DIGITAL MARKETING STRATEGY

PROFITABLE
SALES FUNNEL
Hey there!

I'm so happy to have you in this class.

Please use this guide in addition to the lessons as a way to revise what you have learned and also to
answer some critical questions that will help you to get the most out of the content.

Feel free to jump into the discussions section of the class and ask any questions along the way - and
make sure to post your amazing funnel in the Project section once you're finished!

Thanks for being here and happy learning!

DIGITAL MARKETING STRATEGY: SALES FUNNEL FUNDAMENTALS BY MAGGIE STARA

 Establish Your Goals: Identify Your Ideal
Customer Avatars
What is your one singular overall
goal for your funnel?

Examples:
Get more people to read my blog.
Get more downloads of my eBook.
Get students into my high-ticket
offer program
Get more qualified leads for my *Access template on the next page
real estate business
Get more medium-sized client
($3k/month +) consultations for Why Funnels are the Key to
my agency Your Success
*If you can be even more specific by putting
Funnels are all about building
a number on this instead of just saying
‘more’ then that’s ideal. relationships with your audience and
getting them to know, like and trust
Because technically if you currently get you before asking them to buy from
1000 visitors over to your blog every you.
month… and you get 1005 next month… is
that enough? Probably not. So try to put a
number or percentage increase on it if you
can. Simple funnel structure:

Top of the funnel

Goal: Attract new targeted visitors

Middle of the funnel

Goal: Capture and nurture leads

Bottom of the funnel

Goal: Turn leads into customers

DIGITAL MARKETING STRATEGY: SALES FUNNEL FUNDAMENTALS BY MAGGIE STARA

 Identify Your Ideal Customer Avatars

Click here to access and fill out this template in a Google Doc

DIGITAL MARKETING STRATEGY: SALES FUNNEL FUNDAMENTALS BY MAGGIE STARA

 Your Top of the Funnel You can track all of this really easily
through Google Analytics for free
Strategy
under Acquisition > All Traffic >
Channels.
The top of your marketing funnel is
all about increasing the visibility of
If you're looking to learn Google
your business and making a targeted
Analytics click here for a full in-depth
audience aware of the fact that your
training from Google.
company exists.

Content to create:
Goal:
Blog posts, videos, social media posts,
Attract as many (of the RIGHT kind
infographics and podcasts.
of) visitors as possible with relevant
content
Basically anything that is free and
provides value to your audience.
Metrics to measure:
Sessions (or web traffic)

Strategies:
% of new sessions (not just
Content Marketing
returning visitors)

PR or Guest Posts
Bounce rate

Social Media Marketing
Traffic per channel - where are
Search Engine Optimisation
people coming from (email,
Influencers/ Joint Ventures
organic search, social media etc.)
Paid Media

DIGITAL MARKETING STRATEGY: SALES FUNNEL FUNDAMENTALS BY MAGGIE STARA

 Your Middle of the Funnel Your Bottom of the Funnel
Strategy Strategy

The middle of the funnel is when you The bottom of the funnel is when
build enough trust that people start present your product in a compelling
showing an interest in what you do way that inspires your audience to
and what you have to offer. take action.

Goal: Goal:
Convert as many website/social Turn leads into customers and get
media visitors into leads as you can. sales!

Metrics to measure: Metrics to measure:

Visitor-to-lead conversion rate: Total revenue
Number of subscribers/leads Number of new customers
Email open and click rates Revenue per customer (Customer
Lifetime Value)
Content and strategy: Conversion rate
Focus on connection and providing
value through: Tactics:
Scarcity
Email Marketing Urgency
Lead magnets Upsells
PDF resources Bundles
eBooks Presales
Free trainings Remarketing

Click here for a guide on how to make

an eBook through Canva for free.

DIGITAL MARKETING STRATEGY: SALES FUNNEL FUNDAMENTALS BY MAGGIE STARA

 Cater to the Buyer’s Journey

How quickly someone moves from not knowing anything about you, to buying
your product or service will depend on a few things, some of the main ones are:

1. The time investment required on the customer’s end.

2. The monetary investment required on the customer’s end.
3. How closely your business model fits into what is important to them.

DIGITAL MARKETING STRATEGY: SALES FUNNEL FUNDAMENTALS BY MAGGIE STARA

 Why Metrics are the Key to Your Funnel's Success:

Top of the Funnel Organic Metrics: Middle of the Funnel Organic

Total sessions (web traffic) Metrics:
% of new sessions Visitor-to-lead conversion rate:
Bounce rate Number of subscribers/leads
Traffic per channel Email open and click rates

Additional Paid Metrics: Additional Paid Metrics:

Number of engagements Cost per landing page view
Cost Per Click Cost per conversion of a lead
Initiate checkout and abandon
Possible TOFU Leaks: cart sessions
Targeting the wrong buyer
persona. Possible MOFU Leaks:
Irrelevant message Too many distractions on a form
Confusing message designed to capture contact
Website takes too long to load information.
so people jump off straight Unqualified leads progress
away through the funnel.
Website content doesn’t match The leads aren’t receiving the
the content that got them there. right amount of nurturing.
The call-to-action is weak and
not persuasive, creating low
conversion rates.

