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#1 guide to creating powerful funnels that

boost conversions and get more leads

FUNNELS AND
VALUE
MAPPING:
CORE, FRONT
AND BACK-
END
How to create funnels that positions you as
an authority, increases conversions and
reduces churn.

Written by Uche Ben

Progressive Marketing:
Funnels and Value Maps.

The job of an effective funnel is to guide your customers' experience in a

way that raises conversions, reduces churn and allows you to demand
premium prices as you provide more value further down the funnel.

The main perk is that this entire process can be automated. Evergreen.

Now, before we map out your entire funnel, we need to first identify your
main offer.
The core of your business.
This is your core funnel, once that's set up we can then create a value map
and build offers around it (Front-end and back-end).

For the sake of this pocket guide I'd be switching between two different
SaaS as examples, basically a website builder or an email service provider.

This funnel strategy can be used for (almost) all kinds of businesses.
Coaching and consulting, SaaS, restaurant, gyms, agency etc. All that
needs to be done are minor niche-specific changes which I'd be covering in
this guide.

CORE FUNNEL.

Your main offer would define your core funnel, and that (core funnel) would
help define the front and back end funnels.

The goal of any stage in your funnel is to take a prospect to the next stage
with the least resistance possible.

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E.g The job of an ad is to get the click that takes them to the landing page
and not to make the sale, the job of an opt-in landing page is to get them to
submit their email and so on.

When you understand the job of each stage of your funnel, it would help
you take out all possible objections and design a funnel that boasts top-tier
conversation rates.

Taking out any possible objections a prospect might have is important to

creating a functional funnel.

Sometimes this could mean giving them value upfront before demanding
for their commitment, like asking them to submit their contact details or
make monetary investments.

If submitting a credit card and paying for a service upfront could be an

objection, then introduce a FREE trial/consultation.
Instead of asking for a means of contacting them at your convenience, give
them some valuable information in exchange for their email addresses.

Take time to understand your audience and their pain points. Try to find out
whatever objections they might have about your product or service, then
design a funnel that gets them to their solution with the least possible
objection.

Remove objections, reduce resistance. Make the sale.

Main Offer: The main offer for most SaaS companies and businesses in
general is a paid membership of some sort.

Either a monthly subscription (which is best because it's reoccurring) or a

one time payment to access certain benefits for SaaS…

Or an upfront payment for most service based businesses.

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FUNNEL BREAKDOWN.

Traffic: This could be from Ads, social media, blog posts,

recommendations, third-party courses, partnerships and so on.

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I'd personally advise you to set up a blog of sorts for the core funnel,
skepticism is a bit high nowadays, so most buying decisions are made after
research.

A blog and YouTube channel paired with an active social media and eMail
list to send traffic to the blog articles or YouTube videos is a good way to
get started.
Especially if you don't want to make any investment into ads yet or you're
working with a slim budget (more of that in Front-end funnel)

You can start by sending traffic to your blog or YouTube channel from your
social media or email lists.

One major benefit is that you can always drive traffic to these organic
contents over and over again.

We all know we should always include a CTA in all of our marketing

content. Now I'm telling you to...

ALWAYS include a content upgrade (lead magnet) in all of your articles, this
is how they enter your funnel.

This is your CTA.

I'd say that again, a bit differently...

Every article on your blog or video you upload on your YouTube channel
should always have a CTA. For now that CTA should be an informative
material of sorts.

An example could be an article or YouTube video for an email service

provider that covers "How to write emails that don't bore your readers".

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This obviously targets entry to mid-level writers or marketers, so a
reasonable content upgrade would be "3 simple steps to build an email list
of 10,000 in 30 days".

Once they click this content upgrade (lead magnet) for download, they
enter your funnel. It's time to build a relationship.

Did you know that you could customize the CTA on your blog posts based
on how qualified a visitor is. I.e A first time visitor could see a content
upgrade as the CTA, while a visitor who has already downloaded the
content upgrade and is visiting for the second time (or more) would see a
FREE trial/consultation offer as CTA.

Email sequence: When a reader opts in to your email list so as to

download this lead magnet, you now have the priceless opportunity to
engage them via email.

Your emails to this list should be STRICTLY informative.

You could either make short videos briefly explaining each concept in your
lead magnet and then send them to those videos through your emails.

Or you could take them on a journey to achieve something you know would
be of value to them.

For instance if after your Opt-in quiz (more on this later) a prospect
identifies themself to be a writer or small business (who's struggling to get
clients),
You could have a value map that starts from showing them how to write
emails to showing them how to get their first client and then break this into
a 3 or 4 email sequence.

Whatever you do, keep the emails you send to this list educational.

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Send them to a landing page where they can consume this content
(preferably in video format) then include your FREE trial/consultation CTA
below every video (that's if you choose to provide this value in video
format).

