Webinar social-funnel
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The Social Funnel for entrepreneurs, business leads, marketers, coaches, and consultants. Learn to engage your perfect audience, automate sales, and use the resulting data to fuel growth. - When to use non-paid vs. paid social posts - Identifying and messaging to your perfect audience - Automate follow up - The one thing you should be doing RIGHT NOW no matter what with your website
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Webinar social-funnel
- 1. The Social Sales Funnel by Kelly Coulter (kellycoulter.com)
- 2. The Social Funnel A process that allows a business or brand to message to the highest number of targeted audience members, then re-market to build relationships and increase sales. 2 The social funnel starts with a large amount of the right people, then narrows based on behaviors, response, and interest.
- 3. 3 I’m Kelly Coulter. With my help, my clients reduce marketing costs and increase effectiveness with results oriented online marketing.
- 4. I have been in online marketing since the days of Ally McBeal and dancing internet babies!
- 5. 5 I led the website builds for some of the largest fishing tackle brands in the world, including Berkley Fishing, PENN Reels, Abu Garcia, and Shakespeare Fishing.
- 6. 6 I also led the development of RichlandLibrary.com, a first of it’s kind library website that reduced the number of steps a library customer has to go through to put a book on hold or read an article online.
- 7. –Kelly Coulter “Websites DON’T Sell” Here is what I learned coming out of corporate America and beginning work for small businesses: WEBSITES DON’T GET YOU CUSTOMERS They may SERVE existing customers, but even the most search engine optimized, sleek, professional sites don’t draw customers to themselves effortlessly. I like to say ‘no one in the world wakes up in the morning wondering what has changed at KellyCoulter.com - except maybe my mom…’
- 8. That leaves some of us feeling like this.
- 9. Or this…
- 10. Once we have swallowed that bitter pill, many of us start looking around for advice. And there is lots of it. We do the social posts, the videos, the email list. But without a solid overarching plan these disjointed efforts rarely produce the results we are looking for.
- 11. Consumer to Brand Relationships Online • Stranger —> • Friend/Fan —> • Customer —> • Trumpet Blowing Brand Advocate Strangers become friends by either incentive or recommendation. Friends listen and pay attention. Customers buy. Trumpet blowing brand advocates will go out and tell your story to tons of strangers for FREE!
- 12. We need a master plan • Choose goals and objectives • Speak to the right audience in the right place • Get the audience to act • REPEAT as you move your customer through the stages of the online relationship In it’s simplest form, these are the steps. However, getting a stranger on the internet to become a customer is rarely simple. SO the goals have to start small. Examples: Then later the requests get bigger
- 13. Goal behaviors • Make a purchase • Leave a review • Opt-in to a mailing list • Download a useful infographic • Attend a free webinar These are all examples of valid goal behaviors. Some are more appropriate than others - effectiveness could depend the cost to the customer, the level of trust, the stage/length of the relationship, and the incentives offered.
- 14. The Social Funnel 14 Find Your Fans In order to get potential customers into your sales funnel you need to find them and make them friends.
- 15. Consumer to Brand Relationships Online • Stranger -> • Friend/Fan -> • Customer -> • Trumpet Blowing Brand Advocate This is most effective when we turn THE RIGHT strangers into friends
- 16. Be the right thing to the right people at the right time 16 Example: Let’s say you just turned 41. A brand can target social ads to you based on your age and your proximity to their location. So let’s say you log in to Facebook and see “Did you gain 5 pounds when you turned 40?” Wouldn’t that be more effective than a generic ad for a gym focused on anyone that might see it? The more precisely you can speak to an audience using their language the more likely you are to turn a stranger into a friend.
- 17. Social posts (organic) • Measure interest • Get viewers engaged • 80% of your posts should purely add value 17 Organic social posts are non-paid and shown only to friends - not to strangers. Organic reach for posts is declining as social ad tools are more widely adopted.
- 18. 18 This is what a paid social ad looks like when it is show in your feed or sidebar on Facebook.
- 19. Targeted Social Ads (paid) • Proactively engages only the right strangers • Speak to the exact perfect audience where they are 19
- 20. 20 Audience in social advertising is a group that shares the characteristics you have chosen as being important to you
- 21. Audiences • Lookalike audiences - Facebook instructions for creating lookalike audiences 21 Lookalike audiences are created using existing lists of customers (example: your email subscribers.) The social platform will create a behavioral profile using common characteristics of the members of the list. THEN, it will create an audience of other members with the same characteristics. This is INCREDIBLY effective.
- 22. The Social Funnel 22 Own their information Your goal behavior should produce the contact information as a by-product.
- 23. –Kelly Coulter “The only asset you own online is your mailing list.” You don’t own your likes, fans, or followers contact information. Grow your mailing list all the time.
