BS Sales Funnel Theory

Goals

Recover marketing cost ASAP in cycle

Stepwise introduction to offerings

At pace they can manage, understand and benefit from

With view towards long life subscription product

They can understand

Their belt level

Benefit from and

Therefore value

SBS Path 1: financial concerns / improve financials manage financials

Their Motivation

Situation bad enough for them to search for solution

Insufficient cashflow to pay bills & wages is first aware of

Falling profit

Want fast, painless solution

Not very interested in numbers

Turnround campaign funnel (cashflow problem)

Optimize campaign funnel (profit problem)

Goals

Focus is those with poor or failing profits

Process

What is most effective change

How do I do it

What is next improvement

Approach

Don’t know what will be most popular so A/B test

Move fast and break things / mvp

Steps to

Increase sum will invest based on value of previous step

Therefore need most attractive step

Stay engaged with project

Success

Reminder drip

Profitability concern funnel entry point

Squeeze

free offer

“Fastest things to change to improve profit”

profit Changeboard $9.95 for help desk support (or higher price. What is no-brainer expenditure)

Offer

What is best things to change first for biggest impact

we are competing with free resources on this topic

time limited upgrade option (to keep them active) on page bottom

drip sequence to remind them of offer

Cash runway and teach to watch to learn monitoring

Email monthly to remind them

Monthly cashflow budget tool to get used to recording and value data and reminder

If poor bookeeping, get to change

Bookkeeping fills in budgets as part of service

Shows what to change

SP: ? a hard copy version of example CB; plus downloadable CB which can be made into an eBook

Bump:

SP: link the info in the CB to one of the LB

Buy 30% off OTO 1 voucher for $29.95

$100 value

Get $100 off next step for $29.95

Kaizen

Embed

User video

Upsell

OTO1:

One time offer

Downsell

Upsell

Don’t know what they want so offer 1 next step at discount price

“Learn how to improve one lever” (LMS)

get a credit for 1 $290 Skill module for $190. Money back if not used

“Find cause of falling profit” (Board)

get a credit for 1 $290 Mini board for $190. Money back if not used

What has changed to cause pain

What if profit not falling

ChangeBoard big brother than have already tried

“1/2 price coaching session” (advisory)

offer a subscription for any of them for $190

OTO2:

Upsell

“Do full optimize of your business”

full O100 package RRP$2490

components

4 * F2F sessions at $300 each = $1200

3 * SM @ $190 ea = $600

possibly a miniBoard $190

basic materials $500

existing credits

some discount from normal O100

Or increase std price

possibly a deposit to secure the price. refundable if not used

Miniboard

Small fee to store data to get used to subscription

O100 course materials alone $490

Describe contents

Already seen some components

‘Deconstructed’

Down sell

Here because of poor profit

Not attracted to existing offers

Personal invite to say what would have liked

Free and obligation free

Bespoke courses / custom built

Thank you page and offer wall

Add link to each email as reminder

Link from each OTO page

Drip feed

Offers

Offer help desk on demo ChangeBoard

Configure help desk

Reminder of tools to capitalise on indicative changes 3 off

Reminder of mini O100

Reminder of downsell offer

Reminder of expiry of offer

Mechanics

Build email sequence

Software

Write each email

Each has link to wall

Similar top and tail

Configure sequence

Emails into Campaign

Engage

Baby PDCA cycle

Goal is to use small steps to get them used to kaizen on business and using our systems to manage.Maybe drip marketing sequence in response to each check in on work done.

Identify opportunities

Introduce ChangeBoard

Pick best gain

Introduce

Basic SalesBoard

Profit margins / product

Marketing channels profitability

Implement

Introduce some LMS

Check

introduce miniboard if new to them

Repeat

monitor and improve financial health funnel stack

Probably 2 exposures to Boards by now

SBS Path 2: growth promotion

Goals

MVP

Identify attractive product

Sustainable growth

Work out structure

Nautilus flywheel

Work out market

Grow out

Subscription revenue

Sell Growth campaign funnel

PDCA Subscription Funnel

Sells repetitions of the same improvement cycle. Offers opportunity to grow at what ever client considers optimal rate.If we store their data, might be able to suggest what to change to get them restarted.

Sustainable Business Success Category

Path 1: troubled

Path 2: growth

Path 3: exit

Exit campaign funnel stack

Optimize campaign funnel stack

Optimize Stack

Grow Stack

Path 4: CPD

MyDodeca funnel

LMS cycle

Goal path: subscriptions

Funnel design considerations

KSF: touching the right incentives

test before with split URL

Longer scroll

Zoho Attention colour scheme

What do colours mean

pain areas

micro /small 2 column list of issues covered

Dk/dk fear

Save time don’t reinvent the wheel

Specific solutions split url

Specific solution packs forexisting and aspiring micro 1-4existing and aspiring small 5-19failing turnaroundoptimising for profitclick for free access to solution I want

