Funnel 3.0 – skills you need to build it & how to start playing with it
•
5 gefällt mir•1,866 views
In the first part of this slide deck you will find: - our subjective view of what digital conversion funnels are; - how they've evolved within last 10 years; - what skills you need to build funnels; - how to build the team that can do it. In the second part of the slide deck you will find: - case study of how adding content to the funnel decreased CAC, same time increasing the overall revenue; - thinking process we apply during the funnel optimisation procedure to get maximum effect in the shortest possible time. If you want to find out who we are or connect with us visit www.Tribe47.com
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Ähnlich wie Funnel 3.0 – skills you need to build it & how to start playing with it
Ähnlich wie Funnel 3.0 – skills you need to build it & how to start playing with it (20)
Mehr von Tribe47
Mehr von Tribe47 (8)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Funnel 3.0 – skills you need to build it & how to start playing with it
- 1. Funnel 3.0 (and skills you need to build it + how to start playing with it) Ewa Wysocka & Veena Sidhu
- 2. What Is An Online Conversion Funnel? Introduction The user journey on the internet, from the moment of first contact with your brand to the moment of becoming your client/customer.
- 3. Introduction Web Development Optimisation TestsUX/UI Video Social Posts Analytics Project Management Email Marketing KPIs Content Marketing Marketing AutomationBotsWebinar Lead Page Affiliate MarketingTarget Pages Copywriting Facebook Ads SEO Blog Remarketing CRM Linkedin Adwords YouTube Instagram
- 7. Introduction
- 9. Traffic Sales Payment Funnel v1.0 Google Adwords SEO
- 10. Funnel v1.0 KPIs Of Funnel v1.0 1 2 Cost Per Click (CPC) Customer Acquisition (CAC)
- 11. Crucial Skills Needed To Build Conversion Funnel v1.0 Funnel v1.0
- 12. Funnel v1.0 #1 Sales & Marketing Psychology ⚬ Sales triggers ⚬ Building relationship with prospect
- 13. Funnel v1.0 #2 Performance Copywriting ⚬ Writing a sales letter ⚬ Headline writing ⚬ Ads writing ⚬ Storytelling in the copy
- 14. Crucial Team For Funnel v1.0 Funnel v1.0 Online Marketing Manager Copywriter Web Developer
- 15. Turning Point ~ 2007 Costs of digital marketing are rising 1 Scammers cause loss of trust among online shoppers 2 Funnel v1.0
- 16. Funnel v1.0
- 18. Traffic Content Lead Nurturing Sales Funnel v2.0 Adwords SEO Facebook Affiliates Lead Page Lead Acquisition
- 19. Funnel v2.0 2 3 Lead Acquisition Cost (CPL) Customer Acquisition (CAC) KPIs Of Funnel v2.0 1 Cost Per Click (CPC)
- 20. Crucial Skills Needed To Build Conversion Funnel v2.0 Funnel v2.0
- 21. Funnel v2.0 #1 Lead Campaign Building ⚬ Evergreen lead campaign building (classic lead magnets, like e-books) ⚬ Real-time lead campaigns (webinars)
- 22. Funnel v2.0 #2 Marketing Automation ⚬ Automating lead acquisition ⚬ Building lead nurturing campaigns in different autoresponder systems ⚬ Page builders ⚬ Chat systems
- 23. Funnel v2.0 ⚬ CTA placement ⚬ Elegant but intuitive design (can improve conversion by 20%) ⚬ Dynamic elements (like videos) #3 Website UX & UI
- 24. Funnel v2.0 ⚬ Setting up ads on advertising channels (which got more complex!) ⚬ Building campaigns on “DISCOVERY” type of channels like FACEBOOK, YOUTUBE, etc. (especially for new and unknown brands) #4 Traffic Campaign Management
- 25. Crucial Team For Funnel v2.0 Funnel v2.0 Marketing Manager Paid Traffic Manager Copywriter Web Developer Video Producer UI/UX Designer Graphic Designer Content Manager Data Analyst
- 26. Turning Point ~ 2015 Costs of digital advertising are rising 1 Email marketing effectiveness drops 2 Funnel v2.0
- 27. -30% Funnel v2.0
- 28. Digital Conversion Funnel v3.0 2016 — to date3
- 30. Traffic Content Lead Nurturing Sales Funnel v3.0 Adwords SEO Facebook Affiliates Lead Page Lead Acquisition Content Warming Up Traffic RMK RMK RMK
- 31. 5% 9% 80% Traffic Application Adwords SEO Facebook Affiliates Webinar LP Lead Acquisition 60% Webinar Lead Nurturing Content Warming Up Traffic 35%16% RMK RMK Pre-Qualifying Sale
- 32. Funnel v3.0 KPIs Of Funnel v3.0 1 2 Content Consumption Cost (e.g. CPV) Cost Per Click (CPC) 3 4 Lead Acquisition Cost (CPL) Customer Acquisition Cost (CAC)
- 33. Crucial Skills Needed To Build Conversion Funnel v3.0 Funnel v3.0
