2. Valuable and free content
Another powerful tool in Den’s re-targeting campaigns is lead magnets.
In his particular case, this is a short PDF manual called “7 Things You Don’t Need To Become a Millionaire.”
The objective of this content is to advance a person further along the sales funnel and “implement” a belief system that is necessary for a person to decide to make a purchase.
Namely: to convince people that making a million is not difficult. To convince that this is an old stereotype that you need to be a genius. Even the guy who delivered the pizza was able to. So everyone else can too. The main thing is to start.
3. Exact correspondence to the stage of the customer’s path
The text in advertisements accurately displays the place on the client’s path or in the sales funnel where the person is located.
Such moments are easy to track using Facebook Pixel, but for some reason many sites turn a blind eye to this and do retargeting campaigns without any connection to the context.
If a person attended the webinar but didn’t sign up for a phone call, he will see a post in his Facebook news feed that will remind you of the opportunity to “talk about business” by phone and show screenshots of Dan’s earnings for more conviction.
Dan himself admits that re-targeting plays a big role in the success of his business. But as practice shows, this works not only for him.
The entire online business, where people buy something online, suggests that most people initially doubt the need to purchase and need additional “touches” with the brand in order to finally make a decision.
Therefore, well-designed re-targeting can turn a significant number of people who originally left your site without a purchase into paying customers.
3. Evergreen sales funnel
Despite the stated efficiency and profitability, Dan Henry’s sales funnel has a very simple structure.
Paid advertising Facebook -> Landing page with registration for the webinar -> 60-minute webinar -> 45-minute telephone conversation-> Key offer -> Re-targeting
There are only four points of contact before the offer to buy a course.
The peculiarity of this sales funnel is three things:
- It is filled with incoming traffic using paid advertising.
- A very short way for the client, which consists of a small number of elements and which can be completed in a few hours.
- The funnel is evergreen and always relevant.
This approach allows you to think through and create a customer’s path once, and then monetize the product using such a funnel for a long time.
Of course, to create everything perfectly and without errors the first time is almost impossible. Based on analytics data, funnels always have to “twist” to patch holes and increase conversion.
However, this approach does not provide for frequent and constant remaking or creating something from scratch.
I did it once well and enjoy the results for a long time.
In addition, the lack of content also implies a lack of work on its creation. This is also one of the ideas that Dan uses and promotes in his course.
Daily work consists only in setting up advertising campaigns and communicating with leads by phone, which is handled by the sales department.
4. Full automation
Thanks to the correct use of online services, human intervention is necessary only in extreme cases.
Otherwise, all scenarios of the client’s path are thought out, and the processes are automated.
Facebook ads run 24/7, filling the funnel with inbound traffic.
The webinar is available 2 times a day, every day. This, of course, is not a live broadcast. The webinar is recorded and repeated daily in the morning and evening.
Email notifications and reminders are also sent automatically if the conditions are specified.
The funnel is fully automated.
The biggest advantage of this approach is the ability to quickly scale a business. Since all processes are debugged and tested, the only variable (subject to plus or minus stable conversion) is the amount of incoming traffic.
As a result, to increase sales, you need to scale not the staff and the number of offers. Only advertising needs to be scaled.
More traffic – more sales. At the same time, operating expenses do not increase and the number of tasks is not added. Only advertising costs are rising.
5. The final stage of the sale – a phone call
If you look at other representatives of the information business, it is noteworthy that many are trying to make a sale through a webinar. For most entrepreneurs, the webinar is precisely the final stage of the customer’s journey before buying.
Although many claim that the webinar has an excellent conversion, do not forget that it is a one-way way to transmit information.
During the webinar, many listeners lose concentration, are distracted by other tasks or do their own business at all, listening to the webinar in the background.
As a result, the lack of focus creates space for doubt and distant thoughts. And this in turn rarely leads to a purchase.
That is why experienced presenters of webinars try to interact more often with the audience encouraging them to participate in chat discussions and share interesting stories with visual accompaniment.
In turn, a telephone conversation involves almost 100% retention of the interlocutor’s attention. Accordingly, it becomes much easier to convince a person.