GSD 193: Designing An Inbound Marketing Funnel That Works For Your Business

Welcome to GSD Daily.

Today, we’re going to talk about inbound funnels, and first, I want to share where I fell in love with the idea of inbound funnels.

So I have talked previously, about how I didn’t like to be on stage, about how I got choked up, talking to anybody, and it was a very real thing. I also hated fucking selling people.

So, there was a point, where I was a Pepsi truck driver, most of you know that, but there was a point, where I started wanting to do something different and better, of course. Rather than driving a Pepsi truck. I fell in love with digital real estate, websites, and all that fun stuff.

Before I got there, I started traveling down the network marketing path. You encourage your friends and family, to sign up for a thing, and then it redirects just a little bit of money, from their normal habits to these habits, and then you get paid to residual, and then all kinds of other crazy shit.

So, to make a long story short, it didn’t work out well. We’ve worked with lots of network marketers in the past. Now, I know that you need to build your brand first, and you can’t just rely on their brand. When you build your brand, then people will follow you, and you can sell three, four, and five, MLM companies, or MLM products, you know what I mean? So build your brand first. So I’m going to stay there.

So I’m going to the meetings, I laugh because this is so fucking long ago. So I’m going to the meetings, and they’re handing out the books, and everybody’s drinking the, and you give your list of phone numbers to somebody else, and somebody else cold calls them, they’re building your down-line and all kinds of crazy shit. So, I got fed up with that though.

I mean, it didn’t go anywhere, but what I wanted to do, is I wanted to use this thing called the internet, and get people coming to me. That was my dream. That was what I wanted people to be pre-sold by the time they got to me. I didn’t want to have to pitch them.

Now, that is what an inbound funnel does. That is what an inbound funnel should do for your business. People should be clicking an ad, coming into your website, signing up for a thing, and they’re not knocking on your door, you, a lot of times, don’t have any idea who these people are, but they are learning about you, and they are shopping with you, they are spending money with you, without you pitching anything.

Now, I have thousands of relationships with clients, all over the country, all over the world, because we were able to do this inbound marketing thing, and of course, I’m on video, and stage, and I’ve had to do the whole selling thing, but that’s not where it started. It started, by getting somebody to a website, filling out a form, to then ultimately doing business.

Now, what I want to show you, is the inbound marketing funnel, top of funnel, bottom of the funnel, and then we’re going to do a little bit of diagram. And so, the inbound marketing funnel, has a couple of different aspects, if you will.

First of all, it has TOFU, MOFU, and BOFU. Now, what you want to do, in looking at these, is understand, this is the top of the funnel, middle of the funnel, and bottom of the funnel. Now, the top of the funnel is the people who don’t necessarily know you at all, the middle of the funnel, means they know who you are, they’ve been on your website, but they haven’t necessarily taken any action, and the bottom of the funnel, is they are about to buy something.

Now, this warmup period is something that we want our sales to funnel to create. This is the inbound marketing piece. We want somebody coming in, clicking an ad, just reading content, watching videos, and being part of a sales funnel, so that they are in the mix. We go through all of it in the Funnel Factor, which is the book, a lot of you have downloaded it. If you go to doneforyou.com/gsd, then you’re going to be able to download it there.

We kind of laid the funnel on the side and broke this out.

Your top of the funnel, is your awareness, the idea of a friendship kind of forming. So basically, they are aware of you, and they are starting to get to know you a little bit more.

Now, if you go from TOFU to MOFU, they know your name, they’re engaged, there’s a target, they became a lead, they became a sales lead, and then the bottom of the funnel, is they become an opportunity, and a customer. So, for the rest of this explanation, I’ll link to this blog post. At the end of the day, content is still king. You still need video, you still need a blog post, and what you’re going to be doing, and in the funnel itself, is you’re going to walk them down this inbound marketing path.

What we’re going to do now, is we are going to draw this inbound process out, to how it normally looks when we set up a sales funnel, so you can understand the pieces, the components of it, and all of that, from an inbound standpoint.

