What is funnel marketing

Hello, hello, hello. Good morning, everybody, and welcome to the first of three lives. So we are going into her Empire Builder launch week next week, and doors are opening to her Empire Builder on Monday, my mastermind. And so today, tomorrow, and Friday, I will be going live every day talking to you. And the thing is, see, this is what I was thinking about before, right. Is often you're going live and you're doing things and you're like, oh, and I just happen to have an offer for you. But the thing is, we're in online business. We're in digital marketing, and you are in online business and digital marketing. So you know exactly what is happening here. There is no surprises in going, all right, I'm going live every day because I want you to take that next step. Step. I want you to join my challenge, which is happening next week. Good morning. Hello, people on Instagram here. We're on both Instagram and Facebook at the same time. So say hello if you're in. I'd love this to be super interactive. Hi, Rachel. How you going? Hi, Aaron. Hi, Carla. How are you? So super interactive. You can ask questions as we go, but as I said, it's not. It's not like normal, where it's kind of like, hey, here's my thing, and do you want to take the next step? You know that I'm doing this with the purpose of going into a funnel. And here's the thing, I'm talking today about funnel marketing while moving you in my funnel and going, okay, so we do a free live, and then I'm going to get you to join my challenge. And then from the challenge, I'm going to invite you if you want to apply for her Empire Builder Mastermind. So that's what's going to happen. There's no secret about it, but along the way, I'm going to give you massive value so that you can use that. Good morning, Emily. Good morning, Karen. Good morning, Helen. So as we're going, ask any questions that you like, I've got both the feeds up so that I can see everybody here. So I want to talk about funnel marketing because we're doing the lead magnet challenge next week. So if you are not in that already, you can go to tina tower.com challenge. Yes. Carla has applied for the mastermind already. I'm talking to you next week. Good morning, Laura. I can see a couple of my Mastermind members on here already. Hi, Leanne. Hi, Belinda. Great to have you all on here. So funnel marketing is the first step that we need to think of before we actually go and think about creating a lead magnet. Because a lot of the time I go, you know, people will say, well, what is funnel marketing? How do I actually work out what it is that we are doing? Karen and Helen are looking forward to the challenge. I love a good challenge. I love anything live because I like working with people and seeing that growth happen and seeing things go on and on. So a funnel is very simply where your customer first enters your world. So in digital marketing, there's a whole heap of fancy schmancy words for a whole heap of different things, but really we're talking about a customer journey. We're talking about how can we get the right customer to enter into our world so that we can offer them the solution to their problem that we are so good at providing. That really is it in nice, simple terms. And I love nice, simple terms. Belinda is excited to know more about the Mastermind. I'll tell you all about it later, but if you want to go and apply, it's not officially open till Monday, but the page is up so you can go to her empire builder.com if you want to do that. Now, it's called a funnel because there is a lot of people that enter in at the beginning and then they drop off as you go through. So if you think of the funnel, think of it like an upside down triangle. So a whole lot of people are going to enter into your world at the beginning and then as you get to each step, there's people that are going to drop off. And it can be, it's very perplexing and infuriating when you actually look at your numbers and you see how many people come at the top of the funnel and then what that drop off is on the way. And so a lot of our job is looking at that and looking at each of the touch points along the way of our funnel and going, okay, how can we optimize that? How can we improve that so that the right customers are continuing to take the next step, step for each one. So in a typical online business, that would ideally, what a funnel would look like is that someone comes to the website, they see all of the awesome services and products that you have, they go, great, this is exactly what I need. They then navigate to the sales page, they read it all and go, oh my gosh, great. This is exactly what I need. They click, buy now. Exceptional. They see the checkout, I can afford it. Check out. That would be the most beautiful funnel ever. It rarely, rarely happens because I know you've heard this before. We need to increase that know like and trust factor before someone's going to part with their hard earned money. So usually that kind of process would only happen if someone already knows you. So someone has heard you speak or they've been following along on social media for a long time and you've already kind of had that nurturing and in place for a lengthy amount of time. So what typically happens in an online business is when people first come to you, they'll either see you on social media or they'll see you through a Google search. If you've nailed your SEO and they'll come into your website and they'll go, actually, I'm not ready to part with my money yet, but what have you got for me? And so they're looking at your website for a lead magnet. And this is what we're going to be focusing on next week. Has anyone on here signed up for the challenge? So next week we're doing five days of creating a winning lead magnet. Um, so I'll be going live 9 o' clock