With this post I wanted to expand on our previous article — Marketing Funnel. What we do for you.– by digging in a little deeper into the 4 different parts of the Marketing Funnel system after your onboarding process has been completed.
To help illustrate and walk you through each step I will use my own company as an example. I will walk you through the four sections of what we do for you as I create an ad and sales funnel using our Marketing Funnel system.
To begin we will focus on The Offer, which is step number 1 in the Marketing Funnel system.
Let’s Get Started!
Before we begin, I have to say that there are many ways to come up with an offer for your ads and funnel. You could just decide on discounting a product and service. Your offer could feature an upgrade to a current product or service. Or the offer could be simply what you feel will get customers beating down your door to get the offer redeemed. However, I believe the best way to create an offer that works well is to begin by looking at two things:
- Audience of ad and funnel
- Goal of ad and funnel
Audience and goal will play an important part of your marketing strategy. For the marketing funnel we will be creating for Advanced System Marketing (ASM for short) our strategy is to help people in Brevard County Florida get to know, like, and trust us.
With that strategy in mind we have a basic idea of who our audience is and what our goal is as well. Let’s take a more in-depth look of our audience and goals and how it relates to creating the offer.
When deciding on an offer you must think about who you are making the offer to. You wouldn’t want to make an offer for a 55 and over community to someone who is only 25 years old. I mean you could, but chances are they wouldn’t be interested and you would just waste your marketing dollars.
You also need to know if your audience is considered a cold, warm, or hot audience in terms of them knowing and trusting your business. This will affect the type and length of the sales funnel you will be running.
Another thing you will want to keep in mind is how you will appeal to the audience with your offer. To get a quick overview of different ways to appeal to your audience read the post – 23 Types of Advertising Appeals Most Commonly Used by Brands.
By doing a little research using Facebook’s Audience Insights and a few other methods I have decided on my audience. I am looking for:
- women and men between the ages of 25-65+
- interests include entrepreneurship, business owner, advertising, etc…
- location is limited to 20 miles from my office location
- people that like certain Facebook pages that cater to business owners in my area.
After this and other criteria Facebook estimates my audience is 150-200k monthly active people. For the purposes of our basic offer to get people to know, like, and trust us I feel this is a high enough number to start gaining some insights and beginning numbers as a baseline.
As far as how we will appeal to this audience we will present a pain solution. Our ad will speak to the solution,of what we see as our audiences problem, of not being comfortable using paid advertising.
Goals are Important
If you want to give your offer a proper chance in succeeding, you have to know what that success looks like. Simply put, before you are even thinking of the offer you need to know what you want this offer to accomplish.
Are you trying to give away free stuff like appetizers, discount coupons/codes, and other low dollar (to your audience) offers? Or are you trying to offer higher dollar offers like live events, coaching courses, and even “Done for You” services like our very own Marketing Funnel system? Your end goal will affect what your offer or offers are and it will also determine the number of steps in your funnel.
If your goal is to get people to redeem a low dollar offer then your offers will be more simple and to the point. If your goal is to get people to redeem a high dollar offer, you will need to craft an offer that is more detailed
Our goal for the ASM offer is going to be to get people to click on our ad to be sent to a page on our website where they can learn about running their own paid advertising.
Putting the Offer Together.
With your audience and goal in mind, you can now begin to build your offer. If your audience is a cold audience ( one who doesn’t know your business) your offer should be one that is geared toward getting people to know and trust you. If your audience is cold, you don’t want to go for the sale right away. However, an offer that offers a discounted product or service, could in reality, work as an offer to get your audience to know you as well as count as a sale. But, for this type of offer to work, the offer needs to be low cost to your audience.
If your audience knows and trusts your business, such as Facebook fans or previous customers, your offer can be a higher cost to your audience with a shorter sales funnel. Under normal circumstances though, higher cost offers will need to persuade your audience with a longer sales funnel with more steps going over the offer. You often see this type of offer and sales funnel with online personalities serving up an offer that gets you to click. Then once you are in the sales funnel they provide a video sequence (usually 3 separate videos) to convince you to take part in the offer.
Another decision you will need to make is the format of your offer. Is your offer going to be a single image? Maybe it will be multiple images. How about in video format? Once you have your offer, the way you display your offer to your audience will impact how well your offer converts. A good rule of thumb is to go with a a format that works well with the platform you are using to serve that offer. Also test, test, test the offer/ad to find out which format converts higher for your audience.
For our simple ASM offer we have determined success will be people clicking on our ad and then visiting our website page to learn about running paid ads.
We are new to our local area which means we have a cold audience. This is why our offer is focused on delivering what we feel is something of value to a prospective client with low cost(in this case no cost).
The format of our ad will be a simple video that helps provide a solution to a problem we believe our prospective clients have. Our sales funnel will be very simple and track page views. The information we gain from these page views will then be used in a future marketing funnel campaign.
The next stop of the Marketing Funnel system is the sales funnel! You can read all about the sales funnel by clicking this post –> Sales Funnel