3 Brands With Killer Marketing Funnels You Can Learn From
You've planned your sales funnel. You know the sales route your customers will take. Your blog is up and running, your lead magnets are spot on, your persuasive email autoresponder is ready to go, and you can envision your sales going through the roof. Boom.
But, it's not working that way, is it?
You're not reeling in enough customers and sales are mediocre. All these other brands have successful marketing funnels and are effortlessly pulling in massive sales. What are they doing right, that you aren't? Why is your sales funnel leaking customers and sales?
We'll discuss 3 brands and their flourishing marketing funnel. It will help you pin point your own mistakes and how you, too, can build a money-making marketing funnel.
But, first let's understand what exactly is a marketing funnel?
A marketing funnel is a path your going-to-be customers take - from when they first hear about you to when they start buying from you. You hold their hand and take them through all the steps that come in between.
- Awareness: When your potential customer becomes aware of your brand's existence.
- Interest: When they want to find out more about your brand. They're interested in what you have to offer.
- Decision: They know their problem. They've done research. Now they're confused with what they want to buy and are considering different options. So, you politely nudge them in the right direction (that is towards your own offer).
- Action: They're ready to buy, so you make it a painless process for them. They're officially your customers now.
Now, let's discuss how the following 3 brands built their empires and multiplied sales.
1. Crazy Egg
Even the most casual visitors of the online marketing world have heard about Crazy Egg. It's a website optimization tool that helps you discover and analyze customer behavior on your website.
It has a thorough marketing funnel in place which helped it grow a massive audience and a nice, thick black book of customers.
When they started off, they had no extensive financial backing and couldn't invest much in their marketing. So they offered free $99 Crazy Egg accounts to popular blog owners (the likes of Techcrunch, Mashable, etc.) in exchange for a review and spoke at conferences. They also made great use of Facebook ads to drive traffic.
But the main propelling force was the Crazy Egg blog. It has high quality content that caters to a huge number of people in this niche. They promoted this blog using keywords, sharing them with email subscribers, on social, through influencers and by using a number of other effective strategies.
Credits: Similar Web
When their target audience started flocking to their website in great numbers, they had to convert them into leads.
They added a pop-up at the end of the blog post that offers a 30 day free trial of the crazy egg tool. They also have several other CTA's placed on the blog. Such as,
The main purpose at this stage is to get email addresses so you can start the lead nurturing process.
Crazy Egg then sends emails to their subscribers, telling them about new articles and encouraging them to visit Crazy Egg's homepage.
Now, when people land on the homepage, they're asked to enter their website URL to receive it's heatmap. The copy on this page is persuasive and to the point, with no visual distractions. This is a huge conversion rate booster.
Once they enter their website URL, they're taken to the pricing page. They can either choose a payment plan right away or bounce off the page.
In case they bounce, they're sent a series of lead nurturing emails with informational content and assistance to convince them to come back.
After the user chooses a payment plan, they're taken to the billing page to fill out their details. It has all the right elements of a high converting sign up page. The social proof is there along with a thorough FAQ section.
And, done. They've successfully converted cold traffic into customers through a carefully planned marketing funnel.
Annmarie Gianni Skin Care is an skin care brand that believes in providing people with 'natural, wild-crafted and organic skin care'. They knew people had interest in organic skin care but they needed to build a successful sales funnel to find those people and convert them into customers.
Their sales funnel was super-successful. They made $200,000 and 20,258 leads in just 2 months.
Let's find out how.
To increase awareness they created social media profiles on Pinterest, Instagram, Facebook and Twitter. They published interesting informational posts on skincare on their blogs and promoted them on social media.
These tactics drove people to the Annmarie website.
To convert traffic into subscribers, they initially had a website and blog opt-in to “Get FREE tips on how to look and feel amazing”. They also had an optin for a 10% discount off the first purchase and a Savvy Shopper pop-up. But their conversion rates were low.
Time to change tactics. So they decided to use quizzes as their lead magnet and engage people through them. They replaced their optin with “What’s Your Skin Score?” and placed it on their most heavily traffic-ed pages – their website homepage and their blog pages.
They also promoted this quiz via social media channels, mainly Facebook ads.
Participants who completed the quiz and opted in were offered,
- a sample skin care kit for $10 free shipping,
- a free eBook called The Toxic Free Home Guide,
- and a $10 coupon towards their next purchase.
This encouraged them to visit the 'Shop' page where they could then purchase and utilize their $10 off coupon.
The shop page has all the right elements to make it a high converting page. It has,
- A reviews tab
- Featured items
- And a sample kit offer to encourage sales
Once customers filled their cart, they were taken to the checkout page where they could choose to either checkout or continue shopping. After opting to checkout, they were taken to the billing page to fill in their details and receive their package.
This seamless process helped them make $200,000 and 20,258 leads in just 2 months, and continues to boost their business.
3. Netflix (and chill)
Netflix generated $8.3 billion in global streaming revenue in 2016, with 35 percent year-over-year growth. Impressive numbers, don't you think?
While most of this success can be attributed to the fact that it's an amazing product that makes life truly easy, credit needs to be given to the brilliant marketing tactics they've used as well.
Netflix is a pro at using social media to attract people. It uses Twitter, Facebook and the works to inform audience about new shows through interesting clips and climax scenes. Press outlets active on social media also frequently promote Netflix and their upcoming shows.
Also, their customer service on social media is a hoot. They're fast and funny.
Netflix has a clean, simple homepage. It clearly explains their risk reversal policy, which is a big cause of concern for subscribers. Since it's a recurring charge, people are afraid to commit to a service that takes their money every month without giving them a way to cancel or end it. And this is what Netflix has addressed on their homepage, to dispel all their doubts and fears. It's a great strategic move.
It also has a large tab that says 'Join free for a month.' When people click on this tab, they're taken to the payments page.
Moving forward, Netflix asks them to choose one of the 3 plans available. Customers can choose a plan that strikes their fancy and move to the next page where they're asked to sign up.
Once customers have signed up with their email address and name, they're finally taken to the billing page. The billing page is clean with no distractions, and a fun message that cheers you on and encourages you to enter your details. It has all the right elements of a high converting billing page.
Marketing is difficult, isn't it? But it reaps great rewards
Sales funnels seem scary at first. But when you dive deep into them, you realize they're actually pretty simple. A 4 step basic process. AIDA. You may stumble, fall and loathe this process initially, but stick to it, keep testing and you'll find yourself among the giants, too.
As Neil Patel says, "Just keep trying! Sometimes you’ll fail, sometimes you’ll succeed, but as long as you keep learning from your mistakes and you keep at it, things will go well for you."