Right now most businesses are completely hit-and-miss with their conversion rates since the majority have no Marketing Funnel to speak of. Also, take in account that most businesses only have a Prime Offer that they’re working with.
What are your current conversion rates?
Now, the average high-converting Marketing Funnel (when done properly using Dahl Integration Marketing’s proven system) looks like this:
- 5-10% Lead Attractor opt-in from overall Target Audience exposed to your offer (not unheard of to get 40-60% Opt-in rate)
- 20% Trigger Service purchase from Leads
- 20% Prime Offer purchase from Trigger Service buyers
- 20% Customer Value Optimizer purchase from Prime Offer buyers
- 2-5% High Ticket Item purchase from Customer Value Optimizer Offer buyers
When you achieve these conversion rates, congrats! Because now you have a High Converting Marketing Funnel.
Remember, most businesses don’t have a Lead Attractor, Trigger Service or Product, Customer Value Optimizer or High Ticket back-end offer.
Most businesses only have a Prime Offer. That’s it! How much money are they leaving on the table? How much money are you leaving on the table simply by NOT having a Marketing Funnel?
In fact, if you just went 5-10-10-10-1%, you’ll still experience a huge lift in profits and customer value. Most businesses are lucky to convert 3% from their lone Prime Offer!
Again, very few companies have a Prime Offer and 5-Stage, Automated Follow Up System on the back end. That’s how behind your competition is going to be when you implement what you’re learning right now!
None of this is going to work without a Follow Up System. You’ve heard the immortal words, “The fortune is in the follow-up.”
And that’s absolutely true.
You want to automate as much of the follow up as possible. You want to automate 85%, at least, of your follow up. For example, you might follow up using the telephone, email, direct mail, voice broadcast and text message.
Nowadays, you can automate all your follow-up with Marketing Automation Software.
The Follow Up System of your Marketing Funnel is extremely critical. There are 5 stages to follow up correctly, so you convert more of your leads in record time!
It’s critical to your sales and marketing efforts to understand the 5 Stages of Follow-Up:
When you DON’T use the 5 Stages of Follow-Up, you risk your leads getting frustrated, angry, unsubscribing from your email list or leads asking you NOT to call them.
It’s critical to your sales and marketing efforts to understand the 5 Stages of Follow-Up:
Stage 1: Interest Series. This new lead discovers your Lead Attractor and requested to receive it (later I’ll cover ways to promote your marketing funnel).
You’re notified of this event via your Marketing Software CRM or email service (I recommend Infusionsoft). Your system sends them a series of pre-written emails about this Lead Attractor.
Stage 1.1: Opener Series. When a lead is completely brand new, I recommend you have a series that introduces you and your business.
TIP: What you don’t want to do is send unrelated information. For instance, your lead requests your Special Report about pigeons but your email series is about parrots.
You’re going to lose their interest. You want your Follow Up series of messages to be related to the information their interested in. During this Interest Series you offer them your Trigger Service or Product to encourage them to buy.
Once they purchase your Trigger Service or Product, the action series occurs following their purchase of the Trigger Service or Product. Now they’re in the action series, which is Stage 2.
Stage 2: Action Series. The purpose of the Action Series is to encourage your customers to purchase more of your services or products that are relevant to the Lead Attractor information they’ve requested to receive.
Now they’ve bought your Trigger Service, now you’re going to offer them your Prime Offer, etc. Your leads will stay in the Action Series until they STOP buying.
Essentially, they’re going to stop buying or buy all your services and products, either way they’ll arrive at the end of your funnel. What most businesses do is bombard their leads with messages about the same services and products they’ve already said NO to…
To illustrate, let’s say I’m a Lead that hasn’t bought yet… I’m not interested in buying your products about pigeons but why are you still sending emails, texts and calling me about pigeons?
Instead, what you should do is change the subject, which brings us to….
Stage 3: Attention Series. Now you get your leads’ attention again with another Lead Attractor, for instance. At this stage, you’re going to try introducing your lead to other topics or offers of interest. Here are some ways to regain your leads’ attention:
- Offer a New Lead Attractor
- Highlight an Unadvertised Bonus
- Quiz
- Survey
- Sale
- Discount
- Make a New Appeal
In this case, you send your lead an offer for a free Special Report about parrots. Your lead is interested in parrots and they indicate their interest in parrots by requesting this Special Report; they’ve now entered the entry point for your Marketing Funnel about parrots.
In this example, you have multiple marketing funnels. Each Marketing Funnel has to be relevant. That is, design your Marketing Funnel so it’s particular to a problem or topic that’s relevant to your lead’s specific interest… or… you’ll fail to hold your lead’s interest.
In the event where you can’t regain the lead’s attention with the “Parrot” Special Report, the lead enters Stage 4: Qualification. The purpose of the Qualification Series is to gauge whether or not it’s still beneficial for your lead to receive regular messages from you.
Basically, a Qualification Series is the last push to see whether you can regain your lead’s attention. If they respond to your Qualification Series, boom! They’re going back into the Stage 1: Interest Series of your new funnel.
On the flip side, if there’s no response after 60 days, then you put them in the final stage.
Stage 5: the Cold List. When a Lead is on your Cold List, you’ll promote to them, but it’s not regular. It’s the level of communication you’d have with an acquaintance, you’ll still keep in touch from time-to-time, but it’s once every couple of months.
Once every couple of months or so you’ll send an email, call, text or direct mail, just trying to stay in touch. But that’s it, unless they request another Lead Attractor, thereby, entering another Marketing Funnel.
These 5 Stages of Follow Up work extremely well with email marketing and can be used in combination with the telephone, direct mail, voice broadcasts, emails and text message communications.
Amazingly, you have a lot of tools and technology to deploy to make your automated follow up system even more effective.
Why are the 5 Stages of Follow Up important?
Well, when you do this right, you can double or triple your email marketing results. When you employ additional marketing technology you’ll see even better results.
You want your follow ups to be sequential, specifically timed events. Your follow up isn’t a random process it’s a machine, an automated machine.
After your marketing funnel and system is complete. Now it’s time to start promoting your marketing funnel.
Once you have this Marketing Funnel built now it’s ok to ask…
What is my brand?
What is my message?
How am I going to promote my Marketing Funnel?
There are various ways to promote your Marketing Funnel and advertising mediums. Email is one of the most important of these mediums.
I recommend you start with email and begin running campaigns to collect emails for your email list. Another reason email makes sense: it’s free – well, nearly free, depending on the size of your email contact list.
To discover why NOT having your sales and marketing systematized and automated leads to FAILURE get my free report, “How to Make Your Sales Effortless, Both Online and Offline, With An Autopilot, Lead Generation, Sales and Follow Up Machine” here.
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