Promise areas

Fulfil their dreams

Success like others

KSF: must be able to visualise in funnel what they get

options

video

short access

links to the menu content

e-paper on what are main problems

must work on mobile phone

visualize

CTA

Check exemplars

bad funnel mechanics

Funnel not good on mobile

big majority on squeeze page are mobiles

maybe page unfriendly

speed and design test ok

maybe too much copy

could AB test

buttons more button-like

not too much to fill in on form

or alternative

patel example says we are OK

slow loading

Overweight pages

Success V6 (12faces theme) M=30 and DT = 77 Pagespeed

Try lightweight theme

Neuve

pages cluttered

change page theme to remove menus and footers

Consider specialise software

Dropouts between click and landing

Page load speed

Funnel message not compelling

Not wiifm

Not addressing pain

Not selling hope

Offers tech not relief

Look at emplars

Funnel different to ad so disconnect

No social proof

No urgency

No incentives

No enticing freebies

Test access

Everything at once

One thing at a time for limited (taster) period

Ebook

Cta not clear

Clearer buttons on mobiles

Render of app form on mobile

Offer Too broad

Poor copywriting design

unappealing subject matter

Don’t know what they want

Keyword popularity indicates

In general

Specific to our site

Early funnel text and cta should address popular keywords

A funnel with topic branches at top

Maybe too late in chain

Can only check what keywords have attracted to not much to play wth by now

How to track

Load new page

UTM on link?

Where else UTM?

If poor google quality score, why?

Paying more

Disappointed customers

Research says

Funnel side

What constitutes success

Registration

Long retention in funnel

Attention hot spots

Unclear what they are getting / we are offering

Unclear benefits of using us. WIIFM

Copy is too banal

Registration not working

Tighten keywords

Square brackets =‘exact’ and increases focus

Patel uses phrase match

close variants now automatic

Back in 2014, Google made close variant matching standard for exact and phrase match keywords in AdWords campaigns. It’s now the default for those match types.According to Google:Broad match is the default match type that all your keywords are assigned. Ads may show on searches that include misspellings, synonyms, related searches, and other relevant variations.So what does that mean for you? Basically, if you use exact matching or phrase matching, close variants will be automatically included in your campaign. You don’t have to do anything.

Ensure high performing are attracting right customers

Ensure landing page ties into best performing keywords

Reduce options and tie to landing page copy

Perry Marshall? Says spawn best keywords into own group and tighten funnel to above average experience

How do I know keywords that led to registration

If only keyword, then it did

full Patel strategy

AB test professional funnel page

Goals

Rapid test for better performing landing page due to better design and faster load

minimise need to redo in other tech

Tests

price

heatmap

ease

longevity

zoho integration

leave Clickfunnels if not the choice

embed zoho tracking code for Pagesense

subdomain

Up and downsell

Candidates

Wordpress components

Elementor templates

Wpbeginner

Existing elementor plugins

UpSell?

goog for multi funnel

Video series

Step by step blog

Consider specialise software

how to have multiple themes on site

Hubspot blog

themes

basic Elementor canvas

lightweight Elementor 'hello'

neve lightweight theme

set up Pagesense

split URL

funnel - unlikley

heatmap - unlikely

build of 30/8/22

used Elementor Canvas to get theme free page.

mobile speed was 50 and desktop 70

Metrics

Ctr

Regos / entries

Cost per rego

Rego count

Outsourcing

Candidates

Accounting

Tax and single service To our affiliates

Bookkeeping upgrade path

Broader Data recording

Marketing data and boardsFlow data and boardsUse to recommend other lms and services

VCFO

LMS and boards

Digital marketing

Website

Adwords

Social media

SEO

Conversion funnels

Nomenclature

Path

Funnel Stacks

Funnel

Tiers

One time offer OTO

Congregation

Template

Congregations / marketing channels

places where target group hangs out.eg Facebook, Google search, LinkedIn.A synonym for 'Marketing Channel" probably

accountant congregation

Active income; sale of advisory servicesPassive income; commission on clients purchases of servicesDue to their endorsement, might be able to sell for moreProbable good source of kaizen suggestions

on-boarding funnel

Squeeze

free offer

Estory on how can benefit $xx

Bump:

Discount mini board

OTO1:

Discount campaign paid by their earned commission to start feedback cycle

OTO2:

Upsell funnel stack

Campaign sale funnel

Skills modules funnel

Social media

Concerned citizens

Government

business chambers & mentor groups

Financiers

Affilates congregation

Leverage trusted advisors like accountants.

Business coaches

Reduce their pain

Zoho Survey tool has branch path and likely can get their rego

What is major pain

Financial

ScoreBoard

Delivery

DIY

Performance Coach

Frequency

Monthly

Quarterly

Monthly sub

Outsourcing

Bookkeeping

Accounting bundle monthly sub

Bookkeping

Tax accounting

Financial performance Coach

Marketing

SalesBoard

Delivery

Frequency

Detail

Basic

Monthly sub

Digital marketing

Specialist

Ecommerce

Specialist

Outsourcing

Website

Digital marketing

Strategy

Services

Payment

$22k monthly sub

IT systems

Platform design

Introduce Zoho

Pick modules

Tool selection & integration

Install and configure the required modules

Flat fee or monthly sub

Configuration tuning

Monthly subscription

Technology

Html

Clickfunnels

Zoho survey

Leadpages

examples

Brunson - first funnel

Research squeeze page theory

Patel

Brunson

Nelson

Check some good ones

Nelson

Clickfunnels

grow your business

Growth Institute

elipsium

Perry Marshal Academy

future accountnant

missing social proof