Online Launch Process Step 3 - Your First Funnel

This is part of the series that is designed to complement the free download

Online Business Launch Strategy (21 step Process, Tech and Launch infographic).

If you don't have that yet, go to the download page to get it now before reading this post.

Go to Download Page

Process Step 3 - Your First Funnel

Ok, so you've heard you need a funnel.

But what and why and how ... and can you do it them well in Kajabi?

Those are the questions I will answer here.

First, some syntax.  Funnels are called 'Pipelines' in Kajabi, so I will use them somewhat interchangeably.

What you need to know now is what funnels are, how they fit into your objectives, and how to easily create them in Kajabi.

My Funnel Definition

Funnels are a means of engaging your avatar in your world by delivering them some value (initially) at low cost.  It separates those who you do and don't want in your world.  It guides those who you do want into a relationship that is going to be mutually beneficial to you both as they progress through your funnel and product offerings.

Lets use you as an example.

You could have come to be reading this from a variety of places.

• Perhaps you came here from organic traffic through a search or back link
• You could (maybe) have come from a paid ad (not straight to the blog because I don't run ads to blogs, but to an offer I have and then to here),
• And you could have come here from perhaps downloading the Online Business Launch Blueprint, then read the emails, clicked on an email link which brought you here.

Each one is an example of the beginning of a funnel.

SEO qualifies people to come to this content.  Only people searching for 'Kajabi' or 'online launch' etc etc will be here.  If you were searching for how to trouble shoot your washing machine, it's unlikely that you're here.

I digress.

Funnel Example

The Online Product Launch Blueprint is a classic type of free funnel, and this is how it works:

1.  The target avatar in this case is someone wanting to create an online course or other digital product, and has seen many ideas, perhaps taken courses on things they have been told that they have to do, but it is all becoming overwhelming.  He or she just needs he process all boiled down into a step by step way of making it happen, so they can get to their first sale and then scale.
2. Traffic is driven to the landing page (SEO, paid, links etc)
3. The landing page describes the opportunity, the transformation, and how to own it with a single focused CTA
4. The CTA directs to a form to enter your name and email
5. The avatar is asked to confirm their email address when a confirmation arrives in their inbox. (optional but recommended to improve email deliverability)
6. The avatar is tagged and subscribed to the email sequence that supports the freebie
7. The avatar is sent the email which contains the link to the freebie
8. The avatar also begins getting emails that add value in supporting the information provided by the freebie
9. As time goes by, email content provides access to additional value that may be of interest to the avatar.  They click on links to access more value
10. And so if you came here through an email, there you go, that's the process you followed through the funnel.
11. From here, I'll continue to provide value to support your online education
12. Eventually, some of those who are committed and determined and willing to invest in their dream will set up a free call with me and we will discuss paid services to bring about their launch.
13. Rinse and repeat.

It's called a funnel because there are more people at the beginning of the process than at the end.

In the Case of Funnels, Unity is Not Good

So crucially, a well designed funnel attracts the right avatar and rejects the wrong avatar.  It divides who you can help from those you can't (or don't want to).

For me the wrong avatar includes:

• people who just bounce around from idea to idea and have mental barriers to making decisions that they aren't willing to let go of
• people who just want to steel my stuff
• competitors who want to see what I'm up to
• people who want everything for free and expect they will succeed that way
• people too proud to ask for help
• people who are after easy quick money and don't care about their avatar
• etc

 So, what about you?  What will your first funnel look like?

Now It Is Your Turn

Your exercise here is to go and look at the work you've done on your avatar and design your first funnel.

But what funnel?  What should your create?

Well, do you see what my funnel does?

The info-graphic solves a quick win problem that is front of mind for my avatar - it provides a high level step by step guide through the process of building and selling your masterpiece online.  That infographic is simple, yet powerful.  You can pin it to your wall and continue to reference it for months ahead.

So in the same way, you need to identify a front-of-mind problem your avatar faces and find something to solve it that will leave plenty of room for you to add further value later.

Funnel Building in Kajabi

Funnel building in Kajabi is pretty easy....

but it is a bit much to explain in this post.

However, I can offer you a diagram of what my funnel that I described earlier looks like.  If you would like that, then send me an email and I'll get it to you.

Free or Paid Funnels

Ok, now you may have heard some people say to offer a freebie as per my example above, but others say to offer a low-ticket item or 'trip wire'.

What should you do?

To make things easy, I recommend doing this:

1. Set up a free funnel first
2. Get others to check it out, give you comments and recommendations
3. Refine it based on their comments, and ask questions like how can it be better? how much would you pay for this? etc
4. Create blog posts and SM content around it to get some traffic
5. See how it performs and refine it further
6. Once it is performing OK, then you can think about turning it into a paid funnel
7. Turn it into a paid funnel, maybe experiment with different prices
8. Drive traffic to it from paid ads
9. Analyse the results.  Ultimately you'd like it to be paying for the ad spend
10. Decide what is next for those who have been through the funnel

Hope that makes sense.

Basically create and test your funnel as a freebie before sending traffic to it from paid ads. 

So what's next?

Funny that ... It seems the next step is all about getting traffic to your funnel.

Author:

Hi, I'm Guy Mullon.  I've been creating, building, mentoring, coaching and consulting online for many years.  But I spent too many of those spinning wheels and chasing rabbits, that never produced the results that those leads promised.  I've put this series together to help you cut through the noise and see the process step by step to building your online masterpiece, and getting to your first sale and growing from there. The Online Launch Strategy Info-graphic gives you the overview, and Kajabi makes it all possible in one place.  If you aren't using Kajabi yet, why not get a free trial and get started today.

P.S. a free Kajabi trial through us gets you USD$500 in bonuses included to speed your progress and stop overwhelm.