One thing to never forget is that your TOF magnets are related to overall reason your sales funnel exists. Congruency is a massive weapon to keep in mind.
Keep this in mind when creating your top of funnel assets.
Then, you'll be linking to your lead magnets inside your TOF material. This is where the magic begins. You'll start converting a percentage of your website traffic into actual leads.
Make sure you graffiti your blog post(or TOF magnet) with your lead magnet link. Your lead magnet could be any of the following:
The key is to provide bite-sized, easy to consume assets that help them cheat time.
Now its time to get TONS of eyeballs on your post.
Here are some ideas for that:
Email your list
Post it on your Facebook page and run an ad with it
Get influencers on social media to share it for you
Do a Facebook Live Broadcast
Guest blog on other popular blogs and get them to link to your post
Bottom line, get people to your TOF so they will click on your link and download your lead magnet.
Then, they are officially in your Sales Funnel.
A Word About Lead Magnets
Check this out about sales funnel lead magnets.
Lots of people are more protective of their email addresses these days.
You gotta deliver true value rather than just giving them the honor of being on your newsletter.
This means you need to build on what they've read in your TOF...
...then take it up a notch.
You’ll want to deliver this all via email.
Want to know how I develop sales funnels with fantastic lead magnets in them?
>>>Download my Funnel Hacking Playbook here and never wonder again "what to do next" with your sales funnel.<<<
See what I did there?
This is the funnel in action.
I did the research, I surveyed my audience and produced a lead magnet that I know will help them grow their business.
Then, I sprinkled it all over the top of funnel phase of my sales funnel.
Once they've opted in, they have triggered the rest of the sales funnel.
Now its time to start creating customers...
Sales Funnel Phase #2 - Middle of Funnel
"The first dollar is the hardest dollar to get, the second dollar is the easiest dollar to get."
Not sure who said that, but it's a damn good quote. It happens to pan out to truth more times than not.
That's why the middle of your sales funnel needs to have a low cost, value based offer that you can create customers with.
This offer needs to tie in with your TOF magnets too. This is how we create life long customers with sales funnels.
My middle of funnel offer is my Sales Funnel Madness course.
So far, I've been guiding you through how to structure a high converting sales funnel. The MOF is the halfway point that is super powerful.
You've had a chance to also download the emails I use to convert people in my most successful sales funnels.
If you decide, you'll move further into our sales funnels by opting into the MOF offer...
...Sales Funnel Madness.
This will present you with a one time offer discount of 70% off.
Notice the level of intense congruency this funnel holds. The only topic of business that my TOF and MOF activity have are about sales funnels.
This is the funnel within the funnel. Mind-bending?
Every step of the funnel is important. They each feed each other to keep the prospect moving in the direction you want. That is, to create a customer.
Remember: The first dollar is the hardest to get, the second dollar is the easiest.
So, let's make sure our top of funnel slides fast and sure directly into the introductory offer.
"But wait, why is congruency so important?"
Glad you asked.
If you haven't realized it yet, the human psychology is very distracted. I liken it to Harry Houdini looking for escape hatches.
If you don't have the sales funnel water tight, your traffic will delete the email, close the web browser or forget you altogether.
This will not increase your income. It will only stall out your confidence. That's NOT what you signed up for, so DO WHAT I SAY...CONGRUENCY.
PRO TIP: I use Hotjar.com to record my sales funnel visitors so I can see where they are acting like "Houdini" and disappearing...
MORE PRO TIPS:
Price your MOF offer under $50
Keep the offer 100% congruent with your top of funnel.
The value they receive in your MOF offer should be ten times what they received in your TOF.
Promote this offer on your Thank You page of your lead magnet too.
This is not the offer to get rich on. Rather, this is the offer you create customers with. This gets you to the "second dollar is the easiest to get" phase.
Here are some ideas for your MOF offer:
A tutorial/video course
A customized business plan
Lists of equipment necessary for certain systems
Graphics that are done-for-you
An audio course
Short group coaching calls
Bottom line: you need to drop massive value on the customer. Challenge the way they are doing things. The best way to do that is to show them how you do things successfully.
Now it's time to sell your MOF Offer. Wondering how you might go about that?
Offer it RIGHT after people opt in to your lead magnet. Where might this be?
Your "Thank You Page".
On your thank you page you should have a one time offer. Also known as your OTO.
This page is going to be the value driven one time offer.
Sales Funnel Phase #3: The One Time Offer
After someone opts in for your lead magnet, they will land on a new page. This is your confirmation or Thank You page, as mentioned above.
At the top of the page you should display a headline message that states "Congrats! You're (insert name of lead magnet) is on the way."
From there, proceed to give them another step or deeper level of free content while they wait.
Why do we do this?
We do this because we are still building trust and authority in their minds. The slip-n-slide from the top of the funnel to where we are now in the middle is still happening.
Further down the page, you present your one time offer. Remember, EVERYTHING needs to maintain strong congruency with the top of the funnel.
And to make this bad boy purr like a kitten you HAVE to involve urgency.
This happens through automation and evergreen tactics. Limited availability is one of the strongest sales funnel features.
FOMO (fear of missing out) is one of the strongest psychological forces known to man. By leveraging FOMO properly, you can increase conversion rates.
But don't forget to be adding value all the way. Relate with them.
Matter of fact, I've developed a single page cheatsheet inside this funnel that shows you how to structure your OTO sales page.
You can view it here.
Bottom line: To get the sale, you have to get serious about your sales funnel game.
If you're curious, at this point, how to go about doing all this sales funnel building without going crazy...
I've made it lego blocks simple for you inside my Sales Funnel Mastermind Course.
I layout all the "secrets" and identify all the blind spots, so that you don't have to be the crash test dummy.
Nope, you follow my course recipe and you'll be proficient in Sales Funnel ninja tricks.
You get a sales funnel coach without paying 4-figures for the consulting fee.
Pretty cool little opportunity, right?
I think so too.
"But wait...what they don't buy my one time offer?"
Glad you asked. This is absolutely normal.
That's where marketing automation via email comes in. 80% of all sales happens between the 5th and the 12th touch.