Digital Marketing Strategy: Profitable Sales Funnel Mastery | Maggie Stara | Skillshare

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Digital Marketing Strategy: Profitable Sales Funnel Mastery

teacher avatar Maggie Stara, Digital Marketer & Top Teacher

Watch this class and thousands more

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

55 Lessons (9h 45m)
    • 1. Welcome!

    • 2. Sales Funnel Fundamentals Overview

    • 3. Set Up and Build Overview

    • 4. Tools to Have in Place Before You Begin

    • 5. Offer to Have in Place Before You Begin

    • 6. Create Your Free Offer in Canva

    • 7. Sell Before You're Ready - Kickstarter Marketing

    • 8. Earn While You Learn with Affiliate Marketing

    • 9. Learn From Your Competitors

    • 10. Build Your Funnel - Overview

    • 11. Set Up Your Account

    • 12. Set Up Your Tracking

    • 13. How I've Structured My Offer

    • 14. Organise Your Assets

    • 15. What Makes a Killer Landing Page

    • 16. Landing Page Examples

    • 17. Write Your Killer Landing Page

    • 18. Create Your Killer Landing Page

    • 19. Optimise for Mobile View

    • 20. Create a Privacy Policy

    • 21. Autofunnels Explained

    • 22. How to Make a Sales Page That Converts

    • 23. Sales Page Examples

    • 24. Write Your Sales Page

    • 25. Build Your Sales Page

    • 26. Create Your Order Form

    • 27. What Makes a Perfect Email Marketing Sequence

    • 28. What Makes an Irresistible Email

    • 29. Write Your Email Sequence

    • 30. Publish Your Pages

    • 31. Build Your Email Sequence

    • 32. Attach a PDF to Your Emails

    • 33. Set Up Your Automations

    • 34. Launch and Test Overview

    • 35. Complete Your Launch Checklist

    • 36. Test Your Funnel

    • 37. A Look Into a Live Funnel

    • 38. Promote Your Funnel

    • 39. Create a Custom Funnel Entry Point for Affiliates

    • 40. Measure Your Success

    • 41. Advanced Lessons Overview

    • 42. Integrate Multiple Payment Processors

    • 43. Optimise for Your Best Performers

    • 44. Increase Your Revenue Per Customer

    • 45. Set Up Your Tripwire

    • 46. Live Chat and Social Proof Overview

    • 47. Get Personal With a Live Chat

    • 48. Leverage Social Proof in Real Time

    • 49. Get to Know Google Tag Manager

    • 50. Heatmaps - Track User Behaviour

    • 51. Nail Your Negotiation Skills

    • 52. Zapier - Deliver Your Paid Offer

    • 53. Send Newsletters and Test Subject Lines

    • 54. How to Use the Project Section

    • 55. Thank You So Much

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About This Class

Sales funnels don’t have to be as complex as people in the marketing world often make them seem. All that a sales or marketing funnel is - is a system for potential customers to develop a relationship with your business until they’re ready to purchase from you.

Within this class you will learn everything you need to know about creating a profitable sales funnel from start to finish in just a couple of hours - and using only ONE inexpensive tool!

With this one tool you'll be able to deliver your free offer to your audience, create sales pages, create a simple online store, take payment, send emails and so much more!

I’ve often found that people don’t end up succeeding with their sales funnel because they’re trying to do too much too fast. So in this class, I want to overcome this problem by presenting the lessons in a planning and execution section, and an advanced section.

Within the planning section:

  • You will learn what tools and offers you need to have in place in order to create a sales funnel that is actually designed to make you money.
  • You will also learn how to launch a sales funnel and even begin making money from it even if you don’t have anything to sell yet or an audience to sell to.

In the execution section:

  • You will be learning everything you need to know in order to write, design and build profitable landing pages, sales pages and email sequences for your customers.

Finally, in the advanced section of the class:

  • You will be able to go even further with your sales funnel by taking you through techniques for creating additional paid offers within your funnel and optimising for your best performing assets.
  • You will also learn how to use additional free tools within your funnel to help you handle customer objections and increase social proof on your sales pages. 

Everything you have ever needed to learn about creating a profitable sales funnel is within this class.

And although it does stand alone, if you’re brand new to the world of sales funnels - I recommend checking out my Digital Marketing Strategy: Profitable Sales Funnel Fundamentals Class first to get a really good foundational knowledge of why businesses create sales funnels and the strategy behind these

You will also find lots of useful resources inside of your Class Guide so make sure to check it out and feel free to pop into the Discussions section of the class if you have any questions that I can help with.

I can’t wait for you to get started!

Meet Your Teacher

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Maggie Stara

Digital Marketer & Top Teacher

Top Teacher

Hey you, I’m Maggie. I'm a digital marketer and your creative instructor!

Back in 2016 I was first introduced to the world of social media marketing. I was SO excited about the possibility of working online and being my own boss but I was really struggling with the lack of honest, authentic, and high-quality information out there for beginners. So after learning the ropes the hard way and becoming a successful freelancer, I set out to help make things easier for creative overachievers like myself.

So, I went ahead and created everything with you in mind.

My classes are made by someone who knows exactly how intimidating it can be to be trying to master 20 tools at once and stay on top of constant updates with each of them. And my hope is to take away so... See full profile

