The comprehensive guide to planning out and optimizing your marketing funnels

Weak marketing funnels can drag down a business. 

So of course, there are countless articles about elements such as improving open rates.

But we have found very few reliable guides that give a complete overview, that go from considering the reader’s stage of mind to putting the pieces together in the best possible way.

That’s why we wrote one ourselves.

It is a 110 page guide on building automated funnels, based on our experience working on hundreds of campaigns with everyone from Fortune 500s to SMEs to famous entrepreneurs. These are evergreen funnels designed to run continuously, without the need for slogging through one-off product launches.

In it you will learn:

  • Why automated funnels can be the cornerstone of your business (can you say “goodbye, launch model”?!)
  • How small improvements to your funnel can lead to a huge boost in earnings
  • Moving from vanity metrics to actionable data, numbers that enable great decisions
  • The “classic” 6-step marketing funnel and how to apply it to your business
  • How the “Hero’s Journey” is used as an essential format for email sequences

This isn’t some “lite” or watered down guide. It is the distillation of a decade’s knowledge from working in the trenches.

Even better, it’s under $10.

We want this knowledge to be easily affordable, not as a three-figure video course. That’s why it’s available as either a paperback or kindle book on Amazon.

The 90-Minute Guide to Building Marketing Funnels That Convert – Paperback edition

The 90-Minute Guide to Building Marketing Funnels That Convert – Kindle edition

If you’ve ever hit a hurdle with your funnel then go give it a read.

Zach Goldie

Zach is lead copywriter for SegMetrics. As a former engineer, he loves the puzzle of how to best write a piece that matches the prospect's priorities.

A fairly awesome guide to finding your 80/20 customers

Marketers have become rather obsessed with goals and conversions. (And with good reason!) We take them as the benchmark of success, building whole strategies about those precious metrics.

But, they usually show a limited view into what is actually bringing in the big bucks.

We often measure trial signups or a one-off purchase. It’s a great start but leaves the vast majority of revenue as simply appearing out of nowhere. 

Data-focused marketing has one huge blindspot

A big issue that marketers face is the disconnect between measuring attraction and retention.

Reporting from ad platforms or google analytics can show you whether a visitor achieved the goals you’ve set up, but these must be kept limited. Goals typically have to:

  1. Happen online, such as detect if an enquiry happened, not whether the call lead to a sale
  2. Occur within a couple of visits, ideally happening on the same device within a few weeks
  3. Be a one-off action, such as looking at if they signed up but not how long they kept the subscription

We have become used to these short term indicators that our traffic is probably correct.

Which is fine if a company is aiming for a single interaction such as a one-off purchase. But if you’re aiming to attract repeat buyers or longterm subscribers then it’s just not up to task. It can tell you how many trial signups each campaign attracted, but after that all the sources get mixed into a single clump.

Most SMEs report that over half of their annual revenue comes from repeat customers

BIAKelsey

It becomes difficult to see where your biggest spenders came from, which means we can’t see where most of our revenue is coming from

Session based analytics can’t handle multi-purchase attribution

Marketing analytics is typically focused on what happens while someone is visiting a website.

This is fine until the cookie expires, the buyer switches devices or a transaction happens off the website. For example, website analytics won’t attribute later purchases to the original  source and won’t receive information from the payment process about subscription payments. So, only first-purchase attribution is possible.

Which is frustrating, because LTV is the best indicator of value in your business.

It’s like counting how many people come into a restaurant and ask for a table, but ignoring how much they actually spent, let alone whether they ever came back again.

A 5% Increase in Customer Retention can mean a 30% increase in company profitability

Bain & Company

So website analytics is good for examining your top of funnel to get that first goal or purchase. But it fails with long funnels or long retention periods, where a customer needs tracking over months or years to attribute multiple purchases back to a single source.

It’s a shame since attracting visitors who are even slightly more likely to become repeat buyers can have a big impact on profitability.

Valuable answers are hiding in your subscriber database

Marketing automation platforms are typically designed around email addresses. 

These are robust for longterm tracking (unlike browser cookies). You can identify purchases as coming from the same individual even if they were years apart, so long as they use the same email address.

Many email platforms such as Mailchimp Drip and Klaviyo will connect directly to your payment processor. That means the revenue can still be associated with the subscriber data, even if it was automated or within an app.

The real magic happens when you enrich that customer data.

You can probably store more data in your email platform than you are currently doing. The UTM of each subscriber’s initial source can usually be recorded, along with tagging them about how they have interacted with different touchpoints and the items they’ve purchased.

It takes a bit of doing, but can build a powerful customer database for your business.

Note: download our Ultimate Tagging Guide if you’re unsure how to tidy yours

6 ways you could use this 80/20 data

Having a database of your top spenders is useful just by itself. You can use it for lookalike campaigns or targeted remarketing. But, there’s a whole bunch of opportunities for using it to boost your revenue:

1) Compare the LTV of customers from each source

With enriched subscriber data you can finally see where your big spenders came from. You can break it down as far as you’d like, comparing general online vs offline or looking at individual ad campaigns.

2) Which emails are being read by the big spenders?

