- Hi guys, Martin here and today we are going
to be talking about demystifying funnels.
If you're in business,
you probably either already know about or use funnels,
and what we kinda want to do today is
just make a real simplified and to-the-point video
to try to tell you how you can avoid
some major pitfalls in designing a funnel.
Now, funnels are very, very effective,
they can make a huge amount of income for your business
and if you have a funnel that's designed well
you can use it over and over again.
And that of course, is a really great asset
for any business to have.
So today I wanna kinda go through
step-by-step on how we design funnels
and give you a few hints and tips along the way,
that you can hopefully relate to your business,
and get cracking on making your own funnels.
So the way that we make funnels here
at Local Web Solutions is kind of a process,
but what we kinda want to do first is really
find out what the desired outcome is.
And the way that we make sure that
we nail every single element of that
is we flip the funnel upside down.
So usually funnels work from the top, down,
kind of process, but the way that we actually
build our funnels is we flip it upside down
and work from the desired outcome
all the way down to the actual creative
and the copy or the advertising to promote that funnel.
So, most people we see, will do the opposite,
they'll work on the creative and the copy first,
and try and target the right people first,
but all that matters at the end of the day
is what you want the outcome to be.
So, let's discuss a few of the most popular
or most effectively used funnels in Facebook.
First of all we've got a discount funnel,
discount funnels are wildly effective
for e-commerce or if you're selling
a specific course or product
that you want to get numbers on.
Really great way of getting numbers through the door.
Value video is one that a lot of coaches use,
a lot of agencies use, so if you're in that field,
value videos are very, very effective.
Report, a report funnel, ebook funnel,
case study funnel, you can almost use this
in any business type and this
is probably the most popular.
You'll probably see a lot yourself on your newsfeed,
you'll see, you know,
download our free ebook or get a free report.
That is basically the beginning of a report funnel.
Now, the last one is the hardest one to master,
is a live event funnel.
Now, the reason that live event funnels are so hard,
is because you can get someone
all the way down to the end of that funnel
but then actually making them appear
at the live event is often a really hard process.
So, with all these funnels are ones that
can used in nearly all businesses
in some way, shape or form.
But you've gotta make sure you're selecting the right one.
So have a think about your business,
what your desired outcome is,
what is it that you want?
Do you want numbers?
Do you just want numbers so you can
re-market, cross-sell, up-sell?
Do you want to have one-on-one sessions
or gain really big trust and value
from your potential clients?
Do you want to add people to a list
or be able to, once again, re-market to people
but kind of be still perceived as an expert.
Or is the goal for you to be that
key person of influence,
stand up at an event,
give out a seminar or something like a webinar,
something like that, then you know,
these are kind of the right funnels for you.
So have a think about that and have a think
about your desired outcome first.
Alright, so we've picked our funnel.
Next up is the landing page,
now this is super crucial because this
is the kind of last step behind somebody
becoming an actual sign-up or a conversion and them not.
So, let's really make sure we put a lot of effort into this.
There's many ways to create a landing page,
there's many factors that certain landing pages need
but as a general, these are the kind of things
that are really needed or required
to create a highly converting landing page.
So, we've started off with the obvious, a headline.
You've only got a few seconds to engage
someone on the landing page so make sure
that this headline is good.
Make sure that it's really speaking
the language of your customer
and make sure that it is really
hitting those parts in their brain that makes them go
"Oh, that resonates with me and that's really relevant",
if you can do that in a headline,
then the rest will be child's play.
So, good persuasive copy is of course very important,
My hints to do persuasive copy is
pretend that you're in the head of your customer
and talk to them as if you are that inner voice.
You know, give them conversational copy,
go through their decision making process
and really understand your customer
and what they need fixed.
Remember that, all that you're doing here
in this entire process is taking someone
from the state they're currently in
all the way through to their desired state.
That's what these funnels are for,
that's what your products are for,
that's what your services are for,
never forget that, always relate that in your copy.
Now, really good ways to write great copy
of course as I just mentioned,
all the conversational stuff,
make sure that you talk,
sales 101 here, features and benefits.
You know, what features do you have
and how does it benefit your client.
Real simple stuff there guys.
Also you want to add a video if you can.