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1. Welcome!: Hey, everyone. My name is Maggie Stara, and I am a digital marketing strategist and a serious sales funnel enthusiasts. Sales funnel seem to have this aura of complexity around them for some reason. Like you have to be this crazy marketing octopus and have eight arms, and unlimited budget, and at least 40 hours in your day just to pull off a successful and profitable sales funnel for your business. What makes this class so special is that I will be taking away that complexity and overwhelm, and you will learn the exact steps you need to take in order to create a fully functioning and profitable sales funnel from beginning to end in just a few hours. Within this class then, you will be creating this gorgeous sales funnel that will have a landing page for people to sign up to your free offer. An email sequence to deliver their free offer. Sales pages, order pages, and even more complex email automations that will allow you to not just get customers, but make sure that they receive the love and care that they need from you after they purchase, making it much more likely that they'll want to buy from you again and again. But the important thing is that you're not here to learn a few fancy online tools. You're here to learn how people think and how they feel throughout the sales process, and why they actually think and feel that way, and how we can leverage the knowledge of this to increase your sales in your own sales funnel. You will have direct access to the templates we're going to be using throughout the class that will help you to write like a professional copywriter and create pages and emails within your funnel that your audience will look at and think, wow, it's like they're talking directly to me. You will also be taking a look at how to promote your funnel once it's live, and how to measure the success of your efforts. Then finally, we'll also be going through some more advanced techniques where you will learn how to increase your sales by adding in additional paid offers to your funnel, and using additional free tools to see how your audience is using your pages, and adding some social proof and a live chat tool to your pages so that you can increase the success of your funnel. Throughout the entire class, you're going to be learning some really important principles in the world of user experience and human behavior. The role that emotion and other psychological principles will play on the creation of your marketing materials, and really, overall, just how to create an awesome and authentic and human experience for your audience throughout your entire sales funnel. This class is perfect for any existing or aspiring freelancers who want to learn how to build awesome, profitable sales funnels for their clients, or anyone who wants to learn how to do this for their own business. Even if you don't yet have a paid offer that's live or an audience to sell to, I'm going to be showing you how you can get around both of these challenges with just a few cool little tricks. Now if you're brand new to the world of sales and marketing funnels, and it's all a little bit intimidating still, I would really recommend that you check out my digital marketing strategy sales funnel fundamentals class because that's going to give you a really good foundation for the theory and the principles behind what we're going to be creating here. But for those of you who are just keen to execute, the next lesson is going to be a summary of my fundamentals class. That's going to give you a really great foundation for what we're going to be creating here today. Now, I'm going to be super transparent with you about sharing my own experiences as well as some client experiences with you. About things that have gone well and not gone well, just so that you can really learn from my mistakes. But also so that you know that it's okay that things don't go right the first time or even the tenth or hundredth time. Because great marketing is not about perfection, it's about adaptability, and that is what's going to become your superpower. Please start by going ahead and downloading the class guide in the Projects and Resources section. That's getting give you access to all the templates we're going to be using throughout the class, and additional resources like your free 30-day trial, forget response, and other tools that we're going to be using throughout these lessons. Thanks so much for being here today, guys. I'm really excited to get going. Now if you're ready, let's dive straight in. 2. Sales Funnel Fundamentals Overview: In this lesson, we're just going to go over a few basic elements of what it takes to actually build a profitable sales funnel. That I would like you to be familiar with so that you don't feel like I'm speaking marketing as a foreign language as you're going through the lessons within this class. I've also included some key terms and some definitions inside of your class guide, so if you're ever listening to me and you're kind of thinking, I've no idea what she just said and what is this thing? Then hopefully, you'll find a definition and also some really helpful resources within your class guide that can help you out, okay. So make sure if you haven't already, to go to the Projects and resources tab on your desktop, and make sure to download your class guide and store it somewhere where it's really accessible for you because we are going to be using it quite a lot throughout these lessons. Now if you're ready, let's get going and figure out what sales funnels actually are, why your business needs one, and how they're structured to make sure they're really profitable. Let's first talk about why your business actually need sales funnels. Well, legendary business executive and marketer, Jay Abraham teaches us that there are really only three ways to grow a business; you can either increase the number of customers, the average transaction value per customer, or the number of transactions per customer. So effectively, you need to find a way to get more people to buy your stuff, get each person to pay you more for that stuff or get each person to buy more of your stuff. So ideally you want to achieve all three of these things with one system which is exactly where a really effective sales funnel can come into play. So when we talk about a sales or marketing funnel, all it really is, is a framework that businesses use to turn strangers into customers. The reason they're called funnels is because the funnel is wide at the top and small at the bottom, which is exactly how a sales funnel works. Where at the top of the funnel you'll have hundreds or maybe thousands of people checking out your website, and social media, and watching your videos, then in the middle of the funnel is where a percentage of these people will actually give you their email address and become a bit more interested in what you have to offer. Then by the time you get to the bottom of the funnel, you are then left with a lot less people than you had at the top, but these people are super targeted. They've not only read your blog content and maybe seen some your social media stuff, but they've given you their email address, and they watched your free training, or downloaded your e-book or guide or checklists and they really feel like they're getting to know, like, and trust you enough, to open up their wallet and actually buy whatever you're selling by the time they get to the bottom of this funnel. So all you're doing with these various stages of the funnel is you're moving your audience slowly through the customer journey of awareness, consideration, and finally through to their decision to purchase from you. Though, let's break this down. At the very top or the beginning of your funnel, your job is just to attract people to your stuff, and make them aware that you even exist. Now you can do this through writing blog posts, posting on social media, creating videos or things like appearing on podcasts, or really whatever else you can think of just to get yourself and your brand out there. The key point here is that you're not really asking for anything in return yet at this point. You don't want anything from your audience other than their attention. Only after they've actually engaged with this valuable free content, do you want to move them to the next stage which is the middle of the funnel stage where your audience goes from just pure awareness, to actually considering whether or not your business is a good fit for what they're looking for. At this point, your goal is to get them to commit to receiving more of your awesome valuable content via their email. It's still free content, but they have to trust you enough to exchange their personal email address for that free content. So you kind of wooing them, you're dating, you're flirting, you're putting in the hard work, and you're convincing them that you're the best before actually asking them to buy anything from you. Now at the bottom of the funnel is where you actually ask them to buy for me. If you've done a good job of building your relationship up until this point, they're likely to not just buy one thing from you, but to buy from you again and again and become advocates for your business, telling other people to also buy your stuff through testimonials and social proof which will really help to increase future sales as well. I think everyone knows at least one person who's that crazy brand advocate for some brand out there. The people who are going to camp out the night before a new iPhone drops just so that they can be the very first person to spend $1800 on a new phone, or the people who are dressed head to toe in Nike clothing. No matter if they're going to the gym or a funeral. That's the dream for any brand, is to have people who are so ridiculously passionate about what you're selling, that they're ready to tell the world about it, and more importantly, they're ready to buy anything and everything that you sell now or for the next 10 years. Now coming back to the three ways to actually grow your business here. In order to get more customers into our business, we need to create lots of amazing, valuable content for our audience so we can attract as many people into the business. Then we need to make sure we're nurturing this relationship with more, both paid and free quality content in order to get people to buy from us again and again like that super iPhone fan who without fail will purchase a new iPhone the second a new model comes out so that we can increase the number of transactions per customer. Then our final step is step 2 here which is to increase the average value per transaction, per customer. The best way to guide your customers through the purchasing process is by providing them offers at different price points. Now everything within the sales process is a bit of a psychological mind game which is why in order to succeed with creating the most profitable marketing plan for your business, you really just need to understand how people think and feel when they're buying your stuff. So one thing and think of it as a real life purchasing scenario here. Imagine you walk into an Apple store and the first thing they offer you is their $400 Apple care plan. Which if you're not familiar with it, it's that service that they offer on all Apple products, which gives you free repairs and assistance for your Apple products. So $400 is an enormous amount of money to think about before you've even committed to purchasing the product itself, and this is why it's not actually advertised anywhere in the store, and they don't even mention it to you until you're already handing them your credit card and paying for your brand new iPhone or MacBook, and the way they mention it is also really important. It's super casual, almost as if you're grabbing a pack of gum at the grocery store checkout. Their tone suggests that it's a no brainer, and everyone gets it, but it's no biggie if you don't want it. It's not a hard sell by any means. And at that point when you're already agreeing to pay three, four or five grand for a new computer, and they say, " Hey, do you want to protect this beautiful thing that you've worked so hard to buy for just a couple 100 bucks?" You're so much more likely to say, heck yes, I do, because your mind is already in a purchasing mode, and you're excited, and your adrenaline is circulating, and you feel like you're on top of the world, and what's another 400 bucks anyway, right? This is exactly why, whether it's in a physical store front like this, or in an online store, it's really important not just to have a bunch of products and services at different price points, but to present these to your customers in a logical order of events as they would actually happen in the customers minds. And the best marketers cracked into the system, and leveraged it to sell almost anything online, on autopilot, with this general customer value optimization framework. So the general structure of this process goes like this: first, you determine a product market fit. So this step essentially will just help to guide the decisions for the rest of your funnel because it'll help you to get to the bottom of what problems you're solving, for which audience, and how you should incorporate this language into your sales materials. Because people aren't buying your product, they're buying the transformation that it's going to bring to their life if they buy it. They're not really buying that gym membership, they're buying a better healthier body and it's really important for you to remember that. Then once you have this narrowed down, you will then choose how you're actually going to attract those customers to your offer through a traffic source. So will you be posting on social media? Will you write really awesome blog posts or create videos or maybe start a podcast? The answer to this actually lies a little bit in step 1 because you will likely choose your traffic source based on how your particular audience likes to consume content, to find solutions to their problems. Then in step 3 you're going to drive your audience to a free offer otherwise known as a lead magnet, and this free piece of content is something you will give away to your audience in exchange for their e-mail address. That can be a free guide or free training or checklist, honestly, the sky's the limit. The only stipulation is that it has to provide a crap load of value to your audience so that they want to keep going through these steps and become a customer later on. Step 4 is to offer a tripwire, which is a low cost and highly discounted offer whose entire aim is to really just turn someone from a lead into a customer. Now your aim at this stage is not actually to make money, I know that sounds really counter-intuitive. But the aim here is just to get someone to purchase something from you, anything at all, so that it makes it easier for them to purchase something of greater value from you later on. So the entire Fiverr model was built on offering a very basic service for five bucks, that would just turn someone into a customer with no real risk involved to see if they enjoyed the service, and then presumably, if they did, then they would want to come back and pay higher prices for more and more services with this freelancer. Then we get into steps five and six which is where your sales funnel really starts to actually make some money, but hopefully you're starting to see why these steps come so late in the process. Because everything up until now has been about building your audience's trust in you and your business so that when you present them with your core offer, which is the main product or service that you actually want them to purchase, they say, heck yes, it's a no brainer because you've done such a good job of developing that