Do you really understand how funnels work online? Most do but often miss the key rudiments that will make the difference between a great outcome and a lackluster one.

In case this is completely new to you, “Funnel 101” for lead magnets can be simplified to three steps: A prospect downloads your lead magnet – they’re now in your funnel. You send them stuff. Then they buy. Or, if you’re in the B2B world, you have an interaction or two, then they buy.

While this sounds crass, especially since it doesn’t include the typical discussion of relevancy, value, timeliness, and engagement, these three steps are the standard playbook for using marketing automation to help a prospect reach their immediate buying decision. And it makes sense: if someone has already “found” your website, and is willing to share their contact information to get something that they perceive as valuable, then it is reasonable to assume that they are in the midst of a purchase journey. And since they are likely making a purchase decision, why shouldn’t they make it with you. Makes sense.

Sadly, it is shocking how poorly this short-term marketing automation technique is executed. Shrill or doomsday copywriting, too-frequent outreach, and fake urgency all reduce trust, not build it. And if someone is going to be making a purchase decision – or even a decision to meet you to learn more – this won’t happen without trust.

So to review some of the basics that most marketers should already know, here are some of the elements that an effective short-term marketing automation sequence needs to include:

• Don’t pester. An excessive number of reach-outs, particularly without strong value-add, reduces trust.
• Not everyone is the same. When they get to your website, a prospect’s purchase journey may be at the beginning, middle, or the end. Review each sequence step of your automation to ensure that it is relevant and trust-building, wherever they are in their journey.
• Don’t just use email. If you know their phone number, then use a telephone outreach as part of the sequence – it will build the relationship, and you’ll learn WHY they were interested in the lead magnet. And don’t use the phone (or texting) unless they gave it to you – they will think it’s creepy.
• Moving on is OK. If they aren’t interesting in the sale, move them to a trust-building long-term marketing drip sequence. This builds trust so that when they’re ready to purchase, they will think of you.

Does this topic resonate? Reach out to Randall: he can present it to your group.  (More presentation topics)
Download Randall’s professional credentials: Speaker credentials one-sheet or Management Advisory credentials.

Content Authenticity Statement: 100% original content: no AI was used in creating this content.

@RandallCraig (Follow me for daily insights)
www.RandallCraig.com: Professional credentials site.