Create and Automate your Engagement Funnels

This article is a continuation of an article written in 422 Business Advisor. If you happen to find the article through a search on the internet, feel free to read the whole article by clicking the toggle below.

422 Business Advisor Article from May 2019
Recently, I watched a video on YouTube on a subject of interest to me and after watching the video, decided to click on the “infamous link” below the video. Part of the reason for clicking on it was to experience the engagement funnel with this individual as well as see how long she would send emails to me about it. Well, it is two weeks later and I am still getting emails from her daily. They have taken different directions along the way. Yes, when she no longer could get me to react to the offer, she sent me an email that had three different ideas in it and I knew by clicking on one of the links it would direct me down another funnel with a series of emails from her. The longer I go down the funnels with her the higher the investment to take advantage of her training and opportunities and the subject changes. It’s actually been fun doing this exercise.

What does an engagement funnel look like? I’m sure you have been a part of one and just didn’t know it. For fun, let’s create an example. You’re a very successful business owner who created a 7 figure business with products on Amazon. You want to share your successes with others and make a bit of money from the experiences you have had. You create a 5 minute or less video that is impactful and has a title that draws people to it, like “Seven Figure Business with Amazon.” You create a checklist for people to get started with Amazon for your download. People find your video on YouTube and click on the link. When they do, they go to a landing page on your website where it validates what you said on your YouTube video and then some. It has a button to download the checklist. When they click on the download, it goes to a page where they leave their first name and email. Once they click on the submit button, they go to another page telling them to check their email inbox and to take advantage of a mini-class you are going to be doing that will cost them a small investment.

The automated emails then begin every day. If they don’t react to the mini-class, you begin to engage them on additional opportunities with you.

Your engagement funnels include the following tools:

  1. A video that engages with your audience.
  2. A landing page that validates what was provided in the video.
  3. A contact form to collect only the first name and email.
  4. Another page with a value-added download or tool.
  5. A second page that offers a paid opportunity.

These engagement funnels might look something like this.

Selling Products on Amazon

How to Sell Finding the Right Product Working with Suppliers Managing Your Business Meet Successful Businesses Marketing Your Business

Under each one of these funnels, you will have approximately 5 to 6 emails which will be delivered on a daily basis. The funnels are meant to advance a person through the other funnels and, as they are advanced, the opportunity and offer increases in price. Eventually, they become part of your community and buy into what you have to offer.

Needless to say, to create an engagement funnel requires a strategic plan to determine the funnels and what will be offered to further engage with them and eventually do business with you.

A good email marketing system is necessary to make this all work. You want to create your emails once, link them properly for the engagement funnels and let it do all the work for you. I’m partial to Constant Contact, as I have been a Solution Provider with them for more than ten years. What you need to consider when choosing an email system are the following:

  • Ease of Use
  • Automation
  • Relative to your needs
  • Price

I find Constant Contact to work well for small businesses as well as non-profit organizations. Their event module is priced well below Event Spot, hands down. Others mentioned in a great article written by IsItWP.com include the following:

  • Drip is great for e-commerce sites.
  • ConvertKit is great for bloggers and YouTubers.
  • AWeber is a very cool lead generating system that works well with landing pages.
  • MailChimp is a good beginning. We like to use this for people who aren’t sure they want to commit to a paid service. Although not as robust than others. It is a good beginning.

There are many others to choose from. It’s a matter of finding one that allows you to create your engagement funnels that will work best with what you want to do.

Does this sound like something you would like to create for your own business but just don’t have any idea how to get started? Maybe you, to, have watched a video on YouTube, clicked on the “infamous link” and have become engaged in an email marketing funnel. Start by identifying your engagement funnels, choose the most popular one to create first, create the tools needed along with the emails to follow the initial engagement. Test the funnel to make sure all links are working properly and that the daily emails are being delivered. Continue to build the other engagement funnels, keeping in mind to make the opportunity more valuable along the way. The engagement funnel is an art, not a science, be creative.

By the way, we could have created an engagement funnel but felt it would not be appropriate.