How to create a marketing funnel automation?

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    Having one in your business is certainly the most valuable asset. Say goodbye to the sales efforts to get customers, develop a marketing funnel automation. 🚀

    Today, we’re going to discuss this. As you may know, with the limit of 100 connection requests per week on LinkedIn, generating leads has become more complex.

    But now, with Waalaxy, you can leverage the power of LinkedIn and email marketing to generate more visitors into your marketing funnel.

    Now, let’s find out together what you can do with an automated funnel. 😉

    With an automated system you can:

    • Save time on your b2b prospecting.
    • Generate more prospects (or leads).
    • Get new customers for your products/services.
    • Collect payments 24/7.
    • Educate a target audience on a topic related to your theme.

    In this article, we’ll look at how to create an effective sales tunnel that runs on autopilot and boosts your sales.

    Ready to go? Let’s start with a first question..

     

    Marketing Funnel: Brief definition

    An automated marketing funnel (also called “conversion tunnel “, “conversion funnel”, “sales funnels“) is a business process that allows you to take a simple visitor to become a loyal customer, by going through several marketing phases.

    That’s a pretty simple definition, but we’ll go into more depth in the next section.

     

    How does an automated marketing funnel work?

    A marketing funnel allows you to accompany the Internet user in a purchasing process. It allows you to nurture the prospect (lead nurturing), i.e. to help him find information and answer his questions so that he ends up buying the product.

    This funnel has several phases. 🔥

    Here they are:

    • Awareness.
    • Consideration.
    • Decision.

    Source: affde.com.

     

    Awareness

    In the awareness phase, your role is to create an imprint of your brand in the prospect’s mind. This can be your personal brand with your services, or your professional brand for your products. The prospect must be aware that your solution exists.

    Once this is done, they can go further in the process.

     

    Consideration (or “evaluation”)

    In the “consideration” phase, the goal is to make your prospect want to know more. To be interested. To do this, you need to encourage two things.

    1. The interest of your product (is this product for me and can it meet my need?).
    2. The desire to acquire it (is it a quality solution? What results can I expect to obtain?).

    This phase is very emotional. You have to press the problems into interest. And press the benefits into desire.

     

    The decision (or “buy mode”)

    In the “decision” phase, you have to turn a lukewarm/hot prospect into a customer. He knows about your solution, is interested in it and just needs to take action. To do this, you have to play on 3 things.

    1. Exclusivity. 💥
    2. Rarity. 💥
    3. Urgency. 💥

    If you don’t, people will have a hard time taking action to buy. Here it is not a question of being aggressive at all costs. You can sell without looking like a carpet salesman. And here’s how.

     

    Offer exclusivity

    Create a compelling offer. You can add exclusivity. And to do that, ask yourself this question:

    How is my product different from the competition?

    The more unique you are in the minds of prospects, the more they will choose you as the reference. You need to create a memory connection. Here’s an example of brands that have differentiated themselves, If I tell you:

    • Train. What company are you thinking of? SNCF.
    • Phone? Apple.
    • Video? YouTube.
    • Movie? Netflix.

    If you are at the forefront of a specific topic, people will buy because you have become the benchmark in their minds.

     

    Scarcity and availability

    This factor can boost your sales. When access to your product/service is scarce, it creates a compelling effect in your prospects’ minds.

     

    Example of a marketing funnel that converts

    To convert prospects into customers in the best possible way, you need to follow this structure as much as possible: A.I.D.A. for :

    • Hook.
    • Interest.
    • Desire.
    • Action.

    All your pages and marketing actions must copy this AIDA framework. Why? Because it has already proven itself for years as the most persuasive in the conversion tunnel.

    For example, the landing page of your product/service offer can start with a teaser with the promise.

    Then you target your prospects’ problems to get them interested.

    Then, desire with benefits, features and proof.

    Finally, with your call to action to turn the visitor into a customer. ✅

     

    Why make a marketing funnel?

    A marketing funnel is a bit like a slide. That is, it will take a totally cold person fluidly and naturally to your paid offer.

    However, the length and type of sales funnel depends on one main criteria:

    • Temperature of the prospect. 🔥

    That is, the metric that determines where your prospect is in the 3-step process seen earlier (awareness, consideration, decision).

