“How To Build A Dynamic Marketing Funnel – Part 2” written and video by Mike Marko.
Have you heard about online marketing funnels?
In an earlier article, I had talked about the first part of how to build a dynamic marketing funnel. I had talked about capture pages, lead magnets, and the welcome email. Today, I want to take it another step step further and talk about the thank you page, and the Goodwill Campaign.
Time to roll up our sleeves and get started.
How To Build a Dynamic Marketing Funnel
If you want to watch the video where I talk about how to build a dynamic marketing funnel then check out part 1 of this article. We’re going to continue building upon this today.
How to Build a Dynamic Marketing Funnel – Thank You Page
In the marketing funnel, often right after the capture page the marketer has the subscriber go straight to a sales page. You’ve probably experienced it yourself.
The problem is…
It’s a cold and rather impersonal way to promote your products or services. It’s almost like asking someone to marry you on the first date: you haven’t even really got a chance to learn about each other.
Marketing is very much the same thing… you need to introduce yourself first. And that’s what the thank you page is all about. You are giving the subscriber a chance to get to know you and not suddenly get defensive because you’re suddenly pitching them.
Key Thank You Page Points
The key points to cover in a Thank You page are:
- Say your name
- Thank them for subscribing
- Tell them to expect a link to their free gift in their email within the next few minutes
- Give them a brief explanation WHY they should listen to you. Why are you the one with the knowledge? This is not a chance to tell them your resume… instead just hit the key points
- Tell them what to expect going forward… like periodic emails about how to xyz (whatever your emails will be about)
- You can tell them to make sure to whitelist your email
- And then tell them what’s next… the introduction to the sales page. That could be right after the video stops playing they are automatically redirected there, or they have to click a button or link. Make sure you tell them what to do next.
The Thank You page video should only be 2-4 minutes long. Keep it short. People don’t have a long attention span to listen to you ramble on about who you are, etc. They want to know what’s in it for them.
How to Build a Dynamic Marketing Funnel – Goodwill Campaign
So in a previous blog post, we talked about how about 2% of people will buy on the first exposure to an offer (if they will buy). You need about 7 exposures on average in order to get someone to buy if they are so inclined.
That’s why email is important… you bring them back to your offer.
But I don’t know about you, I rarely open my email. I get SO MANY emails that I’m picky about which email I do open.
So how do I decide?
I pick email that
- Are from friends
- Are from clients
- Are important personal notices that grab my attention
- I know will have a great chance of immediately helping me right away with costing me anything
Does this sound familiar? Chances are you are the same way.
So how do you get your email opened? As a habit?
Dry Cleaners Analogy
Well I often use the analogy of a dry cleaner. They will send you a coupon to entice you to bring your clothes in to have some clothes cleaned. The deal will be worth the effort to go out of your daily routine.
You drop off your clothes… then a day or two later you come to pick them up. At the point where you are picking up your clothes they give you another coupon to come back… which has enough of a discount to make it worth your while so you do come back.
What happens? You end up going to the same dry cleaners four times in a row. And… it takes at least three times of doing something to start forming a habit: they are making coming to their dry cleaners a new habit.
Apply the Concept to Email
If you apply the dry cleaner concept to email, the idea is you want to encourage people to open your email at least three times. So how do you do that?
You do content marketing… give away tons of value. With each email in the Goodwill series, you teach your subscriber something of value that will help them achieve their goals. At the same time you show you’re an authority that can help, and help build your brand familiarity with them.
So what do you write about?
The Challenges List
Assuming you already know your target audience, you take the time to list out the top ten (at least) challenges that your subscriber will have that is related to what you can help solve. For example, since I’m helping people with internet marketing my audience list of challenges may include:
Wasting money on ads that don’t work
- Have no website traffic
- Have traffic but they don’t buy
- They get leads that don’t buy
- They can’t sell high ticket items
List out at least ten items.
Then identify the top three challenges… and create content around the challenges. Ideally you create video on the topic. Video is great because it helps build trust because they get to know you. The video should be between 5 to 15 minutes in length (no shorter because it has not enough value; no longer because otherwise few will have time to watch the whole video.
Goodwill Video Structure
The Goodwill video takes on the following general structure:
- Introduction (who you are)
- What the problem is
- Briefly the wrong way of solving the problem that the audience may be doing
- Why that doesn’t work
- Explain what they SHOULD be doing (give good value here)
- Wrap up with, “If you want to learn more about how to [whatever the topic is], click the link below.”
And the link takes them to the sales page.
Final Thoughts On How to Build A Dynamic Marketing Funnel – Part 2
Today we talked about the power of the Thank You page and the Goodwill Campaign. When you create a dynamic marketing funnel that incorporates all of these elements, you’ll find that you’ll get a higher rate rate. The key, though, is test everything and don’t take anyone’s word for it. All traffic will respond differently to different lead capture page designs and lead magnets.
Test… test… test…
But in general, if you follow the elements I talked about above you’ll do much better overall.
If you need help in creating your lead capture page and marketing funnel and want to work side-by-side with me in getting you all setup, then feel free to contact me and we can talk about the different options we offer. Or use the link below to apply for your “results in advance” free consultation and let’s get started right away:
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