Marketing Archives - Ava Carmichael

How to Create a Sales Funnel (For Beginners)

Digital marketing and lead generation isn’t exactly rocket science, but it needs to be data-driven and strategic. Lead magnets and sales funnels are pretty essential these days for any business—online or not.

If you want to create a successful marketing campaign or attract your customers, it helps to create a sales funnel.

What is a sales funnel?

A “Sales Funnel” is essentially a series of steps or the flow of the sales and lead generation process. It usually starts with an offer, valuable information, a giveaway or anything that attracts your target audience to your service, product or business.

For example, the food sampler at your grocery store is a type of live-action sales funnel. She attracts you with a yummy food enticement and you pay attention. You sample the food, maybe you’ll buy, maybe you won’t. But when you’ve entered her area to sample, you have basically entered phase 1 of a sales funnel, and the food sample is a “Lead Magnet.”

What happens next depends on how well she nurtures you, engages with you, or how much you like (or think you need) that breakfast sausage.

Creating a sales funnel online is an essential element in your digital marketing campaigns. Without it, you are likely missing out on reaching targeted customers and leads.

How to Create a Sales Funnel?

Step #1: Create your Lead Magnet. Depending on what you do, offer, or sell will determine your lead magnet. If you make products, a free sample is usually a good start. If you sell info, a free PDF download of valuable info is a good lead magnet. If you offer a service, a free estimate or evaluation is good. No matter what you give away, however, the most important aspect of your lead magnet (especially online) is gathering that potential customers’ email address. Without it, you are just giving away freebies with no real way to touch back or nurture those leads (potential customers) again. So make sure you are getting something in return when creating your lead magnet. Which brings me to step #2 of your sales funnel:

Step #2: Create an Opt-in Landing Page. For anyone who isn’t sure, an opt-in basically is that all-too-familiar page that kindly asks for our email address before letting us in, downloading, sending a free sample, taking advantage of a discount, etc. In any successful sales funnel, the opt-in landing page is crucial for your sales funnel. In order for your tempting lead magnet to convert, you need a landing page that gathers customers’ details.

Your opt-in landing page should address the following:

It should explain your lead magnet. What is it? What’s the value?
It should include why your prospective customers should request it, download it, etc. What they’ll learn, what they get, how it will improve their situation.
Your copy should be well-written and focused on advertising the RESULTS and benefits of the download, info, product or service they are getting.
Don’t ask for too many details if you can. You really need a first name and email address to reconnect. Too many steps or too much requested info may scare your potential customer away.
Use data or testimonials! Add credibility to your offer. Examples: “10,000 downloads can’t be wrong!” “Loved by over 1,000 women” “Featured in big-time Magazine” “Rated #1 by so and so.” (You get the idea. Just make sure the data, testimonials, PR and claims are REAL!)
Create an easy to read bullet list of all the benefits of your lead magnet
Including the problems it solves or how it improves their life or processes
Make your download button big, use a bright color (Red or Orange), and easy to find.

Once you have your lead magnet and an opt-in landing page (with minimal steps!), you’re ready to create your follow up emails.

Step #3 Create your E-mail Follow-ups Also known as drip emails or email campaigns. I have written another post on creating an easy email sequence if you need even more details. I recommend creating 3-4 follow up email sequences. This is where you nurture your customers. Remember the nice lady at the grocery store offering free samples? This is where you get to make a more lasting impression and create a personal touch with your potential clients. Your first email is engaging. Tell a story, offer even more free value, ideas or even another download. The second email creates authority and trust in your product or service and your third email hones in on a call to action (or your ask).

Step #4 Create a Service landing page with CTA. This will be your redirect page after they opt-in. This service page highlights or outlines your products or services with a clear CTA Call to Action such as Contact Us, Visit Us or Schedule an Appointment form).

Include more value proposition of your product/service as well as client testimonials on this page; what makes you better or different. Provide reviews (also known as social proof). If you don’t have social proof online just yet, ask some previous clients to write you a testimonial. There is no need to be too wordy. Bullet points are great and easy to read. But don’t forget: Client testimonials are key!

Step #5 Set up Data Insights and Track Conversions. You MUST know the data and stats behind your funnel system. How else will you know if it’s working?? You have to plug into Google Analytics and use insight tools to determine who is landing on your page, how they got there and what they do after they get there. Tracking can be set up in your Google Analytics account. Here you can set up conversion tracking and understand your visitor and customer behaviors better.

