Understanding Marketing Funnels & How They Improve Your Business

Understanding Marketing Funnels & How They Improve Your Business

Part of owning a business is understanding ways to get your product or service in front of your desired customer so that you can make a sale (or so they’ll sign up, join, etc.). If you’ve spent much time at all learning about marketing analytics, then you’ve probably heard the term “funnel” a great number of times.

If you’re curious to know what exactly this mysterious thing is and how it can help you grow your business, then keep reading!

What is a Funnel?

Remember this: You want the visitors on your website to take some kind of action. This is the entire purpose of your site. Maybe you want them to buy from you, sign up, fill out a form, enroll in your class, etc. 

Regardless of your particular desired action, when someone does something that you want them to do on your website, it’s called a “conversion.” When someone buys from you, it’s a conversion. When they sign up for your class, it’s a conversion. The visitor “converts” from browsing to taking action, and a funnel is the steps a visitor needs to go through in order to accomplish this conversion.

This is easy to understand if you look at an example, such as the Amazon purchase funnel. There are a few simple steps that a visitor has to take before purchasing a product (or, making a conversion). They must:

  1. Visit Amazon’s website
  2. View the product
  3. Add the product to the cart
  4. And complete the purchase.

While there are other possible steps that can be taken in between each of these steps (visiting the “about” page, viewing other items, clicking away from the site altogether to name just a few possible steps), they don’t need to be counted as steps in the funnel since they aren’t necessary steps. The essential process a customer must go through to reach a conversion is referred to as a “funnel” since at it’s beginning (step one) there are a lot of potential customers who will enter but not necessarily convert. As people get through steps two, three, and so on, the size of the crowd thins (or narrows), until they get to the “commitment” portion, which is the sale (the end of the funnel) and it is quite narrow compared to step one.

Only the most interested of customers will make it all the way down to the last step of the conversion process (the bottom of the funnel).

What’s the Point of a Funnel?

When you hear someone say “widen the funnel,” they mean you should cast a larger net for your first step of the conversion process. This entails marketing got larger or new audiences, increasing your brand awareness, and just getting more visits to your site. The more people who are in your funnel to start with, the more likely it is to find someone who goes all the way down to the commitment stage. 

It’s important to know that funnels are useful for more than just selling products or services! You can track your newsletter sign up, page conversions, and more by using a funnel! The key is in figuring out your goal, what you want your visitors to do on your site, and then creating a funnel to help your page visitors do what you want them to do.

Real Life Funnel Examples

Marketing funnels are actually everywhere, not just online. Think about it. There is a funnel process for retail as well as eCommerce stores. The process for each is remarkably similar if you look at it:

  • Retail Store Funnel
    • Customer sees advertisements for store
    • Customer enters store
    • Customer views products
    • Customer adds desired product to cart
    • Customer completes purchase with store clerk
  • eCommerce Store Funnel
    • Customer visits website
    • Customer views products
    • Customer adds desired product to cart
    • Customer completes purchase at site checkout
  • Social Media Funnel
    • Customer clicks an Instagram ad
    • Customer reads landing page copy
    • Customer gives you their email
    • Customer buys a product/subscription

Making sure your website is easy to use for your page visitors includes making conversions an easy process. Decide what you want a person to do when they visit your website and then bring as much clarity and simplicity to these actions as possible. This will help ensure that you receive the most conversions possible.

I hope this information has been helpful! I want to hear more from you. What do you wish you understood better? What areas are you struggling with in your business? Hit “reply” and let me know! I love hearing from you and want to help however I can. 

Have a great week!
Robyn Bennett 

Share
6 Tips For Effective Holiday Marketing!

6 Tips For Effective Holiday Marketing!

The Holidays are practically here! While for many that means Christmas shopping, Thanksgiving meals, and delicious hot cocoa, you still have a business to run. That means that this holiday season consists of more than good food and cool decorations. You have to stay ahead of the game this season, not only keeping your business in front of your customers but doing it in a way that’s appropriate to the season.

Don’t worry, even if you’re just now getting around to holiday marketing, there’s still so much you can do to greatly improve your business sales! Check out these 6 Holiday Marketing Tips to maximize your reach, your profits, and your productivity this holiday season.

