Sunday, 14 August 2016

Creating A Marketing Funnel - Level 3

In our previous emails in this series, we have explained the first steps, to setting up an effective marketing funnel, for your therapy business. If you haven't read the previous emails you can do so here for level 1 and here for level 2.

So, once we have our email list, what next? How do we convert these email leads into customers?
The answer is an effective email campaign.

The most important rule is that your emails must add value to your potential customers. They must not be spammy!!

Please read that last sentence again. This is so important. Customers need to like and trust you before they will pay you, so your emails must build this relationship.

So how can you add value to your customers lives? What problems do they have that you can help with? You know your clients better than anyone, so you know what problems they face and how you can help them.

Some examples of good, useful content are:
  • Free hypnosis MP3s
  • A video on yoga techniques to get rid of a big belly
  • Recipes to help people build more muscle
  • A written post on how to manage difficulties in relationships.
Take your time to create useful, high quality content. Once this is done, you can use it on your website or social media as well as in your emails.

Your potential customers will become irritated if your emails are full of sales pitches. Therefore, for the first three emails send a content rich, useful email. Give away freebies. Build the relationship with your audience. Of course your can have a small amount of information about how people can get in touch but the primary function of these first three emails is to build trust.

We recommend sending the first three emails about five days apart. You will be able to schedule this by using a system such as MailChimp, AWeber or InfusionSoft.

As we have described previously, A/B testing is essential at all stages of the marketing funnel.

So test frequently. Compare elements such as:
  • The time the email is sent
  • The subject line
  • Which freebie is most popular
  • Which images get most interaction
One of the wonderful things about the email systems mentioned above is that they provide a goldmine of information about how your audience are responding to your emails.

Once all three of these emails have been sent it is time for your 12 Step Sales Letter. 

We will summarise the 12 steps of the 12 step sales letter here. However, for more nitty gritty information, as well as examples, look up '12 step sales letter' on Google. The beauty of this format is that it overcomes any resistance potential clients may have to getting in touch.

The 12 steps to include in your 4th email are as follows:
  1. Get their attention
  2. Identify the problem
  3. Show the potential benefits to your audience
  4. Provide a solution to the problem
  5. Present yourself as an authority
  6. Provide social proof, e.g. testimonials
  7. Make your offer
  8. Inject scarcity
  9. Give a guarantee
  10. Call to action
  11. Give a warning
  12. Close with a P.S. reminder
And that is your full marketing funnel. Once it is set up it will run itself. With each cycle you can review which parts are performing the best and tweak the system as appropriate.

No comments:

Post a Comment