trust factor. So let's say that core offer is a $3,000 MacBook, and then you casually mention that you can also add a $400 Apple care package to that $3,000 MacBook, which is your profit maximizer and they say, yeah, okay, why not? So this is the whole system in its entirety, including the final step which is step 7, which is then to create a return path so that you can insure your customers keep buying from you again and again for years to come. Not all sales funnels will leverage all of these elements, but this is the framework for reducing friction within the purchasing process, and then getting the most value per customer. The key is for everything within your funnel to seamlessly and effortlessly move someone to the next step. It should be a no brainer for someone to say yes to each offer that's presented to them along this journey. For example, a brand like Apple has the reputation and the trust that they know that people coming into their store or buying stuff online are mainly just deciding on which model to buy, not whether or not they should buy. So they can jump straight into the core offer, and then use their Apple care at a profit maximizer to make a little bit more money from each customer. But if your business is brand new, you do need to develop a lot more of that trust. Or what if your business is an ongoing fee and people want to be able to actually try out your service before committing or getting locked into an ongoing service. So just to give you an example, gym might offer a tripwire, which is a discounted introductory offer for new members where someone can try at the gym for $19 for their first month instead of the usual 67 bucks. Now at the end of that month, they'll then be offered the core offer which is the $67 a month for a minimum of a six month contract. Now, when they agree to this and they're already in the process of purchasing it, they have agreed, then they ask them if they also want a discounted gold pass. That's going to give them access to relaxation facilities like the sauna, and the Jacuzzi in the gym for only an extra 14 bucks a month, right. So that's less than 50 cents a day for all of this amazing extra good stuff, and that makes it a no-brainer especially when someone is already in that purchasing mindset. Now, isn't that so much better than if that gym just said straight up, look, pay us $81 a month for all of these stuff. No discounted trial, no actual extra packs even though they're in there, but it's all packaged together so people can't differentiate that as getting a good deal because they don't see it as that. Again, it's all about just reducing that friction throughout the buying process and getting people to just commit to that extra level of payment one step at a time instead of all at once, right? So this is the kind of marketing magic we are going to be looking to create throughout this class by showing you how to actually set up the individual elements of a successful funnel like this for your own business. Hopefully, that's given you some context for just how powerful sales funnels can be, and you're pumped, and excited to learn how to leverage more marketing psychology tricks to get more people to buy more from you, and buy stuff more often. All right, and now if you're ready, let's get into it all with the next lesson, and I'll see you there. 3. Set Up and Build Overview: Over the following few lessons you're going to learn exactly what tools and offers you need to have in place in order to launch what I'm going to be calling your minimum viable funnel. Which basically means what is the bare minimum number of elements you need to have in place in order to actually launch a live funnel that's going to start making you money. And the reason for this is because I don't want you guys to waste months, and months, and months on creating something that is perfect. You'll have the perfect e-mail marketing sequence and you'll have the perfect landing pages and the perfect sales pages, but then you launch it and you realize it's just not working, because it doesn't work for your audience or whatever the case may be. Or you'll realize that it's working really, really well and those months and months that you spent building in, is time that you could've spent actually selling your offer and making money from your funnel. So I want to get you guys up and running as soon as possible with the strategy. I'm also going to be showing you how you can actually sell stuff to an audience before you even have a live offer to sell, and before you can really have an audience to sell to. Then I'm also going to be showing you how you can stalk your competitors online in an awesome and authentic and normal way that you can then leverage the strategies that they're implementing for their business, and use it to grow your own business and grow your own funnel. Now if you're ready and you're excited, let's get going into the next lesson. 4. Tools to Have in Place Before You Begin: For those of you who have learned from me before, you will know that I am not about making things more complicated than they need to be especially if you're brand new to something. Because I would argue that stress and overwhelm might just be the two biggest reasons that people fail in the marketing world. It's not often due to a lack of resources, or a lack of talent, or creativity, it's often because beginners will look at these big guys like Russell Brunson and GaryVee over here, and see some of the stuff that they're doing, and think, "Oh, my gosh, there's absolutely no way I can execute on this." Well, of course, there isn't because these guys have decades of experience, and 100 plus people working for them behind the scenes. But they make it seem like it's really achievable for anyone to do, even if they're a one man band on their own, doing their business. This is a great thing because you can aspire to be like these guys, but it's a bit of a problem for beginners because it can create that overwhelm. This was a big problem for me when I started as well. I remember tuning into the marketing school podcast that's hosted by Neil Patel and Eric Siu, which is targeted at seasoned marketers dealing with hundreds of thousands of dollars of marketing budgets a month, which I didn't know at the time. But I just remember listening to these guys and thinking, "Wow, they have so much knowledge, and this is amazing, and they've all these results." But it also reminded me of when I was 13 years old and I had just moved to Canada with my family, and I was trying to learn English for the very first time. It was basically marketing as a foreign language. I just felt so incredibly overwhelmed, and just didn't know where to start with all of these recommendations and things coming at me. When in doubt, I really want you to keep this acronym in mind, K-I-S-S. I think it stands for keep it short and simple in the marketing world, and that's how most people will break it down for you. I like remembering it as keep it simple stupid, because it just clings to my memory as a way that every single time I'm trying to over-complicate a process, I just need to keep the simple, because the elegant solution is often the simplest one. You can always build on something once it's successful, and as you learn more skills, and you learn about new tools. But, again, I'm all about trying to prevent that overwhelm because it is such a hindrance to a lot of success for a lot of people. This does go for everything inside of your funnel, but particularly when we talk about the tools that you need in order to succeed. Because I can honestly promise you that as you do more research, and you talk to more people, you will get 100, 200 different opinions from people about what email marketing tool is the best, and which landing page builder you should be using. Then suddenly, you find that one day you're paying more money on unnecessary software than you do for rent. Seriously, that sounds extreme, but my old digital marketing agency quite literally paid more for their various bits of software that they acquired over the years than they did for rent. Some of those tools actually did the exact same thing as another tool that we were paying for. It was just the case of someone at some point recommended it, so we bought it, and we kept paying for it, and completely forgot what the purpose for it actually was. Lets keep it really, really simple here and talk about the absolute basics of what you need in order to execute a simple but profitable funnel. Then I will also be walking you through what you can add, in a little bit later, to add that bit of complexity to your funnel once you're ready and comfortable in doing so. I promise you that this is the thinking that's going to prevent you from spending way too much time and money on tools, and software, or the advice of experts before you even have a business model or a sales model that works for you, and is generating that consistent stream of revenue. Now, if you already have a website and email marking platform that you're really happy with, please don't go in and scrap everything and start from scratch unless you feel a need to. But for those of you who will either be learning this skill to execute this for your clients, and they might actually be looking for recommendations of what tools to use or you, for yourself and your own business, don't have anything in place yet, or you're willing to change, then I'm going to be walking you through how you can execute a fully functioning sales funnel with just one tool, which is amazing. I'm so glad that I've come across this. But I will be taking you through a few different options out there, and I'll be linking you to these resources because I'm very aware of the fact that some of you guys will want to do your own research to decide what's right for you and your business. You absolutely should do that. You should never trust the opinion of one person. But if I went into every single possible option out there in the universe, we'd be here forever. I'm just going to go over a few, and then talk about some pros and cons, and what these tools are for. Then I'm going to talk to you about the one tool that I found that can do it all for an affordable price, which is going to save you time and money in the process, which is a huge, huge bonus, especially when you're time and money poor at the beginning of growing your business. In order to collect email addresses and sell your audience on your offers, you need somewhere first to build these landing pages that are going to help to get people through your sales funnel. Basically, these would just exist as single pages on the web that will allow someone to put in their email or make a purchase, and then you can send them your free offer or paid offer straight to their email. There are plenty of options out there for this, to build these designated landing pages. These are just two of them. This is Leadpages and Unbounce. These guys have really, really great features. But in order to get to a subscription level with these tools that allows you to integrate payments on your order pages, so you're not just collecting email addresses, you are actually taking payments, you have to pay a little bit more than what I think most people would be comfortable with at the beginning. At the time of recording, Leadpages here is sitting at $79 a month if you want to include the option to take payment, not just collect email addresses. Likewise, Unbounce at the time of recording is $80 a month for the cheapest plan, which actually only includes 500 conversions a month. Which might sound like a lot here at the beginning, but then if you're successful, and you want to keep making money from it, and you want to scale that success, you might find that that's just not enough. But the benefit of these kind of builders is that unlike a WordPress website, they're really quick to setup. So they have these a drag-and-drop builders, you can test stuff out, see what works, see how people are interacting with them. They even have pre-created beautiful templates right there and ready for you to customize to your own offer. The main problem for me is the price. Especially because this price actually only allows you to collect these e-mails or sell your products, it doesn't actually allow any email marketing tool yet at this price. You don't have a way to send the email out yet unless you then connect a tool like this to another tool. Then in addition to these landing pages, you will also need somewhere to actually send your subscribers once they opt-in to receive your content. Lots and lots of people will start with MailChimp for their very first email marketing platform, mainly because it's completely free up until 2,000 subscribers. Now, I don't want to hate on MailChimp here because there are still circumstances where I recommend it to clients, especially if they're only planning on using it for a very, very simple tasks, like somebody put in their email to receive a free e-book and all you're doing is sending them that free e-book. Now, as soon as you want to get into something a little bit more complex than this, MailChimp gets very difficult to use, and you might actually end up hiring experts that can customize it for you, and you then end up paying more as a result of this. Now, ConvertKit is also great because unlike MailChimp, it actually does offer advanced landing page builders. It also offers a free email marketing plan up until a 1,000 subscribers. It's not quite 2,000 there, but it is combining the ability to collect emails and store them, and use them for email marketing. I do think that this might change in the future because the tool is getting quite popular. It also does start to get a bit expensive after that 1,000 subscriber mark. I think the big downside for me at this stage is that there's no way to sell anything directly from within ConvertKit yet. This is currently being tested and it might launch soon. But at this stage, you can create a landing page, you can send emails, but you can't sell anything through it; so it's not a true sales funnel that you can build through something like ConvertKit. There are a lot of other options out there on the market, not just the ones I have mentioned, but I do believe that when you're just starting out, GetResponse is awesome for being inexpensive, but also really smart and flexible in terms of email marketing. Yes, it doesn't actually have a free plan like MailChimp and ConvertKit, but you guys, do you have a free trial link inside of your guide. You've got it free for a month to play around with it. After that, their basic plan is only $15 a month if you have less than 1,000 subscribers, which is awesome. Now, you'll find that a lot of other tools out there will limit what you can do with their cheapest plans. But with these guys, $15 a month, you will get email marketing, automations, unlimited landing pages, one whole sales funnel, unlimited lead funnels, the ability to sell digital paid products directly through the platform. There's just so much you can do with it, which is so wild. Because if you had to piece together other tools to help you do all of this, you would be looking at paying well over $100, $150 a month for this. Now, I'm not going to lie, of course there are downsides and shortcomings with every software, and GetResponse is not an exception to this. There are some things that it doesn't yet offer that the other guys do really well. I will be mentioning these throughout our lessons because I have actually found some workarounds these. But the only thing that I do want to mention for now is that at this stage, these guys don't offer refunds for their annual plans if you cancel halfway through the year or at any point during the year. After your free trial, if you do choose to sign up with them, I would actually recommend going on the monthly plan until you're sure that you are happy with them or you can stay on the monthly plan forever. It's more of a risk to pay for a whole 12 months upfront if you know you're not able to get a refund, if you, for whatever reason, need to leave them halfway through that year. But these guys also have 24/7 chat support. I've never had to wait more than a couple of minutes for an answer. That's a really big bonus for me in terms of recommending them because I know a lot of my students do end up having a lot of software questions when they're using a new software. These guys make it really, really easy to ask questions in real time and get real answers very, very quickly, which is awesome. I know a lot of you guys are visual like me. Here's a visual of the sales funnel that we're going to be creating throughout these lessons that you can create in GetResponse with literally just a few clicks. It will automatically create emails and landing pages for you that you can just go in and customize to your offer and your brand. But it effectively builds an entire sales funnel for you, which is why I absolutely love it for this purpose. To summarize now, in order for you to get started on executing everything from a setup point of view, all you really need is to have either a separate landing page builder or your website with an ability to somehow create landing pages in a way that's still quite user-friendly and easy for you to do. You need an email marketing platform of some sort to collect emails, or have a tool like GetResponse that's able to be a substitute for both of these areas, which is exactly why I'll be using it throughout these lessons. Now, at this point, you may also want to go ahead and get set up with a Stripe, or PayPal account, or both so you can collect payments, because this is what we're going to be using to take payments from our audience through GetResponse. Now I am going to walk you through how to actually make this happen inside a GetResponse and how to integrate your payment processor. But just keep in mind for now that both of these tools are completely free for you to set up, this Stripe and PayPal. I've included some handy links inside of your card in case you're not sure how to set these up for your business, so make sure to check that out there, and I'll see you inside the next lesson. 