6 Tips for Effective Holiday Marketing

#1 Start planning your holiday marketing campaigns as early as possible.

While many recommend that you begin your holiday marketing plans in July, right now it’s November so you don’t exactly have the ability to go back in time. But that in no way means you shouldn’t still plan for holiday campaigns! You should get on it as soon as possible, start creating some killer campaigns that you can complete in the time you have, and then follow through.

#2 Don’t just sell your products; sell your brand.

People know when someone is trying to sell them a product. It’s annoying, pushy, and let’s be honest: there are many products similar to that one, so maybe stop putting all of your efforts into making your product sound so life-changing. You can try to also market your brand. What makes it different? What makes it stand out from your competition? Why are you the best choice? Why would someone care about it this holiday season?

#3 Repetition

Repetition might sound annoying to you, but it sells, so market often. This means sending multiple emails, directing mailers or holiday cards announcing your sales, talking to people about your brand, checking up on old leads, and more. There is an old advertising rule that says repetition is the key to success, so be sure that your repetition is valuable and then go market that thing. Who doesn’t want to hear about Christmas sales more than once?

#4 Create Limited-Time, Short-Term Offers

Create some limited-time offers in order to incentivize your customers to buy now and not wait until later. You have to provide something that people want to buy, but you also have to give them a reason to buy it. While a lot of shopping happens out of necessity or convenience, especially during the holidays, you can help increase your sales by creating a sense of urgency. Limited-time offers should be your friend.

#5 Focus On Your Target Market

Define your niche, identify your target market, and then sell to it, even throughout the holidays. Many businesses fail by trying to sell to anyone and everyone when the sad reality is that not everyone wants what you sell. You should concentrate on marketing your niche products specifically to a highly targeted audience rather than to an unknown abyss of everyone. Learn how to segment your audience, learn about your audience, and sell to them how they want to be sold to. This will save you time, effort, disappointment, and probably money.

#6 Host An Event

If you’re trying to get more customers through your door, then host a holiday season event. This could be a tree-lighting ceremony with free hot chocolate and a visit from Santa Clause, or a stocking-stuffing party with candy and crafts, or really anything else that will interest your audience.

Bonus: Budget-Friendly Holiday Marketing Tips

If you’re trying to minimize your holiday budget, try techniques to encourage multiple sales at once:

  • Customer loyalty cards
  • Referral cards for discounts
  • Family-and-friend coupons
  • Add-on product options at checkout

You can also try partnering with businesses in your community to help boost sales since they’re likely to be seeking ways to increase their profits as well! Try things like cross-promoting, referral agreements, product-sharing, or more!

Have a great week!

Robyn Bennett

 

PS: I want to offer you a chance to jump on the VIP waitlist and be among the FIRST to access my Black Friday offer before I launch it. Click here to get on the VIP waitlist today: Being on the VIP list means you will get access to the details on my Black Friday special offer before everyone else!

Share
How To Create An Effective Quarterly Action Plan On One Page

How To Create An Effective Quarterly Action Plan On One Page

Are you stepping back every quarter to examine your business from a bird’s eye view and creating a revised, intentional action plan?

If not, implementing this could be a MASSIVE game changer for your company!

If you are, good work! Let’s dive in and make sure your quarterly planning meetings are as effective as possible.

If you want to scale your company and become a long-term, profitable business, it is paramount to keep everyone focused, balanced and committed to the same big goals.

The quarter is an excellent spot to step back and re-evaluate everything you’ve done to gauge effectiveness and efficiency. If you fail to do so, you will easily lose money to projects or people who are simply not providing value to your company.

A quarter is a long enough to accomplish meaningful work and measure marketing strategy but short enough that you can course correct and make important adjustments as needed if things are headed in the wrong direction.

I’ve seen fellow entrepreneurs go a full year without really digging into the details of their long-term goals, marketing efforts, budget, employee tasks and projects, etc…only to realize they were making some major mistakes as a company and losing thousands of dollars because they never sat down to go over the numbers and properly or review/revise strategy.

Don’t let this be you!!

So what is the best way to go about making an effective quarterly action plan?