Open and click rates are useful, but it’s hard to measure the impact on revenue unless it’s aiming at a sale. Your database can tell you whether your most important customers are reading your emails or if it’s they only interest the freebie hunters.

3) Do certain products attract repeat buyers?

Just because a product gets the best immediate ROAS, doesn’t make it the most long term profitable. If you record each customer’s first purchase then you can see how the lifetime spend differs depending on what they bought first.

So you got a first purchase, great. Now what? Build up your tags to find out what are the most popular second buys and whether there’s a particular effective 1-2 punch to use in your remarketing or post-purchase emails

5) Did that popular blog post attract eventual buyers?

Content marketers rarely get the credit they deserve. Unless visitors make an immediate purchase, the revenue generated will often be attributed to other sources. This adds an extra reason to collect their email, as that way you can attribute the revenue correctly even if the transaction happens months after.

6) Which onboarding method is best at reducing your churn?

You can easily see which email sequence has the most interactions, but it’s hard to tell which one got folk to stick around. It gets even harder if you want to compare touchpoints like emails vs an onboarding video call, but with the right tags you can easily see how the LTV differs between tactics.

The probability of selling to an existing customer is 60-70%, while the probability of selling to a new prospect is just 5-20% – Market Metrics

Two methods to crunch the LTV data

Building up this information around your subscribers is great, but only if you can analyze it the way you want. So, you have two options:

Option 1: Pivot tables

You can assess the data in excel, although it takes some familiarity with pivot tables. Expect it to take an hour or two per metric, often involving some data exporting and combining.

As an example, let’s say you wanted to find an average time to first purchase, the workflow would be:

  1. Export your Leads & their creation dates (Or their tags and the tag application dates)
  2. Export your Purchases, along with the contact Id and the date the purchase was made
  3. Use a filter (or pivot table) to make sure that you’re looking at the first purchase that each contact made
  4. Then, use a VLookup to attach the Lead to their purchase, and compare the date the Lead was created to their first purchase date
  5. Finally, create a second pivot table that groups leads by the number or days it took them to purchase, and then count each of them

For more details, download our guide to calculating real lead value.

Option 2: SegMetrics

To manipulate the data in a few clicks, try out SegMetrics.

It connects to your email marketing platform, advertising tools and payment providers. That way it can automatically gather the data for each person going through your funnel.

You can then slice and dice the data any way you wish.

You’ll be able to look at the behavior of webinar attendees, the revenue associated with each upsell or the LTV of each source. These can then be saved to revisit as often as you’d like, without any need to redo your work.

“The majority of a band’s revenue comes from 10-20% of their fanbase” – Lucchese, Echo Nest CEO

TL;DR, SegMetrics lets you see how you attracted and retained your best customers

Stop relying on your website analytics to guide your funnel decisions. It is great for optimising your top of funnel, but it won’t help you improve the LTV.

Instead, enrich the data in your email platform. Record the UTM data and tidy up your tags.

You can then use SegMetric’s multi-purchase attribution to reveal the answers. You can see where your best customers came from to allocate budget accordingly, or see which mid-funnel activities actually improved retention.

Grab a 14-day trial to see for yourself.

Zach Goldie

Zach is lead copywriter for SegMetrics. As a former engineer, he loves the puzzle of how to best write a piece that matches the prospect's priorities.

Building Marketing Funnels that Convert – in 90 Minutes

We know every business owner wants to know the secret to getting conversions out of your marketing funnels. But not everyone has the time to learn all the intricacies of marketing analytics. That’s why Keith has created a fool-proof, 90-minute guide aimed at helping you and your business build a marketing funnel that achieves real results.

In this book, you’ll learn:

  • Why automated marketing funnels are the bread-and-butter of your business
  • How optimizing your funnels can lead to a massive boost in sales
  • The 6-step “classic” marketing funnel and how you can implement it in your business
  • The three critical things you must measure to quickly optimize your funnels and get them to convert better
  • Why understanding the “Hero’s Journey” can be one of the most profitable things you’ll ever learn when it comes to email marketing

And much more.

Keith has taken over a decade of learned strategies for optimization and condensed it into one easy-to-read guide for his fellow entrepreneurs. You’ll be getting more conversions and in turn making higher profits in no time! He goes deeper into conversions than just email click rates (although still important!) and really helps you define your customer and each of their individual needs, resulting in higher satisfaction from your audience.

“And while feedback from your customers and audience is always valuable, it’s important to understand that people’s actions always speak louder than their words. This is why it’s so important to define and measure every step of your funnel!”

Get your copy and start turning a higher profit today: https://amzn.to/3jQPvgN

Zach Goldie

Zach is lead copywriter for SegMetrics. As a former engineer, he loves the puzzle of how to best write a piece that matches the prospect's priorities.

Outsourcing Work Costs More than You Imagine

So, you’re thinking about offshoring your talent or outsourcing work.

You’ve read all the books and articles about how it can save your business money. You’re know you can get a great deal on overseas customer service reps, virtual assistants or developers. After all, labor costs in certain countries are mind-bogglingly low. It seems like a no-brainer.

