“It’s the end of marketing as we know it.”
“Everything that used to work doesn’t work anymore.”
This is actually the truth.
The entrepreneurs who understand this and can adapt, are the ones who are not only surviving, but thriving.
Those entrepreneurs who can adjust to changing expectations, changing market sophistication, and changing online “rules”, stand to benefit well into the foreseeable future.>
If you find yourself in any of these situations, it’s likely because the world of online funnels that worked like a charm five to ten years ago, simply doesn’t work anymore. As I stated at the beginning, those marketing funnels have changed; they are now dead.
Yes, you read that correctly. The world of funnels has changed. You can’t be doing Funnels 1.0 when the rest of the internet has moved on to 2.0. You need to be using Funnels 2.0 too.
What’s the difference? Why doesn’t the old version work any more?
If they do opt in and leave their email address in exchange for the freebie, the entrepreneur then starts to create a relationship by sending regular emails, during which the potential lead is encouraged to buy the marketer’s product or service.>
The problem is, this is mostly a “push” style funnel where the entrepreneur pushes the potential lead through one single funnel or action.
It’s like when you attend a networking event and everyone pushes their business card on you saying, “Call me, call me!!” (Which is also bad networking technique, by the way…).
We don’t want to do that do we? We call that Funnels 1.0>
And while many entrepreneurs who count on online marketing techniques to grow their business have been trying to keep up with the possibilities offered by new technologies, most haven’t kept up with how those technologies have changed the way we do business.
Enough already of “pushing” your potential customers through old-style funnels!
Just look at the numbers for the vast majority of online entrepreneurs. “Pushing” doesn’t work any more.
Instead, let’s think of a “pull-style” funnel, where you engage your potential lead, and entice them to take the next step.>
The marketing concept that challenges old-style funnels, and that recognizes how much things have changed is RELEVANCE.
That means, offering your potential lead the right type of information at the right time and in the right place, based on their mindset.
Combining modern technology with a very simple framework, you can deliver an experience that will be so relevant, your lead won’t be able to say “NO”.
If relevance is the key to getting a “yes”, how do you use it well?
To make your content truly relevant, you must...>
Go back to that networking meeting for a moment. Every person who shoves their card in your face is offering you the same thing. None of them are asking what is important to YOU. None of them are figuring out how close you are to wanting to try to solve whatever problem brought you together in the first place.
If just one of those pushy entrepreneurs had engaged you in a real conversation, and offered you what you were really ready for, you probably would have been more open to listening. And maybe even open to buying.>
In the same way, when you ignore your potential lead’s behavior, mindset, and location in the buying process, you leave a lot of money on the table.
When you don’t create an experience for them that takes into consideration such things as:>
then you don’t help them, and you don’t help yourself.
The average marketer or entrepreneur hopes for a small percentage of potential leads to buy. In fact, 99% of marketers do it this way.
In his book, The Ultimate Sales Machine, Chet Holmes points out that at any given point of time in a particular market, about 3% of all possible potential leads are ready to buy. About 7% are open to buying, but probably aren’t looking.
Another 30% aren’t thinking about buying a solution, even if they are aware they have a problem. Another 30% think they aren’t interested in solving their problem. And another 30% “know” they aren’t interested in doing anything about it.>
Smart business owners also recognize they are up against “the big boys and girls”, the really big companies with massive lists and enormous advertising budgets.
With all of this stacked against them, entrepreneurs are satisfied getting just a handful of sales even though it’s very difficult to make money surviving on that small percentage of people you push through your funnel.>
As I stated above, the secret to successful marketing is RELEVANCE. Offering the right message to the right person at the right time and place. And you need to include relevance in your 2.0 funnel.
So, how do you become relevant to your audience, to all those cold leads who don’t even know you exist?>
The Side Walk Sakes Method is based on what I call three lanes: Sidewalk, Slow Lane, and Fast Lane.
Each potential lead belongs in one of these lanes, depending on their current mindset. And if they come into your funnel from someplace other than the Fast Lane, you meet them where they are and help them move along in their buying journey.>
Let’s say you are having a conversation with Denise. You don’t dig in too deeply, but you recognize she has an issue you could solve, if it is painful enough for her.