After running my own business for over 5 years and working with hundreds of clients, I’ve come to the conclusion that an action plan needs to be:

  • Short- I prefer having everything visible on ONE PAGE
  • Focused- Keep everything pointing towards you MAIN goals
  • Clear - What is success? What is failure?
  • Actionable- Action items should be listed

Here are some detailed steps to help you build your quarterly, one-page action plan:

#1 Top 3 Priorities For The Quarter

Pick 2-3 main focuses for the quarter. What do you most want to accomplish in the next three months? Some ideas may include:

  • Increasing daily number of new leads
  • Increasing sales by %
  • Selling/moving X number of products
  • Hiring someone for a specific roll
  • Acquiring X new paying clients
  • Building a new product/service
  • Writing a book or content piece
  • Launch new marketing project/campaign

Whatever you choose should bring you closer to your ANNUAL goals. Although you will likely be doing day-to-day tasks that don’t relate directly to these priorities, most of your energy, time and budget should be focused on these three top priorities.

#2 Set Clear Goals & Expectations/Criteria For Your Priorities

Now that you have your 2-3 priorities, create criteria for determining success/failure. What numbers/accomplishments will satisfy you on a weekly and monthly basis? Where do you want to sit at the next quarterly meeting/review? Be realistic but also optimistic. Set OBTAINABLE goals, but ones that also make you and your company stretch.

Choose criteria that is measurable and somewhat controllable. They should be objective. If you set vague, subjective goals, at the end of the quarter you will likely question whether or not you actually achieved them.

#3 Action Items

This should be the biggest section of your action plan. One your priorities and criteria are clear, start brainstorming action items. What needs to change in order to reach your goals? What marketing strategies will you need to implement? Do you need to hire someone? Let someone go? Shift the budget around? Start new projects? Create new content? Be specific and clear.

It is also important to put down WHO is responsible for which priorities and action items. If you are a one-man-show, it’s all you! But if you have employees and contractors, they should be crystal clear on the expectations you have for their work in the upcoming quarter.

Why only one page??

The biggest problem with creating a multi-page quarterly action plan is that you are less likely to look at on a regular basis. When I first got started, I would make detailed action plans that were several pages long…and then never look at them again. You want something you can see and check in with it every day. Keeping everything focused on one page make it easy for you to glance through it and stay on track.

Are you losing sleep because of the marketing aspects of your business? Are you someone who does NOT like to plan in advance? Have you run your business in a “by the seat of your pants” style? I have good news! I’ve created a 12 Month Marketing Plan to help you build a profitable business while not getting overwhelmed by the details!

This affordable course includes 4 straight-forward modules to help you:

  • Work smarter, not harder
  • Plan effective, profitable programs
  • Create successful promotions on social media and other platforms
  • Plan early in order to maximize earnings
  • Fix any leaks in your current marketing strategy
  • Free up your time by increasing efficiency
  • Decrease stress and overwhelm
  • Increase empowerment
  • …and more!

YES! I Want To Optimize My Business With A 12 Month Marketing Strategy!

Have a great week!

Robyn

PS: This course includes every step you need to take to make this year your best business year, click here to enroll now

Share
Do you want more exposure for your business?

Do you want more exposure for your business?

As a small business owner, one of the most important steps for growth is getting EXPOSURE.

You can have the most incredible product or service on the market but if nobody knows about it, your business is not going to reach its full potential.

Unfortunately, these days you can’t just hang a sign in your window and wait for the customers to pour in. You need to proactively get yourself out in front target markets with the right strategy in order to attract clients.

As a modern entrepreneur, what are the best ways to let people know about your brand and get them to pay attention? I’ve gathered a few tips for you here.

#1 Invest In Creating An Incredible Customer Experience

Creating a memorable and unique experience for your customers will make them more likely to tell their friends. Word of mouth marketing (referral) is the most valuable marketing strategy you can hope to create. When someone experiences your company and LOVES it, they won’t be able to shut up about it. Every dollar you invest in creating a great customer experience is worth much more than a dollar paid on normal advertising.

#2 Don’t Wait Until Your Product Is Perfect

A big mistake I see new entrepreneurs make is waiting forever to launch their product or service because they want everything to be “perfect”. Don’t do this! Start talking about your company fast and early, be your own chief sales officer! You want to start collecting paying (profitable!) clients as soon as you can so that the ball can keep rolling. The kinks will work themselves out as you move along confidently.

