You have a product – whether physical or digital – and you want to sell it. Maybe you’ve been asked to submit this product for review by a prominent blogger. Or perhaps you’re an online store and you want to drive traffic to your site using a fun marketing campaign. Regardless of the situation, you want to find the most effective ways to market your product or service.
Your first thought might be to create an ebook – or multiple ebooks – on the topic. You might decide to try your hand at a serialized novel, dispensing short chapters to entice potential customers into trying your book. Or maybe you’ve got an amazing infographic that supports your argument in promoting a product or service. A well-designed blog post could potentially lead to increased web traffic and, consequently, sales.
The problem with the above examples is that they require a significant time investment. In the case of the serialized novel or the ebook, you need to write the whole thing before you even begin to consider publishing. Once you do, you’ll need to continually update the content as new chapters or episodes are released. All of this assuming you can even find the right audience to begin with.
If you’re looking to create a traditional sales funnel and you want to use the ClickFunnels platform, there are simpler ways to do so.
Traditional Sales Funnel
A traditional sales funnel is a series of steps or stages that a customer must pass through before they can make a purchase. This type of funnel begins with product awareness, moves on to interest, and eventually leads to a sale.
Depending on the type of product you’re selling, the funnel may or may not include a few intermediary steps. An example of a traditional sales funnel for a digital product would be:
- Product awareness
- Determining what features/functionality matter most to you
Whether you’ve got a physical product to sell or a digital product to promote, a traditional sales funnel will work for you.
Simplify the Sales Funnel
While the above examples of a sales funnel serve a useful purpose, they can also be a little too complex. Just because your product is digital or just because you’re selling a service, that doesn’t mean you need to walk your customer down a series of steps to get them to purchase. Instead, you can use pre-designed conversion templates that make the whole process of getting a customer to make a purchase a lot simpler.
Take a quick look at the conversion tracking that ClickFunnels offers. Within the platform, you’ll find a library of pre-designed templates that can be edited with your details and a marketing message. When a customer completes the sale, you’ll see a simple Thank You page with a conversion tracking link. From there, you can continue to provide them with value by welcoming them into a free trial of your product or service.
If you decide to go down this route, you can either use the basic templates that ClickFunnels provides or you can develop your own from scratch. The choice is yours.
Use Case: Funnelstorm
Funnelstorm is an eCommerce-focused digital marketing agency that helps businesses of all sizes find the right mix of content and platforms to grow their audience, connect with their customers, and ultimately drive more sales – all through effective marketing strategies.
To better serve its clients, the agency dedicates significant time to experimenting with different funnel designs, analyzing the results, and continually improving conversion rates.
Based on that, Funnelstorm developed a custom sales funnel for a fictional company, X Inc. This company sells wine, and the funnel begins with a blog post that highlights the product, moves on to review it, and eventually, provides some helpful information about drinking wine.
The important thing to note about this funnel is that it follows the traditional pattern of a wine sales funnel but, at every step, the content and the offers change to fit the needs of the customer. While the blog post focuses on the product, the rest of the funnel evokes a dynamic, personalized experience.
Let’s take a look at how this funnel operates.
When a customer clicks on the blog post to learn more about the product, they’re taken to a page that highlights the various benefits of the wine.
As a marketer, you might decide to offer the customer some incentive to continue on to the next step. To do this, you could change the next page that they see to:
- An interesting interview with a prominent guest speaker
- A video highlighting the key features of wine
- A detailed fact-sheet on the nutritional value of wine
- Or anything else that might pique the interest of the visitor
You can use the above examples to create a basic blog post funnel. For a more personalized experience, you can create content that’s relevant to each individual step in the funnel – or you can use a content syndication tool like Content Samurai to pull in content from external blogs or websites.
On the next page, the customer is greeted with an overview of the wine, along with a short review. At this point, you might want to ask them if they’re still planning to make the purchase and try to up-selling them on an additional product or service.
If they’re still interested in the product, you can direct them to a detailed page that contains more information about it – including a video overview, written testimonials, and special offers.
As you can see, this product review template walks the customer through the various aspects of the wine and tries to persuade them to make a purchase. After the review concludes, it’s off to the races – so to speak – as you can see a customer who’s read the review to the end can now make a purchase without further delay.
If the customer continues to the next page, they’ll see a section that highlights the key features of the wine, perhaps explaining the difference between red and white wine, or providing information about the region where the wine is produced. For those interested in the product, this page will increase the chances of them making a purchase – regardless of whether or not they’ve already made the decision to do so.
As stated, the page will contain essential information about the product, but it may also include a short video that further highlights the key features of the product. In the example above, the company that produced the wine decided to place a brief video summarizing the key aspects of this type of wine, which is why we’re presented with a multimedia page in the first place.
On the final page of the blog post, the customer will see a tabbed area that contains vital information about the product. For those who purchased it, they can access detailed information about their product from anywhere on the site. For those still deciding whether or not to make the purchase, you can try and up-sell them on an additional product or service.
With more people researching products and purchasing decisions being made on the go, whether it’s on a mobile device or simply from the comforts of home, the last thing you want to do is force your customer to go somewhere else to find the info they need. Instead, ensure that the information is made readily available on your site, in conjunction with marketing the right brand of offers and content to match their stage of decision making.
In the next section, we’ll cover some lesser-known features of the ClickFunnels platform that you might find useful. We’ll also discuss how to effectively use the CRM (Customer Relationship Management) component of the platform to take your marketing to the next level.