3 winning DIGITAL SALES FUNNELS. How to generate leads & sales online
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3 winning DIGITAL SALES FUNNELS. How to generate leads & sales online


You have a nicer website or you even
ran some ads to it to increase sales and leads, but you don’t get
the results that you want, but some people are getting it right. Let me show you what they understood
and what they changed in order to drive sales and leads. My name is Simone Zanetti and you’re
watching The Digital Rainmaker Here’s how it works. You have a website
with products, services, videos, reviews, clients, “contact
us” forms brochures, etc. And maybe you even ran some ads
to drive traffic to your website. You have great content, you
provide value in your website. You have your capture forms, white
paper, downloads, the whole lot. Perfect. And yet no or disappointing
results. You see, what I’ve just described now is not the
digital strategy. It’s a digital maze. A labyrinth where your clients
get lost. Think about it. So you put so much effort to take your
clients to your website from different entry points, without giving them
common exit point, which should be: generate a new lead or sales. What you obtain like this is just to
get your client, or potential client, to maybe remembering your brand, but also remembering that was confusing
and the value proposition wasn’t easy, especially if you have a number
of products and services… It’s going to be very difficult to
navigate the website, let’s be honest. And probably they can find
similar products or services
somewhere else and once they are gone from your
website, ciao, ciao! Come on, price cannot be your only value
proposition. In this maze of decisions, you left your client aimless,
without directions and confused. And a confused prospect always says no. Also from a neuromarketing
perspective, number one, your prospect visiting your website knows
exactly that you’re trying to sell or propose something, so their defense
systems are all up. Number two, this is very important, because all the prospects see the exactly
same website (you don’t have a website for one kind of audience and another
website for another kind of audience), there is no way that you can design the
content to trigger a positive response for all the types of issues that clients
have in the various industries or situations that they are in,
right? So what’s the solution? How do some people or some companies
make a lots of leads and sales online? Three strategies: digital sales
funnels, neuro sales funnels, and social retargeting funnels. Let’s start with the first
the digital sales funnel. So let’s say that you have a product or
service that you want to sell: software, insurance, it doesn’t matter. You
define who is your target audience, who you think is your target audience,
and then you try to get their attention, brand awareness or product awareness. Once the client lands into that page
that you design (so it enters the sales funnel), you provide some value, some digital assets in exchange
of his or her email address. That is called “the bait”. At this
stage you have also another option. Rather than trying to capture the email, you can try to do a low
cost item sales right there. Get the client to do a small commitment, buying the small item to then try
and sell a more expensive one. This tactic is called trip wire. I
don’t particularly like the name, but it is what it is and
it’s not typically for B2B, but it makes big numbers in
consumer marketing. Again, with the example of the insurance, get the client to make a small
commitment on a small policy, very easy to sell to, again, capture the client to get loyalty and
then sell more. Back to the main funnel. Now you have a contact
to work with. Secondly, you have the client downloading your
digital asset, a template, an ebook, a white paper, a quick guide, whatever
you want. Thirdly, and most importantly, now you have the attention of the client, so now is the time to
push for the sales pitch. Now we get to the delicate phase. This
is where you can lose them or get them. This stage is also
divided into three phases, the emotional part (where
the emotional buyers buy), the rational one (for the rational
buyers) and then at the end that the risk mitigation phase. The
first part the “emotional”, this is where you get
to the emotional buyers. About the “subconscious buy” see my video
about the part of our brain that makes us buy. (Link in the description).
For the rational buyers, and absolutely for B2B, there is some
more convincing that needs to happen. This second logical part is the “trust
phase” where you provide logical reasons to buy from you. Remember one audience, one campaign And I say that
because typically a sales
funnels is not visible on your normal website or on the web: only a specific target audience
tat will see that specific ad, but you still need a website
like a business card, because if they check who you
are, during the sales funnel, they need to be able to see a
professional, sleek website. In terms of how to gather people
there, it’s another subject: I have another video on
that about social selling. Check the description below the
(video about social selling). Now let’s go on the second
type: the neuro sales funnel. A neuro sales funnels is an evolution of
the normal digital sales funnel because it leverages our reptilian brain,
the subconscious within all of us. I covered this in another video. In the description below I’ll put a
link on the video called “Amygdala: the gland that makes us buy”.
in a neuro sales funnel, the target is much better defined.
