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Mapping customer journey through the sales funnel

Tim O'Reilly, Marc Andreessen, Biz Stone, Jason Fried, Larry Kim

We will discuss the customer journey through the sales funnel in this piece of content. We will go through the basics of a sales funnel. We will understand what the heck a customer journey is. and how the two relate to each other. And most importantly, how you can leverage the power of a sales funnel to start or grow your business.

We will also dive into the actual pages that you need to set up. And the emails, the upsells, the down-sells, the advertising costs and all that fun stuff. We need to understand the customer journey through the sales funnel.

We design sales funnel keeping in mind one thing. That is, it is the process to take someone who has no idea who you are. And take them all the way to a raving fan and customer of yours. And there are a couple of stages.

We start at the prospect, and then they become part of your audience. Then they become a lead. And then finally, well hopefully, they become a customer.

So let’s walk through what each one of these stages. We start with prospects at the very top. And all the prospect is, is of all the people in the world, who are the people that would be your ideal customers, right?

So we want to find out who are the people, who could eventually become a customer. That’s it. So we’re not trying to get everyone in the world to buy our product.

We want the right people who are a good fit for our product and to buy our product. So the whole purpose of the first part of our sales funnel is finding those prospects. And getting them to engage with our content and eventually become a lead.

The next step is the audience. And this is when a prospect goes from not knowing who the heck you are to someone who’s engaging with your content. It happens if you have a content marketing strategy.

The whole purpose of your content marketing is to turn prospects into audience. And we define who liked your posts. Or is following you. Or subscribed to you. In these cases, they’re actually engaging with your content on a regular basis.

Now, once they are an audience member, we want to convert them into a lead, which is the next step of the customer journey. This is where you actually collect their personal contact information.

And finally. We take our leads and transform them into customers. The whole purpose of customer journey through the sales funnel is customer acquisition. So we go from someone who has no idea who we are, all the way down to a customer, and that’s what our sales funnel is designed to do.

So here’s a diagram of what the entire their sales funnel looks like. I know there’s a lot here. We’re going to go step by step through each one. And we can break our sales funnel down into three main components.

funnel stages

The front-end, the core, and the backend. So we’ll start with the front-end or the lead generation portion. This can also sometimes be called a lead generation funnel. The whole purpose of your funnel’s front-end is to take someone from a prospect to an audience member to a lead.

You’re trying to accomplish three things on the front-end. We start with the prospect. And hear what you want to do is, you want to come up with an ideal profile of who your ideal customer looks like.

You’ll essentially want to figure out what content they’re already engaging with. You want to get a sense of their demographics. And then you want to get a sense of the problems they’re having. A problem that you can solve, and how you can connect your product or service to the issues, they’re having.

So they can see the value in eventually purchasing your product and service. Even in the front-end, we’re already thinking about our end product or service. Which we will be selling to our audience members and prospects.

Now the next step here is deciding which platform you’re going to create content for. Or you’re going to advertise on. So you don’t have to have a content marketing strategy for your sales funnel to work.

I recommend you choose one or two platforms where you really focus on creating content. There are contents and video in the net that will help you figure out which traffic sources the best for you. Also, how to develop content or advertising plan for whichever platform you choose.

Now, all this content and advertising drives to something called a landing page. You’re going to collect their contact information giving away something valuable to them. We call the giveaways a lead magnet or opt-in offer or opt-in gift.

So it’s not talking about the gift yet. We’re going to focus here on the landing pages. We design the landing page to offer our lead magnet.

Now in a general rule of thumb, you need at least their phone number or email. So you can either give them a call or follow up with them via email. Suppose, you going to be collecting email, but you can also collect other information as well. As a good rule of thumb, the more information you ask for, the fewer people who are going to fill out your form.

Now, the reason the landing page works is that you’re offering something call the lead magnet. And this is something of value that you’re going to give to your audience members and prospects. Your purpose is to transform them into a lead, in exchange for their contact information.

Now, there are a ton of different things you can do for your lead magnets. You can make a video presentation. You can give them an Excel sheet. You can make a cheat sheet or an assessment or an audit, some sort of PDF.

You can put together a diagram. It can be an audio, a case study. The sky is the limit. Link in the description if you need help coming up with some ideas for your lead magnet. Cause I have a full video on all the different types of lead magnets, you can make.

But at the end of the day, the whole purpose of the lead magnet is to give your new leads a quick win. You want to show that they made a good decision by giving you their contact information. Whether it’s solving a problem. Or revealing something that they didn’t know, or showing them how big their problem is. and why they need to work you to be successful.

And that all the front end of your funnel is designed to do. It’s designed to take someone from, “I don’t know who you are” to, “Oh, I’ve given you my contact information. And I got some value in exchange.

Now, the next part of your sales funnel is going to be the core.

So the core of your sales funnels actually starts at the end of our sales funnel’s front-end. So here, we’re looking at our landing page, our lead magnet, which we’ve already covered. And then we have our emails, our sales presentation, or sales message.

Then we have our shopping cart, and then ultimately, we have our product or service. So we’ve already talked about the first two, and now it’s time to talk about the emails. So what the emails do, is they do three different things.

They build rapport with your new leads. They build the lead magnet’s value, and drive traffic to your sales message, which is the next part. So the sales message is what’s doing the heavy lifting of trying to sell your product or service.

