In 1987 you would be getting technologically strategic with your brick-and-mortar business by investing in a cell phone the size of a brick. In 2017 investing in your customer service and sales funnels are heavily dependent on your online sales strategy – also known as – clickfunnels.
In this mini-series I’m going to offer you three articles that focus on how to prepare, manage, and understand the concept clickfunnels as part of your online sales strategy.
Warning: The construction of this strategy can seem overwhelming at first.
Breathe. Jot down your ideas. You got this.
There are plenty of resources out there for you, starting right here at Selz, and more that will be sprinkled in through this series that offer you templates for you to insert your branding and thought leadership to create the clickfunnel portion of your online sales strategy.
The overarching idea of creating a clickfunnel is to think of it as a series of steps (preferably webpages) that your visitors go through to reach a certain goal in these steps:
Developing clickfunnels will help you think more strategically, merging your offline and online business activities to target your business objective. Depending on the maturity of your business, the goal (business objective) of your clickfunnel may not be directed towards sales, but growing a list of leads to nurture for when your product or service does launch.
Regardless of the stage of business you are currently in, your first step is to determine your business objective. Which of these resonates with your business at the moment:
- Lead Capture – Used to capture email addresses of your visitors and grow your mailing list.
- Sales Page – Create this to sell products and services, with the ability to add any upsells/downsells to your sales process.
- Membership – Generate a recurring income by creating a full blown membership site.
- Webinar – Useful for helping people register for your webinars.
If your organization is mature, and has a diverse offering, it’s important to identify which clickfunnel you want to focus on. If you begin to plan for more than one clickfunnel during the same quarter, be mindful of segmenting your list and which platforms you will use for each clickfunnel objective – you don’t want to saturate your audience and turn them off to your brand entirely.
For a successful ROI, be ready to commit to this funnel for a quarter.
Three consecutive months of funneling your audience to meet your business objective is standard.
With your business objective at the top of your page, it’s time to switch your perspective to that of your audience, the user, and meet them at their first click.
The first click…
Take a look at your current presence online, from your website, blog, to all of your social media platforms… where do you have the most engagement?
The entry point to your click funnel will be diverse, if you are a spreadsheet lover like myself, this is a great time to start a new tab, or you can create a new pipeline in your CRM resource, like Insightly.
Once you’ve listed all of the platforms that your audience first engages with your brand (Homepage, blog, Instagram, Facebook, Twitter, LinkedIn, in person event, etc.) it’s time to create messaging specific to that platform.
The start of your clickfunnel will start with the bio’s and url links across all of your social platforms. Thanks to the character limits, this allows you to really hone in on what your audience is gaining from you.
If your target audience is business to business, your messaging will be more direct, succinctly focused on problem and solution that improve business.
If your target audience is business to consumer, there needs to be an educational and storytelling aspect to convert clicks.
After you’ve spruced up your bio and url’s, it’s time to take a look at the graphics on your website and across your social media platforms, including any social advertising graphics you may use – review all the entryways for the first clicks and ask:
- Are the graphics informational and actionable?
- Is there a call to action motivating the visitor to click out of the email, Facebook or LinkedIn page, and land onto your website?
Take inventory of the graphics you need, use canva to create design assets per dimension specifications. This will also help you during the ongoing social media marketing you will do to feed your clickfunnel.
I urge you to not copy and paste the messaging too much. Each platform has a personality, keep that in mind as you develop the call to action.
It’s important to know which platform brings you the most first clicks, install Google Analytics into your website, and perhaps take it one step further and create shortened google links per platform, so you can track where you engage your audience the most.
The second click should lead to your website, where you are able to get more in depth and encourage the audience to meet you where you want them.
This is where you need to spend a lot of time being mindful of the user and they will interact with your content so they do not drop off. Don’t expect yourself to get the messaging, images, call to actions, right on the first try.
Keep an eye on your shop analytics, Selz or ClickFunnels analytics show you where people lose interest and drop off, and tweak that space until you have successful conversions.
There are a number of reasons visitors drop off, ranging from technical errors, to disconnects between your post or ad, and your landing page, or confusing messaging. Each of these drop offs decreases your conversion rate and increases your bounce rate.
Here are best practices for creating your landing page, beit a template, or designing it yourself:
- Single call to action
- Enough white space
- Content organized for relevant and easy scan
- Any form should ask for the bare necessities
Rarely will someone buy from you on the first visit. Your clickfunnel needs to be like Fight Club, every time you watch it you see something new. Although you are keeping things simple, each click is a step closer to your goal and should be given thought.
Speak directly to your website visitor as they scroll down your landing page. Offer them beautiful visuals, impactful copywriting, and clicks that all lead to the same goal in a different way.
The third click…
This is where it’s easy to lose sight of your business objective and/or get repetitive and lose your visitor.
Your audience insights play a big role in creating the copywriting and pathway of your clickfunnel. We will dive into positioning the messaging of your clickfunnel in the next article.
For now, get clear on your business objective of your clickfunnel, begin to review your audience insights, and pinpoint 4 pain points that your product or service solves for your audience.