If after the initial sequence, you still have a few who haven't signed up yet;
you could include case studies and testimonials. These tend to do well in
terms of building authority, relationships and helping them envision what life
after a sign-up could be.

Opt-in quiz: Immediately a prospect clicks to download your content

upgrade and their being promoted to enter their best email address.

You should have a quiz just after they type in their email addresses and are
about to press send.

The aim of this quiz is to allow you get more intimate with your leads and
divide them into separate email lists.

For instance you run a gym and the content upgrade has something to do
with workout routines.

You could have an Opt-in quiz with a couple questions (somewhere around
3 to 5 ) that allows you segment your visitors into two (or more) categories
of either lean or bulky body type.

This segmentation would further allow you to create two email sequences
that are actually helpful and useful to both body types.

While one is getting an email sequence to help him build lean muscle, the
other is on a sequence that shows him how to get bulky.

Same content upgrade and email opt-in, just a bit more effort to make it
personalized.

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This would help increase your relevance and therefore open rate, which
would lead to overall better engagement.

FREE trial/consultation: If you offer software to businesses please

don't leave them to find value in your software by themselves.

When they finally sign up to your FREE trial, it's because they have a goal
they hope to achieve.

So if you're a website builder and your Opt-in quiz reveals a certain

prospect to be a digital marketing agency. You want to ensure you have a
resource center with short (straight to the point) tutorials on how to build a
website for a digital marketing agency.

Each video could literally be just 5 minutes long (or less)

One way to personalize the value you give to them is to track their
progress.

So if after a week of their FREE trial, they are yet to go past 50% of
building their website. You could either have a sales person call them Or
have an eMail sequence sent out to show them how to get past where they
currently are.

For instance if what's after that 50% benchmark is to set-up a calendar for
meeting bookings, you could have an email sequence trigger and send
them an email that directs them to a resource and ask them to mail you
back if they experience any difficulties.

The aim is to personalize the journey and get them to a point where they
feel the need to pull out their credit card even before their FREE trial is up
because they wouldn't want this wonderful experience to be interrupted

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And the best way to do that is to help them achieve whatever goal they
wanted to achieve before coming in contact with your product or service.

Help them get to the destination that prompted them to sign-up for your
FREE trial or demo.

This level of tailored support system would increase the conversions on

your FREE trial, hence reducing your churn rates.

Of course if you're offering coaching, consulting or run an agency you want

to give as much value as you can on your FREE consultation call.

Enough to make them trust you as the person for the job.

Bonus: How to create an irresistible offer.

I have to keep this short (it's a pocket guide). A good offer can be the
backbone of your business and can be infused into every landing page and
funnel you ever create.

It has been said that a good offer makes the customer drool and gives the
business owner sleepless nights.

Here's my two 3 step formula to creating an irresistible offer.

1. Write down your solution to a big problem.

2. Make a big promise around that solution.
3. Reverse the risk.

Let me give you an example of an offer without this formula in an area that
suffers from having their taxis arrive late.

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"Get a taxi ride today for 20% off"

A discount offer is good, but it doesn't solve their specific problem. This is
the mistake most entrepreneurs and businesses make.

Give them what they want. Not what you think they should want.

Now let's try crafting one with our formula.

"Get a taxi in 10 mins or the bill is on us"

In a community where taxis always arrive late. Which offer do you think
locals would consider?

It solves a problem. Makes a huge promise. And reverses the risk.

Send me an eMail right now, let's craft an irresistible offer for you F.O.C

Value Mapping

Now that we know what our main offer is and what our core funnel looks
like. It's time to create a Front-end funnel and back-end funnel (goldmine).

A front end funnel looks a bit like our core funnel, except for a few minor
changes and that things are paid here. This is the best place to run ads.

The back-end funnel on the other hand is where you upsell your existing
customers on premium offers. Basically because you're giving more value.

Some companies reportedly generate 80% of their revenue from this part of
the funnel.

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Click here to contact me on LinkedIn

Click here to send me an eMail

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Front-end Funnel.

This is where I'd advise you get into paid traffic.

If you'd be running a free trial/consultation of some sort and you decide to

run ads through your core funnel like most businesses would do,

You would get leads, which you could convert to paying customers.

The only problem is, you need a certain chunk of those leads to convert
into paying customers for you to stay profitable.

But when you run ads through your front-end funnel, you cover the cost of
getting a lead to the FREE trial/consultation even before they decide to
jump on the FREE trial.

It's the fastest route to getting your ROI.

Let me explain.

Funnel Breakdown
The image above isn't as detailed as it should be,

And that's because there could be many moving parts in a front-end funnel.

This is the only part of your marketing strategy that is limited by your
creativity and resources.

You can always try many different things here.

Different offers, targeting, ads networks and so on...

