The Sales Funnel Is An Integrated System
Think about your car.
How many parts does it consist of?
In a broad sense, it has some tires, an engine, a few doors, some seats, a steering wheel, etc.
If you go a little deeper into the engine, you'll see its valves, pistons, intercooler, intake pipe, intake manifold, etc.
While you can technically drive your car without doors or seats, it's going to be impossible to drive without an engine, tires, or a steering wheel.
It only takes one minor issue with an engine valve to take your entire car out of commission.
Your sales funnel functions in the same manner.
Your emails are the engine.
Your offers are the tires.
Your pages are the doors.
Your traffic is the fuel.
You need the entire system to work or you'll breakdown.
“A website without conversion rate optimization is like a car with no wheels – it will take you nowhere.” – Jeremy Abel, Director of Corporate Marketing, Mannix Marketing
While the image above shows the sales funnel in its simplest form, it still shows all the parts and how they're connected.
You have to attract the right people to your funnel or it won't work. Just as you can't put water in an engine, you can't put the wrong people into your funnel.
Once you are attracting the right people, you still have to motivate them to give you their contact information or it'll be nearly impossible to build a long lasting relationship.
Say you get great at collecting contact info. You have the perfect Lead Magnet and people are signing up left and right. You still have to figure out what to send to motivate them into action, make purchases, and stay with you and your business.
“The key is to present the right content to the users at the time they need it in an engaging manner, across all channels they visit.” – Jim Yu, CEO, BrightEdge
A few years back, when I first got into the Internet Marketing game, I heard the almighty gurus preaching that “you need a list.”
Being new and ignorant, I went after the cheapest people I could find – folks in Ethiopia, Algeria, Azerbaijan … all countries no one ever spends advertising dollars on, except for me.
Low and behold, I apparently had a great Lead Magnet and was attracting leads for less than a penny via Facebook ads.
I was ecstatic!
After all, the gurus also said a subscriber was worth $1 a month.
Even if I got half that, I'd be a very rich man as my ROI would have been about 5,000%!!
I grew my list to about 5,000 before I began promoting offers to them.
You know what? I didn't sell a dang thing.
I had the wrong people in my funnel. The wrong fuel in my engine. Plus, I'm sure my email copy was subpar and didn't help either … but, I digress.
No one from Ethiopia, Algeria, nor Azerbaijan was going to buy anything. Ever.