We don’t shoot a broad audience, but we create multiple campaigns and
ad variances per-target-audience and psychological profile. Let’s say that a certain
type of individual needs
insurance for their household because of a possible sense of guilt
that something happens to their house or the family members. That’s the
hook. And based on that hook, the whole design of the ad
and the campaign is defined
and within this category of potential clients, you have people
of different ethnicity, culture, interests and all of that. The ad design and targeting must match
the final audience’s psychological and social profile. Online platforms have very sophisticated
algorithms and AI to do this, so don’t worry, you don’t need
to have a degree in psychology. If you have 10 variants of an audience,
you need to create 10 ad groups. 10 groups of ads: every one specific
for every psychological profile. Then within this group, so you need
to create variance in terms of color, creative, copy, text, title, etc.
After the ads ran for a while, your ad platform of choice will calculate
with the AI algorithm that they have, what is the target audience
that performs better. So, who are those people that more likely
will be interested in your product and service. Not only that, but you can combine a number of
variables in terms of the look of the ad, different pictures, different
videos with different text, and it can also provide you a feedback
in terms of which ones perform better. So you can kill those that don’t work and
just put your money on those ones that are bringing you clients in.
And it doesn’t stop here. The algorithm can find
lookalike audiences. When the algorithm understands who
are the people that most likely are interested in your product, you can expand and you can invest on
people that will most likely be interested in your product or service. Sorry if I
repeat this, but this is really key. Now, you already have a great win. The people in your neuro funnel are
exactly those that can more easily convert into leads or sales; and you
spent less money on time-wasters. Now it’s time to use other neuro marketing
tactics to boost sales: scarcity, advocacy, anchoring,
decoys, authority, reward, reciprocity (you know like when somebody
follows you in Instagram and you feel kind-a… you need to
follow as well? Yeah. That is what it is) micro-commitment, etc. I will do a full
episode on these tactics. Remember in the first digital
sales funnel, the traditional one, the phase where you need to convince the
rational people to buy with the logical part? Typically this is for
B2B. In the neuro sales funnel, we take a step forward. Every prospect has a set number
of fears that need to be managed. Will my boss or my spouse
approve what I’m doing? What will my colleagues say about
it? What if this doesn’t work out? Will I feel guilty? What if it’s
the wrong choice? What if? What if? What if? All these “what if” are different per
target audience and that’s why you need to do one campaign, for one
product, for one target audience. And address these points that only
that specific audience will see. Some of these fears are subconscious, so the ad needs to speak to the
amygdala and not to the neuro cortex. In other words, to the subconscious.
Again, check the video in the description. It’s going to be very clear.
Finally, social retargeting funnels. You know when you look at some products
in Amazon and then after a while you start seeing these products
everywhere on the web? That’s our reinforcement message
in advertisement possible thanks to remarketing. With the remarketing, we can recover a big portion of those
leads that we lost in the funnel. The traditional way of recovering them
is to mail them again and again until they come back, we propose
them something of value, until they either buy or unsubscribe. The modern way of doing it is through
the digital platforms, Google, Facebook, Instagram, etc. These platforms use a specific
code in your website to track people’s behavior like a Google pixel. They
know what your Facebook page is, a LinkedIn and where these people
go. So they know what we all do. Do you want some cookies? You
know what I mean? For example, you can configure Google to do
remarketing as we said earlier, or you can use the Facebook 2-step
approach. In the first step, you publish a 15-second video with the
sole purpose of doing brand awareness, and you do it for one week. In this
phase, don’t expect to sell anything. It might happen, but just
put the learn more button. Don’t use a “buy now” or “book
now” or anything aggressive. Just “learn more”. This stage is just for awareness and to
teach the algorithm who’s your audience. On that “learn more” button send them
to the funnel or to your website. Again, the AI engine has being learning
who is your target audience and what performance better. Now
is the time to scale up. Note that Facebook will not only
retarget those who watch our videos, but also we create a lookalike audience
that will allow you to reach only those individuals that will most
probably click the ad. Now you can really scale
up the ad for conversions. I hope this clarifies sales
funnels, and remember, the sales funnels are invisible, meaning that only the target
audience will see the sales funnels, not the competition. I have a video
called “the invisible competition”. Have a look in the description.
In the next videos, I will go through the
strategies in detail. Make sure you subscribe so
you don’t miss anything, and connect with me in social media. The links are at the bottom of the
description box. Thanks for watching.

About Ralph Robinson

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