People love videos,
we get more engagement on videos
than any other form of marketing,
whether it be long copy, short copy, imagery.
So, video, video, video, if you can.
And calls to action of course.
Now, human beings, we're simple creatures,
as smart and advanced as we are,
sometimes we just need to be told to do something.
So just remember that.
Remember that, someone can read this all day,
but if they're not being told to do something,
they might not, it's just the way that we work.
It's the way that our psychology works.
So, if we're saying "This is great, this is awesome,
this can help you, now click here",
that works a lot better.
Lastly, and it's not a crucial element,
but it's a very handy element, is social proof.
Now if you're a business or a coach
and you haven't got previous customers,
it's very hard to throw social proof in there.
Don't fake it, don't do any of that,
just make sure that you build up social proof
and goodwill throughout the process
and when you get it add it to your landing page.
Remember that everything we're building here
is an asset to your business,
which means it can be used over and over again.
So, what we do with our clients
is we'll often build social proof
throughout the process if they have none,
and then add it to the landing pages as we go,
and we all of a sudden see those funnels
convert a lot higher from there.
Alright, so you've got your landing page,
next up is to promote it,
and of course we're talking about the ad.
Now particularly here we're talking about
Facebook ads so keep that in mind,
you know, obviously advertising on other platforms
and formats is completely different
but if you're going through the effort
of making yourself a really good landing page,
this part should be pretty easy.
I can literally talk about this for hours,
and different things that you can do on advertisements,
but I don't want to do that,
instead I just want to keep this
as simple as possible for you
and depending on what your service or product is,
this can be done many different ways.
Remember that anything that you do,
anything that you're doing, not just in business,
but especially in advertising,
you are taking somebody from their current state
through to their desired state.
Now, once you've worked out how to do that,
you will never have to worry
about a client or a sale again.
So remember, that's all we're trying to do here,
what is your customer's current state
and what is their desired state?
Then we use these to convey that message.
So, what's the goal?
Awareness, conversion, engagement, traffic,
you're selling a funnel,
you probably got conversions,
engagement and traffic, really.
You know, many different markets
will give you many different opinions.
As far as I'm concerned,
have a really good think about the end goal
and once you get there you'll
work out the best way to do this.
Let's talk about the nitty gritty though.
Pattern interruption.
Now if you don't know what that is,
that's fine, but just keep in mind
that Facebook is a platform for people to socialize,
to stalk their ex, to look at funny cat videos,
to look at food and that's really about it.
They're not there to purchase,
they're not there to actively buy.
And that's OK.
Because we have this beautiful thing
where human beings love consuming content
and love consuming knowledge.
So, if you're gonna interrupt somebody's time,
make sure it's worthwhile.
Make sure that you're giving them something
that they can actually use.
And of course a lot of people talk about this,
value first, give value and you won't fail, OK?
So, make sure you're interrupting the pattern.
Next thing, we wanna make sure the copy's good, OK?
We wanna make sure we're calling out the audience
and really letting them know that we understand them
and we can help them if they click on this button.
Copy doesn't have to be hard, OK?
If copy starts becoming hard,
you're probably doing it wrong.
Or you don't know your audience well enough.
So make sure that you've got
those two things in place.
Make sure that you've got,
that you know your audience
and make sure that you aren't overdoing it.
Just keep it simple.
Alright, next, are you using image or a video?
I highly recommend video,
I believe video is the be all and end all,
you know, when it comes to advertising
because, first of all, look at your newsfeed right now,
what's on there?
I guarantee the majority is video.
Because that's just what people are used to now.
We've got the technology,
we've got the internet speed.
Video is, there's no excuse for not doing video.
Of course, imagery does still work.
Now, if you're gonna use imagery,
our biggest hint is to just keep it raw and real,
don't use stock images,
we find that in all of our tests,
for nearly all of our clients,
normal images beat stock images all day.
Sometimes a good selfie can help, it's crazy.
But you know, we're on a social platform, so be sociable.
And lastly, video of course,
if you're gonna do it, you don't need much.
Just use your smartphone,
use software if you have to,
there's so many ways to do it,
there's no excuse not to do it.
So, yeah, which one are you going to use, image or video?
And then what you wanna do is piece
all this together and we're gonna
start talking about targeting next
and then you'll be able to start
kinda working out how to piece
all these things into your funnel
and really start promoting this.
