So my next secret weapon is diagrams. And it’s amazing to me how often I’ll step into a situation or I’ll do a consultation, and I’ll say, Well, you know, show me your funnel diagram,‛ and they literally don’t have one. Or if they do, it’s a couple of boxes that are six months out of date. And you can’t fix what you can’t see.
I’m so strong on this because so many times when I take the time to map out a funnel for a client; it immediately becomes clear what their problems are. So if you don’t have a diagram, if you’re not a diagram person or you’re not used to making diagrams for your funnel, this is all about encouraging you to give it a try.
So you would never build a house without a blueprint. And funnels are complicated. You need a map to follow. When it comes to funnels, it’s almost like building software. You’re going to have graphic design, copy, technology, all kinds of pieces having to work together. You’re going to have layers of psychology, and persuasion and thought, all going into this funnel that has to do its job.
And it’s much easier to coordinate all the people and get all those results when you have a diagram, a map to follow. You can actually pull the funnel diagram up and say, ‚Hey, everyone, we’re having a problem,‛ and you can point to it. And it just makes communication that much faster. Gets everyone on the same page. There are just so many advantages to having a diagram.
The other point here is that your funnel is bigger than you think. When we think about funnels, you know, most of us have seen kind of funnel maps or diagrams of funnels, and we tend to think in terms of your funnel being the landing pages or the sales funnel. But that’s only half the story.
Your funnel starts with the very first contact that a person has with your business. And oftentimes, that’s going to be an ad or a piece of content. So we look at a sales funnel, this is just a generic example. These pages are going to work together to capture a lead, and then get people into their shopping cart and through the upsells. But this is what a complete funnel really is, and what it involves.
So you’ve got your sales funnel, you’ve also got your cold traffic funnel on the left hand side there. Facebook ads, Google ads, YouTube, content, email, those are your sources of traffic. That’s all part of your funnel. And then you’ve got the retargeting funnel at the top, where you’re going to send different Facebook ads, different messages on Google, different banners to people who are moving through your funnel at a certain rate.
So trying to keep this all straight without some kind of a diagram is really challenging, and I’ve never seen it work. Whereas when you get a clear diagram, and you’ve got this mapped out, a lot of the decisions are able to be made at this diagram level. You can solve a lot of problems by just taking the time to map it out.
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