5. Offer to Have in Place Before You Begin: We'll be talking more about how to leverage a kickstarter style launch in a later lesson which is going to allow you to essentially start earning money from paying customers before your product or service even exists and whereas ready. But for now, let's just talk about the different elements of your ideal funnel structure and what you need to have in place in order to really be able to execute on these in later lessons. These are the four main elements of your sales funnel. While the free offer or free lead magnet is unnecessary to have as is your core offer or your main product or service that you're selling, your tripwire and profit maximizer are both nice to have options. They will help you because a tripwire or that low cost offer will reduce the friction for someone to actually become a customer, and your profit maximizer will allow you to get more value per customer. Especially when people are starting this process, they might not actually have anything to offer at either of these two stages yet, which is completely fine. But it can be a good idea to just start thinking about what you might offer to your customers in the future to make sure that everything is aligned, and it will be really easy to add these steps into your sales funnel in the future. Maybe just start thinking about how you would want your sales funnel to be structured in its entirety in the future, even if you're not necessarily executing on every single stage of it at this point. For anyone with a service-based business, you all got instinct, might be just to advertise your services straight away, especially for local businesses. But this can be a mistake, especially if you don't really have a large engaged audience yet, because maybe you're missing out on the opportunity to show off your expertise or the value that you can provide on your audience because you are not leveraging that free offer. As a brand new restaurant, for example, you don't really have the reviews of the user-generated photos that people look for on Google or on Instagram to decide whether or not they should eat at your restaurant. Instead of just advertising your menu, what you could do is you could offer two for one special or maybe a free coffee with your brunch and that might be a way for you to build up your reputation for future customers and really draw them in. Now as a digital marketing agency or any agency, you could just run a campaign asking if anyone needs help with their marketing, basically just advertising your services. Do you need help? We can help. Which is a trap a lot of people fall into, or you could switch this and flip it on its head and offer a free guide on the 10 things that you must ask an agency before partnering with them. Now that you know anyone who downloads a guide like this, is likely looking for an agency to partner with. You can then retarget them later, and you've got their e-mail address already so you can maybe e-mail than later saying, ''Cool, you downloaded this guide, can we help?" But this gives you an opportunity to really show off your knowledge and gain their trust and really make this about them before you ask for anything in return. Now there are exceptions to every rule, as they say. For this, the exception is service-based businesses that provide an immediate service for an immediate need. For example, there's really not much of a point in a restaurant advertising for a free eBook on the top 10 best brunch meals on Google, when someone is searching for something like restaurants near me, or a pest control service with a free training on how to effectively get rid of ants in your kitchen. Because chances are the most effective return on your investment in this case would be just to get your stuff in front of the people who are looking for a pest control service because they have an ant infestation. You could just pay Google to say, "Look, show my website whenever somebody searches for there're ants in my kitchen, please help." Because of this, our focus here is on the majority of businesses that are offering something of great value that solves a more in depth problem. Like, "I'm super shy at parties or in social situations, how do I overcome my social anxiety?" Not my arm or my head is bleeding, where's the nearest emergency room? The main thing to keep in mind is that there is a lot of value in free offers for almost any business, but it has to align with your overall message. Because of this, it can actually be easier to think of your core offer and work backwards. What is the core offer you want to actually put out there, and what is the ideal customer of that offer? What problem does that person have and how do you solve it for them with that core offer? How can you take just a small percentage of that problem and solve it for them for free with your initial free offer? As an example let's say your core offer is a package to design and build a full service website for small business owners who are not super tech savvy. This solves the problem of not having an online presence or having a bad customer experience with someone's crappy website that they have currently. To then solve this problem in a smaller way with the free offer, you could offer them free audit of their current site where you could suggest improvements so they can make or maybe give them a free eBook on the 10 easy website changes that will get you more leads as an example. Both of these give them a small win and a feel for your expertise to then decide if they want to actually proceed with your core offer. Ideally, you would also want to have a low ticket offer that sits in between these two stages, and maybe up sell or profit maximizer. That's going to allow you to get the most value out of that core offer. An example of how this might work in this case would be to offer a discounted package of 20 landing page designs that can convert visitors into leads, the regular price for that would be $99 and today they get it for nine bucks. So something really discounted that's a lot of value and still solves that problem in a greater way than the free offer, but not as in-depth as your core offer. This is just two things. It still focuses on their pin point of not getting enough leads through their current website, and it shows off your design skills, which will then ultimately drive them to seek out your services to help them implement these landing pages on their website and do a complete overhaul because we know these people are not super tech savvy. That's our core audience is small business owners who are not tech savvy, so we know that just giving them this $9 offer is not going to be enough for them. Then they would ultimately want to sign up for the core offer and also we would then present them with a profit maximizer, which will then come into play once they've agreed to the core offer. It has to be very closely aligned with the web design and development package. A perfect profit maximizer is something that just adds value to the customer, but it doesn't necessarily take up a lot of your time as the provider of that service. An example might be a 12 month website maintenance package that you provide them with at a reduced cost of 100 bucks a month for 12 months. That could entail things like updating plug-ins, making sure everything is running smoothly, making sure the site is secure, all that regular maintenance stuff. But it's not a whole lot of work on your end, but the customer especially one that is not super tech savvy, will feel like they'll have that support system there if they need it for a whole year after you launch their site. This is just an example of the kinds of offers that you could create before you proceed to building out your sales funnel. But again, just remember that the minimum is just to have one free offer and a paid offer in place and the rest can happen in the future. I'll be showing you exactly how to set up your landing pages and e-mails to deliver your offers. But the actual offer setup is entirely up to you when it comes to both the free and the paid offers. But I do find that a lot of people do get stuck in how to present a free offer because it's the first introduction somebody has to your business. You want to make sure that it looks good especially if it's a PDF or some sort because a lot of people are not super comfortable jumping on video for free training or something like that. Canva can be a really great resource, easy-to-use and free for creating an eBook or a template or guide to give away as you're free offer. We're going to have a look at how to create something like this in the next lesson, and I will see you then. 6. Create Your Free Offer in Canva: It's free for you to sign up with Canva, and when you log in, you'll see something similar to this. Now, they are constantly changing things around so if it doesn't look exactly like this, just bear in mind that you will still be able to find all the functions that we're going to be talking about here. Unfortunately, they don't actually have ebook templates, they have Ebook Covers. You can search for Ebook Cover and it'll give you all these amazing covers for your ebook, but it's not going to give you the insides of the ebook which is I guess the part that people struggle with the most sometimes. So you might be able to just combine these different templates together. The A4 document is the one that I like to start with for my ebooks because essentially that's what they are. They're mini guides and mini ebooks, and most of them will have multiple pages within them. You can either search for it here or when you're actually in the editor so I'm just going to choose one over here so I can show you. This one has two pages that you can then customize to your brand, and then once you're actually in the template it'll also give you some other ones that you can go in and customize. You could then go in and add a new page depending on how many pages that you actually want in here. I would suggest that if you're writing an ebook or a guide that you have it written out somewhere in a Google Doc and doing all of your grammar checks and all that before putting it into Canva because this is not a perfect tool when it comes to grammar checks and all those things. But you could just go in and have a look at other designs and maybe just either use them as inspiration or actually use them as pages of your book. Now obviously, these two designs are quite different, so what I would want to do is make sure the colors are the same, and the font size are the same as well, and any images, I'm swapping out for my own images. But really you can keep going through this way. It's cheap, it's free, really. It's probably the easiest way to do this where you can take inspiration from different templates and just making sure you're going in and clicking on the different elements. I would go in and make sure that all of these are my brand colors. An easy way to do that is you can just go to Change all and it'll change all of this particular color that was on this one template to my branded color, and then I would go through all the rest of the templates and make sure that all of them are the color that I want. Once again, I would say Change all, and it's already starting to look like one cohesive ebook there. Obviously, there's still a lot of work to do there and if you're not super familiar with Canva, it's really intuitive and there's lots of resources for using this tool. But if you're not confident in design, what you might want to do is just go to something like Creative Market, and you can search for Canva ebook template, and yes, you will pay 20, 30 bucks for it, but these ebooks are pretty much done for you and all you have to do is swap out the images, and they're already ready to go in Canva. So once you purchase it, it'll give you a Canva template to add into your own Canva account, and you can start going in and customizing it and you have 40 pages of this beautiful ebook already done for you and ready to go, and it's a lot easier than piecing it together for yourself. So you just have to decide whether you want to spend the time or the money, that's the decision there. But then either way, whether you're using a purchase template or one that's free here, all you really have to do is just go to Download, and I would download this for PDF Standard instead of Print because print sizes will be too big. But then you can essentially just go in, download this and upload that into your GetResponse account or whatever else you might be using to deliver this to your subscribers. But it's as easy as that. Then they'll be able to open this up and read their guide or ebook there. One other thing I should mention is that technically, your ebook doesn't have to be an A4. It can be landscape, in which case you might want to browse through presentations in here because they do actually have really good presentation slide decks, and you can utilize these for your guide. Especially if maybe your guide is a type of presentation because these will have 40, 50 pages that you can use and customize to your liking. These are beautiful customized, they have all the text and the images, and it's a lot easier than piecing together those one or two pages off of those A4 templates. If you're happy to experiment and have your ebook set horizontally instead of vertically, you can do the same thing. You just download it, it's still going to be presented to them as a PDF, it's just a less conventional format. But then you might want to try the slide formats in Canva, and that might work for you as well. Hopefully, that helps guys, and I'll see you in the next lesson. 