This article is also a BRAND NEW YouTube video, so if you prefer it in that form, check it out here
By now you know how powerful Marketing Funnels can be, but you might find that keeping up with it all, is super hard. What you need is marketing funnel automation. So in this article you’ll find the best ways to automate different levels of the marketing funnel — the top, middle and bottom. And by the end you’re going to understand how to automate and make money while you’re sleeping.
Alright, so we need to understand how the general method before we get into specifics. The idea is to move users all the way to bottom of funnel, with as little effort as possible. What we’re talking about here is qualifying them in the background. And by doing so, you’ll have fewer sales calls while increasing your sales. You want to make sure that you’re qualifying them easier and moving them through the process as quickly as possible.
Top Of Funnel
Top of funnel automations are going to be a little bit light. Why? Because these are people who are just hearing about you. So all you’re looking to do is reach out to them, get them to know you a little bit, and have them come to your website at least one time. That’s all you want.
So, the automations you’ll use here are:
1. Google Tag Manager
This is a very heavy product, so I won’t go too deeply into it here. But just understand that you’re using it lightly. You want to be able to track user visitation so that when it comes time to move them further down the funnel, you have the information ready.
2. Facebook Pixel
Even if you’re not running ads, you want to have a Facebook Pixel installed. This is for the exact same reason as with Google Tag Manager. It’s so that the data is there later for you to build custom audiences or retarget your visitors. Once you start using these systems, the data will always be there to use later
This is a great social media CRM system (check it out here). So if you’re thinking about social selling, you can use this tool to track engagement on your audiences. It will track your precise engaged audience members and, if you want to, allow you to directly sell to those people over social. Now, full disclosure, I wouldn’t necessarily suggest doing social selling because, sometimes, it can come across a little bit seedy, but you have that option there if you want to.
Middle Of Funnel
The middle-of-funnel is all about cultivating your lead. They already know who you are. Now you need to tell them a little bit more about why you’re the best. So, a couple of automations that work really well here are:
1. An Email Automator
There are hundreds of email systems out there, but I choose ActiveCampaign because it’s a good price for you to be able to pull in people, automatically send them e-mails, and automatically analyze where they are. The automations are top notch, so it allows you to push people through your funnel more smoothly without you having to do that extra work, which is exactly what this article is about. So, for example, let’s say that you have a user watching your webinar. They give their email address to access the webinar, and now you have them in the system so you can start sending them highly personalized emails based on their actions with that webinar.
It’s really highly personalized and helps you to move people closer to the sale. So, now that they’re in your system, let’s say that you have a five email sequence that you send your users. And let’s say this user is engaged in the first three emails (aka s/he opens them and maybe clicks) then on the fourth email they click through to your website and buy. What extra action did you take to make that sale? You didn’t send those emails by hand every time, you sent them via an automation. There was, in fact, no extra work for you to make those sales and get the most out of that contact. This is what scaling is, and it’s why automations are so awesome.
2. A Webinar Automation
EverWebinar is the best solution. Here are a few reasons why:
a. You can prerecord your webinar, so you don’t have to have a live webinar. Which means you can run it every fifteen minutes, forever.
b. It allows for continued social engagement. If anybody has ever engaged in the chat for your webinar at any time in the past you can save that message and have it show up in all future webinars. Which means you can have this rolling list of people engaging and being excited, which will drastically increase sales because people respond so strongly to social proof!
c. You can connect any emailer. This allows you to send email reminders through the system so that people are up to date with when the webinar’s happening, and then thereafter send automated emails to continue to push them down your funnel
d. Finally, you can connect with any other system using Zapier, which allows you to force actions in unrelated systems based on certain user actions. It’s a game changer.
Bottom Of Funnel
At the bottom of the funnel, people are ready to buy, they just want to talk price, okay. So there are a couple of things we can look at:
Yes, I mentioned this in middle-of-funnel as well, but you can use the lead score (I haven’t talked about lead score yet, but a lead score is a way of quickly qualifying leads using your automator. A score of 100 is someone who purchased) of your users to send them different emails which, thereafter, send them to different landing pages with different information and offers.
2. Google Tag Manager and Facebook Pixel
These guys are still tracking, they still know how many times that a user has been on the page. So you can use that information to your advantage. So you can see if they’ve been on the page, if they’ve abandoned the cart, if they’ve been to the sales page more than once. You can send them certain retargeting ads on Facebook and on Google and on YouTube and everywhere else to get them to come back into the fold and make the decision you want them to.
There you go guys. That’s how to use automations to get the most out of your marketing with the least amount of work. If this article was helpful, make sure you check out my youtube video on this topic here. And I’ll catch you in the next one!