So it’s really important with sales-funnel marketing is that up until this point, everything we’ve done is marketing. It’s delivering content. It’s building rapport, creating value.

And here in the sales message, it is the first time you actually start to try and sell something. So the sales process mustn’t start until right here. You’re trying to get people to that one-yard line. And the sales message is going to get them over that hump actually to become a customer.

Your sales message can be a tech sales letter. It can be a webinar, it could be a series of videos, or it could be a video sales letter. When you hear something about a webinar sales funnel or a launch sales funnel. They are the same thing as what we’re talking about here. It’s just referring to the type of sales message that you’re using because this process can be the exact same.

And then you could have either a webinar or a series of videos. People would call it a launch sales funnel, or if it were just a webinar, people would call it a webinar sales funnel.

And then if it’s just a video sales letter, I guess, call the sales-funnel, right? So it’s all the same thing. So those labels are just defining what type of sales message or medium you’re using.

And you can actually split test all three if you want to get crazy. And then finally we have the cart, and we’ll get to that in the next step. And finally, your product or service. Now, this does it for the core part of our funnel.

Now the final part of our funnel is actually a complete duplication of the funnel’s core part. So what we’ve done so far is we’ve had the front-end to get people as a lead onto our email list.

We have the core to sell our first product. And then the funnel backend, which is where you’ll hear a lot of experts talk about making your money on the backend.

This is where you take these core sales funnel process. You duplicate it, for another product or service instead of running new traffic to it. You put your current customers on or off your email list through that sequence again.

And that is what your backend funnel looks like. It’s technically two funnels. Because you have the front-end, where you’re trying to get people in. You have your core, and then you take the core and duplicate it for another product or service.

So why the heck go through this process, right? Why do we need to have a backend when we have a core funnel and a front-end? Like why do we do all this work? Well, the key is the cost of advertising, which I will get to at the end of this video.

Know to understand the problem with the cost of advertising. We need to talk about one more portion of the funnel that we haven’t covered yet. And that is the upsell sequence.

This is your profit multiplier. So if we take a look at our entire funnel process, there’s one place where we can zero in. And actually increase our revenue per average order transaction value.

And this is in the checkout process. If someone’s purchased something, you offer them another product and another product. Because they’re a customer now, they’re excited.

They’ve just joined. So now it’s time to offer them two or three more things that you think will be valuable to them. Now link in the description to a video on how to structure these.

It doesn’t take away from your core offer. Because, this definitely can wind up hurting your brand and customers. But let’s just assume that you’re doing it the right way. And you add two new offers right after you sell your product or service.

So here’s how the math would wind up working out. Let’s say we’re selling a $25 information product. Well, every customer we have if they just bought that one product, our average order size would be $25.

We’re only selling one thing, but let’s say we add two new offers right after, during the checkout process. Let’s say the first offer is, for 50 bucks, and one out of three people take it.

And then the second offer is for $200, and one out of 10 people take it. Well, all a sudden, our average transaction value has gone from $25 up to $60 for every ten people. And you haven’t had to do any more work, with anything else in your sales funnel.

You’ve just added some more offers during the checkout process. Now, why is this so important? And how does this relate to creating the backend of your funnel? Great question. This comes into the unlimited traffic plan.

So this is the dream. That we work to get them to pretty much all of our clients for our agency, and this is where you actually don’t make any money on the front-end. Yes, that’s right. You don’t make any money on the front-end.

Because here’s how the math actually works out in the real world. It costs money to get to sign up for your email list and go through that sequence. So let’s say you’re spending an average of $60 every time you get a customer.

So you’re spending X amount on ads. And after you do all the math, you find out it costs you about $60 to get someone to actually purchase. Well, that’s not going to work very well if you’re only making $25 every time someone purchases.

But, when you add the two upsells, and you average it out over ten people, 20 people, 100 people, all of a sudden, your average transaction size has gone from 25 to 60. And now, that advertising cost is covered.

Thay is the whole point of the front-end and the core part of your funnel, is just to break even.

I know it sounds crazy, but bear with me here. When you get this math right, traffic doesn’t cost you anything.

And when traffic doesn’t cost you anything, what can you do? You can drive as much traffic as you want. And it is the whole purpose of the front-end and the core part of your sales funnel. And then you make money, on that backend part.

You can just duplicate your core funnel again and begin the customer journey through the sales funnel. For another helpful product or service. It’s pretty much a hundred percent profit. Because you’ve already spent all the money trying to acquire the customer.

Now, I know that’s a pretty big oversimplification of how much work. Many months it will take to put together this whole process.

But that’s your goal, as a funnel builder. Create a front-end, create a core. And get your advertising costs and your average transaction value to zero. so that when you make your backend part of your funnel, you are at a hundred percent profit.

So thank you so much for bearing with me. If you have any questions at all about how to structure your sales funnel. Or you think I missed something, go ahead and comment below.

Your questions and comments will help others. They could figure out the customer journey through the sales funnel. And how to structure their sales funnels accordingly.

Also Read: The Anatomy Of Sales Funnel | 7 Simple Conversion Rate Optimization Tips



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Khondoker Islam

Khondoker Islam

I'm Khondoker. I'm a full-time lifestyle entrepreneur, affiliate marketer, and info product creator. Living my best life in Dhaka City, Bangladesh.