    Let’s look at some situations where an automated sales tunnel will be of great help…

     

    To convert more leads and turn more customers

    As said before, a tunnel allows you to change a person’s phase. That is to say, its state.

    • Visitor. 👇
    • Prospect.👇
    • Customer. ✅

    For example, to convert more prospects, you can offer a free resource in exchange for the email address. Then redirect them to your paid offer after registration to move from the “lead” phase to “customer”.

     

    To sell your training offers

    Creating an automated marketing funnel is widely used in the infoproduct world. That is, in the sale of digital products such as online training.

    For example, some tools can help you create a funnel very easily. The most used are Systeme.io and Clickfunnels.

    Clickfunnels starts at 49€/month. 😁

    Here’s an example of how to create a marketing funnel that you can output for your training offers:

    • Capture page to harvest first name and email in exchange for a donated resource.
    • Thank you page with a webinar registration form in your topic.
    • Sales page that the user receives after the webinar.

    Then you send out a series of automated emails to promote your webinar. And you sell your training at the end of your webinar. 🚀

     

    To sell products and services

    If you sell products and services, you can also use the power of an automated sales tunnel.

    For example, if you are a consultant/freelancer as a graphic designer, it can help you find clients easily. Here’s how it can work with an example:

    1. You offer a digital book on “How to choose the right logo identity”.
    2. You collect the email address in exchange for the digital book.
    3. You send automated emails with your designs, customer reviews, etc.
    4. You make a call to action at the end of the email to your Calendly page.
    5. You offer your services by video/telephone call.

    Same thing for e-commerce websites…

    This is only an example for graphic designers. In the next part, we will see how to create your automated marketing funnel regardless of your theme.

     

    How to create an expert marketing funnel?

    Follow these simple steps to create your sales machine, which converts without you having to spend too much time trying to convince your prospects to buy.

     

    Step 1: Create a lead magnet

    The first step is to find something to trade for your visitor’s contact information. Basically, his email address should be collected. But you can go further to personalize your relationship with the prospect during his life cycle:

    • First name.
    • Phone number.
    • Company name.
    • Website.
    • Your address.
    • Etc.

    There are many lead magnets you can offer your visitors, remember to always work on copywriting and have a catchy title. Here are some ideas:

    • Free consultation.
    • Discount coupon.
    • Checklist.
    • Quizzes.
    • Video.
    • Video series.
    • Toolbox.
    • Calendar.
    • Podcast.
    • Interview.
    • Live demo.
    • Admission ticket.
    • Training by email.
    • Physical product.
    • Swipe file.
    • Computer graphics.
    • Phone call.
    • Audit.
    • Price estimate.
    • White paper.
    • Digital book.
    • T-shirt.
    • Statistical data.
    • Case studies.
    • Explanatory guide.
    • Downloadable PDF.
    • Webinar.
    • Online training.

    Find your prospect’s #1 pain and partially respond with your lead magnet.

    For example, if you have an e-commerce site, offer a discount coupon because the primary pain is spending too much.

    For example, if you are a web marketing agency, offer your prospect an audit on his digital marketing strategy.

    For example, if you are an SEO consultant, offer a free 20 minute consultation to ask questions about the issues your prospect is facing.

    The goal of a lead magnet is to create a first step of conversion between a visitor and a person with a need. The following steps will allow you to fill this need.

     

    Step 2: Create a calling offer

    A call-to-action offer is something your customer will find hard to refuse because it is so irresistible to them.

    • It’s an offer that has a real value proposition.
    • It is an offer that is not expensive (under 50€).

    It can be for example:

    • An inexpensive physical product (the case of e-commerce).
    • A video training (the case of infopreneurship).
    • A software.
    • A paid digital book.
    • A premium content.

    The goal is to turn the prospect into a customer as quickly as possible to get them to the “customer” state.

    Then, you will be able to move your customer up the ladder. This is what we will see right away..

     

    Step 3: Create a flagship offer

    Your flagship offer is your main product/service. Very often, you will notice that by selling a flagship product to people, they will want to go further.

    That’s why you can offer a classic service to meet their needs. This can be :

    • A manual service.
    • A long video training.
    • A software.
    • A coaching.

    The goal of your flagship offer is to successfully qualify your previous buyers to identify the most hyperactive ones. This way you offer them even more value.

