Learn: 1. What project management tools Ewa made Sam use when she works with him! (And he learned to love them!) 2. Who Sam has on his digital marketing team and how he recruits talent. 3. How to wireframe, copywriter, and design a Landing Page. In detail: How to build a killer Thankyou Page (your hidden weapon in your funnel!). 4. In Detail: How Sam storyboards and writes email sequences that make big money (over 90% of his revenue comes from email).

1. Online Marketing Funnel
Execution
by Ewa Wysocka & Samuel P.N. Cook

2. 1. STRATEGY fundamentals
2. FUNNEL psychology and mapping
3. EXECUTION process
4. Defining your NUMBERS (KPI’s)
5. CONTENT integration
6. PAID TRAFFIC integration
7. OPTIMISATION
8. CUSTOMER SERVICE process set up
Our 8-Step Digital Marketing Formula

4. Example of EATs Me Diet Catering Funnel
Looks scary but feels good once you have it ;)

5. Where is your NDA?
Ideas mean nothing without execution

6. 1. Build Your Team.
2. Setup Project Management Methodology & Technology.
3. Setup Marketing Automation Technology
4. Setup Content Delivery Platforms.
5. Create Pages Following Strict Process:
○ Page Mockup (UX) => Copy => Design => Development
6. Design Content Campaign.
7. Design Video Campaign.
8. Design Email Campaign:
○ Email Storyboarding => Email Copywriting => Email Design =>
Loading
9. Create Ads.
Funnel Execution Process

7. Building Your Marketing Team

8. 1. Where will you create, store, edit the
DOCUMENTS?
2. Where will you build and supervise the
PROJECT PLAN?
3. How will you COMMUNICATE with the
team?
4. How will you provide fast FEEDBACK
to your team?
5. Where will you draft MOCK-UPS and
FUNNEL MAPS?
Project Management
Methodology &
Technology Setup

9. 1. Landing Page Builder
2. Marketing Automation
System
3. Payment Processing
Software
4. Analytics & Optimization
Software
5. Ad Management Software
6. CRM (Sales Management)
Software
Marketing
Automation
Technology Setup

10. Basic Funnel Execution Map

11. Landing Page Creation Process
1. Page Mockup (UX)
2. Copy
3. Design
4. Development

12. Step 1: Page Mock-up

13. Step 2: Page Copy

14. Step 3: Page Design
Step 4: Page Development

15. Thank-You Page

16. Email Campaign Creation Process
1. Email Storyboarding
2. Email Copywriting
3. Email Design
4. Email Loading

17. Content Email Storyboarding (Part 1)

18. Sales Email Storyboarding (Part 2)

19. 1. Write to Customer (Try to use You)
2. Try to use ‘We’ vs. ‘I’
3. Write Personal Style to your persona
4. Storytelling (B2B vs. B2C)
5. Use shortest possible sentences.
6. Space out email lines.
7. Use Pictures (Test them)
8. Clear call to Action
9. P.S. - use the P.S., and P.P.S
10. Feel Free to Break any of these rules!
Rules of Email Writing Andre
chaperon

20. We are opening applications
for our first (PAID!) Workshop...

22. “Funnel Masters” Agenda
22nd April (9am - 6pm)
1. Your Persona Architecture
2. Your Market Definition
3. Healthy Lunch Break ;)
4. Your Unique Selling
Proposition
5. Funnel Mapping (Part 1)
23rd April (9am - 6pm)
1. Funnel Mapping (Part 2)
2. Funnel Mapping (Part 3)
3. Healthy Lunch Break ;)
4. Your Main Landing Page
5. Your Numbers

23. 1. Your Main PERSONA Characteristics Document
2. The UNIQUE SELLING PROPOSITION for your persona
3. Your FUNNEL MAP
● Including: web page map, email campaign map, video
campaign map, cold traffic ad map, remarketing ad map
4. Mock-up and draft copy of your main LANDING PAGE
5. The NUMBERS you will need to monitor
What you will leave the Workshop with:

24. 1. You need an actual business case (product!) to work on.
2. You need to be ready to implement it.
3. Workshop is limited to 20 people.
4. Price is 4 000 PLN.
5. You must apply and pass an interview with us to
attend.
The Rules:

25. The application page for the
“Funnel Masters” Workshop will
be released to wider audience
on 12th of April

26. Video production & Photography by projecton

27. Our next FREE Meetup: Knowing your Numbers
April 19th, 7pm, Google Campus Warsaw