to make a selection and obtain quality contacts, who can actually purchase our product or service, in the case of a sales funnel .
We also explained how the funnel is divided into different steps and how these are interspersed with some actions.
What we haven’t talked about are the elements that are essential for building a funnel.
The elements to create a funnel
Whether it’s a conversion funnel or a sales funnel , there are some “ingredients” that are needed to make the recipe run smoothly. What are they?
- The Lead Magnet
- The Tripwire
- The Core Offer
- The Profit Maximizer
- The Return Path.
What big words! All these Anglicisms actually indicate basic elements that, as soon as you read, you will take for granted. Funnelling marketing was in fact born in America, and has become global in a short time. For this reason, marketers from all over the world use a common language, and techniques and information are shared much more easily.
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The Lead Magnet the entrance door to create
Let’s start from the beginning, that is, a funnel. The Lead Magnet is, in essence, a bait that we use to attract users. It is therefore a real gift but, as we well know, nothing is free in this world, and to receive the gift, users must perform an action.
Obviously this action is to leave your contacts, and thus obtain the first data, starting the transformation process.
The average user, in fact, almost always from the Point of view of the Image finds himself on your site by chance: he arriv there through Facebook, Instagram, a Google search, word of mouth or something else. He is therefore not seriously interest in what he sees.
For this reason, on your site you will bt lists have to place an offer that cannot be miss, and that at the same time identifies you as a brand capable of solving their problem.
How to ask for contacts
Usually a form is us. In this very first phase it is important not to overdo the requests: phone numbers and addresses are not ne at the moment, and could scare users. A name and an email are more than enough!
Once the user has sign up, they will land on the Thank You Page. This is a page where they are thank for signing up, communicating that the gift is about to arrive in their mailbox.
But, since the user is there, why not take advantage of the opportunity and start offering your product, maybe at a special price? The user is already there, and you can be sure that he is reading your words. You have to take advantage of it!
The Tripwire
The Tripwire is the next step to create a funnel, and it only occurs when the lead has been acquir It is the transition from Lead to Prospect, or from a simple contact to an interest contact.
The word tripwire in English stands for “electric trigger”. A system that should generate a chain reaction. And that is exactly what happens.
If the product we propos in the lead magnet has been add to the cart, for example, it is time to dare. Why not suggest two other products, similar to the first and with a discount price only for a short period of time and in conjunction with the purchase of the first?
But be careful: if you pull too hard, the rope will break. If the user feels annoy by this “aggressiveness”, in fact, he could give up everything!
So try to stick to the facts and only offer products that can really interest you and that really have a discount price.
The Core Offering
And here we are finally at the heart of the funnel. It is your flagship product, the one that makes you earn the most and the one on which you ne to invest the most time and resources. As you can see, it is only the third step to create a funnel. Revealing and offering the core offer right away means in fact burning the stages!
The important thing at this stage is how to present the product. This is the most important one, for which you will have to spend more words. And get across just one message: that, by owning that object, the user will satisfy a ne.
This is the psychological spring that drives the purchase, not the price, aesthetics or functionality. Products and services are not ends in themselves. A dress allows you to have the right look for the evening, a book or a film give you emotions, a car can give you adventures and so on. This is the lever to press for the core offer.
The Profit Maximizer
Selling the core offering should be consider the pinnacle, mission accomplish, we did it. But… are you sure you did everything you could do? What if there was a way to sell something else?
This way exists, and it is the profit maximizer. The fourth element to create a funnel consists in proposing, after the purchase of the core offer, all the accessories connect to it that can be useful to the user.
The formulas are different: from the classic “you might also be interest in” to “customers also purchas this”. In short, the user now transform into a customer has made a purchase and is in a good mood: let’s take advantage of it!
The Return Path
And here we are at the end. To create a funnel, or rather to complete it, you ne one last element which is the return path. This allows you to convert a customer into a repeat customer, and therefore make him continue to buy.
How? There are different ways, but they all come back to the fact that a relationship of trust has now been establish between you. You can use the mia , email…
Whatever the mium, you will have to keep the customer updated on what may interest him, and propose new purchases.
This way you will have really exploit all the tools at your disposal and created an efficient and continuously moving funnel. Thanks to email automation, for example, you can welcome new contacts and accompany them along the entire funnel in a completely automatic way.
