How many emails should you create for a sales funnel?

You have lots of ideas for your podcast that create lots of value for your listeners. You have a system to get them on your email list to automate your marketing. The question is how many emails should you send them before they are ready to buy? This can be frustrating, but luckily I found some model sequences you can try out what works.

The question of how many emails you should create for your sales funnel might come up when you sit down to write. The number will vary depending on what you sell. For the sequence to work its best to follow a system.

What do customers need to know before they buy?

When writing the email sequence decide on what persons need to know to be ready to buy from you. Lay that out over a 3 to 4 emails before you send your sales email. How you do this is to follow a system to drip the content over a period to your list. Derek Halpern from social triggers follows a basic sequence when launching his courses. Pain, desire, many options, the final option, best option.

This is a sequence he uses daily to launch his courses. In each email. He addresses the needs of different types of buyers. So what are some sequences you can use?

3 – 4 email sequence 

I first learnt about this sequence in Dan Kennedy’s book “Magnetic Marketing.” It’s a simple sequence you send 3 – 4 emails to your list. How it works you send a few emails adding more value to the lead magnet or free information gift. Then in the final email, you ask for the sale. This short sequence builds urgency and if your customers are ready to buy they will respond. These emails can be sent out every other day. 

7 email sequence 

This model I learnt from Ramit Sethi of growth lab. What he teaches is similar to the 5-day launch but the content is a bit different. The launch cycle is a bit longer. How can you apply this?  In the 7 email sequence take the time to explain what you sell and the benefits. Explain the problem you address, talk about the solution and present yourself as the best option. You will be laying out all the emails you need to present your offer. 

Test these ideas out in your business and adjust it base on the results. 

How to create content to match consumer buying behaviour

A marketing funnel is a systematic way to convert casual visitors into paying customers. How you implement this depends on how people buy what you sell. One thing that will make or break your marketing funnel is your content. What do you say at each step of the way to move persons closer to buying from you?

Talk about the problem

The first stage of the marketing funnel is attracting your ideal customers to your website, or to listen to your podcast. What do you say at this point? Talk about the problem or issues they are facing. This is a great way to build a relationship with your listeners or readers and also to build their trust. Once they feel confident, they will want to learn more.

Recently I went to get my eyes checked and then went online to purchase my glasses. The company was zenni optical suggested to me by a  co-worker. On the company’s website, they shared information about “blue light” blocking lenses. transition lenses are generally what is  prescribed, but the blue light lense got my attention. I instantly started googling to see if I should really get it. The one question I wanted to answer was what is the difference between the blue light lens and transition lens. Once I became comfortable with the answers I got, I added the feature to my glasses on check out. 

With all that said, the point is, there are questions that your customers will ask. Your priority is to make sure these questions are answered, and the answers readily available upon search. You may answer these questions on your blog or podcast for instance. 

Make a list of all the questions potential customers usually ask and start creating content to answer these questions. This can then be used as a tool to get them to join your email list. 

Teach customers how to buy your product/service

I’m not telling you to share all your trade secrets, your aim is to help people make better decisions and get value for money. In my case, it was buying a new pair of tested glasses. What led to my decision to buy online was the fact that it was very expensive to buy it from the local store, even with health insurance. My search on  Zenni Optica, based on the recommendation, resulted in my purchase. (by the way, this post is not a paid post, I’m just a happy customer.) This experience is a perfect example of the idea to nurture your prospect. You get to build even more trust and prepare them for your offer.

When you prepare your customers to buy, they make a more informed decision and reduce the incidence of fewer regrets about ar purchase. Another plus to this is that customers are more willing to tell others about you as well. 

Following my experience, I told my mom about it and I’m now considering to buy my son’s next pair from them as well. That’s the kind of impact your marketing can have with the right content. 

Send customers an offer to buy

In sequence, following that phase of nurturing to where the decision is made to make a purchase you can send potential customers an offer to buy. Don’t wait too long though. After a few emails send them the offer. Who is ready to buy will respond. For the others just continue teaching them about your offer. 

you can get customers to buy from you by offering discounts, special packages with your main offer plus add-ons. 

Example a course plus one to one coaching, and live group interactions. Or in my case with the glasses, I got the glasses plus free features, the case and a cleaning cloth. 

That’s how you go about creating content for your marketing funnel.

How consumers choose products and services and why you should care

The internet has changed how consumers buy goods and services. People don’t go to a physical location right away then buy what they want. They go to amazon, eBay, google to find options to solve their problem. Whether it is to buy a new phone, clothes or search for service providers. They go through a process before making a decision. What is this process and how does it affect your online marketing efforts?

Consumers conduct research before they buy anything

The first part of the consumer buying process is the research phase. This is where they go to search google, to learn more about a problem they have. This could be anything, back pain, a need to buy a new TV, repair a broken phone, food recipes, anything. These are common problems consumers have that they will go to google to research options. When they start their research, they are at a point of wanting to solve their problem and want a solution to solve it. 

When they are at this point two things happen,  they either ask a friend or google recommendations. this affects your marketing by you being apart of the conversation. By doing this you are “ top of mind” hence inline to be chosen as the solution. 

Your online presence may take the form of posting articles on your blog, doing a podcast episode, youtube channel or content on your social media pages addressing the issues your potential customers have. 

Customers Compare solutions before making a decision

The next step in the process once they found a solution during the research phase, is to narrow down the options found. This is where everything about the various offers is looked at and examined in detail. This answers the question of what will they get, and how much will it cost.

Your job as a business owner during this stage is to prove the value of your offer to the consumer. Sometimes people will buy from you based on trust. They know that you do good work, and make their decision on that alone. The price will never be an issue for them as long as you prove your value. That’s the beauty of putting out regular content, through your various online channels to answer their questions. This builds trust with the consumer which makes their buying decision easier. 

CustomersMakes a decision to buy when…

At this final stage of the buying cycle, customers narrow down the choices to one. This is where they click and select the add to cart button on amazon or your website and makes a purchase. If your business doesn’t sell products online this is where they book an appointment. All the helpful content you put out online will play a key role in getting them to that stage. 

As was mentioned earlier these decisions are made when they trust you and your solution. In addition to that, your offer has to be irresistible to push the consumer to pull the trigger. This can be done by adding extra items as an incentive to increase the value of your offer, at a price they think is a bargain. 

You see, understanding how consumers buy makes it easier for you to create content, to market your business. In the end, it will make it easier for them to buy.