every morning next week, but it won't be publicly, it will be on Zoom. So you've got to sign up for the challenge there first. So if you want to do that Tina Tower.com forward/challenge if you want to get in there. But so people will sign up for the lead magnet and then you'll subscribe them to an email sequence. So that email sequence will nurture them. So it's usually three or four emails in going, okay, so the first one, excellent. Belinda is in for the challenge, Rachel is in, Carla is in, Karen and Helen is in love it. So usually they'll go, okay, I'll sign up for the lead magnet. And then I've got the nurture sequence. So that is usually an email straight away in going, welcome, great to have you in the world. Here's that next step that you can take and then you can invite people to take the next step with you. Whether that is to do the next level kind of freebie offer or an entry level offer, or whether it's to apply or whether it's a call. It's going to be different for everybody's business. But you, you want to ask for that next step straight away. And then you've got other nurture sequence emails because if someone's never heard of you before and they've never seen you, it's unlikely that they're going to jump in straight off the bat. So then it's going, okay, the next day, do we Send an email saying, you know, this is who I am. Because remembering that when someone first comes into your world and gets your lead magnet for the first time, it's unlikely that they know your backstory yet. So it's really important to have kind of your signature story worked out to go, this is who I am. This is what I represent. So that people can go, actually, are they someone I want to work with or not? Because we work in a very competitive world. There are competition for no matter what you're doing, which is a good thing, but it means that people can decide who they want to work with. And that not only has to do with the skill set, but also the personality. And going, is that someone that I actually want to learn from? So you're telling about who you are. And then the next one is going to be an email and going, okay, this is what my customers alike. Because people want to see, do people like me do business with this person already. And so then you've got that one, and then your next one is going, all right, here is the next step to take. Let's get this show on the road. And so for me, a lead magnet is always kind of. It's an exchange. It's saying, hey, I'll give you this piece of beautiful value in exchange for your contact information so that I can market to you. And we never use. We never use that language. We're saying it a lot more eloquently than that. But that's basically it. I'm going to give you something really, really cool so that I can market to you. And, I mean, that's what I do. That's what I'm doing right now. And this is what I said at the beginning. The weird part about teaching people digital marketing whilst I'm marketing to them is going, you know what I'm doing? And I'm telling you what I'm doing while I'm doing it is going, my goal is to offer you massive value so that you go, hey, this chick knows what she's talking about. I want more where that came from. I'm going to take the next step and I'm going to join her challenge. And then you're going to be in the challenge going, oh, my go. This is the most amazing thing ever. I need more than this. I'm going to join the mastermind, and then you're going to apply for that. That's the goal. But along the way, people are going to drop out of the funnel because people are either going to go, you know what it's not right for me. I'm not ready for it yet. I can't afford it. There's going to be a million and one different reasons why people are going to drop off along the way. Or it might just be I'm a little annoying, I don't know, not everyone's cup of tea, and that's totally fine. Okay. Good morning, Kirsten. Good morning. How are you? Hi, Alison. Hi, Jo. Okay, so I want to talk a little bit about funnel maps, because when we're talking about funnel marketing, it's really important to know your numbers and know your metrics. So if you're not familiar with your funnel marketing and your maths yet, it's something to start measuring. And it's something that in our mastermind, we really focus on with end of month, every month, checking our key metrics so that we can keep track of how things are going and what we can tweak. Because you're never done. Here's the thing, like, what is perfect for one business is going to be different for another, and you're always going to go, all right, if I've got it this way, what can I change and tweak along each point of that funnel to improve those conversion results? What I mean by that is not all leads are created equal. One website can have 10 people come to it and have a 10% conversion and have that one person jump in. One person can have 1,000 people enter the top of the funnel, come to their website, and only 1% will opt in. So not all leads are created equal, and usually that is because of the acquisition. So if, for example, I am speaking on a stage and I'm talking about a lead magnet or an opt in that I have, then I can see people saying, saying hello, but I don't know their name. So, hi, read, play, learn. If I'm speaking on a stage and I talk about an opt in, the conversion from that is going to be much higher because I know exactly who that audience is I'm talking to. And I've already created a really great lead magnet that's going to be perfect for that audience. So straight away, my conversion is going to be higher from them opting in adversely. If I'm just promoting a lead magnet on Facebook and going, hey, here's this lead magnet, it may or may not be right for you. Unless you're targeting warm leads with really specific ads, you're going to get a