Unlocking Success with Your Marketing Funnel Strategy

Unlocking Success with Your Marketing Funnel Strategy

by Hillary Sciscoe

 

The Importance of Marketing Funnel Strategy

Your marketing funnel strategy is the intentional pathway you create to guide potential clients through your content, nurturing them along the way and eventually leading them to invest in something of higher value from you. If you’re offering a course for several hundred dollars or more, you need more than just a sales page. 

Here’s why a robust marketing funnel strategy matters!

The Power of Consistency

The journey to success lies not just in the quality of your sales page alone but in the effectiveness of your marketing funnel strategy. This blog explores why a well-planned funnel strategy in Kajabi is vital for your spiritual coaching brand and how consistency can make all the difference.

Trust Comes First in the Funnel

In the online world, selling advice or courses is highly competitive. You must build trust with your potential clients before they consider working with you. 

Do you notice that when you follow someone on social media and then meet them, you feel like you already know them? This only happens with people who actively share their lives. So, share your life, knowledge, and values, and they will begin to pay more attention.  

You can invite them to free workshops, classes, or live training sessions so they can see you in action. Help them with their questions. Listen. Then, tell them about the solutions you provide to help them.

Focus on Authentic Relationships 

A significant part of your funnel should aim to bring people into your “inner circle” where you can keep them engaged with your weekly content, continuing to share your knowledge and experiences. If you need ideas on how to elevate the strength of your brand, check out these 5 Updates for a Strong Brand and Online Presence.

Present with Purpose

For programs with larger ticket items exceeding a few hundred dollars, you’ll need to pitch an offer to them effectively. It’s more than merely presenting your course on your website. It involves putting together a compelling offer and sharing it with a select group of people, your “inner circle.” 

You are dedicating space, energy, and strategy to making them a direct offer rather than relying on passive sales pages.

Value over Perfection

Obsessively perfecting your sales page isn’t the most effective use of time. You must sell it before potential clients even reach the sales page by focusing on creating valuable content and building a community of followers who follow you because you consistently provide value for free. 

You can use platforms like YouTube, TikTok, and Facebook groups to connect with your audience, demonstrating your expertise and establishing trust.

The Consistency Factor

Consistency is the secret ingredient that holds your funnel strategy together – it holds everything together. The reliability and predictability of your content and interactions nurture relationships and leads. 

Marketing Funnel Strategy

So, for spiritually-based brands, the marketing funnel strategy and the consistency in your approach can truly set you apart. Don’t be overly concerned with perfecting your sales page; instead, invest your efforts in creating content, building relationships, and nurturing your audience

Success comes from your knowledge and ability to connect with and inspire those you aim to serve.

Need to dive deep into who you want to serve and how? It’s a great idea to dive deeper every year. Walk through it with a guide in our Business Alignment Ritual.

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Kajabi Email Marketing

basic segmenting in Kajabi

The most basic practice of email marketing is not sending a sales email to someone that has already purchased the product you are highlighting. This is super easy to do in Kajabi! And one reason I love all-in-one platforms – no integrations or hours of troubleshooting and testing. It all just works – because it’s all in the same system. So there is no excuse to send someone an email that would just annoy them – to them it looks like you just aren’t paying attention. I personally only try to pay people that are paying attention….

So what is the goal we want to focus our efforts towards?  

The goal is to send fewer emails to everyone and the right emails to the right people.

Kajabi has strong email marketing functionality, allowing you flexibility and power over exactly who you send an email to. 

If you are sending the same email to everyone on your list, it’s time to understand the different personalities of your audience.

Once you get specifics of who your clients are, you can use Kajabi’s functionality to its fullest potential!  

 

Client Data

First, you need to get details of your clients into Kajabi. There are different types of data to get, too. Earlier, I mentioned 2 different types: one has to do with a transaction, and the other would be based on who the client is. 

Here’s a huge tip – Always ask for their first name!! Do this on every form opportunity. A big purpose of email marketing segmentation is to make the emails personalized. You want them to feel like a conversation – like you are speaking directly to them. If you have no first name, take away a point on personalization! 

Let’s review a few data types.

Behavioral Segmenting in Email Marketing

A great place to get started is by adding automations into your marketing funnel emails. For instance, when someone clicks on a link in your email to a sales or opt-in page, you know they have some interest. That is important to know, and you can use that to speak more personally to them. 

You can use the automations within the email functionality to tag them with the theme of that set of offerings.

Doing so allows you to send them a message more specific to people who you know like __________. (You fill in the blank.) 