7. Sell Before You're Ready - Kickstarter Marketing: I'll often find that people have a pretty clear idea of what they want to sell, but they want to start selling it now and they just don't have anything ready for it yet. If that's you, then this lesson is just for you. Or maybe you have existing products in an existing business and it's thriving and everything is great, but what you want to do is you want to promote a future product or service that's not quite ready yet. This will be incredibly useful for you as well in this case. The entire Kickstarter model is based on putting yourself out there before you are actually ready. So that you can gauge interest and have a bit of a the proof of concept and ultimately really get money in the bank through crowdfunding before you actually have a live product or service to sell. There's nothing worse than spending months and months or even years building something to perfection, only to launch it to crickets and realize there's actually no demand for your amazing product or service. If you don't think that people will buy whatever you're selling before it's live, this stat from Kickstarter should be enough to persuade you. Since their launch in 2009, 18 million people have pledged $5.2 billion to 187,317 projects. So if 18 million people can back stuff that doesn't actually exist yet, you can bet that your audience will back you too. So one of my biggest pieces of advice, is whenever possible, embrace the Kickstarter model and start before you're ready. Start selling before there's anything really to sell yet. Because the worst thing that could happen is that no one buys from you. In which case, there's either a problem with your sales funnel or your offer. But imagine how much worse that would be if that happened once you spend all of your hopes, dreams, and resources on building your product or service, instead of going through that emotional roller coaster when it's still just in the concept phase. So here's the traditional way of doing things. You would get an idea from problems you've experienced. You would build that idea with the skills and the tools that you have available. You would then test the product or service with your beta users. You would launch it to your beta users who are people just like you and monetize your product by asking people for money. Simple, right? But now imagine if you could flip this on its head. By doing this, you would get an idea from potential customers. You would then monetize your product by asking potential customers for money. You would build your idea with the skills and tools you have available. You would then launch your product to the people who are similar to your existing customers. Then you would test the product with your customers. Doesn't that seem so much better? There are so many ways that you can do this, but the key is to just make it seem as exclusive as possible. People love feeling special and like they're a part of something that only a select few people know about. I don't know if you have watched this on Netflix yet, the documentary about Fyre Festival, but if you haven't, you should watch it. I'm going to link you to it because it's one of the best examples of what happens when incredible marketers partner with a very disorganized execution team. These guys raised $26 million with a super clever marketing campaign that tapped into people's desire for exclusivity, for a festival that didn't even exist yet. They had no plan on actually how to execute this. They made it seem like it was the place to be and that you would feel horrible if you didn't pay them thousands of dollars to attend this festival. Which really at the time of marketing was still just an idea of a festival. So leverage is type of marketing model, but make sure you actually deliver on what you promise. Whether you actually take the money from people with the promise of delivering their product or service as soon as it's live. Or you're simply allowing people to register an expression of interest by filling out a form, either way, you'd need to make it seem like it is the coolest, most exclusive thing in the world and they'd be silly not to jump in on it. So hopefully that gives you a bit of confidence in knowing that whether you already have a live product or service, or you're still in the process of launching it, you can follow along with the steps in the following few lessons and even actually collect payment from interested buyers with the intention of delivering them their product once it's live, you can very easily just tell people something is just not going to be delivered to them for another month or two and they can expect it by November 2nd, but as a result of purchasing it before it's ready, they get a $200 discount. Honestly, people would jump on stuff like that, because if it's something they want and you've made it seem like it is the coolest thing in the world, they're happy to pay for something that doesn't really exist yet because they believe in you, they trust you, they know you, they like you, and they want to be a part of this thing that you're creating. But before we get to the point of execution, l also want to talk about one more cool little hack that can help you make money from a sales funnel even if you don't have anything to sell yet. So more on that in the next lesson and I'll see you there. 8. Earn While You Learn with Affiliate Marketing: I don't want to spend too much time here on affiliate marketing because this could be a topic all on its own and I could do six hours just on affiliate marketing. There are lots of awesome resources out there that I can include [inaudible] so you can do your own research on the topic, but I did briefly want to touch on the fact that if you don't have anything to sell yet and you're not confident in pre-selling things and collecting money for it yet but you do want to begin building your email list so that once you have something to sell you have a warm audience to sell to, then affiliate marketing can be a really great way to, at the very least, offset the cost of your marketing spend and your time, but in the best-case scenario, it can actually be a really great way to increase your revenue stream for your business. We're going to talk about how you can become an affiliate for other creators so you can sell products and services for other people and make money this way. Then we'll also talk about how you can leverage other people to become affiliates for you and help you sell your offer once it's live and ready to go. We're going to talk more about that when we talk about ways to promote your sales funnel once it's live in a later lesson. But for now, let's talk about what successful affiliate marketing is and what it isn't. Essentially, all affiliate marketing is when somebody will pay you a percentage of a purchase or a flat fee for a single or recurring sale for referring a customer to their business. There are lots of different ways to do this and often you'll see a lot of YouTubers, including myself, do this by including affiliate links of discounted products or free trials, or even just linking people to full price products that people can purchase through their specific affiliate link where they will get a percentage of a commission if you end up buying a product through their link. For example, my Adobe Spark YouTube video here has a link to a free trial that people can use. This will allow them to basically use this paid tool that I feature in my tutorial, but they can use it for free. Then if they decide to pay for the tool later on, I still get a commission for it because they used my free trial link. I also definitely disclosed this within my video descriptions, so you'll see that second arrow is pointing to a disclaimer telling people that I do get a commission if they purchase something, but it also means that they don't actually pay any extra for purchasing it through my link, it just means I get a percentage of the sale and Adobe gets a percentage of the sale. This is great for me because while my primary purpose of this video is to provide education for my followers and get them introduced to my brand, I also get paid just by being an affiliate. I will always going to include a link to Adobe Spark because that's the tool that I'm using in this video, but I might as well include an affiliate link to it so if they do buy something, I get a percentage of that. It's great for Adobe because think about how much work it takes for them to get a new customer. They have to advertise on Facebook and through email and on Google and Instagram and TV and buses and bench ads and back of toilet stalls. Just about everywhere that they can advertise, they will, and it gets really expensive. Now imagine that instead, all they had to do was give me 30 percent of a sale once it's complete and the person hasn't refunded it. There's absolutely no marketing required on their specific end because me as an affiliate, I do all of that work for them, and everybody wins in that scenario. Unfortunately, there's still a lot of misinformation about affiliate marketing out there. I can't say that every single affiliate program is legitimate, but what I can say is that there are some people like Pat Flynn from Smart Passive Income, who have confidently shared their income statements with their audience and have built multimillion-dollar empires largely through affiliate sales. This is a screenshot that Pat shared on his blog of one income from December 2017 where he made over $100,000 just from affiliate sales, and he breaks down exactly how much he made from each and every single affiliate partnership that he has with different software tools. I can't say this enough, but affiliate marketing is not multi-level marketing or network marketing or a pyramid scheme and it's not a myth. I will definitely link you guys to Pat Flynn staff if you're interested in learning more about how this stuff works. But for now, I'm going to share with you some best practices with affiliate marketing that I largely learned from the master of affiliate marketing himself, Pat Flynn. Some best practices here for you is to do demos, not reviews. You will see some people doing those unboxing videos on YouTube, for example, and then just giving people an affiliate link to buy the product that they've just reacted to in their video, but a very small percentage of affiliate sales will come through just because you told your followers to buy something. The majority of successful affiliates will essentially be showing their audience how to use a tool and how they use it, what they like, or just demonstrating how it fits into their creative process or into their day-to-day life. The reason is because people need to be able to imagine themselves using it before they'll decide whether or not to buy it. It's also a lot less pushy because you're essentially just demonstrating that this tool is cool and this is a feature that you like, and whether or not somebody buys that tool is almost a secondary thing; the primary purpose there is just educating your audience. If you do a good job of that education component, of course, they're going to buy it. The second thing you want to do is be very transparent about getting a commission for the sale. Your audience isn't paying anything extra for buying the product through you versus buying it directly through the brand, so they're usually quite happy to go through your link and support you instead of going directly to this big brand, as long as you're honest and transparent about it. You also want to make sure you're only promoting products that you are using and loving. There's absolutely nothing wrong with you looking at which companies give out the best commissions and maybe ones that even give you recurring commissions if it's a purchase for an ongoing payment type of tool, but just make sure that whatever you're promoting, you're already using it, or make sure that you are using it before promoting it to your audience. Imagine there's an influencer on Instagram that recommends an awesome face cream and it makes everybody have a horrible skin condition. They would lose their credibility pretty freaking quickly, wouldn't they? It's the same thing if you're recommending crappy software that breaks or isn't trustworthy and you're recommending it to your audience, and they'll know that you're probably not actually using this thing that you've recommended because it's pretty terrible and has a bad customer service or bad user experience. So you want to make sure that you're only promoting stuff that you really use and you love. Finally, you also only ever want to promote things that are actually aligned with your business goals. Imagine you're a beauty blogger but what you're promoting is a pet grooming service. Makes no sense to your followers. They're probably going to switch off and they're going to see straight through the fact that the only reason you're promoting this thing is to get money, not because you have their best interests at heart, and it's going to potentially also fill your email list and your audience with the wrong kind of people if you do get a few sales because it means that you might have people in your audience that are interested in pet grooming and not your beauty content, which is why you should only ever align yourself with affiliate programs that are very targeted to your particular business and your audience as well. To give you an idea of what this looks like in real-time, here are two actual examples of two affiliate offers I've received recently from people that I follow on social media. On the left is Rick Mulready, who is a Facebook ads expert. This ad is promoting a completely free offer from his friend Colin Boyd through an affiliate link. By downloading this offer, I would then be upsold to Colin's paid program, and Rick would then receive a percentage of that sale because he sent me. On the right is Bucketlist Bombshells, and they're directly advertising a paid program for Melyssa Griffin with an affiliate link. Their particular audience is marketing female girl boss, and so is Melyssa's, so they're very closely tied and they would probably assume that someone from their audience might just go ahead and buy a $1,000 program without knowing much about it because their audience is very familiar with Melyssa's content. Now, this is very risky, so my preference would be for the very first one, where Rick is just promoting a free offer that's aligned with something that his audience would want to learn about. But both approaches are essentially leveraging this power of affiliate marketing where the person who's advertising the offer is not the creator of the offer, but they know that their particular audience would get a lot of value out of it and is very aligned with it, so they might purchase it and then they would get a percentage of that sale. Hopefully, that gives you a bit of an idea of how you might set something like this up. If you would like to leverage affiliate products within your funnel, basically you can just promote someone else's content or products to your audience and make money while you're working on setting up your own offer and definitely afterwards as well. I'm still a part of a lot of different affiliate programs that I use to supplement my revenue from my main business model. We will talk a little bit more about this as we go through the actual implementation side of things. But now in order for you to just find affiliate offers within your industry, you can just Google the tool or the product you would like to promote to your audience because again, like we talked about, it's likely going to be tools