lower conversion because there's going to be people that are coming in that are going to go Actually that's not what I'm looking for. That's not quite right for me. And click off, which is totally fine. But I just want you to be aware that when you're looking at numbers you can't always compare them like for, like because there's so many variables. But for example, if you've got 1,000 visitors that are converting at 1% per month, then that will be 10 sales a month. So that's really, really good. And that's typical. It's typical to have that kind of 1% conversion as across the board, sort of an average number to go off. But if you can get 3% of them into a lead magnet that aren't converting into customers straight away, then that's, that's 30 new subscribers a month. That is starting to look like, okay, we didn't get those people as customers straight away, but we've got them into our funnel so we can start that customer journey and we can start talking to them and marketing to them along the way. So that email sequence that I mentioned earlier, you can start to automate that so that you can build that relationship and build that rapport. Then if that follow up sequence converts 2%, that's six new customers that you have at the end of the month that if you didn't have that funnel in place, you would have missed out on those six people. So this is why it's so important to have that funnel marketing. Just beautiful, automated and working there. So you can have multiple funnels all over your site because different things will work for different people at different times. So often. Hi Kylie, how are you going? Often you can have, you can have a simple subscribe button that can work really well. You can have, I like big lead magnets so I go big with mine in terms of like a webinar or a challenge, the ones that work really well. So it depends on what stage you're at in the business. So if you're just doing, you know what, I'm not launching anything at the moment, but I'm in a list building mode, then simple specific lead magnets are going to open to work best. So Things like checklists, PDFs, reports, templates, all of those really simple things that people can go, you know what, this is going to be something really specific I can get that's right for my business or right for my life and I'm just going to implement it and off I go with a quick win. That's going to be the best kind of converting one in a list building mode. But Then when you're converting into launch, you may offer that to the people that are already come in the door in the funnel from that simple lead magnet. And then you're offering that next level commitment like a webinar or a three part video series or a challenge. Because for me, like if I use mine for an example, because I'm trying to find excuses to plug it as much as possible. Tina tower.com forward/challenge starts Monday. But that's a time commitment, right? So I'm getting people's most valuable commodity, which is time. So people are committing for five days, which means I'm going to get less people opting in for that than what I would if I just did like a quick video on how to do it, but the quality isn't there. So when you actually break down doing a lead magnet, if I want to show you, you know, in the challenge, I'm showing you, okay, how to design it, how to do the funnel, how to write the copy, how to market it. Like each day is a different thing and it's going to go for an hour each day. There is a lot to cover, but I know that's going to get less people because it's going to take more time. But what it is is super high quality. So it means that when people go through that, they're like, holy guacamole, this is amazing. This is a taster of what it's like to be in the mastermind. So while they're going to be less numbers, they're going to be more highly converting because it's giving people more of an idea. So that's what I mean with going, okay, when you're looking at a funnel, not all funnels and not all numbers are created equal. But the goal is to go, okay, if I am looking at something and going, all right, when you review your numbers at the end of every month and you go, how many people entered the funnel? So that is, how many opt ins did you have across your whole website? And then so with an opt in page, for example, you will have around 30% will convert. That's like the general number that people try and go by is going, okay, if you've got a lead magnet page, say you've got a checklist out in the world. And however many visits you have to that page, 30% of those should opt in. If it's below that, then it's looking at that page and going, okay, what will I have to change and tweak to do that? And in the challenge we're Going to be talking about all the copy and how to do that. But really the essence of it is keep it simple. Laura's asked, will it be recorded? The challenge is recorded, yeah, for sure. So people will get access for a month to that. So obviously there's benefits in coming on live. You can ask me questions and that sort of thing. And it's very interactive, but it will all be recorded. So if you do miss session, you will get the recording for that as well and be able to access it later on in the day or later on in the week. You can have it for a month. So you've got it for quite a while there. What was I talking about? Reviewing your numbers. So you want to, at the end of every month, go, okay, how many people opted in? And then what was the conversion on that page? And then how can I get that up? And then from that email sequence that I had in place, how many people? What was the conversion from that, percentage wise? And then where did people fall off and how can I get that up? So it's looking at every different stage of your funnel and what you've got going on and going, all right, how can I make little