DIGITAL MARKETING STRATEGY: SALES FUNNEL FUNDAMENTALS BY MAGGIE STARA

 Why Metrics are the Key to Your Funnel's Success:
Bottom of the Funnel Organic Metrics:
Total revenue
Number of new customers
Revenue per customer or customer lifetime value

Possible BOFU Leaks

A messy hand-off from marketing to sales.
Inadequate onboarding system
Limited follow-up after someone purchases

It’s important to always look at the big picture of the funnel as a whole and
then zero in on all of the individual moving elements of your funnel machine to
see what’s working and amplify that and what isn’t and try to fix that.

Become a Tripwire Marketing Master

Tripwire marketing is the practice of offering leads a low-cost product with the
intention of selling them more expensive products later.

The key with tripwires is:

Closely related to the preceding free offer
Closely related to the ultimate high-ticket offer
Quick win or instant gratification.

DIGITAL MARKETING STRATEGY: SALES FUNNEL FUNDAMENTALS BY MAGGIE STARA

 Embrace Customer Value Optimisation

Legendary business executive and

marketer Jay Abraham teaches his
audience that there are only 3 ways
to grow a business:

1. Increase the number of customers

2. Increase the average transaction
value per customer
3. Increase the number of
transactions per customer

Click here to read more about this

framework from Ryan Deiss of Digital
Marketer

Step One

Determine Product/Market Fit

Before Customer Segments After
Have
Have

Feel
Feel

Average Day
Average Day
Products/Services
Status
Status

Good vs. Evil

Good vs. Evil

DIGITAL MARKETING STRATEGY: SALES FUNNEL FUNDAMENTALS BY MAGGIE STARA

 Step Two Step Six

Choose a Traffic Source Offer a Profit Maximiser

How will you show and promote What can you add to your Core
your offer to your audience? Offer that will make it even
MORE valuable?

Step Three

Offer a Lead Magnet

What will you create as a clear

and specific, irresistible bribe for
your audience to get them onto
your email list? Core Offer

Step Four

Offer a Tripwire

What low-ticket item can you Profit Maximiser

offer your leads to change them
into customers?

Step Five Step Seven

Offer a Core Product Create a Return Path

What is the Core Offer you're How can you incentivise your
looking to get more sales from? customers to buy from you
again?

DIGITAL MARKETING STRATEGY: SALES FUNNEL FUNDAMENTALS BY MAGGIE STARA

Mary Smith Photography Proposed strategy:
Strategy Overview: Step 1:

Product/Market Fit [Transformation]:

Go from HAVING trouble getting the right images to

represent you and your business online, to having
professionally taken, authority-building images ready in
5-7 days.

Go from FEELING overwhelmed and frustrated with

never getting the right kind of image of yourself and
your team, to having someone who will walk you
through the entire experience and make sure all of your
concerns are addressed.

From a STATUS of having only shaky iPhone photos of

yourself on social media… to having gorgeous,
professionally edited photos to share with your audience.
Business Model: B2C
From the EVIL of the money-sucking media industry
Core Offer: $250 Lifestyle Photography and overpriced corporate photographers… to a GOOD
Session (1hr, 30 final edited images) personal, kind and honest experience based on mutual
trust and connection.
Goal: More value per customer
Step 2
Location: Toronto, Canada Traffic Source: Facebook and Instagram Ads targeted at
small business owners within the Toronto area.
Has a website?: Yes, slow loading speed
Step 3
Has an email marketing list?: Yes - 300 Lead Magnet: Enter to win a free photoshoot - one
Subscribers (all customers) winner picked every month!

Has social media profiles set up?: Step 4

Instagram & Facebook Tripwire: How to Plan and Prepare for the Perfect
Personal Branding Photoshoot - $9
Target Audience: Young, trendy business
owners Step 5
Core Offer: Lifestyle Photography Session. $250 - 1 hr
Rough budget: $500/month Session, 30 Final Professionally Edited Images

Current marketing efforts: organic social

media, blog posts, joint ventures Step 6
Profit Maximiser: Team Photoshoot. $500 -Half Day
Competitors: Grace Holland, Sunshine Session, 60 Final Professionally Edited Images
Studios
Step 7
CLTV: $250 Return Path: Retarget past customers with additional
offers, referral bonus or give friends 20% off

DIGITAL MARKETING STRATEGY: SALES FUNNEL FUNDAMENTALS BY MAGGIE STARA

 Click here to fill out the following template in Google Docs

DIGITAL MARKETING STRATEGY: SALES FUNNEL FUNDAMENTALS BY MAGGIE STARA

Example Funnel One

DIGITAL MARKETING STRATEGY: SALES FUNNEL FUNDAMENTALS BY MAGGIE STARA

Example Funnel Two - No Tripwire

DIGITAL MARKETING STRATEGY: SALES FUNNEL FUNDAMENTALS BY MAGGIE STARA