    But you’ll find that if you apply this in your automated marketing funnel, some people will want to go even further…

     

    Step 4: Create a premium offer

    This is where the high-end offer comes in. That is to say, a customized offer very often charged by performance instead of by time or by unit.

    For example, this can be :

    • A 6-month accompaniment with one coaching per week and one report per month.
    • Private coaching until you reach your goal.

    The advantage of this offer is that you will be able to help the person to change their life since you will be paid “classically” as well as by bonus if you reach the result set by the client.

    Here is an example with a lead generation consultant who wants to help a web marketing company to find more customers.

    The objective and KPI could be: sign 30 clients in the next quarter. The price of the support could be 1 500 €/month + 5 000 € bonus if the objective is exceeded.

    Obviously, it is difficult to automate the buying decision process for a high-end offer. You need to understand the person’s needs, propose solutions and set results for your offer.

    But if you want to save time, you can still automate part of the sales process…

     

    Step 5: Marketing funnel and automation

    1. Your lead magnet.
    2. Your calling offer.
    3. Your flagship offer.
    4. Your premium offer.
    5. Your sales page.

    You will be able to automate the descent of customers in this sales funnel.

    To do this, you can use tools like Systeme.io, Clickfunnels, OptimizePress, Podia, and many others.

    Very easy to use, they are generally Swiss army knives in the creation of an automated marketing funnel.

    Some are paid, others are free. Let’s see how you can launch your funnel today, even with little money to start with…

     

    How to create a free marketing funnel?

    You have followed the previous steps, the one of your sales process. Now you have to deal with the marketing strategy part.

    The goal: to create the desire to buy your products and services and earn a comfortable living.

     

    Create an account on Systeme io

    Systeme.io is a software of creation of marketing funnels, and which proposes a freemium version. With the free version, you can for example :

    • Collect up to 2000 contacts.
    • Send unlimited emails.
    • Create 3 online sales funnels of 10 pages max.
    • Create 1 blog with your domain name.
    • Publish blog articles and work on your SEO (to appear in the first results of the search engine used by the Internet user)
    • Have a member space secured by password.
    • Have as many members as you want inside.
    • Store unlimited files.
    • Automate a minimum of your marketing actions.
    • Create 1 automated scenario.
    • Collect payments via Stripe and PayPal.
    • Create your own affiliate program.
    • Perform A/B tests.
    • Create coupons.
    • Use social media to promote your irresistible offers 😉
    • Create upsells, downsells and order bumps.

    In short, you have seen the enormous possibility that you have with the free version of this software. This is all you need to start your marketing funnel.

    You can also choose to boost your online sales with paid advertising like Google Adwords or LinkedIn Ads.

    Now here’s how to take action… 🚀

     

    Create the customer journey step by step

    Once you have created your account for free, you can start creating your marketing funnel.

    The first step is to build your capture page. That is, the landing page that will allow you to collect essential information from your prospects (email address at least).

    The second step is to create your sales page. This is the main landing page of your online business. It allows you to sell your product and paid service.

    How to create an excellent capture page to convert a maximum of visitors into leads?

    Here are some steps to create a great capture page… 👇

    Understand the pains of the prospect

    The first step is to understand your prospects’ pain points.

    • What are their biggest conscious frustrations?
    • What are the deep pains of their conscious frustrations?

    It’s important to go deep into finding the need.

    For example, if you are in the real estate online training business.

    The biggest conscious frustration is not making more money to do more things.

    Look for the frustration behind that.

    Often it’s the lack of freedom behind it.

    For example in weight loss, the potential client’s conscious frustration is being overweight. Ask yourself:

    Why? What is the root of this problem?

    Here, it is often the gaze of others that is the deep pain.

    Understand the pain of your prospects and put it forward on the capture page.

     

    Create the structure of the capture page

    Use the A.I.D.A structure learned earlier in this article.

    Start with a powerful hook that highlights conscious frustration and deep pain. And write a sub-headline with the person’s desire.

    Then do a little text to make the person fully feel like it’s about them. This can be pressing the issues, or telling a small story.

    Then, back up the benefits of your offer. To do this, start by stating the benefits and linking them with the features, and add the meaning afterwards (which touches on deep desires).

