Welcome back to 30 Days Of Medium
In this article I’m going to be talking about the Online Sales Funnel and how understanding it is crucial to succeeding online.
You can catch up on the first 7days of my Medium challenge below if you missed them:
What is the Online Sales Funnel?
The Online Sales Funnel is a simple representation of how online marketing works.
Why is it important to understand how the Online Sales Funnel works?
The reason why so many people get demotivated with online marketing and give up at trying to grow online, is that they take a scatter-gun approach.
The Scatter-Gun Approach
The scatter-gun approach goes a little something like this.
“Hey Jim, we need a website!”
“Oh really, why?”
“Well because we do! Even Forbes are saying so! We can’t be missing out on this huge opportunity. And we need to be on social media too. We should hire someone to tweet for us and update our Facebook!
“Um o.k I guess so. I mean are we sure?”
“No but we need to do something!”
How do you think this is going to pan out?
The Online Sales Funnel Approach
This involves using common sense and a bit of independent thought.
It looks a little like this.
- What is our objective?
- How are we going to achieve this?
- Which channels will best help us do this?
- How are we going to measure this and connect the dots as far as our bottom line goes?
- Our research has led us to believe that we should do X, Y and Z
Anatomy Of An Online Sales Funnel
This is the simplest image I could find.
It works like this:
- Drive traffic
- Generate leads
- Generate customers
The expression — “It’s a numbers game” is as old as time and will never change.
You need eyeballs on your business to generate potential buyers who then become actual buyers.
The Online Sales Funnel demonstrates simply how online marketing works.
Plugging Knowledge Gaps
The reason small businesses pay me to help them grow online is I help plug their knowledge gaps.
A lot of small businesses already know this stuff, they just don’t know what to do with it.
In the same way you pay your accountant to file your taxes and maximise your profits, you already know that’s the name of the game, you just don’t know how to do it. If you did, they would’t make such a good living and spend so many years studying their trade.
The best thing you can do to grow online is plug your knowledge gaps.
Seriously, the free courses Hubspot offer are absolutely incredible and can take you from zero to hero in a matter of weeks. Regardless of whether or not their software is a ripoff for small businesses (there’s many cheaper options).
It doesn’t matter what label you put on it, or whatever business is hot right now, whether it’s ClickFunnels, Hubspot, LeadPages, Shopify or Drip.
The fundamentals remain the same. These tools just help you do what you need to do.
The reason you aren’t growing online is because you have knowledge gaps, don’t know your metrics and don’t stick to them focusing on incremental growth improving the areas that need improving.
If you don’t have the time to learn online marketing and growing online outsource it to someone who will do it for you. But make sure you understand it well enough to correctly measure your return on investment.
Hopefully you found something of value in this article, look out for the next one in my 30 Days of Medium challenge!