This post is the sixth in a series of posts entitled, “Digital Marketing Strategy For Startups, Small Businesses, and Entrepreneurs“.
This series of posts started with you understanding the fact you're to act as a direct response marketer. (read the Intro here)
Since you're a small business, you need to make sure every bit of marketing you do has a specific & measurable goal.
You have neither the time nor the money to waste on stuff that doesn't work.
Ya gotta make it count!
One of the best ways to make your marketing count is by having a strategy and system to sell your stuff.
We call these systems Micro Sales Funnels.
Use Micro Sales Funnels To Sell EVERYTHING!
Micro Sales Funnels are sometimes called Product/Service Sales Funnels because they're strategically designed to help you sell specific product(s) and/or service(s).
Micro Sales Funnels are used to sell both physical and digital products, services, coaching, consulting, SaaS, and even to drive foot traffic to brick & mortar businesses.
Micro Sales Funnels can, and should, be used to sell everything.
So, what do these magical, all powerful, systems look like?
It depends on what you're trying to sell, but here are a few different Micros Sales Funnel blueprints!
The Opt-in Funnel
The Opt-in Funnel is the simplest Micro Sales Funnel; however, it's perfect for growing your email list and is typically the start of most other Micro Sales Funnel models.
You've seen a few examples of this funnel model in part 2 where we discussed using Squeeze Pages to convert paid traffic into email subscribers.
The Classic Sales Funnel (POS Funnel)
The Classic Sales Funnel is a Point Of Sale (POS) funnel because its purpose is to increase Customer Lifetime Value (CLV) at the POS by offering additional products/services as the customer goes through the checkout process.
This is accomplished through the implementation of various tactics like Order Bumps and 1-Click Up-sells or One-Time-Offers (OTO) & Down-sells. (yup, we talked about these in part 5)
The structure of the Classic Sales Funnel can vary based upon what you're offering via up-sells (OTOs) and down-sells … there's no “defined” structure; however, below are a few common Classic Sales Funnels.
The Physical Products Sales Funnel
This Classic Sales Funnel model is ideal for small businesses and entrepreneurs that sell physical products.
For a full breakdown of this funnel and the strategy behind it, please click here.
The Digital Products Sales Funnel
This Classic Sales Funnel model is ideal for small businesses and entrepreneurs that sell offer digital/info products.
For a full breakdown of this funnel and the strategy behind it, please click here.
The “Book” Sales Funnel
This Classic Sales Funnel model is ideal for service based businesses, coaches, and consultants that have a book to offer as their front-end and services, coaching, and/or consulting to offer on the back-end.
For a full breakdown of this funnel and the strategy behind it, please click here.
The High-End “Call/Application” Sales Funnel
This simple, yet effective sales funnel is ideal for getting people on the phone and/or to fill out an application for high-end services, coaching, consulting, and mastermind groups.
The power of this funnel comes from offering visitors two ways to get in touch with you – they can call now or schedule a call for later.
If they choose to schedule a call for later, but don't go through with it, reminder emails are triggered to bring them back. (You'll be amazed by how well this simple series works!)
The Product Launch Sales Funnel
The Product Launch Sales Funnel is designed to sell high value courses and training packages.
It combines emails with video content “dripped” out over a few days that pre-sell the course you're going to offer and culminates with the “launching” of your product.
The Autowebinar Sales Funnel
Webinars are virtual seminars where you're able to sell high priced products and services.
They're great because you're able to have people's attention for about 90 minutes which gives you ample time to gain their trust and present your offer.
An autowebinar, frequently called an “evergreen webinar”, is a webinar that runs automatically 24 hours a day, constantly selling for you.
Other Micro Sales Funnels
The Micro Sales Funnel blueprints shared above are a small sample of the various Micro Sales Funnels you can create … you're by no means limited by what's above. They're presented here to give you ideas and inspiration about directions you can head.
Also, if you don't quite understand what the heck you're looking at, it's perfectly OK right now.
The key thing I want you to remember is that the sole purpose of a Micro Sales Funnel is to help you sell specific product(s) and/or service(s).
Ways To Enter A Micro Sales Funnel
Hopefully you've read the previous parts of this series and you already know how to get people into your Micro Sales Funnels; however, if not – here's a recap!
Organic Traffic
Individuals can enter your Micro Sales Funnels by opt-ing in through an opt-in form on your site. (part 2)
This is accomplished by offering a Lead Magnet on topic X, which leads them into a Micro Sales Funnel that tries to sell a product/service people interested in topic X would want to buy.
Paid Traffic
If you're paying for traffic, you better have a Micro Sales Funnel in place! (part 2)
If you don't have a way to quickly recoup your ad spend, you're going to hurt your business.
After all, you're a direct response marketer … right?
Everything you do needs to have specific and measurable purpose.
The point of your marketing is to make you more money.
Marketing Automation
In part 3 we discussed using marketing automation to gauge our subscribers' interests.
I showed you this diagram:
To recap, the left hand side is a Straight Line Sales Funnel or “Main Series”.
Its purpose is to build and maintain a relationship with your subscribers by sending great content while simultaneously segmenting them based on their interests.
When a subscriber shows interest in a particular topic (ie. they click a link), they're automatically entered into a Micro Sales Funnel that attempts to sell a product or service they will likely buy.
Retargeting
Retargeting is another great way to get individuals into your Micro Sales Funnels. (part 4)
You can also use retargeting to “guide” individuals through your Micro Sales Funnels because not everyone is going to read every email you send them. However, if you send an email AND retarget them with relevant ads … they won't be able to avoid your message!
Summary
You NEED to use Micro Sales Funnels.
There is no better way to convert leads into paying customers while simultaneously increasing their Customer Lifetime Value.
There are many Micro Sales Funnel blueprints to choose from; however, the design you choose will depend on what you're trying to sell … not all Micro Sales Funnels are designed to sell the same stuff.
Some are better at selling more expensive training, courses, and services while others are excellent at selling low priced (<$100) products.
Finally, getting people to enter your Micro Sales Funnels is as simple as sending traffic to it!
Where To Go From Here
If the marketing strategy described in this series of blog posts sounds logical and interesting to you …
It's the same exact strategy taught in The Sales Funnel Training Vault … it's just, in there, we go into a lot more detail and cover all the technical steps as well.
Click here to learn more about The Sales Funnel Training Vault!