Transactional Segmenting in Email Marketing

Kajabi makes it a simple step to exclude those who have already purchased a product. You do not want to send them the email if they have already bought it, right?! There is a better fit for them from your offerings – or it’s time to make one. If you have a next step for them to progress to, you send them that information instead, when it’s the right time.

You don’t need to do anything to set that up – you just need to use take the time to exclude when setting up an email. One way is using a custom segment, like below.

 

custom segment

Creating Personas

Creating a customer persona is all about understanding your client, which helps understand what they are looking for. You can do this by asking questions. That can either be on a form, like a registration or opt-in form (this is where you add a first name in).

A popular method of asking questions is with a quiz, which may mean sending their answers into Kajabi through an integration. 

You will store all these details on the contact record in Kajabi. 

Kajabi contacts are a bit… messy, so it’s not where I would want manually/visually have to look at details about individual contacts. Still, when you can send an email to only those who said “yes” to a specific custom field, it’s amazing! 

 

Multiple Data Points

There are times when you need to define the email’s audience with multiple different points. 

So let’s say you want to send someone an email, but they need to have all these points:

  • They said “yes” to that specific custom field.
  • They have never been a participant in x course.
  • They are tagged with x because they clicked to watch a video about x.

This example uses all three 3 data types we discussed above, and you can create a custom filter for this email.

But wait – Are you going to send this grouping of data points only one time, or is this something you can use over and over again?

If so, you can save it as a custom segment. Then, you do not need to redo it every time you want to send an email to this segment. 

The people in that segment will change from month to month, or at least we hope so! New subscribers will say “yes” and click to watch the video. This will add them to the segment. But then, they will purchase x offering down the road and no longer get those emails. 

 

There’s so much more to email marketing in Kajabi! We’ll dive in further soon.

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Kajabi Event Countdown Timer

Kajabi is an all-in-one platform to run your digital course and coaching business. It’s a leader in the market because you can run your business without using third-party services.  On Kajabi, build your website and your sales funnels with landing pages, opt-in forms, checkouts, bundles of products, and even countdown timers. It’s even possible to trigger email sequences and other automation. We are Kajabi experts and can help you with any questions you have!

I’ve heard complaints about it not being possible to create campaigns in Kajabi. How it would be so nice to group the emails for a launch or special event. OK, it’s not just that I had heard it, but I had said it! One day it smacked me in the head and my lightbulb turned on. Since I’d been part of a few of these discussions when I was new to using Kajabi, I know there are more people that do not realize how to group these emails together so I’ve got to share! 

I used the keyword above….
Events!

Events are under the marketing tab in Kajabi. 

 

So why would we want to use Events?

I happened into events because I needed a countdown timer and from there I learned how useful they are. 

When you would like to send a triggered sequence of emails off without having to set up a bunch of separate emails, you can use events. 

First, you’ll need to get people registered for your event, which you can grant through an offer, by an opt-in form, or anywhere there is automation. Once they are registered, they will get all the emails set up for the event. 

The first one can be set up for “at the time of registration” and they’ll get it as soon as they are granted the event registration through any automation. 

Setting up your other emails is easy using the time filters provided, like sending one 4-days before the event to remind everyone of the plan, or an upsell opportunity 2-days after the event. 

Kajabi Event Email

The Flow

So set up your event, and your offer or opt-in, and get that countdown timer into your landing page. 

The countdown can disappear when it is over or you can have Kajabi redirect to a new landing page for the next phase of your launch.

The more people who complete your program can tell others what a difference you have made in their life!

Let us help you make it easier for them to complete each module and be your advocate.

Kajabi Event Email

We’d love to chat with you about the best options for your sales funnel. Let’s hop on a quick call to discuss your next steps. Book a free 15-minute call right here.

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Should I use ThriveCart with Kajabi?

I’ve taken a couple of roles where the clients have ended up with Kajabi and ThriveCart and wonder why they need both. There are a few reasons to use ThriveCart with Kajabi. It’s great to understand the differences between these services and how you can use them together – and I have the notes to share! 

Let’s take a look at ThriveCart first.

 

What is ThriveCart?

ThriveCart is a service that helps you build sales funnels and order pages for offering your digital and physical products. 

It doesn’t connect natively to Kajabi, so we have to use Zapier to grant the offers or submit a form with additional information to my clients’ Kajabi sites.

 

The Upsides

Currently, the price of ThriveCart is a one-time fee. At either $500 or $700, you pay no more!