- 24. The Social Funnel 24 Message, market, and re-market
- 25. “Marketing is selling in advance”
- 27. Email • Reminders • Follow up • Email series based on behaviors 27
- 28. Audiences • Website visit or website page visit re-marketing 28 FB and Twitter both offer a re-marketing pixel. USE IT.
- 29. Making the Social Funnel Most Effective? 29 Focus Audience Goals
- 30. Focus • Focus on one goal makes it more actionable and simplifies reporting • Find that one goal by looking for low hanging fruit • Document future plans 30
- 31. Audience Can be clearly identified 31
- 32. Goal behavior Transaction (sale, donation, etc.) | Registration | Opt-in 32
- 33. Choose based on the audience and the goal • Facebook • Twitter • LinkedIn • Pinterest • YouTube • Adweek Social Demographics Infographic • Pew Internet Fact Sheet • Social network demographics from Business Insider 33 Each channel has a specific demo. Match demographic for the social media platform to the goal and target audience.
- 34. Available Data • Audience Insights • Social engagement • Conversions • Email opens/clicks 34
- 35. Next Steps 35
- 36. I want to hear from you @kellyLCoulter facebook.com/kellylcoulter kelly@kellycoulter.com 36
- 38. Online Marketing that Works • Course and mentoring program • Held online in 7 sessions • 4 webinar sessions • 2 group mentoring sessions • 1 individual mentoring session 38
- 39. Online Marketing that Works How to audit your entire online presence and planning: • Low hanging fruit enhancements • Major improvement initiatives • Campaigns 39
- 40. Online Marketing that Works • Organizing and planning campaigns • Goals and projections • Finding the low hanging fruit • Following success with success using Audience Insights and analytics 40
- 41. Online Marketing that Works • Choosing the Audience & Channel • The difference between a website page and a landing page • Knowing which audiences are using which channels 41
- 42. Online Marketing that Works • Ad and Page Creation • Using free or low cost online tools like Canva • Writing effective copy • Creating ads and landing pages that move viewers to action • Step by step social ad creation instruction 42
- 43. Online Marketing that Works • Using Data for Growth and Improvement • A/B Testing • How to read your Google Analytics, social media engagement, and other numbers • How to use Facebook Audience Insights • Creating effective reports and plans 43
- 44. Online Marketing that Works • Mentoring sessions • 2 group • 1 individual 44
- 45. BONUS: Additional individual mentoring session for participants of this webinar! 45
- 46. Online Marketing that Works • Begins July 15th • Each Wednesday at 2:00 PM Eastern • 6 weeks • 4 live online training sessions, 2 group mentoring sessions, 1 individual session 46
- 47. BONUS: Additional individual mentoring session for participants of this webinar! 47
- 48. Online Marketing that Works • $399 per participant • To order: Click here • Registration will close soon! • Class size will be very small 48
- 49. Thanks for spending time with me today! 49
Editor's Notes
- Here is what I learned coming out of corporate America and beginning work for small businesses: WEBSITES DON’T GET CUSTOMERS They may SERVE existing customers, but even the most search engine optimized, sleek, professional sites don’t draw customers to themselves effortlessly.
- That leaves some of us feeling like this.
- Or this
- Once we have swallowed that bitter pill, many of us start looking around for advice. And there is lots of it. We do the social posts, the videos, the email list. But without a solid overarching plan these things rarely produce the results we are looking for.
- Strangers become friends by either incentive or recommendation Friends listen and pay attention Customers buy Trumpet blowing brand advocates will go out and tell your story to tons of strangers for FREE!
- In it’s simplest form, these are the steps. However, getting a stranger on the internet to become a customer is rarely simple. SO the goals have to start small. Examples: Then later the requests get bigger
- These are all examples of valid goal behaviors. Some are more appropriate than others - effectiveness could depend the cost to the customer, the level of trust, the length of the relationship, and the incentives offered.
- In order to get potential customers into your sales funnel you need to find them and make them friends.
- This is most effective when we turn THE RIGHT strangers into friends
- Example: Let’s say you just turned 41. A gym could target you based on age and your proximity to their location. So let’s say you log in to Facebook and see “Did you gain 5 pounds when you turned 40?” The more precisely you can speak to an audience using their language the more likely you are to turn a stranger into a friend.
- Organic social posts are non-paid and shown only to friends - not to strangers. Organic reach for posts is declining as social ad tools are more widely adopted.
- Audience in social advertising is a group that shares the characteristics you have chosen as being important to you
- Your goal behavior should produce the contact information as a by-product.
- You don’t own your likes, fans, or followers contact information. Grow your mailing list all the time.
- Your goal behavior should produce the contact information as a by-product.
- FB and Twitter both offer a re-marketing pixel. USE IT.
- Focus Audience Goals
- Each channel has a specific demo. Match demographic for the social media platform to the goal and target audience.