The first moment I realized the power of funnels was when I went through a three-week funnel to make a purchase. Once I got into the course, I realized that the seller had not changed anything since the year before!
This online marketer was using an automated acquisition funnel. In this post, I want to dissect the iterative process of setting an automated acquisition funnel up for your company.
This is the hardest funnel to create and requires a long-term commitment. You should not expect to accomplish this in a night without any marketing experience. This is; however, the epitome of making money while you sleep and I want to outline exactly how you can use it to succeed!
Improvement Only Happens After Profit
Before I begin, I just want to mention that the first job of a digital marketer or a business owner working on their online presence is turning $1 into $2. This is the only place that you can grow from in terms of digital marketing. Since the automated acquisition funnel is focused on growing your business, this article assumes you’ve met this requirement. If not, go ahead and read my article on how to turn $1 into $2.
Your Best Facebook Ad
The first thing you need to accomplish to make an automated acquisition funnel is to find your perfect ad. This is paid traffic that you generate from any major site; however, Facebook is most likely the easiest one.
The steps involved with making an advertisement include the right audience and offer. There are other features that need consideration, but these will be the major pieces.
Your perfect audience will mostly involve a specific interest in a specific demographic like Men 45-54 or Women 35-44. You need to split test over time to figure out the best audience.
This being said, your perfect audience doesn’t matter if your offer sucks. Facebook is made for people to reconnect with friends and see updates in their lives. If you try to attract new clients with small discounts at 10% no one will care. You need to get creative with your offer, either using it to get people in the door or offer information that positions you as an exact.
It may take you a month to find the best Facebook ad. The specific metrics you are looking for a first looking at your relevance score. As soon as you get a 9 or 10, if you are following up correctly, you will be making money. That being said, you can start making money as soon as you have an ad with relevance of 7 or 8. Relevance score is an objective metric out of 10 given to you by Facebook based on how much your target audience engages with your advertisement.
Facebook Ads or whatever source of traffic you prefer should be your first priority in getting exactly right if you are working on your automated acquisition funnel (AAF); however, you obviously need a landing page to convert them.
The Sales Funnel
This is where your sales funnel comes in. If you haven’t read any of my other content, a sales funnel is a landing page that takes a visitor through a sale online, just like you would in person. The easiest way to set this up is a simple email capture page. The people that are interested in your offer will give their email and those who won’t give their email will leave. This weeds out people who will not be buyers down the line since prospects that won’t give their email, won’t make a purchase.
Once you have an opt in, there are a lot of options that you can go with in terms of funnels.
The goal of your sales funnel is to convert the most of your paid traffic as possible. Unlike Facebook ads, there is no perfect conversion rate I can tell you that you should stop at, but this part will discuss what you should do to increase it.
Essentially, you want to split test. You want to try as much as you can to see what converts the best. Though you may lose some initial conversions, the goal of the AAF is to create an automated system you can turn on every time you need more clients. In the end, having a conversion rate of 20% rather than 5% will change you business entirely and make up for those lost conversions. Here are some ideas on how you can split test.
- Length Of The Page
- Have one funnel with only the lead capture form and another with additional information. See what performs better. Don’t take one person’s answer to this since it will change with offer and industries.
- Headlines are the only reason any prospect cares about what you have to offer. By changing the first thing they read, you can drastically change what they think about your offer.
- Copy (the wording of the majority of your supplemental text)
- Copywriters will debate how important this is to your funnel. I think it is an important part of your page, BUT it should probably be the last thing you test since it can have so many variations.
- Photos can change how people think about your company. Try to keep it as personal and result based as possible. By trying two different photos, you can test which one gets more opt ins and use that variation going forward.
By split testing your sales funnel, you will be able to increase your opt ins and conversion immensely!
Facebook Opt In Retargeting
Sometimes a visitor will click on your ad, but not opt in. Even with a high opt in rate, you will still have people that leave the page.
Using a Facebook Pixel, you can track these people and show them ads that encourage them to complete opting in for your offer!
Since they have already identified themselves as interested, these people will be more likely to opt in. The goal for this is to be persistent in order to not lose out the money you already invested in getting them to click the first time. Retargeting on Facebook can improve any funnel since these people are much more likely to opt in.
Email Conversion Retargeting
Once you have refined your opt in rates, you want to move onto increase your end goal conversion rate. This can be either a consultation call or a purchase. For our purposes, let’s assume it’s a consultation call.
Often a prospect will opt in, but not take the action you want them to on the next page. In this case, all the money you paid to get them to your funnel would be wasted. Don’t worry though. Email is a means to continue that relationship off of the website without paying anything for that traffic.
By setting up an email sequence and refining it over time, you can build a real relationship between your prospects and your company over the week following their opt in. This makes it so when you finally ask them to take the original action, they will say yes!
The metrics you need to track are open rates and click through rates. Open rates will show you whether your subject line is intriguing. Click through rates will let you know if your content is convincing. It is a good rule of thumb to follow the soap opera sequence template and make it your own. You can read more about it here.
Like I said earlier, we are talking about scheduling a consultation call for your business. Obviously, you want only the best leads to schedule calls with you so that you spend hours on clients that won’t make a purchase.
The solution is a client application. This is a page in your funnel which requires a prospect to complete a series of questions to figure out if they are right for your company. The great part about adding this to your automated acquisition funnel is that every question qualifies the client more. Each question gives the prospect a choice between moving on or leaving the page. While this may not seem like much, it ensures that a prospect that completes the application is dying to talk to you about your services when they get on a call.
A call scheduling tool will be the end of this funnel which allows the client to schedule a call specifically on your schedule. This eliminates any back and forth to schedule a call and will make it so that you did not have to do anything to get new clients on the phone.
The best part of this entire process is that once a client gets on the phone with you, they have made 5 concrete decisions. They have clicked on the initial ad, given you their email, clicked on your emails, filled out a client application, and scheduled a call. By going through this entire process, they have signaled to you that they are a well qualified lead and are as good as closed on your services.
This will make selling on the phone ten times easier and you didn’t have to put any work into getting the client to schedule the call past initial set up!
Finally, you can use Zapier and If This Then That to automate all of these processes. They will allow you to integrate your mail system with your landing page software. My personal favorite that I set up for all my clients is automated update messages when a client opts in or schedules a call!
Do It Faster!
It’s my job as a digital marketer and sales strategist to create an automated acquisition funnel for my customers. It’s a long job of testing and tweaking while also requiring an intuition to spend the least amount of money as possible. For example, while some business owners may not be able to get past the Facebook Ads stage, I’ve had great results within $100 to $300. In the grand scheme of creating a system that supplies your company with consistent customers, the investment of these tools is worth it every time!
Schedule a call with me to discuss how we can get started on your own automated acquisition funnel today!