Step #6 Amp up your traffic game! At this stage, you have set the foundation of your funnel system. Now it’s time to get that traffic count up. We do this will PPC (Pay per Click) ads through Google Ads, Bing Ads or Facebook Ads, for example. You can choose to send your customers directly to your opt-in landing page or the Service page with CTA. Where you send the clicks will depend on your ad campaign search terms and the leads. Warm leads already looking for what you have to offer can be directed to the Service page while colder leads can be directed to the lead magnet.

I have even seen companies go a traditional route and send postal mailers out with a CTA to a website, so if you want to reach your target audience through a postcard, having that landing page online where they can opt-in, learn more or contact you can still be a winning combination. This works great for free giveaways!

Don’t forget (or be afraid) to try A/B testing with different ad campaigns and creatives to see what converts the best. The next weeks and months ahead will need to be monitored and adjusted accordingly to avoid overspending on ads that aren’t converting. If you see a lot of people landing but they just aren’t opting in or contacting you, you’ll need to figure out why.

I have written another article on what makes a customer buy. If you hop over there, it’ll offer useful insight into consumer buying behaviors.

What is Intentional Marketing?

What does Intentional Marketing mean, and how should you be doing it??
Well, intentional marketing is a lot like great branding. Intentional marketing embraces the highest level essence of your brand and continues to offer value for its customers at every turn. It’s like a 4-star resort where no details have been spared. Always.

To be intentional in your marketing strategy means this:

You’re very in touch with your brand and company mission
You’re very in tune with your customer’s wants and needs
You consider the needs of potential customers
Everything you do and say has a purpose and leaves a lasting impression. (Even in the business cards you use or product packaging)
You see outcomes, strategies, and foresight in all of your marketing efforts
You aren’t lazy in your efforts and you’re always thinking of ways to woo your clients (your office is 100%, your website is 100%, the experience is 100%, marketing materials are 100%, etc)
You believe in details, quality and always strive to be above average and consistent with these aspects.

Examples of Companies Who Use Intentional Marketing

Apple, Disney, Nike, Tiffany & Co., Whole Foods Market are all great examples of companies who are great with intentional marketing.

Have you ever stayed at a Four Seasons Resort or visited Disneyland park or even purchased an Apple product? Everything that you experience from beginning to end with each one of those companies uses intentional marketing.

How do you Deploy Intentional Marketing Tactics?

Plan ahead. Always be planning ahead with your marketing strategies and goals. Plan every move precisely and with a clear vision of the outcome you’re seeking and execute that plan with your best tactics.
Understand the scope, objectives, and goals you need to reach. Plan according to who you intend to reach and how you plan to reach them. Depending on how wide or narrow your target audience is will determine how much money needs to be budgeted to execute properly, and far in advance you’ll need to plan.
Make sure you and everyone on your team clearly understand your target customers like they know their own friends. In my Branding Course, I teach ways to get to know your target customer like a personal friend. Learn her, know her and make her happy. Create all of your copy, creative around this special target customer. Stop trying to speak to everyone.
Use a project management tool like Trello, Asana or Slack. Keep your team and tasks tight! Stay on track and with the schedule.
Again, there is no such thing as over-planning. Rushing to market with a half-ass/half-executed marketing plan = wasted time, wasted efforts and wasted dollars $$$$$.
Once launched, measure results. If there is time and room to make improvements or adjustments, do it.
Once the marketing efforts are complete, measure again. Read the results and analytics of each campaign and determine ROI.

Intentional marketing means having an eye for detail, knowing what you want to accomplish, knowing your audience and brand and having the patience, capital and tenacity to stick with it and follow through with tight execution.

How to Get More Customers

The #1 questions all businesses have is this: How to get more customers? And my first response is this: approach your marketing the same way you approach your relationships.

My father is the #1 sales guy for his company in the southern region. He didn’t earn this title simply because he knows his product, he connects with people first. He doesn’t walk into his customers’ offices and say, “Hey Louie, what are you buying from me today?” Nope. He says, “Hey Louie, let’s go get a hamburger.” My dad takes his business relationships seriously. He connects on an emotional level, and in turn, his customers treat him like a friend. He knows their stories, and they know his.