All right, now, oftentimes, we start with our sales funnel pieces, so this is usually a landing page, and then we have some sort of a sales page or a webinar, and then we have an offer, give or take very, it’s very simplistic sales funnel.

We can go off into upsells, upsell one, upsell two, we can go into companion offers, and all kinds of other stuff. But, at the end of the day, what we’re looking for, is we want people, this is our top of funnel here, TOFU, we want people, who don’t necessarily know us, to start going through our sales funnel, and start going into MOFU, and then, of course, BOFU, so that’s where they make the buying decision.

The Middle of the funnel, is they become a lead, they’re already in the sequence, but the top of the funnel, is they are still learning about you and who you are. The most common place is Facebook, which is paid ads, so we’re going to just put Facebook and Insta. Some of the easiest traffic to set up, very good from a demographic standpoint. We can get pretty detailed from a targeting standpoint, down, and we can also use the 2000 data points, that Facebook collects, for custom audiences, and look-like audiences. We can use all that content, or use all that data, to pinpoint our avatar. At the same time, Facebook and Instagram just laid off 13,000 people. Facebook did. Working with them is challenging at best.

Now, if we go to the next place, Google, and its companion is YouTube, kind of companion, is YouTube. So, Google already screwed up, about 10 years ago. Banned a bunch of ad accounts, fired like 30% of their advertisers, they got their heads out of their asses. They’re a pretty good platform to work with anymore. I would prefer working with Google to Facebook at the moment. For a lot of our clients, we split 50-50, between Google, YouTube, Facebook, and Instagram, at least at first, and we try never to put all our eggs in one basket at the moment.

But Google’s a great platform too. So Facebook and Instagram from inbound, and then Google and YouTube are another one. TikTok is worthwhile when you have a younger audience, who you’re going to be targeting. Pinterest, works well, from a visual medium, then LinkedIn. So, LinkedIn is B2B stuff.

Now, these are just our paid traffic varieties. There are lots of other places that you can get traffic from. We’re going to go blue, now, SEO. So, search engines optimize the content that is on your website. It’s different than this, this is paid. Search engine optimization is free, or is it organic traffic, it is free, but it does take time to set up.

Affiliates, again, on the front side, affiliates are free, but they will require 20, 30, 40% of revenue, and when something sells, so when there’s an offer when somebody buys, then you owe them a commission. There is an influencer. Those have mostly to do with relationships, or you can treat it as a paid platform, where people are paid money to post. Let’s see, email, swaps. Way back in the day, this is how I grew my email list, I would pay somebody 200 bucks, or we would swap email lists to each other’s offers, so I went from 200 people on the list, to 300, to 400, to 500 people on the list, way back in the day, this way, with email swaps.

Those are probably the big ones. So, from a paid traffic standpoint, this is all we deal with. Some companies do SEO, there are affiliate managers, there are influencers, shops, and there are Warrior. I don’t know if Warrior Forum is still around, but there used to be some big forums, that would encourage people to do email swaps, so all of that stuff works too, but at the end of the day, all of these, we just want to send them into the landing page, so no matter where they are, and this becomes your middle of the funnel, they become a lead, they end up hitting your sales offer, or sales page, and then they drip down to your offer. So, that is inbound marketing at its finest.

If you like this kind of material, go ahead and go to doneforyou.com/gsd, and signup for the email list, there’s going to be a folder, Funnel Factor, which is this report right here. It’s a 274-page master guide, walking through sales funnels, and it’s, at the end of the day, everything that we just talked about on the inbound funnel piece, right here, is in this book, so it’ll help you piece everything together. Go ahead and download it. Just go to doneforyou.com/gsd.

If you’d like to set up an action-plan-call, where we walk through your sales funnel and look at your ads, go to doneforyou.com/start, answer the questions, book a call with me, and we will talk to you soon.

And if you liked this video, like, subscribe, wherever you see it, that would be awesome, and we’ll make sure that you continue getting videos, and I will talk to you soon. All right, thanks. Bye.