that you're already using and loving and you just want to share with your audience anyway but you would like to potentially make money from sharing it with your audience. Then you would just use keywords like affiliate or partner program, or a brand ambassador for any physical products. These are just a few examples here for ConvertKit and Pepsi. Then also for people, you make lists of affiliate programs, like this one for baby clothing affiliate programs, which would just be a list of different baby clothing brands that offer affiliate commissions. My recommendation is always just to look at the tools and the programs that you're already using and loving and just seeing if they have an affiliate program, rather than just typing in affiliate program into Google and trying to pick one from the thousands and thousands and millions of lists that are going to be there. For me, for example, I was already using Adobe products for about 10 years. I already wanted to make tutorials and courses on them for my audience, so I just wanted to see if maybe they had an affiliate program so that instead of just linking my students to the Adobe website, I could use my own fancy affiliate link to the same Adobe website so that it would allow Adobe to track if somebody came from my particular link and purchase their stuff and then they would pay me a monthly fee. I will talk a little bit more about how to set everything up in terms of learning page design and overall sales funnel setup for this kind of structure if you are planning on leveraging other people's content in your sales funnel. But for now, the main takeaway within this lesson is just for you to know that it is entirely possible to create and launch a sales funnel and start making money from it straight away, even if you're paid offer is not yet live because you can leverage other people's paid offers like this. 9. Learn From Your Competitors: While I can give you guys the tools and the skills to build your funnel, the tips within these lessons have to be as applicable as possible to as many business models as possible. Because I don't know every single person's unique situation and unique business model as well. While you're going through these lessons, I also encourage you to not just learn from me, but also go and learn from your direct competitors to see how they're doing things. Check out what they're doing really well and what they're not doing so well. Go and actually sign up for their free offer, go through their funnel and check out their learning pages and see what you're up against. Because at the end of the day, you need to not only be able to attract your ideal customers to your offer, but you also need to be able to communicate your point of difference. As in, why should they choose you over a competitor? The only way you're really going to be able to define this is by knowing exactly what your competitors are actually offering to those potential customers already. Let's go ahead and just take a look at a few websites where you can go and find information about your competitors. Again, I'm going to link you to these inside of your cards, so make sure to check all the links there. But do bear in mind that when I say competition or competitors, it doesn't necessarily mean what it used to mean. Twenty years ago, this would have meant that if you were a local butcher, your competitor is a butcher in the next town over, or a big grocery store with a deli section at competitive pricing. Now, in the 21st century, your competitor could be someone in the same industry that's on the other side of the world. So you're not necessarily competing for the same audience, but you might have a similar offer. You might have a lot to learn from each other. Keep that in mind when you're searching for other businesses. Get your head outside of that box and really just explore businesses that are similar to yours, even if you're not directly competing for the same user base or the same audience, but you still probably have a lot to learn from those people. I'm going to show you an example of how this is done. Your best friend for direct access to people's sales funnels is going to be the Facebook Ad Library, if your competitors are running Facebook ads. If they're not, then unfortunately you're not going to be able to see them here. But a lot of the time you will find at least one competitor who is running Facebook ads. This will allow you to directly see how they're advertising their sales funnel or their learning page looks like, you can then go in and sign up for their free offer so that you get their e-mail to see what their follow-up email sequence looks like, how they're presenting their paid offers, etc. There's a lot for you to learn from here. Again, like I said, you can go from a global perspective. It doesn't have to be a local competitor. For example, let's say I'm a health supply store in Canada. I could search for how health supply stores within all of North America are doing their marketing, or because I know of a particular brand that does their advertising really well here in Australia, I'm going to use an example of an Australian health store that is on Facebook ads library. I can just go in and type in Flora and Fauna. This is their Facebook page here and as soon as I click into it, I'll be able to see all the ads that they're running. I can see that they are running 310 ads, which is a little bit insane but that's perfect because it gives me a lot of data about what they're doing and how I might be able to replicate this. These guys do a lot of educational content, but they also advertise a lot of their products. Here's where I can go in and check out exactly how they're doing stuff and how they are promoting their brand to potential new customers and existing customers as well. What I could do is just click into these face masks or basically any of these ads, I can go into see add details. Then I can see that this is the text of the ad and that's the ad itself. I could click to play and see this video. Beautiful, cute, and this is the link that I want to see. I can see exactly where they're advertising to. Obviously these guys are product-based. Most of their ads are running directly to product pages because their aim is e-commerce, so its quite different in terms of a sales funnel perspective. They're probably just testing out which offers work best for which audiences. But it's just to give you an idea of the fact that you absolutely do not have to be looking for local competitors. You can just go and search for just about anything. I think I put in dental, this is Aspen Dental. If you are looking for different people advertising, usually if they have more of an audience on Facebook, they're more likely to advertise. It's not always the case. But obviously if they're not advertising, you're not going to see any ads. You want to make sure that you are selecting people with slightly larger audiences because they're more likely to be running ads. These guys are running 1,600 ads, which is a little bit insane. They've obviously got a few different locations and they're just advertising the fact that they are about to be opening up with these ads over here. You can see which free offers they've got. New patients get a free examine X-rays if they have no insurance, you can see what they're charging for dentures and all this good stuff. Even if you're not a dentist in their local area, you are not even a dentist in America, that's perfectly fine. You can still use a lot of inspiration from this. I'm going to use myself as an example. One of my competitors would be Amy Porterfield, because she does a lot of digital marketing and teaching people how to create online courses, all that good stuff. You can see she's running 160 ads. I would then go through, she would be advertising her podcast quite a bit. She's advertising a lot of her organic content. But she is also advertising things like her free offer, which is a live masterclass that's free. We then go through and have a look at this learning page. She's advertising a free live master class. She has probably some testimonial somewhere, a little bit of an idea of what I can expect from the class. At every point it'll just ask me to put it in my e-mail address to sign up for it. What I would do in this case is I would sign up for this particular masterclass. So that I can see how she's dealing with delivering her free offer and not just delivering it, but then how is she selling me on her paid offer because nobody's really sending you a free offer with just the principle of here I have some free stuff. If they're getting your e-mail address, it's probably because they're going to try and sell you onto something. People will expect this now, so it's not a huge thing. If you are sending somebody some free content and then you sell them onto a paid offer, people are not going to get mad at you, you might get the one person ever wants and well, who feels betrayed but that's perfectly fine. It does happen. I would sign up for this, I would then receive access to the live masterclass. I would then attend that live master class and then get pitched onto her sales offer, her paid offer, then I would want to see what her sales page looks like. What's her order perform process? What's her price point? All of that good stuff. Then I would take lots and lots of notes so that I can try and implement some of that for my own sales funnel. Facebook ads library is brilliant for this because it gives you direct access to people's offers and sales funnels. Obviously within the marketing spaces, this is a little bit easier because a lot of people are doing this stuff really well. Whereas for physical products or for local service-based businesses, not that many people are running ads for free offers. They might just be running them straight to paid offers, but still you can get a really good impression of what your competitors are doing from here if they're advertising on Facebook and not everybody's going to advertise on Facebook, but you still want to check out what your competitors are doing. You can go directly to their website and see what they're promoting there, if they've got any free trainings or free e-books or anything like that or you can go to a page like similar web. Now this is a free tool. There are some paid tools that do this a lot better. Free tools will have their limitations, but with a tool like this, you can still search for some bigger competition research on here. You can search for some bigger websites on here, pick up any local, small service-based businesses, but if there are any big names in your industry, this is where you could go to to see what they're doing with their website particularly. This is more focused around things like how their ranking in Google search results and are they running any paid ads on Google and which social media platforms are they using to send people to their website? This gives you more of an idea of their strategy, but the other thing that it's great for is it taps into their audience interests. We're going to look at that in just a little bit, but I'm just going to take you through this. It'll tell you how often or how much traffic she gets through a website? How long do people spend on her website? Where are her visitors coming from in terms of countries? What are the traffic sources? You can see how much of a percentage of her traffic comes from social media, from search results, referrals mail or just direct, and then you can see if she is advertising, this is her organic traffic is mostly organic. Then she's also advertising for pretty much just her own name, which fair enough. She has two paid keywords on Google, you guys probably not going to be leveraging Google ads as much in terms of getting people to a free offer, but obviously Amy Porterfield is doing that for her own brands, so people who are looking for Amy Porterfield will get an ad to say, this is in Porterfield. This is where you can see where she's focusing her energy on. Obviously, most of her traffic from social media to her website is coming from Facebook, a little bit from YouTube, and then a lot less from the other platforms. This can be really good if you're at the beginning of building your business on social media and through organic methods, you can come in here, look at your competitors and see where they're actually focusing their efforts. If I was deciding on which platforms to actually set my business upon, I would look at this and go, or I know I need to be on Facebook. I might need to really consider YouTube because Amy Porterfield is really doing that, then maybe I don't need to focus so much on Pinterest and LinkedIn, because she's not, and there's probably a reason for that, but of course, I wouldn't make my mind up just based on one business. I would want to check out other businesses to really get a good sense of truth if other competitors within my space are following the same pattern, but then really the part of similar web that I want you to look at is the audience section. This gives me an idea of what interests people have, who are within Amy Porterfield's audience, what are they interested in? Primarily online marketing business, a lot of tech, a lot of web design and graphic design, and then finance because she does teach people how to build online business. These will give me an idea of my own audience and how I can talk to them about these things that they're probably interested in, if I share an audience with Amy Porterfield. It's just gathering data about what my competitors are doing and what I can learn about their business that might give me some ideas about what to do with my own business. This will also give you an idea of the topics that people are searching for, who are also searching for Amy Porterfield. There is a section for competitors and similar sites to Amy Porterfield in case you're thinking on each other competitors that are within my space and I don't really know who they are. This is where you can come down to and take a look at who is a competitor of Amy Porterfield that you can also check out to get some more data and some more information about what they're doing with their website. Hopefully that's helpful in terms of allowing you to take out your competition and seeing what they're doing, with their website and with their social advertising. I much prefer using Facebook ads because you can actually go in and sign up for people's free offers and almost become a potential customer of theirs to see how they're wooing their customers and how you should be wooing your potential customers, but there are lots of really good tools like similar web that also allow you to stalk their website a little bit, especially in case you are looking at focusing a lot more on building up your organic content, writing blog posts and posting on social media, this can give you a good idea of the direction you should be taking and the kind of topics that you might want to be writing about. It's more just about helping you to understand the direction that you should be taking if you are a complete blank Canvas and your business is brand new and you're really not sure where to take it and what your audience wants from you. It's the best idea in the world to just look at what your competitors are doing and go from there. 