How do you set up your tracking before your launch so you can tell afterwards what’s worked and what hasn’t?

That’s exactly what this series of blog posts will cover.

In my last post, I gave you an overview of what sales funnels are, how they work, and how you can use the numbers you can get from them to help focus your time, energy, and money.

Now, we’re going to dive into an example to really get to grips with the concept.

Where is your audience?

First, we’ll work out where your audience is.

After some discussion, we decide to break your audience down across 4 places:

  • Your social media networks (Instagram, Facebook, and LinkedIn)
  • Your email subscribers
  • Your networking groups
  • Your speaking opportunities in the 2 months before your launch

What are the steps your customer takes to buy from you?

Next, we need to work out the steps your customers will take to buy from you. This is entirely for you to decide when you’re putting your offer together.

Let’s say that in this example, you’re selling an online course. You’re going to run a free challenge in a Facebook group, followed by a masterclass where you’ll make your pitch.

Going back to our basic funnel:
  1. Awareness
  2. Interest
  3. Decision
  4. Action
We can see how we have more than one step in some of those levels:
  1. Awareness:
    • Audience size
    • Heard your offer
  2. Interest:
    • Challenge signup
    • Masterclass signup
    • Attended Masterclass
  3. Decision:
    • Viewed sales page
  4. Action:
    • Bought the course
A sales funnel with 4 stages: Awareness, Interest, Decision, and Action.

The Big Idea

While the overview I talked about in the last post gave you a good general idea, my aim in this series is to give you the nitty gritty, so this expanded funnel represents something much closer to reality. You’ll get to see the breakdown across both the funnel stages and different parts of your audience.

We’ll need to keep track of where your buyers come from if we want to judge the effectiveness of each of these forms of marketing. Then, next time we launch, we can focus more time on what worked and drop what wasn’t a great use of our time.

Conclusion

In the coming posts, we’ll track how each part of our audience did going through the series. We’ll look at what we’re going to do in advance to get the numbers we need, what exactly we’ll do once we have those numbers, and what business decisions we might want to consider doing once we have those insights.

We’ll start next time with your social media audience.

 

Hi, I'm Sara-Jayne Slocombe, and my mission is to help businesses run better. Everything I do is aimed at giving you the confidence to run your business using the power of your numbers.

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Sara-Jayne Slocombe