But before you do, you should know the truth:
Offshoring isn’t as cheap as you might think.

The problem is, when people look at labor costs, they only look at the per-hour rate they’re paying. They don’t take into consideration all of the other expenses surrounding an overseas hire. This is a mistake we see time and again in our consulting business, and it can be solved by knowing just one simple number:

Total Cost of Ownership.

Continue reading “Outsourcing Work Costs More than You Imagine”

Keith Perhac

Keith is the Founder of SegMetrics, and has spent the last decade working on optimizing marketing funnels and nurture campaigns.

SegMetrics was born out of a frustration with how impossibly hard it is to pull trustworthy, complete and actionable data out of his client's marketing tools.

How to Transform Any Product Into a Premium Product

Imagine if there was no difference in the quality of products you purchased.

You wouldn’t have the fun of buying clothes at a discount store or from a couture designer…There would be no difference in purchasing a Craigslist used car or a brand new luxury Lexus…And you’d get the same experience vacationing at a cheap hostel or a five-star resort. Continue reading “How to Transform Any Product Into a Premium Product”

Keith Perhac

Keith is the Founder of SegMetrics, and has spent the last decade working on optimizing marketing funnels and nurture campaigns.

SegMetrics was born out of a frustration with how impossibly hard it is to pull trustworthy, complete and actionable data out of his client's marketing tools.

How to Turn Your Book Into a Course

You published your book?! Congratulations!

Take a minute to let this sink in: People are paying to read the things you’ve written. That’s one satisfying feather in your cap.

And whether your book is a self-published ebook or a physical book on Amazon, it was a huge undertaking. Hours of work. Blood, sweat, and tears even.

(But hopefully not too much blood…)

However, now that it’s done, think about this:

What if your book could be something more?

What if you could take all of that work you’ve already done, and create an entirely new product from it…

Continue reading “How to Turn Your Book Into a Course”

Keith Perhac

Keith is the Founder of SegMetrics, and has spent the last decade working on optimizing marketing funnels and nurture campaigns.

SegMetrics was born out of a frustration with how impossibly hard it is to pull trustworthy, complete and actionable data out of his client's marketing tools.

19 Places You Should Be Using Customer Testimonials and Case Studies

People talk a lot about the value of customer testimonials and product case studies. But they don’t often talk about WHERE you should put them. It’s not enough to stick a testimonial on your website and call it a day — everybody does that!

Testimonials and case studies are powerful tools to overcome customers’ objections. You can use them literally anywhere you’re trying to convince your customers to take action. Here are a few suggestions to help you think outside the box.

Continue reading “19 Places You Should Be Using Customer Testimonials and Case Studies”

Keith Perhac

Keith is the Founder of SegMetrics, and has spent the last decade working on optimizing marketing funnels and nurture campaigns.

SegMetrics was born out of a frustration with how impossibly hard it is to pull trustworthy, complete and actionable data out of his client's marketing tools.

How to Get Customer Testimonials that Crush Skepticism and Increase Sales

Every product needs quality testimonials. Whether you’re selling an e-book, an online course, or consulting services, a testimonial is a must-have on your website.

That’s because:

  • A testimonial is a sales tool that doesn’t feel salesy.
  • A testimonial builds trust without you saying a word.
  • A testimonial is the most effective way to overcome any objections or skepticism your potential customers might have about buying your product.

Think of a testimonial as a customer-multiplying machine. Put one happy customer’s story on your website, and it can turn into ten, a hundred or a thousand more happy customers. But not any old testimonial can work that kind of magic.

Here’s our formula for soliciting testimonials that get results.

Continue reading “How to Get Customer Testimonials that Crush Skepticism and Increase Sales”

Keith Perhac

Keith is the Founder of SegMetrics, and has spent the last decade working on optimizing marketing funnels and nurture campaigns.

SegMetrics was born out of a frustration with how impossibly hard it is to pull trustworthy, complete and actionable data out of his client's marketing tools.

Lead the Way! Using Online Summits to Build Authority

When you buy something, WHO you buy it from is just as important as WHAT you’re buying.

No one wants to buy a used car from a shady, sleazy car salesman, right? You want to buy a car from someone helpful and knowledgeable. Someone you can trust.

Your customers face the same issue when they go in search of online products. They want to make sure that the person behind the product is helpful and knowledgeable. They want to connect with an authority who has lots of valuable information to share.

That’s why it’s incredibly important that you position yourself as a trusted expert. You can’t be a “nobody” and expect people to give you their time and money. You have to prove to the world that you’re the real deal.

How do you quickly establish authority?

One of the best ways to do this is hosting an online summit. It’s an online conference. There is material presented by experts who teach and share their experience. Anyone can attend as long as they have a connection to the internet.

Summits are the perfect venue to show your authority.

Continue reading “Lead the Way! Using Online Summits to Build Authority”

Keith Perhac

Keith is the Founder of SegMetrics, and has spent the last decade working on optimizing marketing funnels and nurture campaigns.

SegMetrics was born out of a frustration with how impossibly hard it is to pull trustworthy, complete and actionable data out of his client's marketing tools.