10. Build Your Funnel - Overview: Over the next few lessons, we're going to go over the processes that I have set for myself to structure my own workflow and the workflow of my client as well. Now it's a bit of a crash course of everything, including, how to write effective landing page copy, and emails and sales pages and order pages. Everything you really need to know and do in order to launch an effective sales funnel for your business. But please keep in mind that my goal here is not just to teach you how to make a pretty landing page with a particular landing page builder. My goal is to actually teach you the strategies and tools and tactics that it takes for really, really successful businesses out there to create amazing landing pages and really high converting sales pages. Those are the skills that are going to put you over the top in ensuring that your sales funnel is really, really profitable. The more that you can actually follow along with these lessons and use the templates that I'm showing you and that I'm providing you with, the more you'll be able to actually set yourself up for success and get the most out of these lessons. Hopefully you're excited and you're ready and I will see you in the next lesson. 11. Set Up Your Account: If you do already have an e-mail marketing platform and a way for you to build with landing pages, sales pages, order pages and all that good stuff, and you're not going to be using GetResponse, then please feel free to move on to the next lesson. However, if you are either starting from scratch with this stuff or you're maybe not super happy with the current tools that you're using, and you just want to see how GetResponse works to see if maybe it's the right thing for you, then let's get straight into how their conversion funnels work and how you can use them to grow your business. When you actually start your 30-day free trial, you'll be able to access everything straight away, with the one exception that you will have this GetResponse badge at the bottom of your e-mails when you're sending them out, unless you are then on the paid account, and that's not super dramatic for people. Hopefully it's not too much of an issue. I'm going to show you exactly what that looks like inside of you're GetResponse account. Let's go ahead and actually sign up for a free trial with me using this dummy e-mail address over here that I use to test some stuff out. I'm going to go ahead and just create my account and start my free trial. There's no need to put in any credit card details or anything like that in order to start your free trial. This is exactly what you're going to be starting with as well. You're going to have a completely blank account like this one's going to be over here. Just go ahead and see if these guys have sent me an e-mail. Again, this is not an active e-mail account by any means. I'm just using it for testing purposes. This should work and everything should be blank. So I should have absolutely no details. I should one e-mail subscriber, that's really just me. It's going to prompt you to put in an address. This is a legal requirement. You need to have a business address listed at the bottom of your e-mails. It can be a P.O Box, it doesn't have to be a physical address, or it can be your home address or anything like that, but it does need to have a physical address listed to it. So you need to make sure that you are filling this stuff out. Again, I am going to be using a dummy address here. I'm just going to write in our street address. This doesn't really matter. Richmond. It might require a phone number. I'm just going to put in a dummy phone number for now. Take me to my account. Perfect. Keeping in mind, it is going to continue to try and get you to upgrade throughout your free trial, don't feel like you need to cave into this. There's really no benefit to upgrading earlier. It's their job to get you to get there paid stuff. Just keep that in mind for now. I'm happy to just have my dashboard. They will eventually or occasionally have some sort of pop-ups to remind you of some free trainings and things that they've got going on. You can always exit out of that. You have some kind of demos here for a few things that might assist you with just how to navigate around the platform and all that sort of stuff. You can also sign up for their affiliate program. This is especially great if you're doing this for clients and you're going to be setting clients up for this platform. So that every single time one of your clients signs up with your own affiliate link for GetResponse, you will get an ongoing income from that, for as long as they use GetResponse. It's quite good. I think it's about 30 percent. So it's about $30 US a month on even just their cheapest plans, as long as they have enough subscribers, that kind of value can add up. I do recommend that if you're doing this for clients as a freelancer, it's always a cool thing to get a bit of extra affiliate income from recommending cool tools for your clients. This is the chat system here. I mentioned this before, these guys have 24-7 chat. Even on the free plan, if you just click "Start the Chat", it will pretty much connect you with somebody within kind of five minutes. I think that's the max I've ever had to wait. So keep that in mind. You can always use that there. If it's a more complicated issue, they'll escalate it to their development team or any other kind of team. But if it's something they can answer for you pretty quickly, they'll offer you really good support, pretty much right on the spot there. We're going to go over all of these different actions that you can do inside of GetResponse. But just a few things that I want to mention with your actual accounts set up. So this is my account and if I go into Manage my Account, this is where you want to go in and actually tweak a few different things. You've got your address and the time zone. Based on the address you've put in, it selected a time zone, you want to make sure this is correct in the time zone that this account needs to send its e-mails in. What I mean by this is making sure that if this is your client's account and you're setting it up for them, that this time zone reflects the time zone they need in order for them to be able to send out their e-mails correctly. So if they want to send out their e-mails at 09:00 AM in their time zone, but you have put in a different e-mail address, and it's on the other side of the world and 16 hours behind, and their e-mails are going to get sent out at weird times, then this is problematic. So you need to make sure that this time zone is correct with the time zone that it should be in for this account. In terms of e-mail addresses, so it will have your e-mail address that you set up the account with. But if you want to also be sending out some test e-mails, for example, if you're going to be sending out a monthly newsletter and you are writing it and you need to send it to a client as a test e-mail so that they can read it, and check your links, and make sure everything looks good, and they approve, then you need to add their e-mail address in here so that you can select it for sending your test e-mails. Otherwise, you're not going to be able to send them the tests e-mails. So if you do need to have several people managing this account and being able to send them those tests e-mails, then this is where you can add their e-mail addresses in. Now landing page domains, this can get a little bit tricky just because it is specific to whoever you have your domain and your hosting through. There are so many different ways and different companies for setting up your domain and your hosting. It can give you specific advice on how to do it within your particular tool and your particular brand that you're using. So make sure to consult either the 24-7 chat with GetResponse or these helpful articles that will teach you how to set up a sub-domain, most likely. For example, my domain is and to create my landing pages, I used a sub-domain that is, so that it's separate from my website but it's still branded. The benefit of this is that if I use it for my Instagram bio link, for example, it still looks nice and branded. You can 100 percent still create landing pages within GetResponse even if you don't have a branded landing page domain. So don't worry about it too much. It's not a critical element of your funnel. If you are a little bit scared by this or you're just not sure how to set something like this up, don't let it stop you from actually going in and practicing and setting up everything within your funnel. It just means that you will get an auto-generated, sort of or something really random as your URL for your landing page. If that's not ideal for you, then this is where you can go in and connect your domain to make sure that your landing pages are nice and branded and that they look really consistent with the rest of your brand and your online presence. Now in terms of the GetResponse badge, this is what I was talking about with your free trial. This is the one thing you cannot disable on the free trial. Once you are on a paid account or if you move to a paid account, this is where you can come in and disable this so that you don't have that kind of badge at the bottom of your e-mails. But really, it's not that big a deal, but just know that this is where it is. The rest of these, I wouldn't worry about for now. Now, moving onto lists, the one great thing that GetResponse does right off the bat is it creates one list with your own e-mail address inside it that you can use for testing purposes. So this is awesome if you're creating a newsletter and you have to say who you're sending your newsletter to, you can say I want to send it to this list, and it only creates an e-mail for one e-mail address which is yours. So that's perfect because it means you don't have to panic about sending the wrong e-mail to the wrong people. I can speak from personal experiences, this can be really scary. I sent the wrong e-mail to 60,000 people once when I was first working for clients within e-mail marketing. It was fine, it wasn't that big a deal. Everyone's human, we all screw up, but it's good to be able to test this stuff because everything is scary when you do it for the first time. So just know that as soon as you sign up for a GetResponse account, there will be a list in there and the only e-mail address inside of that list is going to be yours. It's got my first name there and it's got my e-mail address there. So if I choose to send an e-mail to this list, it's just going to send it to me. That's great. The other thing we want to do is we want to create a list to add our paying customers to. Then I'm going to go through how to set up a store within GetResponse so that we can create our funnel. We're going to go ahead and just click on "Create a list". You want to make sure everything is in lowercase and using underscores only. I'm going to be selling an online course, so mine's going to be students social media. I don't have any other list really in terms of settings yet, so I can't copy existing list settings. But this is a really good hack for shortening your list creation process. Now what you want to do is you want to go in and edit those settings. I'm going to go ahead and just go to Settings. Now I'm going to put in the list title, so it's going to be students of successful social media management. Here's where I would put in why people have ended up on the list. Because this is what they're going to see when they are managing their subscription preferences. So you know when you get newsletters and at the bottom it'll say unsubscribe or manage your preferences. So if you click on manage your preferences people can stay on some lists and unsubscribe from others. They will see all of these list titles here and then they'll see a description of what this list is for, because sometimes you're on newsletters for like three years and you don't remember how you got there or what is it that you actually downloaded in order to be on that list. So this is where you can get a bit of a refresher. So you might say this list is for everyone who purchased XYZ. So it would be whatever the course is, but you would want to make sure you're filling that out. This is more for their own purposes. You want to make sure you are showing the postal address in the message footer. I would leave the rest of this. Most importantly, you want to go over to subscription and turn this off because you don't want to be getting an e-mail every single time somebody signs up to one of your e-mail list, otherwise it's just going to get painful. That's primarily what we want to include for those, and now every time you're creating a new list, let's say you were going to create another list for a new opt-in freebie, you could copy your existing list settings. But you would have to make sure you going in and customizing everything every time. So that is looking good. Now what we want to do is we want to go in here and actually create our store and our products. There are a lot of other tools here and we will be going through most of these ads, we're actually constructing everything. I don't want to overwhelm you at this stage by showing you everything that GetResponse has to offer, because I think it'll make a lot more sense if we go through the different functions as we're building our sales funnel. But the first thing we really need to do in order to go in here and actually create our funnel is to have something to sell. We are going go into stores and we will create a store. So you could connect your existing store here, but I'm going to be obviously creating a blank store with some new offers and products. You want to make sure that whatever currency you're using, you're taking note of what that currency is. Hopefully it's the exact same currency you are using for, let's say, advertising methods. So if you are going to be running any Facebook ads or Google ads or anything like that, and you're paying for those ads in a particular currency, ideally you want to be also selling your stuff in that same currency. As a general rule of thumb, it's generally going to be US dollars because it's easier to have everything in one currency across. But if you're a local business operating in a local currency that's not US dollars, here's where you can come in and change that. I'm going to go ahead and create and I want to start by adding a product. These are my four categories. I'm going to be using the online course function here. This is my test product or offer. If whatever you're selling does not fit into these four categories, it's all right. Just select one, it not that big a deal. It doesn't really affect things too much from what I can tell. Just select whatever is the closest service, is probably the closest to you [inaudible] most things that fit outside of these categories and you can customize things as you go along. This is just a brief description that somebody will see as they're purchasing this. Let's say something like, management or marketing. In terms of price, I'm going to set this at the price that I want to sell it at eventually, $37. I would then go in and find a file. Now you can use some custom or rather stock images. So if you go and click Browse files in images, you can use some of these stock images that they have here and you can search for some additional ones here. Shutter stock as well. Giphy, so they do have gifs as well. These are quite fun and there are definitely used cases for these, maybe not these ones exactly. But we will be using some of these in our landing page building exercises. I do encourage you that especially for your own products and services, you want to be using your own custom image of that product or service because obviously you want to make it look exclusive and worth buying. So try and make it as customed possible. This is exactly why we created that list, so that I can say I'm going to deliver this product by copying them to a list that has my offer. So I'm going to be copying them to my students or social media list, and that's going to then trigger an e-mail that's going deliver them the offer they've just paid for. We'll go more into that later on but for now just know that this is where we're going to be copying them to and I would hit save. Now it's important to note that