Build Your Tribe | Grow Your Business with Social Media
Episode: How To Grow A Business While You Sleep With Sales Funnels - 815
Release Date: December 26, 2024
Hosts: Chalene Johnson and Brock Johnson
Guest: Alicia Conlon Hurd, Owner of The Persuasion Experience

Introduction to Funnels in Business

In the latest episode of Build Your Tribe | Grow Your Business with Social Media, hosts Chalene and Brock Johnson delve into the critical role of sales funnels in scaling a business. Brock Johnson sets the stage by emphasizing the often-overlooked aspects of marketing that are essential for building a long-term, successful business using social media.

Brock Johnson [00:32]:
"There are quite a few things in marketing and business that are not sexy or fun to talk about, but they are absolutely necessary if you want to build a business, especially a successful long term business using social media."

He underscores that while viral content and high engagement are desirable vanity metrics, the true revenue drivers lie in the consistent and strategic follow-up mechanisms within a sales funnel.

Guest Introduction: Alicia Conlon Hurd

Brock welcomes Alicia Conlon Hurd, an expert in funnel building and human psychology, to unpack the complexities of creating effective sales funnels. Alicia brings a wealth of experience from her background in sales and funnel optimization, having built and revamped numerous funnels to drive multimillion-dollar businesses.

Alicia Conlon Hurd [07:20]:
"Having a funnel is equivalent to having a business. To say that in reverse, if you don't have a funnel, you don't have a business."

Understanding Funnels: Definition and Importance

Alicia begins by demystifying what a sales funnel truly is. She explains that a funnel encompasses every touchpoint a potential customer has with a business, whether it's through social media posts, direct messages, email marketing, or sales calls. Each interaction is a potential revenue opportunity or a leak.

Alicia Conlon Hurd [07:20]:
"A funnel's not optional. Yeah. Like if you have a business, you have a funnel."

She introduces the concept that effective funnel building distinguishes between merely attracting attention and converting that attention into consistent revenue. Alicia stresses that understanding the customer's journey through different levels of awareness is crucial for creating micro-commitments that lead to significant conversions.

Differentiating Funnels for Social Media and Paid Ads

The discussion shifts to the nuances between building funnels for organic social media versus paid advertising. Alicia outlines that funnels for paid ads typically target audiences who are already aware of their problems and seeking solutions. In contrast, funnels for organic social media must guide followers from varying levels of awareness to a point where they recognize and seek the offered solutions.

Brock Johnson [09:36]:
"Basically, if I'm understanding correctly... there are these revenues, or I should say attention sources or lead sources like reels or paid advertising or social media where you're getting eyeballs. But with each step, each touch point, there are lots of opportunities to either increase revenue or leak out revenue..."

Alicia emphasizes the importance of leading social media traffic to platforms owned by the business, such as an email list, to maintain control over customer interactions and increase conversion rates.

Landing Page Best Practices

Transitioning to landing pages, Alicia provides actionable insights tailored for coaches and consultants. She likens landing pages to digital salespeople that must effectively communicate in the target audience's language, establish authority, provide irrefutable proof, and present an irresistible offer.

Alicia Conlon Hurd [15:08]:
"When we think about our landing page, we want to think of it like our digital salesperson."

She introduces the PASS framework for copywriting on landing pages:

• P: Problem
• A: Agitate
• S: Solution

Alicia advises that the copy should resonate deeply with the audience's experiences and aspirations, making them feel understood and compelling them to take the next step.

Creating an Irresistible Offer

Alicia dives into the art of crafting offers that compel action. She explains that an irresistible offer aligns precisely with the target market's needs and desires, serving as the next micro step in the funnel.

Alicia Conlon Hurd [25:06]:
"We're trying to give them something in your offer and build the value and the context around it, that when they're trying to feed their kids at night, when they're trying to fall asleep, they're like, they can't stop thinking about it if they didn't take it up."

Using real-world examples, Alicia illustrates how rebranding standard offers into more enticing and personalized propositions can significantly enhance conversion rates. She stresses the importance of naming strategies that evoke emotion and clearly communicate the value.