Alright, the advertisement has been done
and now it's time to work out who
we're gonna be showing this advertisement to.
This is of course called targeting.
Now, as I mentioned at the beginning,
we reverse engineer our funnels for very good reason,
because it actually just makes life so much simpler.
This whole time, you had a goal in mind, right?
You've got a goal of what you're
going to help people with,
how are you gonna give people a benefit, right?
Now, you've written copy around that,
you've written an advertisement around that,
you've laid out a landing page around that,
and now all you need to do is decide
or place that in front of a specific audience
and you're gonna use one of these methods.
Now, once again, the reason that
this is so simple is because you have
never let go of that goal in the first place.
So you can't really steer wrong here,
so long as you know how to do these things.
Now first of all, our probably the most
expensive and difficult method
is cold audience targeting.
And the reason why is because you
basically spend money to find out whether
people are relevant or not.
And the way that we do this,
the way that we hit a really good cold audience,
is by doing some audience insight research.
To do that, basically jump onto your
Facebook business manager,
jump into audience insights and from there
you'll actually be able to see a way
that you can look at different types
of audiences from different pages.
What we like to do,
is we look at the competitors page, right?
And we see all of the audience members
that are on that particular page,
and then we then go through their likes
and their demographics and geographics,
all that kind of stuff.
Now, there's a lot more on that, obviously,
but look into audience insight targeting,
I'm sure that we will release a video on it
in the coming weeks anyway.
But that's one of the most beneficial
and cost-effective ways of really
knowing who you are talking to
when it comes to cold audience.
You wanna also make sure you split tests,
so make sure that you're running ads
to different audiences, so for example,
if you've got an advertisement that you've written,
you might want to send that to
one type of audience, then you might wanna send
the same to a different type of audience,
and see which ones perform better.
There's obviously a lot more to that,
but we wanna try and keep this simple
and of course if you're not sure
what split testing is there's lots
of great resources out there to find out.
And of course we wanna do competitor
research in general so even just
jumping on someone's Facebook page,
it'll give you a lot of information
about what they're doing.
If you want, a really good little hack,
jump onto your competitor's business page
and then on the left hand side
you'll see an option saying 'info and ads',
click that and you'll actually be able to see
all the ads that they're running
and you can actually click on
the little settings button there
and see who they're targeting,
in a nutshell, you can't see the in-depth targeting,
but you can see who they're round about targeting.
It'll often say, you know,
company A is running this ad and they're trying
to target people in Australia
between the ages of blah, blah, blah
and who are interested in blah, blah, blah.
So, really, really good way to find
out who your best cold audience is there
and I hope you've picked up some great hacks there.
Now, next, website traffic.
Why would we target website traffic?
Because they're people who have
already engaged with your site.
In order to do this you need a pixel on your website.
Need help installing a pixel? Let us know.
We can actually do that for you.
So, pixels are super, super, duper crucial
to have on your website for you
to do any advertising anyway
because it does actually collect data
and information about people
who are on your website and allows you
to later re-target them,
which of course is another very
important advertising method.
Re-targeting is probably the most beneficial
way that you can consistently get in front
of people in a low-cost and in a non-intrusive way.
If it's done right, that is.
Now, so website traffic,
is a way that you can target your audience,
which means that, obviously,
you'll be putting yourself in front of people
who already know your brand,
already know who you are.
I would only use this if you have
a pretty good following
and you have really good site traffic.
Last one is my favorite, lookalike audiences.
Now, you're a business,
so you probably have a list of existing
customers or clients,
all that you need to do,
is put in their details, OK?
Into a spreadsheet,
you can do this in the Facebook audience settings,
upload their details,
make sure you have their phone number, OK?
Most people have client's emails
but make sure you have their phone number
'cause what Facebook does is it
actually matches, for example,
if you upload a spreadsheet with 1,000 people on it,
that are your clients,
it will match people on Facebook
who have similar likes, dislikes,
you know, demographics, habits and so forth.
So this is an extremely effective way of
finding your audience from people who
already are your customers or clients.
Now, if people really are your customer
or client it's a pretty good indicator
that they're the kind of people you want to target, right?
So, let Facebook do that for you.