you can add more products to this store. So it doesn't mean that you just to have the one product. This one store that's going to function as a shell for our funnel can have multiple products in it that you can then offer through your funnel. Make sure that you're adding these in depending on the different price tiers. This is where you could add in your up-sell offer, that's another $200 offer. Make sure to add all of your different offers in here before going through and customizing these inside of your sales funnel. Then we would go into conversion funnel. This is exactly what we're going to be creating here. I'm going to go on and create funnel. In this case, I'm doing two things. I am actually delivering a lead magnet, but I'm also selling a product. I'm going to go over to sell a product. If I was going to select the quick sales funnel, this wouldn't include the lead magnet section, it would only include the sales stuff. It would only include paid offers, not free offers, but if you select full sales funnel, it's actually going to create everything including your free offer lead magnet page. I'm going to have the social media management sales funnel and create. This is the store that I want to be selling from and I only want to be selling this product for the time being. This is exactly why we want to be using either PayPal or Stripe for our sales funnel because it will allow us to do one click up-sell pages. So as soon as somebody buys this one thing, the next page can then upsell them onto another product that they can purchase straight away without putting in their payment details again, whereas with other payment processors you can't do that. We want to make sure we're using either PayPal or Stripe in order to be able to actually create those kind of up-sell offers later on. I am going to go through all of that, so if that is not making too much sense at this stage, all you need to do is just pick either PayPal or Stripe. As a reminder, PayPal will allow you to use PayPal and credit cards as checking out, Stripe is credit card only. For now, I'm going to use PayPal, but I will actually show you a clever hack that I found for getting around the fact that at this stage, GetResponse only allows you to connect one payment method, which is a flaw I found with these guys, because generally you want to give people the option to have at least two payment methods. So you want people to have the option of checking out with different payment processors, and I have found a way around it and we'll go into it a little bit later on. But for now, we just want to be selecting PayPal. Then you want to make sure you are connecting your PayPal account. Awesome. That is connected, and that is all good and that's it. It has pretty much created this big, beautiful shell that I can go in and pop my information into for all of my sign-up pages, my sales pages, up-sell pages if I want them, confirmation pages, and everything that I need in order to actually execute this big, beautiful sales funnel. In the next lesson, we are just going to briefly take a look at how to set up some basic tracking for your funnel as well. So I will see you in the next lesson. 12. Set Up Your Tracking: Their response makes it really easy for you to track your user behavior, and that is just with the integration of Facebook Pixel and Google Analytics. For the time being, they don't have further integrations at the time of recording. Hopefully that'll change. I am going to go into some more advanced integrations later on that will allow you to track your users through things like the LinkedIn insight tag, and your Pinterest tag, and other platforms. But for now, just focusing on Facebook and Google Analytics. So going into integrations in API from your drop-down here, you can go through and head on over to Facebook Pixel, and when you click into this, it's going to prompt you to actually connect your Facebook Pixel on your Facebook business page, and it's going to talk you through how to do that. Then it'll place the Pixel on every single GetResponse landing page. So even if at this stage you're not comfortable advertising on Facebook or Instagram, and you have no desire to do that, it's still a really good idea for you to start tracking your visitors, so that if in three months or six months you decide that you want to advertise to everyone who visited these pages but didn't actually purchase, and you want to advertise to them about your new paid offer that they might want to check out, then you can do that, because you will have collected all of their data and you will be able to actually see who saw all your pages and who didn't purchase because of this integration. So I do recommend that you go in and connect it. In order to really check that it's working, I recommend the Facebook Pixel helper. It's a little Google Chrome extension and it'll talk you through how to check that somebody has an active Facebook Pixel on their website. So if I go to for example, and I've got my Facebook Pixel helper there, so I can see I've got my pixel active and these are the things that I'm tracking on this website. So that's my first recommendation. Secondly, I would recommend that you go in and you start tracking things through your Google Analytics account as well. It's just best practice so that you can start seeing your user behavior inside of your Analytics account. Again, if you're not familiar with Google Analytics, that's fine, but it's just a good idea to have these things in place so that by the time you decide that this is a world that you want to delve into and you really want to get super nerdy on analyzing your data and you are ready to get going with all that, then you will have that data there to analyze. It doesn't mean that you have to live and breathe Google Analytics or even Facebook advertising at this stage, all you're doing is collecting that data so that in the future, if you do want to do something with it, it's there for you to use. 13. How I've Structured My Offer: Before jumping into the next lesson, I did just want to really quickly take you through my own offers in my funnel so that you have some context as to what it is that I'm creating throughout these lessons and why I'm creating it this way. So my core offer that I'm going to be looking to sell in this particular funnel is going to be a course bundle focused on teaching people how to become social media managers. That's worth $249 that I'll be offering to my audience for $37. Now ideally, a core offer would be at least a couple of $100 if not more, but for the time being, my focus here is just to get the foundations correct and also to make it seem really achievable for you guys because I don't actually find it all that helpful when someone is teaching me how to make a multi-million dollar funnel, because it makes it seem really overwhelming for me and really unachievable. So I wanted to create a reasonably priced funnel just to show you guys how to measure its success and how to troubleshoot the areas that aren't working because that's what's going to allow you to be successful with your own funnel. I've listed my core offer for $37 here. There's no tripwire for this particular offer, and there's no profit maximizer yet at this stage. I'm going to be showing you exactly how I would go about adding these in later lessons. So don't worry about that. But for now, our focus is just on getting the main elements right. This is my core offer and the step before my core offer would be my free lead magnet, which in this case will be a free 30 minute training on how people can actually become social media managers and what it entails and what they should know about it before deciding whether it's right for them. That's going to then seamlessly lead people into purchasing my paid offer. That'll be the basic structure of what I'm offering within my funnel. Promote the free training to my audience, get them to sign up, and then send them a couple of emails to make sure they purchase my paid offer. Sounds pretty simple, right? It is in theory, but hopefully in the next few lessons you will actually start to see how everything can come together for your own funnel in a relatively seamless way as long as the offers are right and they're closely tied to one another and they're really closely related so that it's a no brainer for your audience to move from one stage to the next. That's my overview of my own funnel and now let's get into it with the next lesson. I'll see you there. 14. Organise Your Assets: All assets that you create within your funnel should be quite consistent across in terms of design elements, your tone of voice, the copy you're using, the phrasing you're using, images you're using. Basically, everything should feel like it's a really clear and logical experience for your customers. From the very first organic posts they see on social media or if it's a paid ad through to the landing page, through to the e-mails they receive, the free offer they receive, and then the paid offer, and all of that stuff in-between should all feel like it's one big, wonderful experience that's completely consistent across. This is exactly why I try and put a lot of effort into the planning and preparation of all assets before, actually, going in and creating anything inside of my software, my tools, so that I can make sure everything aligns and looks consistent across. The other reasons for doing this is especially if you're working for clients and you need approval of your work before actually going in and creating your pages or your e-mails. This can really save you time because you're not creating something that the client doesn't want you to create. It's a lot easier to edit when you're still in a Google Doc than when you are actually in a live page design. Also, this is great for you to have a copy of what you've actually created, stored in your own Google Drive because you might not be with the same client or even the same e-mail marketing provider. For example, if you're doing this for your own business, you're not going to be with them forever. You want to make sure that you have a backup copy of all of you work whenever possible so that you can use it in the future if you need to. It's the same thing as you don't want to write a blog post directly inside of your website. Because what happens if one day all of that data is gone and you lose 10 years worth of blog posts? You want to make sure you have a backup of everything that you're creating. By doing it the way that I'm going to be teaching you means that if in 10 years from now or even six months from now, you want to look at something for reference, but maybe you're using a different tool, or you just don't have access to the thing that you created back in the day, then you will have this in your Google Drive so you can go in and take out exactly what you did and how he did it. Now I can honestly say, and I'll say this over and over again, it goes completely against my nature as a creative to plan and prep. Some creatives are really good at this. I'm just not one of them. I want to go in and straight, and start creating straight away. But I've actually taught myself to appreciate this process, and hopefully, I can pass some of that appreciation onto you and teach you how I've been able to do it as someone who's not super enthusiastic about planning and preparation. Especially, because honestly, the more time that you can invest into the preparing and planning phase, the less time you'll actually spend on troubleshooting once everything is live later on. Now I don't want to over-complicate things as I try not to do here. So I will just be creating what I'm going to call a minimum viable funnel. As in what is the bare minimum number of components for me to include in my funnel in a way that I can still be profitable, and allow me to test a few things out and expand on that later on by adding additional elements. Especially, if I'm running a brand new business, I don't really know my audience yet. I don't know if my offer works. I don't want to create this big, beautiful monster. I just want to have a smaller number of steps in this funnel to begin with. That means there's less chance for error and less things to measure to see if they're successful. Then that way I can also prevent myself from getting overwhelmed when I'm creating my very first funnel for myself or for my clients. To be honest, even my second, or third, or fourth funnel. Some people just appreciate taking this in steps. It can be a good idea to just start with the bare minimum that you need in order to be successful and profitable, and nail those components, and nail them really well, and then move on to some additional elements later on. I'm not going to be actually creating a tripwire or profit maximizer at this stage, because I really want you guys to get the basics right first. But I will be showing you how I would actually go about adding these into my funnel once it's live and I felt confident and comfortable in doing this. We'll go into that in a more advanced lesson later on.once you guys are a little bit more familiar with the tools we're using, and why we're using them the way that we're using them. Because as you guys know, having the ability to leverage various price points throughout your funnel can be a really powerful way of increasing your value per customer. So I don't want you missing out on that knowledge of how to set something like this up. But I don't want to go into it at this stage because we just want to get the basics of how to set up a landing page, how to write a sales page, how to structure all of this stuff. Then we'll go in and use the knowledge that you already have of the basic elements, and then expand on that with the profit maximizer and the tripwire stuff. The basic main elements that we'll be looking to create for our minimum viable funnel would be landing pages for your lead magnet or free offer delivery, or sign up, and then the thank you page. So once somebody signs up, you need to have another page to direct them to you to say, "Thank you for signing up," and give them some next steps. Then you need a sales page, for your paid offer and an order form for them to actually check out and purchase your offer. Then there needs to be another page on the other side of that. So once somebody signs up, they go to the Thank You page, once somebody purchases from the sales page, they need a confirmation or a purchase order confirmation page. Those are the four main pages that will be creating. Then the main e-mails you need to have as a bare minimum, is you need to have an e-mail to actually deliver somebody the free offer that they sign up for because if they've given you their e-mail address, so you need to actually send them something. That's the very first e-mail. Then the second email is the actual paid offers. They need to be able to access it and they need to receive that via e-mail. Those are the bare minimum e-mails that you need to create for your sales funnel. We will be going through this step-by-step. I am also going to then show you a really easy way to add some additional e-mails to your sales funnel, that are really going to assist you, not just with the delivery of your free offer and the paid offer, but we've actually converting prospective buyers before they become buyers. These are the e-mails that will sit somewhere between that free offer delivery e-mail and the paid offer e-mail to get them to actually go in and purchase. But this is the general bare minimum number of components that you need to have in place in order to create a functioning sales funnel. I am going to be sharing with you my process and my templates for creating all of these assets, and how you can do the same with some documents that I have included for you inside of your guide. We will be going through ea