#3 Focus On Building Relationships With Key Influencers

Identify some key influencers in your target market and begin building relationships with them. Reach out through social media, take them to lunch if they’re local, send them free products or offer them a free service in exchange for giving you a shout out. I would put more energy into this than in getting likes and shares on your social posts. While growing your own social media platforms is important, the good word of key influencers is worth a lot more of your energy and focus.

#4 Invite Yourself To The Party

Get into social groups and communities (can be in person and/or online) where you can build relationships and get to know people. The goal should not be to “sell” your brand in these interactions, but to build trust and let people know who you are and what you do. Also show genuine interest in what they are doing and be open to building valuable connections with those who have strengths you don’t and vise versa. This can be hard for introverted entrepreneurs who prefer to stay quiet, but it is an important step in getting exposure especially during the early days of your business.

#5 Become A Respected Authority In Your Target Market

Create expert content for something related to your industry. Become a trusted and respected authority on topics your audience cares about and you will gain a lot of traction and attention. Make sure you give well researched, cited, and valuable information. There are so many ways to do this! One of my favorites is through hosting/participating in online telesummits. These are 100% online events where professionals gather and are interviewed on topics related to their areas of expertise. If this sounds intimidating, I can help! Running successful, profitable telesummits is something I have been doing for years. 🙂

I hope you’ve found the information here valuable! If you are looking for a support team to help you gain exposure and get your brand out to the world, I would love to talk with you!

Book a call with me HERE.

Have a great week,

Robyn Bennett

PS: Do you know what the word “team” stands for:  Together Everyone Achieves More… Click here and let’s achieve more for your business!

Share
Why you need to plan ahead for marketing success

Why you need to plan ahead for marketing success

We know that one can attain some success by using last-minute marketing campaigns, but we also know that the key to success is… planning ahead.

Look at your marketing strategy more as a marathon instead of a sprint- even in the age of instant information and social media, it takes time to build trust and get noticed by your target audience.

Here are 3 tips to help you during the planning stage of your marketing campaign:

#1 Intentional Strategizing 

When you plan ahead, you have time to sit down and decide exactly what you want to achieve and how to do it. This will help you to stay focused and not get sidetracked easily by impulsive ideas. I suggest using a big calendar to put up on your wall where you see it every day, with all events and promotions marked for the coming 6-12 months. This way you can easily get started on projects before deadlines. If you aren’t a fan of wall calendars you can also use a google calendar where you can input your events and promotions and even color code them.

Remember, marketing is never a “one-and-done” proposition. It takes time to get the message out and get people to answer your calls to action. They’ll need to see them in multiple ways. Create a separate plan for each product and marketing channel.

#2 Stay Ahead Of The Competition

You should be looking at your marketing strategy for several months ahead. There are certain times of year that your potential customers are more likely to buy and you can use marketing data to determine these times. Then, you can map out and plan everything in advance. When you enter prepared for a summer sale, Black Friday offer or Christmas product, instead of panicking that you don’t have anything ready and throwing something together, you will cruise in like Santa on his sleigh, with all the hard work behind you. And hopefully the competition as well! 

#3 Less Stress & More Success!

I know for some it can be exhilarating to fly by the seat of your pants. But if you want your company to succeed and LAST, you need to be focused on the big picture. Patience and intentional planning will pay off in the end. Dig in your heels and do what it takes to set up your company (and yourself) for long-term success. When you are planning all the projects for a marketing campaign 2-4 months before it launches, you will do it with a level head. If you wait until the week before to throw it together, you will feel stressed, and this will impact not only the quality of work but also your quality of life. 

As you can see, learning to plan ahead has many benefits. Even if you are use to doing things last minute or enjoy the pressure of a fast deadline, you can learn to plan in advance and use more of your energy towards the success of the launch. 

If you are feeling overwhelmed or you need support for your next big launch, book a discovery call with me. I would be happy to spend some time going over your launch idea to see how I might be able to help ease the stress and improve your success.

Have a great week!

Robyn Bennett 

 

PS: Remember that you don’t have to go it alone, you can reach out and get the support you need to reach your goals, click here and let’s chat.

Share