Ep 87 – What Lead Funnels Do You Have Setup

The Marketing Drive

Short marketing message that you can use right now!

Welcome to Episode 87 of The Marketing Drive with Chris Doelle.

You need to have lead funnels in place to know the best way to market for your company. Lead funnels are not wrong they are the only way to test your customers and produce the outcomes you want, weither it be views, sales or mailing campaigns.

This show is so named because I record it unscripted and unedited on my commute to work. When an idea pops in my head, I hit record. You get my off-the-cuff take on anything related to marketing your business. Be sure to send your show ideas and questions and I will use them for future shows!

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Hey everybody welcome back to the Marketing Drive. I am Chris Doelle and this is the show where I use my commute time to talk about one actionable marketing idea, thought, trick, tip…just some aspect of marketing that can improve your bottom-line. Today I want to talk about your lead funnel. Now lead funnel is a term that the internet marketers use all the time. It’s kind of got some icky connotations to it. Like, you know, you’re just throwing out this big net trying to suck everybody into it and sell them something. But at the end of the day, you do need to have a funnel where you turned what are termed suspects into prospects and then prospects into customers and then customers into raving customers, who then give you referrals. That’s business! There’s nothing icky about that! So when you hear me talk about those terms or use terms like lead funnel, think of them in that way not in the icky-internet-info-marketer kind of way. So let’s talk about your lead funnels. In your business you should have several lead funnels. You should have some lead funnels if you’re a breaking motor store, you should have a lead funnel in the store…things in your store that drive people to pick up items. Maybe it’s a display, maybe it’s signage, maybe it’s the layout of the store. I mean look at a grocery store, look at the checkout IO with all those last second purchase options there. That’s a lead funnel, that’s a physical lead funnel. And the way the store is laid out is literally a funnel to drive you through a certain process to move you towards purchasing something. So if you have some breaking motor, if you have a physical facility then look at those things because it’s important. It’s important that you pay attention to what people do in the store and the effects. And just like online, you need to track that. If you make a change, pay attention to what it does to your bottom-line. Do sales of widgets go way up when you redirected the IO to where everybody has to walk pass the widgets or does it go way down overall sales entirely because of that redirection…because now they’re tired to be made to walk all over the store? So pay attention to that stuff, track that stuff…record, record, record! Analyze the data; if you need help analyzing the data, let me know! When we’re online though, that’s the beautiful thing about the web. One of the beautiful things is that there’s a lot of information that can be gathered from things like eyeball, heat charts, where on your website people are looking, and where they’re clicking, how far they’re scrolling, how long they’re staying on a page, which page is the page where they exit your site from, what activities do they take if they get to the front-page, what’s the next page they go to, does it flow well. Again it sounds overwhelming and it can be but you break it down into little bit tiny pieces and you just keep breaking them down. Keep analyzing until you have a grasp on it or outsource the whole darn thing to somebody who does, to somebody you trust that does know to analyze all that stuff. So content marketing…we’ve been talking a lot about content marketing and the main reason for content marketing…well there’s a couple main reasons. One is Google; to get you out there. That’s the way of the world. Google has created this marketing monster that drives us all to create more content because the content is what gets analyze in Google. But in addition to that, is to get out there, to get seen and recognized as somebody who is entertaining, educational, informational, some aspect that you have that can cause people to read your content. But…and that’s fine, if that’s all you want…if you just want to get name recognition, more of that grow your brand recognition, that is fine. But you’re missing out on the opportunity to turn that into a lead funnel as well unless you have specific things that people can do that is available whether your content goes out in an email list or goes out on a blog or it goes out on your Facebook or wherever. There should be a funnel; a series of steps that you’re driving people to do. And the key to all of it is to track, to see. When you write a certain piece of content at the bottom, do you have a link that says “Hey, for more information about this, sign up for this free e-book”? And do you grab an email address and a name and a phone number. Or, maybe that’s not what you want to do, maybe it’s “Hey, pick up the phone and call me if you’d like to talk more about this”. Does that happen? You track all that stuff and that is…each of those is a lead funnel. As with anything, you can track where those leads came from and that tells what’s working. That tells you, one, where to spend more of your marketing effort and money and two, what to cut back on. If you see things you’re doing out there…let’s say you’re doing a video series and you discover nothing’s coming from it. Well, that can save you a lot of your time and money right there! Just cut that out! But perhaps it’s because in that video series, there’s no real call-to-action. There’s no end of message link that says “Go here to get this”. Whatever your system is, it needs to be everywhere and that will help you determine if useful or not. If you want a good video that gets a lot of lessons or views but if that’s not doing anything for you then you have to judge you know, “Hey is this something that I want to be doing? Is this something that I’m happy with just building this audience? Trusting that somewhere down the road they’ll spend money with me.” Or, do you have a specific call-to-action, a specific lead funnel associated with that video. Anyway, it’s a lot to cover right now but I just wanted you to be aware of having those funnels and getting used to two things. One, making sure everything you’ve put out there has or is attached to some sort of funnel and two; you’re damn sure you’re tracking it because if you don’t track it, you can’t tell if it works. Alright thanks a lot for listening and you share with me your best, your most successful lead funnels that you have right now. Go ahead and give me some feedback. Let me know what works for you, what doesn’t work for you. Have you learned that you know “Hey this one worked for everyone, it just didn’t fly for me”.  I’d love to hear those stories. Anyway, again thank you so much for listening, I appreciate you taking the time. Until next time, this is the Marketing Drive, I’m Chris Doelle reminding you…to keep it real!

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