- 34. Funnel v3.0 #1 Ungated Content Campaign Building ⚬ Designing content campaigns that support customer acquisition (content campaigns should be designed strategically to warm up audience for upcoming lead and further sales campaign and as result decrease CAC) ⚬ Video scripting & production (sending traffic to native videos on Facebook/YouTube is relatively cheap, distributes well and creates great target group for further remarketing campaigns)
- 35. Funnel v3.0 #2 Project Management ⚬ Managing several digital marketing processes at the same time ⚬ Working with a variety of different specialists (from creatives to IT specialists)
- 36. Funnel v3.0 #3 Traffic Campaign Execution (Remarketing) ⚬ Campaigns are getting even more complex due to usage of remarketing techniques (there are more and more audiences and exclusions) ⚬ Different channels crossover
- 37. Funnel v3.0 #4 Data Reporting & Analysis ⚬ Understanding attribution models (channels crossover and each of them play a role in funnel) ⚬ Analysing content performance (different metrics to understand effectiveness of content campaigns)
- 38. Funnel v3.0 Web Development Optimisation TestsUX/UI Video Social Posts Analytics Project Management Email Marketing KPIs Content Marketing Marketing AutomationBotsWebinar Lead Page Affiliate MarketingTarget Pages Copywriting Facebook Ads SEO Blog Remarketing CRM Linkedin Adwords YouTube Instagram
- 40. Crucial Team For Funnel v3.0 Funnel v3.0 Copywriter Sales Agent Video Producer UI/UX Designer Graphic Designer Data Analyst Marketing Automation Specialist Marketing Manager (full brain marketer) Traffic Manager Content Manager Web Developer
- 41. Funnel v3.0 147 Skills You Need To Build The Funnel 15 skills 17 skills 15 skills 12 skills 15 skills 13 skills 13 skills 14 skills 18 skills Project Management Sales & Marketing Psychology Ungated Content Campaign Building Lead Campaign Building Sales Campaign Building Marketing Automation Website UX/UI Copywriting Traffic Campaign Management Data Reporting & Analysis 15 skills
- 42. Funnel v3.0
- 43. Funnel v3.0 100% 80% 50% 80% 100% 100% 100% 50% 50% Project Management Sales & Marketing Psychology Ungated Content Campaign Building Lead Campaign Building Sales Campaign Building Marketing Automation Website UX/UI Copywriting Traffic Campaign Management Data Reporting & Analysis 70% Marketing Manager
- 44. Funnel v3.0 50% 80% 50% 50% 50% 50% 30% 50% 100% Project Management Sales & Marketing Psychology Ungated Content Campaign Building Lead Campaign Building Sales Campaign Building Marketing Automation Website UX/UI Copywriting Traffic Campaign Management Data Reporting & Analysis 100% Traffic Manager
- 45. Funnel v3.0 80% 80% 100% 50% 30% 50% 50% 50% 30% Project Management Sales & Marketing Psychology Ungated Content Campaign Building Lead Campaign Building Sales Campaign Building Marketing Automation Website UX/UI Copywriting Traffic Campaign Management Data Reporting & Analysis 50% Content Manager
- 46. How To PLAY With Funnel Stuff – a case study of Company X4
- 48. Funnel v3.0 Company X ⚬ B2B online education for CEOs & Executives ⚬ Very sophisticated courses ⚬ High ticket items ⚬ Tried multiple “agencies” to get results
- 50. #1 Online sales stagnated and started going down
- 51. #2 Paid traffic campaigns were too expensive and hard to scale
- 53. 0.1% 12% 16% Traffic Webinar Lead Nurturing Adwords SEO Facebook Affiliates Lead Pages (Webinar) Lead Acquisition 22% Sales Via Direct Contact
- 54. #1 Initial growth was due to affiliate/partner traffic For the first two years of existence, Company X was getting lots of inexpensive, warmed up traffic from email lists and social media campaigns run by their powerful partners
- 55. #2 Every sales needed direct contact with client x 150 x 34
- 56. #3 Poor content marketing and not very engaged social audiences Social media run by external agency; blog run mostly for SEO purposes; results of content were not tracked and measured
- 58. Check the ratio of LTV to CAC Tip #1
- 59. Optimal: LTV > 3 x CAC Customer Lifetime Value (how much client spends with you over their lifetime) Customer Acquisition Cost (for simplicity we will measure it as media spend plus sales commissions)
- 60. LTV < CAC LTV = CAC LTV > CAC Start from general STRATEGY optimisation (price, persona, USP) Start from playing with funnel stuff :) (traffic channels, content, sales strategy) Start from optimisation of elements (onsite optimisation, ads testing)
- 61. This formula does not always apply. Like when there are obvious technical issues or when the person responsible to set something up doesn’t know what the hell they’re doing... Watch out!