Common Mistakes in Funnel Building

The conversation then shifts to identifying frequent pitfalls in funnel construction. Alicia highlights several key mistakes:

1. Not Speaking the Target Market's Language:
   Failing to communicate in the audience's vernacular can alienate potential customers.

   Alicia Conlon Hurd [34:38]:
   "Not talking to the target market in their language. Right. Not meeting them where they're at, not entering the conversation going on in their mind and not standing out, being boring. Copying your competitors, marketing, That's a huge thing that I see a lot of people getting wrong."

2. Overemphasis on Technology:
   Focusing too much on technological tools without addressing the psychological and economic aspects of marketing.

3. Lack of a Defined Funnel Strategy:
   Many business owners aren't even aware that they have a funnel, leading to unoptimized revenue streams.

Alicia encourages adopting a holistic approach that integrates psychology, economics, and technology to build effective funnels.

The Role of Email Sequences in Funnels

Addressing email marketing, Alicia outlines three essential automations for nurturing leads:

1. Pre-Call Flow:
   Enhancing prospects' readiness and excitement before a consultation call.

2. No-Show Flow:
   Engaging with individuals who book but do not attend their scheduled calls.

3. Nurture Flow:
   Re-engaging leads who have filled out forms but haven't taken further action.

She emphasizes that email sequences should aim to drive clicks to designated landing pages rather than directly selling products within the emails themselves.

Alicia Conlon Hurd [42:25]:
"All you're trying to do is get the click. That's it. You're not trying to sell them on the email, you're not trying to get them to hand over money, you're trying to get them to click to something."

Actionable Steps for Listeners

In response to listener queries about optimizing funnels, Alicia provides practical homework assignments:

1. Engage in More Sales Calls:
   Direct conversations with potential customers help uncover their needs and refine offers.

2. Conduct Thorough Research:
   Utilize surveys, Reddit, book reviews, and YouTube to understand customer language and emotions.

3. Revamp Landing Pages:
   Ensure landing pages serve as effective digital salespeople by incorporating the PASS framework and authority elements.

Brock Johnson [40:09]:
"What's some actionable things that they can do as homework?... What I would say is get on more sales calls. Get on more sales calls and then evolve your offer so that you sell something that people want."

Conclusion and Resources

As the episode wraps up, Alicia shares her contact information and resources for further learning. She encourages listeners to visit her website, persuasionexperience.com, and connect with her on LinkedIn, YouTube, and Instagram for additional insights and tools to enhance their sales funnels.

Alicia Conlon Hurd [44:08]:
"If you want to check out our website, it's persuasionexperience.com but what I want to make sure is like how can I give you all an irresistible offer to help you to take you to the next level."

Brock concludes by reinforcing the importance of funnels and email lists in transforming social media efforts into revenue-generating business activities.

Brock Johnson [45:26]:
"And 2025 is the year where we are actually going to be building our businesses and brands online. We're not just going to be wasting time posting reels and creating content. We're going to turn this whole social media thing from a time consuming hobby into an actual legitimate business that is paying the bills, builds and that is providing us with the life of our dreams."

Key Takeaways:

• Sales Funnels Are Essential: They encompass all customer touchpoints and are critical for converting engagement into revenue.

• Tailored Strategies for Different Platforms: Funnels for organic social media differ from those for paid ads in targeting and engagement strategies.

• Effective Landing Pages: Must speak the audience's language, establish authority, provide proof, and present irresistible offers.

• Common Mistakes to Avoid: Including not speaking the target market's language, overemphasizing technology, and lacking a strategic funnel approach.

• Email Marketing Integration: Essential for nurturing leads and driving conversions through well-crafted email sequences.

• Actionable Steps: Engage directly with customers through sales calls, conduct comprehensive research to understand their needs, and continuously optimize landing pages and offers.

For more insights and resources on building effective sales funnels, visit persuasionexperience.com and follow Alicia Conlon Hurd on LinkedIn and YouTube.