An online marketing funnel is a marketing strategy for companies to get a consistent stream of new leads or sales from their website. Most online entrepreneurs should have at least one type of lead or sales funnel in place. However, there are several types of marketing funnels that many online entrepreneurs and business owners are not using.
Here we will go over five online marketing funnels you may not be using right now, but should.
A Quiz Funnel starts with visitors answering a series of compelling questions that promise to provide immediate and personalized feedback. After completing the quiz, they are asked for their contact information to receive their results. BuzzFeed popularized online quizzes and savvy marketers followed their lead.
Depending on the email service used, answers from the quiz can also tag subscribers. This way you can customize email follow-ups. For example, if you run a marketing company, you might decide to segment your emails based on small business owners and agency owners—two very different audiences, but you may have services for each group.
Digital Attention Span Funnel
A Digital Attention Span Funnel is designed to grab the attention of visitors who have short attention spans, and to quickly win their trust and turn them into leads. This particular funnel is different because it is not a dedicated page, but blended into a blog post that’s focused on solving a specific problem for the site’s prospective customers.
To implement this funnel, your first step is letting visitors know you are qualified to solve their problems by using “trust triggers” on your web page. Examples of trust triggers include “As Seen On” publisher logos, testimonials, and incorporating influencers in your content.
Next, your second step is solving visitors’ problems that led them to your content. This is critical to building a trusting relationship. And finally, your third step is leveraging all that trust and turning visitors into leads through content upgrades. Offer an option for a free bonus (downloadable PDF, training video, etc.) that expands on the topic of the blog post. The key here is your content upgrade must clearly tie into the same problem the post is solving.
A Hero Funnel’s purpose is to position you as an authority through your background, expertise, and accomplishments, and to ask visitors to opt in to your list and follow you on your social media. This funnel is beneficial for anyone who is the face of their company. Use it on the “About” page on your site, or even use it on a YourName.com type domain. A good example of a Hero Funnel is Russell Brunson, the founder of ClickFunnels.
A Hero Funnel is not going to bring in a high number of subscribers, but the ones who do come from this funnel will be the most interested in you personally. And remember, your goal is not to sell products or even get visitors to opt-in for a free gift. You are selling you, so focus on gaining social media followers and general email subscriptions.
Reverse Squeeze Page Funnel
A Reverse Squeeze Page Funnel gives away some of your best content before asking for a visitor’s email address. For example, if you have a video that explains how to get traffic from LinkedIn, at the end of the video, ask visitors to opt-in to see your method to convert that traffic into leads.
This funnel works best when you need to overcome trust issues with new visitors because you are giving them value first. In most cases, your conversion rate will be lower than most other opt-in pages, but visitors will trust you more.
In an Invisible Funnel, people opt in with a credit card to attend an event, or get access to a training, software, or digital product, but they aren’t charged immediately. They will have access to the product or service for free at first, and then be billed after they’ve had a chance to use the product or service. It could be three or seven days later—or even a month later. And that’s what makes this funnel so unique.
For example, if you are selling an information product, you might allow people to have three days to review and apply the training, and then charge their credit card, unless they cancel.
Some of these online marketing funnels are easier to implement than others (i.e., the Quiz Funnel would probably require a premium tool or service to implement). But others involve no more than just changing how you position your existing offers.
Don’t jump in and try to execute all of these at once. Pick one and go with it.
Brian Ainsley Horn
Brian Ainsley Horn, the founder of Digital Attention Span, was the top SEO consultant for information marketers, pioneered the field of authority marketing, and wrote 5 best selling books.
You may have seen him on the Howard Stern Show, Today, Entrepreneur, BuzzFeed, Digital Marketer and dozens of other media outlets. But he’s most proud of his super cool kids and their very lazy dog.
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