But for the sake of this guide (and the fact that you need just one front-end
funnel to start with) I'm going to keep this simple.

I'd try to go a bit in-depth in the next few paragraphs though.

Traffic: This would mostly be from ads. If you want to run ads, this part of
the funnel is where you should be running it, especially if you hope to have
a marketing strategy that is as profitable as possible.

You can always get traffic from all your organic channels.

If it would get you leads. Use it.

Blogs, YouTube, social media platforms etc.

For paid traffic though, you should have your eyes on Google, YouTube,
Facebook and (depending on your target audience) LinkedIn.

Cold traffic, people who know nothing about you and your business but
would be interested in what you're offering (a low ticket offer)

You want to make sure this low ticket offer is of high "actionable" value.

You want to drive this traffic to a landing page with a value packed sales
video.

Somewhere around 20 to 30 minutes in length.

(Include a sales letter as well. Later on you could split test different
variables)
If your ad does its job right and gets them to your landing page, you want to
use that time well.

Give them some sort of value in this short video and tell them how much
more they could get if they purchased the low ticket product you're offering.

The goal of the value you're giving upfront is to remove any form of doubt
that your product actually works (logic).

The goal of you telling them how much more is in the low ticket offer is to
get them hyped (emotions).

So make sure you do a great job at both.

Upsells and Downsells: It's not an outright necessity, but if you can I'd
advise you include upsells and downsells in this funnel. These help to
increase your AOV.

Gives your more room to spend to spend on ads, as a higher AOV would
be covering the costs of your lead acquisition (to your FREE
trial/consultation)

P.S: you could actually run ads to your (free) lead magnet and have a low
ticket offer as an upsell. Marketing is all about split testing and finding out
what works for your business and audience.

Retargeting: Of course not everyone's going to buy immediately.

If they've shown interest by making it to your landing page and watching a

certain percentage of your sales video

Or reading a certain percentage of your sales letter,

Or stop halfway through their checkout process.

Then they should be retargeted.

Retargeting is typically cheaper on most (if not all) of these ads networks.

You could (if not "should") add display network ads to the mix. They're also
cheaper and have a good reach.

Emails: Same magic like the one in your core funnels.

Just replicate.

Give value through a bunch of videos punched into an eMail sequence.

Always have your main conversion CTA in every eMail.

And at the bottom of each video.

Give value first. Ask for their commitment second.

P.S: Don't forget to add your pop quiz for a more personalized eMail
sequence.

FREE trial/consultation: From here on, they're now in the core funnel.
Same eMail sequence and all of that until they become paying members.

See?

Wasn't so bad now was it?

I tried my possible best to keep this as simple as possible, so as not to

overwhelm you.

If you'd like to know more…

Contact me on LinkedIn

Or better still

Send me an eMail
Back-end Funnel

This is where you upsell existing customers.

This should typically be easier than your front-end funnel (in terms of
conversion)

They already trust you (they pay you already)

So as long as this back-end offer is off greater value then you have their
attention.

Of course the number of people who make it to the backend would be way
less than those who came in through the front door.

This is where most businesses make a chunk of their money.

For some, it accounts for up to 80% of their revenue.

Back-end offers are premium.

You are "allowed" to charge more because you're giving more.

Delivery Format.

There are businesses who use courses as their back-end offer. That is...

Low ticket for front end.

Monthly subscription as main conversion.

Then a high ticket course at the back-end.

The format you use to deliver your backend offer shouldn't be much of a
problem as long as it gives the perception of higher value than what is
already being received.

The most common back-end offers usually take the following formats

● Live events
● Conferences
● High ticket programs
● Coaching
● Consulting
● One on ones and so on.

Fun fact: back-end offers can be sold to those who aren't currently paying
customers.

In as much as a back-end offer is an opportunity to make more money, the

sole purpose is to give…

"...a higher more personalized value that could lead to exponential

growth"

Must it lead to exponey growth? Maybe not always.

But it must be "perceived" to be of high value in the sense that it delivers

results, if you hope to charge premium prices.

Solve a problem your customers could be facing and both those on your
database (paying customers) and those who aren't on your database would
be willing to pay for your premium prices offer.

For instance, you may have noticed most of your clients are entrepreneurs
who get stuck at the six figure mark.
A good back-end offer would be how to get past that plateau and make
their first 7 figure month or year (pending on your research)

There are tons of entrepreneurs (and businesses) out there who get stuck
at the six figure mark and would be more than willing to part with a few
thousand dollars to hit that 7 figure mark.

Need help deciding what should be your back-end offer or what format you
should deliver it in?

Send me a message on LinkedIn

Or better still

Send me an eMail

Let's get in touch.

I look forward to hearing from you.

Keep testing.

Keep learning.

Stay creative.

Bye for now.