So very briefly, after asking her some questions about it, and seeing some interest on her part, you say, “Would you like my card? There is more information on my website, which is listed right here. We can also schedule an appointment to talk further next week.” (Sidewalk)
Denise accepts your card, thinks about it for a moment, and then asks if you are available to speak at 10 am on Tuesday.
When you meet on the phone on Tuesday, she asks you some more questions, you give her more in-depth answers than was possible at the event, and next you schedule an in-person meeting to continue the conversation on Friday. (Slow Lane)
Finally, on Friday, you meet in person. Denise even brings her partner, who has been filled in on the details of your solution. After 90 minutes of further conversation, Denise and her partner sign the deal with you. (Fast Lane)>
How do you reach Side-walkers? They usually come from an online platform like Facebook, which uses interruption ads, not ads responding to someone’s search. This means they are not actively looking for a solution to their pain. They are more likely chatting with their friends and taking BuzzFeed quizzes.
Once you capture their attention with a really good ad, your job is to bring them to the Slow Lane as efficiently as possible by making their pain… well… painfully obvious! You do this by articulating their pain points FOR them. Because lots of times, we are content to ignore the pain we feel. Until it hurts too much to ignore, and someone points it out to us.>
One of the key things to remember about a Fast Laner is they have consumed a lot of information from you, so their logical mind has already been activated. Now they are in a more emotional mindset, and are very ready to buy.
Scarcity is a good tactic to help Fast Laners cross the bridge from potential lead to customer. As with any person who is almost ready to buy from you, they will allow their thinking brain to come up with objections; so you should be prepared to handle those objections.
The important things to remember are that, as the online marketing world is shifting - seemingly - beneath our feet, the one thing that remains constant is the relationship you nurture with your leads and customers.
That relationship is build on your understanding their true needs, their mindset, and how willing and able they are to solve their problem at any point in time during their buying journey.
Human psychology doesn’t change much, even if the internet does.
And one of the most important keys to being part of that mental and emotional journey, of creating and growing that relationship, is understanding when and how to present relevant information to your lead. What are they ready to learn right now? Today?>
When you are able to give the most relevant information to each person based on where they come from and what actions they took to get to you (what content they consumed/engaged with), you are able to connect with that person in a much deeper way, as well as to the the pain they are experiencing.
So always ask yourself: “What information can I present to this person, at this point in time, that not only helps them painfully acknowledge their biggest problem, but that also inspires them to take action to address that pain?”
Your information must be targeted exactly to where they are right now. That pinpoint relevance is when they become your buying customer.>
As they move up from the Sidewalk to the Slow Lane to the Fast Lane, you can increase the level of implied obligation. That means you can increase the amount of time you ask them to engage with you and your content, as they graduate from one lane to another, simply due to the fact they are now in a different consumption- (and outcome-) based mindset.
The more they engage with your content, they more they know you. The more they know you - assuming you continue to be relevant to their need - they more they like you and ultimately trust you.>
In our experience with our customers and clients, we see a typical conversion rate of five to eight times more than the industry average.
We also typically see a close rate that is two, three, or even five times greater than the industry average, because our potential leads are more naturally qualified, due to the amount of time they have spent engaging with our content.
Why? We only sell to those in our Fast Lane, because they are the only potential leads who are ready to purchase.
Think about it… which approach would work best?
Giving business cards to everyone in a pushy, “shot gun” approach?
Or standing tall like the lighthouse in your industry, shining just the right light on the path your potential lead needs to take, in order to arrive at their destination?>
And the list goes on…
Every single piece has to fit perfectly.
It’s truly about doing 3x the work for 10x the result. Isn’t that worth it in the end?
And it all starts here: The next iteration of Lead Generation is all about being relevant.
How important is it?
When your potential lead encounters your content, relevance makes the difference between him feeling overlooked and ignored; or feeling like he finally found his soulmate, someone who understands his problem.
Use relevant content in the context of the Sidewalk Sales Method to help your lead first see his pain, and then move to act to solve it.>