    An example: “Learn how to create a profitable blog that makes money even when you’re not working, using the Blogueo method, which will allow you to be free to make as much money as you want, from wherever you want without working more than 2 hours a week.”

     

    How do you create a sales page that sells your products and services massively?

    For the capture page, it’s not much different, except you’re going to go a little further.

    That is, you’re going to focus your message on your customers’ results and their testimonials.

    You can use Robert Cialdini ‘s 6 principles of influence to optimize the persuasive power of your sales page:

    • The principle of reciprocity (the more you offer, the more you receive).
    • The principle of consistency (a small commitment creates commitment inertia).
    • The principle of social proof (other people have taken action).
    • The principle of authority (authority figures trusted me, results).
    • The principle of sympathy (the human side of your offer).
    • The rarity principle (limited and exclusive edition).

    Work on and add these elements into your sales page for your product and service.

     

    Test the automated marketing funnel

    Once you have your marketing funnel in place, you will need to test it.

    Remember one thing:

    The market is always right.

    It’s possible that your offers won’t work. In fact, the first mistake entrepreneurs make is trying to create something according to their desires instead of designing an offer that meets a market need. 💰

    Metrics for a capture page

    Excellent conversion rate: >45%. 💰💰💰

    Average conversion rate: 10-45%. 💰💰

    Low conversion rate: <10%. 💰

    The conversion rate of your capture page will depend almost entirely: on your offer and your copywriting. Web design plays into conversion, especially in the B2B environment.

    In the B2C market a little less, but the graphic design of your sales page will still have to be clear.

    Metrics for a payment page

    Excellent conversion rate: >65%. 💰💰💰

    Average conversion rate: 20-65%. 💰💰

    Low conversion rate: <10%. 💰

    Place testimonials and all types of elements that can reassure the prospect.

     

    How to calculate your marketing funnel?

    Now we will see how to calculate the profitability of your sales funnels. This will allow you to know if your automated marketing funnel deserves to be optimized, or flocked by advertising.

    Let’s start with a very important term to understand…

     

    Calculate the customer acquisition cost (CAC)

    The CAC is the financial amount that it costs you on average in promotion to get 1 customer.

    For example if you spend 17€ on Google Ads to get one sale, then your CAC is 17.

    You understood it: it is very important for your business to reduce your CAC as much as possible to increase your profitability…

    And this is completed with the next very important metric…

    The LTV (life time value) is the financial amount that a customer brings you on average, during his customer cycle.

    For example, if a customer brings in 400€ in sales over several months/years, the LTV is 400. This is the total amount your customer has brought in.

    In contrast to your CAC, your LTV must be as high as possible to ensure the profitability of your business.

    But now how do you know if you are profitable? That’s what we’ll see right away… 👌

     

    Calculate the ROI and optimize it

    The ROI (return on investment) is a metric that ensures the profitability of an action.

    If the ROI is greater than 1, it’s profitable.

    If it is less than 1, it is not profitable.

    And to calculate it nothing is simpler:

    ROI = LTV/CAC.

    Let’s take an example. You have an average CAC of 88€. And the average LTV is 274€.

    Your ROI is therefore: 274/88 = 3.11.

    This means that for 1€ invested in your promotion, 3.11€ will come out at the end. You have made 2.11€ of gross margin per euro invested.

    And in your automated marketing funnel, try to pay attention to how much you invest at the entrance to get people into the funnel, and how much you get back at the exit.

    Make the ROI as high as possible, and optimize each step of the tunnel to elevate your ROI. 🛠

     

    Use Waalaxy to optimize the performance of your automated marketing funnel

    Waalaxy, our LinkedIn and emailing B2B prospecting automation tool will help you put in people at the entrance of your tunnel, at a lower cost.

    In fact, Waalaxy has a free version so you can use the tool with peace of mind.

    You will be able to:

    • Send automated mass invitations to targeted people.
    • Send a series of automated messages to promote your sales and capture page.
    • Strengthen your contact database.
    • Make more sales.

    Unlike other tools, Waalaxy does not limit you in the number of invitations you can send each day. And it’s totally secure.

    You can choose from over 12 automated sequences to get you started prospecting people and getting them into your tunnel. 🔥

    Now you know how to create and promote your sales page, and create a marketing funnel automation with Waalaxy. We don’t have anything more to teach you, all you have to do is get started.

     

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