- 62. LTV < CAC LTV = CAC LTV > CAC Company X: Start from general STRATEGY optimisation (price, persona, USP) Start from optimisation of elements (onsite optimisation, ads testing) Start from playing with the funnel stuff :) (traffic channels, content, sales strategy)
- 64. 0.1% 12% 16% Traffic Webinar Lead Nurturing Adwords SEO Facebook Affiliates Lead Pages (Webinar) Lead Acquisition 22% Sales Direct On The Phone
- 65. 0.1% 12% 16% Traffic Webinar Adwords SEO Facebook Affiliates 22% SalesLead Pages (Webinar) Lead Acquisition
- 66. 0.1% 12% 16% Traffic Webinar Adwords SEO Facebook Affiliates 22% Lead Pages (Webinar) Lead Acquisition Sales Direct On The Phone
- 67. 4Suggest Changes And implement them :) step
- 68. Tip #2 Look into elements of strategy (persona, market) to get ideas on how to optimise funnel elements
- 69. Company X Persona: CEOs & Executives of mid-market companies Goal Challenge 10X their business, overambitious goals Organisational chaos, company grows but he/she still works longest hours
- 70. Competitive What’s the bottom line? Spontaneous Why should I choose you now? Methodical How does your process or product work? Humanistic Who used your solution to solve my problem? LOGICAL EMOTIONAL FASTSLOW Let’s look at personality types
- 71. Sales Strategies That Work On Those Types Exclusivity Rivalry/Competition Can we somehow limit access to the product? Is the high price enough? Is there a smart way to include this in the process?
- 72. 0.1% 12% 16% Traffic Webinar Adwords SEO Facebook Affiliates Strony Zapisu (Newsletter i Webinar) 22% Sales
- 73. Call With only the reluctant applicants Selection & Decision E-mail with decision and checkout link Application PageWebinar
- 74. x 50 x 150 x 150 x 34 Before: After:
- 75. Level 4 Want your product – just waiting for the right occasion to buy Level 3 Understand product segment – choosing Level 2 Have vague idea about product segment – open to ideas Level 1 Unhappy person (has a problem) Persona awareness level towards this product segment
- 76. The lower the AWARENESS level, the more important it is to put content first Persona is not looking for this kind of product, they are only exploring ideas — driving cold traffic straight to leadpages or product pages is hard and might not allow us to scale the campaign
- 77. 12% 16% Webinar Rozgrzewanie Leada 22% Sprzedaż Za pomocą kontaktu bezpośredniego 0.1% Traffic Adwords SEO Facebook Affiliates Lead page (Webinar) Lead Acquisition
- 78. Traffic Adwords SEO Facebook Affiliates Content Warming Up Traffic Lead Page (Webinar) Lead Acquisition
- 79. Traffic Adwords SEO Facebook Affiliates Content Warming Up Traffic 16% Content was watched by over 100k viewers (FB & YouTube)
- 80. 35% x3 more Webinar subscribers Lead Page (Webinar) Lead Acquisition Webinar Lead Nurturing
- 81. 5% 9% 80% Traffic Application Adwords SEO Facebook Affiliates Webinar LP Lead Acquisition 60% Webinar Lead Nurturing Content Warming Up Traffic 35%16% RMK RMK Pre-Qualifying Sale
- 82. 300%+
- 83. LTV > 2 x CAC
- 84. 4Come Up With Optimisation Ideas + Implement Steps 3Choose Optimisation Points 2Choose Optimisation Strategy (based on CAC to LTV ratio) 1Understand What’s Happening (and how funnel is built)
- 85. 2. Look into strategy fundamentals, to get ideas on funnel optimisation (persona, market, USP) Tips 1. Measure LTV to CAC first (based on this define how you will be optimising and if you SHOULD even be messing with the funnel)
- 86. Ewa Wysocka ewa@tribe47.com +48 794 725 309 Veena Sidhu veena@tribe47.com +6012 254 7829