With ThriveCart, you have all payment options on the same checkout page, which is something I prefer compared to Kajabi. You don’t have to create a landing page to choose between annual and monthly. Instead, the checkout page will offer all payment options for that product. Overall, ThriveCart offers a nicer checkout experience. 

ThriveCart has more suggestive buying. The upsell, downsell, and order bumps are all easy to set up. This makes sense since converting is what ThriveCart is all about!

It also integrates with Google Sheets, so you can easily automate a spreadsheet for easy review of sales for a campaign. 

ThriveCart does fixed commissions or percentages as opposed to Kajabi’s percentages only. 

You can take it to the next level with Joint Venture management.

 

The Downsides

One of my biggest peeves is the zaps. There can be a lot of Zaps! With some clients, we must upgrade during an event month, but you can downgrade a couple of weeks later. 

There can also be quite a bit of time setting up the zaps depending on how many products and offers you have. It’s not something you want to use when offering unique payment plans to individuals. 

Of course, all the zapping comes after you’ve created the products and offers within Kajabi and the products in ThriveCart! 

After the purchase, the product and offer will look like it was free when you look at it from within Kajabi. Kajabi should never be your go-to financial system, but it is nice to have it show paid when it is an “all-in-one” platform. Some people do not want to jump around multiple systems. 

 

So do we want to use ThriveCart with Kajabi? 

Well, it depends. What are your priorities? 

After weighing the points above, how do you feel about it?

If your priority is to have a great sales funnel and convert leads, and you are willing to take the time to set up the ThriveCart products and the zaps to go with them, do it! If you want to create high converting cart pages, upsells & affiliate campaigns with ease check out ThriveCart today.

If you feel that Kajabi does well enough and keeps everything in one place, then that’s where it’s at for you!  

We’d love to chat with you about the best for your sales funnel. Let’s hop on a quick call to discuss your next steps. Book a free 15-minute call right here.

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Set your Kajabi Pipelines into action

Set your Kajabi Pipelines into action

If you are new to Kajabi, you’ll need to get up to speed on the terminology and functionality! I’ll help you break it down and understand how to piece the various parts together in a sales funnel – or marketing pipeline as they say in Kajabi. 

The pipelines will help you adopt the inherent flow of the various pieces and they have some great starter templates to help get you going. 

Let’s set the mood with a senario that you can relate to. 

Scenario

You are launching a course. You have a 3-video lead magnet to warm folks up and get them up to speed where your course takes off. 

Your goal is to get people to: 

  • Sign up for your freebie. 
  • Get them to your website
  • Educate your visitors on what you do and how you can help them
  • Help them understand the basics of your work
  • Sign up for your course. 

 

The Flow

The components of your Kajabi flow all come together in the pipeline. You’ll want to create the product and offer before hand and fill them in as you set up the pipeline. 

  • Opt-in form for the freebie, your pre-launch content 
  • PLC Landing Page
  • Nurture emails
  • Sales page
  • Offer
  • Product
  • Emails 

The Product Launch OVO pipeline template in Kajabi is a great place to start!

Let’s break it down

Freebie

You’ll need a freebie (aka lead magnet) setup to take emails and nurture your clients-to-be. I have a couple of previous articles to help you think through getting started on your content as well as thinking through the backend.  

In the freebie process, you have a landing page with an opt-in form, an automated email sequence, and a landing page to present your content, whether it is a video or a file to download.

Many of the pipeline templates have a landing page with the opt-in ready for you to customize! It’s a great place to start.

 

Moving into the sales phase

That email sequence mentioned above is going to lead your hot leads right into learning more about your work, this is their free sample and you need to take advantage of this time. Make sure this content is helping them perceive your value!

This is the PLC, the pre-launch content and you will need landing pages to contain this content.

At the end of your freebie and email sequence, you’ll, present the next step of your pipeline to the sales page where you show the value of your offering. 

 

The Offer

An offer is the pricing structure. Are you accepting payments over a couple of months? Or will they pay in full? 

In Kajabi, each option needs its own offer. You can create one offer and then copy it to create a different payment option. 

 

Offer Automation

Each offer can have its own automations. I always use the offer automations to tag the buyers and to grant offers among other products as needed. 

If you are offering an early bird offer with special bonuses, use tags to group these people to make them easy to find so you can grant those bonuses later on. 

I like doing my post-purchase email in the automations, too. I find them easier to work with and more reliable.

 

If you build it, they will come! 

This is the backbone of your launch and will take your leads step by step. It’s an exciting process to implement! We’re here to help you find your traction. If you’re not sure where to start, let meet for a launch process audit! Click here to schedule. 

 

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