What is a sales funnel and how do you create one?

 

In the world of online marketing, businesses need to create sales funnels to attract new customers, build their email list or sell their products or services. In this example we will use selling "services" as an example. The concept and plan can apply to selling almost anything...

 

Let's suppose you want to promote an online workshop, series and client following for a service business, consultant, architect, financial coach etc. CPA, insurance agent, health practitioner, etc  but are wondering how to achieve this in a way that gains traction.

 

To build a successful sales funnel for a service business, you should guide potential clients through a structured journey, from initial awareness to taking an action (signing up for your service, filling out a form, giving you their email so you can build an email list, purchasing a service, booking an appointment, etc). The goal is to offer something to them so they take your desired action.

 

Here's a step-by-step process:

 

I. Awareness Stage (Top of Funnel)

 

Attract potential clients who may not yet know about your services but are interested in the general area of interest in your field.

 

• First, Identify Your Target Audience: People interested in the nature of your service. Who are they? What are their interests? What age group or demographic are they? What do they need? What is their "problem" that you offer a solution to by the nature of your services?

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Strategies:

 

1.  Content Marketing: Publish blog posts, YouTube videos, podcasts, and social media posts on topics related to your service niche.

 

a) To build scale, ideally publish 2x-3x a week

 

b) Be consistent about publishing regularly.  Posting consistently is key so that followers will return and interact with your social media… This will build a following.

• Example: "5 Ways to Overcome Self-Doubt" or "How to Scale Your Business to 6 Figures."

 

2. Complete SEO & Use Target Keywords and Keyword phrases. Optimize ALL your content (website pages, blogs, social media posts, etc.) to appear in search engines for keywords your target audience might use. Find variants for each keyword phrase and use those alternatively as well. (attorney and lawyer are examples). To better understand how to do this, read this article. Apply the relevant keywords to  your YouTube posts, blogs, webpages and social media posts. For your website pages, make sure the title of each page has keywords in it that sound natural.

 

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3. Run Social Media Ads, Google Ads: Run Facebook, Instagram, Google or LinkedIn ads targeting individuals based on their interests.

 

These ads can target the potential clients based on their interests, location, age, demographic. You can create a call to action like “learn more”, “call now”, “buy” etc. You can set a budget and test your ads against each other to see which performs best. 

 

4. Create Lead Magnets: Offer free resources like eBooks, templates, webinars or video trainings in exchange for email addresses.  A giveaway can help you build your email list. You can offer a free class, presentation, tutorial, e-book, free 15 min consultation, etc. in exchange for their email which is gold. Building your email list is a top priority so that you can send them offers and newsletters from time to time.

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• Example: If you are an insurance agent, offer a Free eBook titled "10 Steps to lowering your home insurance premiums"

 

 

II. Interest Stage (Middle of Funnel)

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At this point, your leads are aware of your services and are interested in learning more about how you can help them.

 

Strategies:

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Email Nurturing Campaign: After getting their email, send a series of value-driven emails that educate and engage your leads. Share  success stories, client testimonials, and offer free insights and tips. In this example a financial planner might offer:​

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• Day 1: "Client Story: How Sarah Doubled Her residual income in 6 Months"

• Day 4: "The Secret to keeping your wealth safe"

• Day 7: "Guide to tax laws with loopholes that can save you money"

 

         Be sure to not send too many emails but a few initially so they can learn more       about your offerings

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FreeWebinar or Workshop: Offer a free live or pre-recorded webinar where you give them some valuable teachings, showcase results, and give actionable advice. Collaborating with another professional can be very helpful in that you both are sending the invitation to “double” the size of the email list—yours and theirs combined.

If you are a chiropractor, you might want to offer a presentation on:

• Example: "How to relieve sciatica in 20 minutes"

 

Case Studies & Testimonials: Display success stories on your website or in emails to build credibility and trust.

 

Private Facebook Group or Community: Invite interested leads into an exclusive group where you provide free  tips, insights, and Q&A sessions. Be helpful and do not solicit business in these forums.

 

III.  Decision Stage (Bottom of Funnel)

 

Your new Leads are now seriously considering investing in your services. This is the point where you’ll present your offers and drive conversions.

 

Strategies:

 

1. One-on-One Discovery Call: If you are a consultant or selling workshops: 

 

Offer a free 15-30 minute consultation or "clarity session" where you discuss their goals and how your coaching can help.Use this opportunity to build rapport and address any concerns or objections they might have. At the end of your session, you could offer an upsell to an upcoming workshop.

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2. ​​If appropriate to your business, create an offer:

 

Limited-Time Offer: Create urgency by offering a special price or bonus for signing up within a limited time frame.

• Example: "Sign Up in the Next 48 Hours and Receive 2 Extra Coaching Sessions for Free!"

 

4. Payment Plans: Make your services more accessible by offering flexible payment options (monthly payments or installment plans).

 

IV. Action Stage (Conversion)

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The client has made the decision to sign up for your coaching services.

   

Strategies:

 

1. Thank You Page & Onboarding Email Sequence: After they sign up, redirect them to a thank-you page with next steps. Send an automated email sequence welcoming them and setting expectations for your coaching program.

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Example: "Welcome to the Program! Here’s What to Expect Over the Next Few Weeks."

 

2. Smooth Onboarding Process: Ensure that the client has everything they need to get started, from scheduling their first session to understanding any pre-work or resources they’ll need.

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3. Upsell or Cross-Sell: Offer additional services or products (e.g., a mastermind group, additional one-on-one sessions, or courses) to new clients.

 

V. Retention & Referral Stage (Post-Purchase)

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Once clients have started your coaching program, focus on retaining them and generating referrals.

 

Strategies:

 

1. Client Feedback & Testimonials: After a few sessions, ask for feedback and testimonials to showcase future clients.

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2. Loyalty Programs: Offer discounts or special coaching packages to returning clients.

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3. Referral Program: Create incentives for current clients to refer their friends or colleagues by offering a discount or free session for every new referral.

 

Example: "Refer a friend and get a free coaching session!"​

 

Funnel Recap:

1. Awareness: Blogs, social media ads, lead magnets

2. Interest: Email nurture campaigns, free webinars, private groups

3. Decision: Discovery calls, coaching packages, limited-time offers

4. Action: Onboarding process, thank you page, payment options

5. Retention & Referral: Testimonials, loyalty programs, referral incentives

 

By carefully guiding your prospects through this funnel, you can increase conversions and build long-term client relationships for your online coaching business.

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Contact me to help you implement a sales funnel for your online business.