tweaks and little improvements to keep improving that? Because everyone's will be different. So it's not like we can say, okay, you know what, here's an exact way. This is exactly what you have to say. This is exactly how you format it. This is exactly what you do. While there is a beautiful. Hi, Ashley. Hi, Gina. While there is a beautiful format and a beautiful blueprint to follow, it's going to be tweaked for your business. And this is one of the most frustrating things that I find with the people that I work with in my mastermind is we've got 30 beautiful women that are all running online course and membership businesses and kicking some ass. But what works for one person doesn't necessarily work for another. So each person has to kind of take what it is and go, okay, who is my perfect audience? Who is my perfect target market? And then what do they want? And one of the secrets to success is just give people what they want and what they need. So when you design a lead magnet or when you're trying to get people to enter into your funnel, part of it is going, okay, I'm imagining that perfect person. And I don't like, like customer avatars and that sort of language. We have a name. Browse. Ours is Alice Carrington. So Alice is our perfect customer. She's fictitious. There's no Alice Carrington. But in my mind, there is. So she is there and I know everything about her. So when I go to create something new, I can go, is this going to be right for Alice? Is this what she needs? And I make sure that I'm giving massive, massive value to her because that's going to be enticing and it's going to want. She's going to want to take that next step with me. Okay, any questions around creating a funnel? I've talked for 18 minutes without taking a breath. So any questions on creating a funnel? Funnel, marketing lead magnets, the challenge, the Mastermind that's coming up, Anything like that? Laura is in New York. It's dinner time. I know. I will record the challenge for you so you can watch it after dinner or the next morning. We'll be fine. Hi, Lauren, how are you? Okay. I'm on. So I've got Instagram and Facebook both going. So if you've got any questions, let me know. Deb said, yeah, I love the concept, understanding Alice. I mean, I always find it easier. I don't like talking about, you know, the customer app avatar just sounds very, very impersonal. And so for me, having that actual person mapped out and going, how old are her kids? Does she have kids? What does she read? What does she enjoy to do? What are her problems? What is she dealing with in her life? Because then you can get right in the mindset of your perfect customer and then go, okay, where is she at right now? What are the problems she's coming across? What are her pain points? And then how can I talk to her in a way that it's really, really clear that I can give her the solution to that. Nice. And we've had no questions come up. I've got tons of people here on Facebook, on the different pages and on Instagram. I'm here for you. Hi, Mel, how you going? Melmar is on Instagram. She's on Tweak as well. One of my empire builders. I've got a few of my Mastermind members that are on launch week at the moment right alongside me, which is so exciting. All right, any questions coming through? Otherwise I will finish it off and wrap it up. Let me know. Have I made like that perfect sense with funnel marketing that there's no. No questions. I love it. So if you want to know how to really optimize your funnel and get the step by step, go to tina tower.com forward/challenge and sign up for the five day challenge, which is happening next week. So it's going Monday to Friday, 09:00', clock Sydney time each day where I'll show you like actually on zoom, share my screen and we'll go through step by step. I gotta say, my workbook is a work of art. It's going to be very helpful. You'll love it. It's got a lot of cheat sheets and checklists and copy, swipe, copy and all of that sort of thing, which is going to make it super easy for you to make an amazing lead magnet. Hi, Carla. Love your work too. Alrighty, everyone have the best day. I will be online again tomorrow live, talking about. What am I talking about tomorrow? The business behind online courses is what I'm talking about tomorrow. So if you're are new to the online course world and you're looking at growing that then or you're in your early days, kind of less than six figures or going what is the business behind it? Because I see people doing so well all the time and I don't quite understand like all of the moving parts behind because we do see so much of people's front end and the bright shiny things and let me tell you, there is a bucket load of work that goes on behind the scenes. I mean, I am going into launch now. We're opening the doors to my mastermind on Monday. And oh my gosh, the amount of work that's in there, you know, the podcast, the lives, the, the different copy. Oh my gosh, the copy, how many emails, how many social media captions, all of that sort of stuff. So there's a whole lot to know, which is what I'll be sharing with you throughout the time so that you can really get to know all of that and get some shortcuts to that success as well. Oh, Mel. Mel said Tina is amazing at this stuff, has learned so much. Thanks, Mel. Love ya. Love my color coded bookshelf. Thank you. You and me both. Roz has joined the challenge. Awesome. Melissa makes sense with Alice. Yeah. And I'm a big fan of naming your customer Victoria. Love, Canva. So do I. I just, I've absolutely fallen head over heels in love with how good you can make things look. Laura, you're the best. Thank you. You're the best. All righty, everyone have the best day and hopefully I'll see you in the challenge or I'll see you online same bat time, same bat place tomorrow. Thanks everyone. By.