We've had 1% lookalike audiences,
it can go up to like 4 or 5% I believe,
but you're just getting too broad there,
you really just wanna keep it simple, to the point.
So, in my opinion,
you need to have at least a thousand people on your list.
A thousand people is really good.
If you've got a thousand people that you
can put into your lookalike audience, you're winning.
So, put them in, make sure to add a phone number,
and then create 1% audience from that
and target your advertisement to them.
I guarantee you this will probably get
the most amazing results for the best price.
However, cold audience is very valuable
because if you gain a following
using a cold audience they're gonna
give you access to all these other
forms of targeting as well.
So we all need to start somewhere,
and of course, the starting point
for nearly all businesses is a cold audience.
So yeah, that's the kind of process to go through that.
Alright, the funnel is built, well done.
But now, what we need to do
is optimize, optimize, optimize.
We can never, ever skip this part.
A funnel will be your biggest asset
if it's optimized right.
And you can never really stop optimizing it,
you'll always find out more info to make it better.
But here's the thing,
don't bother going into building a funnel,
if you're not gonna bother knowing your numbers.
A funnel is a little bit like a mathematical
equation that gives you money.
Now don't worry, it's not like a hard
mathematical equation 'cause otherwise
I wouldn't be able to do it
'cause I'm like, horrible at maths.
However, if you know your numbers
and you know how much it costs to get a client,
then you can optimize from there.
However, you cannot optimize if you don't know
how much it costs for you to get a client
or a conversion or a purchase.
A Facebook funnel is a little bit like a machine, OK?
Imagine it's like a money machine, OK?
In the ideal world, a Facebook funnel
is something that you throw a couple of hundred
dollars into and get more money back.
So, for example,
you might put $200 here but you make $600 here, right?
So you're chucking $200 through the funnel
and by the time it runs through the other
end of the funnel they give you your $600, OK?
That's a profit of what, $400?
Alright? $400.
OK, so, if you don't know this number,
you'll never be able to improve on that number,
so this is the first thing that you need to find out.
Here's one thing I want you to forget about right now,
CPC, OK, is a no-no.
Cost-per-click is a no-no.
Cost per impression,
amounts of impressions,
engagement, scrap it, forget about it, OK?
Here's the thing that you need to worry about.
It's called ROAS.
Return on ad spend, OK?
If your return on ad spend is more
than what you spent to get your clients
then you can always improve on the ad spend, OK?
So this is the only thing that you need to worry
about when it comes to building funnels.
Now, how do work out return on ad spend?
Well, basically you need to know
how many people you need to get through
your funnel in order to make a conversion.
If you know, how much it costs to acquire a client,
and you know how many clients you need
in order to make a return,
you can then worry about fixing up
that number of how much it costs.
You can worry about making that number come down.
The most popular things that we optimize in funnels
are the landing page, right,
followed by the initial advertisement.
Usually if you work out what's going wrong
in those areas and there's great software out there,
there's heaps of cool tools to work out
where people are falling off through the process.
But optimizing is the key to a successful funnel.
If you don't optimize your funnel
you're just gonna have a very basic asset
you're not gonna have a very viable asset
for your business.
The other thing is,
once you've done this once,
you can do it again and again and again,
so this is probably the most crucial part of your funnel,
after you've built it obviously,
don't forget about this part.
Know your numbers,
return on ad spend, return on ad spend,
return on ad spend I cannot say it enough.
Understand how much it costs to make money.
On that note, thank you for sticking
around and watching this video.
If you'd like a consultation with us,
you're more than welcome to contact us as well,
there will be a consultation form link
somewhere in the description of this video.
I hope it's been informative for you,
get onto building your funnels,
don't be afraid, try and keep it simple
and just make sure that you always have
the end goal in mind and make sure you
know exactly what problem your particular
service or product is fixing.
If you have that, you can't fail.
This is Martin from Local Web Solutions, all the best.
For more infomation >> How to Build an Open Shelving Unit - DIY Network - Duration: 4:54. 
For more infomation >> How To: Build Free Aquarium Rock Cave - Duration: 4:42. 
For more infomation >> How to Build a Gourmet Food Boat - Duration: 22:24. 
Không có nhận xét nào:
Đăng nhận xét