Everybody has a story, right? Do you know that your story can be a determining factor in how your customers connect with you (or not)?

There’s a reason why.

It’s because your story makes you human and relatable. It tells people there is a pulse. It tells your customers that you are willing to share you. You’re not just here asking everyone to give you something. Your story is the first layer of creating trust.

If you’re wondering why your customers aren’t responding as much as you’d like, ask yourself where you can give value first.

The value you offer must match the request

If you are a new business, the first years of your business may mean you have to give more than you can take. No long-term business was ever built without first providing proof that the product was viable. Even Colonel Sanders had to give out a lot of samples (over a 100) before ONE store finally said ‘Yes.’
-Ava Carmichael

In other words, you’re saying, “I know you don’t know me, and you have never done business with me but trust me when I say my products/services are worth $2,000!”

The roofer that (is listed on Google Business with 10+ positive reviews) shows up on-time at your home to offer you a free estimate, and takes the time to answer all your questions is probably going to get your business. If he said ‘hello’ to your kids or dog, he just earned a lot more points.

The lady handing out the sausage samples at Costco makes you want to purchase, right? Same premise. It’s not just guilt marketing, we are wired to reciprocate. And we feel compelled to reciprocate even more if the exchange gave us value.

Giving builds relationships.

Without giving a sample of yourself, your product, service, or having any real social proof, the risk can feel too high for a newbie, right? You have to show people what you’re made of first, or offer a low-risk chance to try it.

How to Engage Your Customers Properly

Imagine you are meeting a new friend at a party. She’s fabulous. You tell her all about yourself and open up because you want to create trust and a relationship. But when it’s your turn to listen to her story and engagement, she’s just talking about ‘the new cookware she started selling, asks you to come to her next party, bring $10..and, Oh, bring a friend!’

How do you feel after that exchange? Turned off, used, offended?

Is your business guilty of this kind of exchange? Are you truly dedicated to helping your customers, or are you just in it for the money? If the latter is truer, it will show.

Money is an Energy Exchange

Money is just an energy exchange. It means nothing unless it is traded for something of value.

As a business, it is your duty to create a healthy, valuable exchange with your clients first. Don’t be afraid to offer details about who you are, why you started, what you know, what makes you passionate. Don’t be afraid to GIVE samples first (i.e. valuable information, convenience, a free class, a quote, tokens of appreciation, etc.). Give first before expecting in return. This is what all healthy relationships are made of. And our business relationships should be no different.

Say ‘No’ to smarmy marketing tactics.

No, I’m not saying you shouldn’t set healthy boundaries, offer so much that you lose money, give away the farm, offer ‘TMI’ or tell your whole life story. But transparency and a willingness to step out first are important. Giving VALUE is important. And a relatable, authentic story about your journey is always appreciated.

Back to that party story, only this time it’s different:

You are standing at that same party by yourself with a drink. The fabulous woman whom we just spoke about walks up to you and says, “What an incredible dress you’re wearing! Where did you get it? You know, I have a list of about 5 exclusive designer showroom sales that happen every year here in New York. I will text them to you right now if you want them?”

OK! What normal woman will say ‘no’ to that, right? You see, the exchange was not only genuine, but it added value and a positive first impression. The fabulous woman now has your contact info and you have a super-secret list of designer sales to hit this year! The next time you think of valuable fashion information or designer duds, who are you going to remember first? Stop seeing your customers as dollars, and start seeing them as your peeps.

Look, I get it. We all know businesses are here to make money. We aren’t delusional and looking for friends when we shop for info or products. But as humans (and customers), what we want to feel most is heard, respected and important.

And it’s not always enough for customers to come to you. Sometimes, you have to reach out to them. That’s a subject for a future post. Thank you for hanging in till the end.

In my newly launched course on Branding (you can find it on Skillshare or here on my website), I explain why your story is so important to your brand success, how to craft your story and use your authentic voice to attract your ideal customers.

It’s 100% free to sign up. There are handy worksheets you can download and print, too. And when you’ve signed up for the course, you can also join me and others in the Branding 101 Workshop Group on Facebook. Look at it as your own support group as you build your business.

How to Create a Sales Funnel (For Beginners)﻿