Everything you need to know about customer acquisition strategies and funnels in 2022

Organic Audience (FB/IG/YT/LinkedIn)

The No.1 way to start and scale quickly is to build an organic audience on FB and cross-pollinate with IG + YT, etc.

You can go straight for the jugular on FB (only other place you can do this is paid ads).

As you build an audience it becomes an asset that can produce clients DAILY just by leveraging it in the correct way.

When starting (from $0 or starting to build your audience) implement the following:

1. Find paid program / product communities / groups in your niche (on FB)
2. Join 5-10
3. Demonstrate your domain expertise / authority through content posted in group
4. Add as friends, everyone who interacts with posts
5. Add everyone in group who ‘has something in common’ and seems as though they’re a good fit for your offer
6. Get to 5k friends (who’re all ideal clients)

Once you start to organically build your FB audience, cross-pollinate your other platform (IG, YT) with your FB audience.

• Make valuable YouTube videos for your niche and share link on FB
• Create useful posts on IG and tag account on FB stories
• Influencer Marketing to grow on IG (if you have the budget)

FB Group (Built Off Organic Audience)

Once you build a following on your socials, you want to funnel that traffic into a highly targeted FB group built specifically for people in your niche looking for help with the transformation you’re selling / offering.

For example, our FB group is called ‘SaaS Leaders Community’

Taking a completely cold prospect and turning them into a high-paying client requires a lot of energy.

Typically in a normal sales process of:

Initial touchpoint => Follow up 1 => Follow up 2 => Follow 3 => Pitch call…

There just isn’t enough energy being exerted onto the prospect in order for them to convert into a high-paying client…

Whereas when you build a targeted FB group filled with your ideal prospects, you’re able to nurture them daily / weekly for a long period of time and you have the ability to make as many touchpoints as necessary in order for the prospect to convert.

You’ll notice different prospects require different amounts of energy and the FB group caters to everyone’s needs.

It’s also one of the most powerful assets for your appointment setters as it’s a one-stop shop filled with highly qualified + motivated ideal clients.

By having such a powerful nurture system in place, not only will you book more calls but also, those calls are:

• Far more likely to show up
• Far more likely to convert.

Craft Content Schedule

The key to building an audience that is worth hundreds of thousands to you and not just a flex to your buddies that you have more followers than them is NURTURE.

The process of ‘nurture’ can take someone from a completely cold prospect who is NOT interested in your service / business / you / the transformation you’re selling, and turn them into a raving high-paying client.

And if done effectively you can do this at scale through paid advertising (this is how we scale past $250k/month).

The key to nurturing effectively is CONSISTENT CONTENT your niche is interested in.

The Three Content Types:

• Value content / Useful insights
  • Positioning yourself as the niche expert / domain authority / vertical expertise is the most important thing to ensuring your audience sees you as the best person to go to in order to achieve their desired transformation. The best way to ramp your authority / expertise is to push useful insights + value content.
• Personal content
  • Showing my personal life is something I never use to do as I thought value content drove 100% of sales and while it drives the majority of sales, one thing I learned was that it doesn’t drive 100% of them. Allowing your audience to connect with you on a personal level does a few things: 1. It builds a deeper level of trust and 2. They feel like they know you and they’ll resonate more with you (know, like and trust).
  • Example: Show behind the scenes / open up about your motivations
• Action-based content
  • You don’t want to become the person who is always doing CTAs as it’ll weaken your audience and ironically lower the No. of people who take action during the month. However, action-based content is something people often forget about which is usually why they don’t see a good number of booked calls + clients signed each month. Although you may be positioned as the niche expert and your audience perceives you as the best option to learn from, 90% of them won’t take action unless you ask them to. This is where action-based content comes into play.
  • Example: ‘DM me the word ___ to {insert the desired transformation}

Content Schedule To Follow:

• 2x Group Posts /Week
• 2-5x Story Posts /Day
• 2-3x Feed Posts /Week

Build Value Content (Conversion Mechanisms)

Value content can come in a myriad of different forms:

• 45min VSL (Video Sales Letter)
• Useful New Insights
• Written Insights

Historically, the highest converting value content structure we’ve found is:

1. Highlight case studies / client results
2. Detail the 3-5 actions / inputs / steps those clients took in order to achieve desired transformation (value section)
3. Invite viewers to book a demo if they’d like help achieving the same transformation in their own biz or personal life

This type of value content is typically 30-45mins in length and is genuinely valuable to the audience. That’s key here.

The idea behind this content is not only to prove your point beyond reasonable doubt but also to make the viewers (your prospects) think ‘This was so useful, imagine what it’d be like to speak, and potentially work, with this person…’

That’s the point at which the prospect will book a demo.

Funnels

Low conversion rates, bare calendars, non-profitable campaigns. <2%

Resonance, high-conversion rates, CPA that makes model work, success >2%

Now that you have an audience to leverage you can send them down the following funnel to get paying customers asap.

Sales Page with Video Sales Letter

The traffic you’re getting through your FB group, organic outreach, leverage, or paid ads you can send to a sales page that includes a VSL.

A VSL is up and running 24/7 and will do a lot of the selling for you. Make sure you record this when you’re in a peak state.

A well crafted and produced VSL in combination with a qualified audience/paid ads can make you millions.

Quiz Page

Once people finished watching your VSL you can give them a CTA to ‘get a price’ by clicking on the bottom on screen. This will route them to a quiz page. In this quiz page you can qualify leads and it will allow your salespeople (or you) to prioritise which calls to take.

You can also direct them straight to your Calendly and have some qualifying questions in there.

Booking page

If you’re using the quiz method, you can send them to a booking page once they’re qualified.

Thank-You Page

Direct prospects to a thank-you page directly after booking a call. This thank-you page will be full of nurturing content. You can put a thank-you video on the page, blog articles, expert content pieces, youtube videos, your FB group, case studies, etc.

Key Takeaways:

• Great funnel and video argument makes sales easy
• Content warms up buyers for the sales call
• Paid advertising and organic picks up if funnel works
• It takes time to write and build the VSL
• The funnel is an iterative process (don’t be afraid to make to top-notch the first time)

VSL Funnel

The funnel is not just a website...

People need time to trust you

Customers take a circuitous path

Catching them with retargeting ads, email automation, and supporting content

Without the content, it will take forever to close on the phone

Good Sales Letter Take Time To Write

Require expertise...

Use [frameworks] to save time

The Funnel Is Just a Sales Argument

If you write a good sales letter, building funnels is easy

Writing sales letters is direct response copywriting

The funnel is an iterative process

Action Items

• Write the sales argument and use video
• Get someone to help you and use frameworks