Online Sales Funnel Creation: Case Study & Review

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Client Overview:

Mieke Lily Van Orden is the creative force behind Flux & Stone, a line of handmade artisan jewellery designed to make women feel beautiful.

Based in Victoria, BC, Mieke built her business over the last 4 years by showcasing her work in person at various shows and markets around BC.

Objective:

Mieke was active online, but wasn’t making any sales from her website or online efforts.

She wanted to start making sales from the web, and wanted to work less than her customary 12 hour market days, without compromising her revenue.

Solution:

Mieke & worked together over the course of 3 months to develop an optimized online sales funnel.

First we looked at what was working about her business, and what wasn’t.

  1. What customers were most profitable, and what areas of her business were causing profit leaks.
  2. What her existing sales process was, and how we could recreate that process online.
  3. What we could do to easily & quickly increase repeat business.
  4. What her existing online marketing process was.
  5. What parts of her website weren’t working or were neglected and needed to be updated.
  6. What her schedule was like and her strengths and preferences for what she should be delegating.
  7. Where she got stuck executing on strategy.

Then we created her online marketing plan which would show her exactly how to:

  1. Get in front of her target customers online.
  2. Increase repeat business from her current customers.
  3. Steadily build her email list of fans, customers and prospective customers.
  4. Leverage the time she was spending at markets to contribute to her online efforts.
  5. Schedule in various online marketing deliverables, in a way that worked for her based on daily, weekly and monthly tasks.

Lastly, we developed the online assets she needed to execute after we stopped working together:

  1. A new website showcasing her best selling items, where she could easily add new products from her phone.
  2. An email marketing campaign and list building strategy.
  3. A content calendar for her social media, including blog post topics
  4. A social media strategy and automated scheduling system.

Outcome:

I think Mieke and I both thought we’d be working solely on her online marketing, but what happened was I deployed my experience in creating business systems and optimizing operations to create a work day for Mieke that would work to optimize sales as well as her time.

Based on her routine what was already working for her and what she didn’t like we devised a program schedule and a system to help her stay on top of regular social media posts blogging and adding new inventory to her website.

We set her up with an easy to follow system of to-do’s each week and month and set her up with administrative support in the areas where she needed to delegate.

We also set up a comprehensive post sales follow-up system for her wholesale customers which were by far her most profitable area.

What The Client Says About Working With Me:

“To start with the woman just got me organized in a way that I hadn’t been before, and helped me schedule my life in a way that I hadn’t before.  What I thought I wanted from her, I actually got a whole different thing. Which was learning how to organize my life in a professional manner which will benefit me for years to come.

Would I recommend? Yes, Totally! I think that the things she taught me are so invaluable. I didn’t even use my google calendar before I met this woman. I’d wake up every day I’d wake up and think to myself, what are all the things I need to get done today and I would try and organize them all in my brain and all the time I was like forgetting somebody or forgetting something or not getting something done, and things were always taking longer and more energy than needed them to.

And these simple steps that this woman has shown me how to put everything into place and now I just wake up and I look at this calendar and I look at the schedule we’ve written out.

And I think that that is the most beautiful part of working with this woman is that she holds you accountable until the point that she actually sees you change.”

Check out Mieke’s new website at www.fluxandstone.com

If you would like to explore working with me to optimize your operations market and marketing for increased pleasure and profit please contact me at www.laurelannestark.com

Otherwise please join me in congratulating Mieke on presenting her beautiful work online in a way that she can be proud of.

Stop Doing This On Facebook To Get More Sales, Spend Less Money

stop-doing-this-on-facebook-for-more-sales-with-less-ad-spendYou know how to advertise on Facebook already.

Click boost post and you’re done, right?

Wrong.

Facebook has done a brilliant job of making it easy for small businesses to spend money on ads.

The trouble is, boosting your business page posts may not be providing the results you’re looking for.

Here’s some things you didn’t know about Facebook advertising that are going to help you skyrocket your sales this holiday season.

Stop Boosting Posts. Seriously.

If you haven’t heard of Facebook.com/powereditor yet, you’re welcome :-)

In all seriousness, the power editor offers a robust control panel for managing, and getting better results from your ads.

In fact, it’s a lot less expensive to advertise on Facebook using this tool.

Here are a few things it can do:

Retargeting using the Facebook Pixel.

Retargeting is advertising to people who have already been on your website. You may notice ads from bigger brand tend to “follow you around” online.

This is retargeting and you can do this too!

Why retarget?

People who have already visited your website are a lot closer to buying what you sell than people who have no idea who you are. Advertising to this group may produce a better return on your advertising dollar than a group of strangers.

How to enable retargeting:

Login to powereditor by going to facebook.com/powereditor and on the top left click on the 3 lines.

A new menu will show up, under assets, click on pixels. (see screenshot below)screen-shot-2016-11-09-at-2-40-15-pm

From there, click on Create Audience and fill out the pop up:screen-shot-2016-11-09-at-2-43-06-pm

Last step, under Actions, click on View Pixel Code.screen-shot-2016-11-09-at-2-43-24-pm

Copy and paste the code that displays and embed it on your website.

(If that’s greek to you, just email it to your website developer)screen-shot-2016-11-09-at-2-43-34-pm

Once the Facebook pixel is embedded and working properly, you can track visitors to your website, and then advertise specifically to website visitors on Facebook.

TIP: It can be a finicky to get this pixel to work – you need to check back in with the power editor and make sure your pixel has a green dot next to it before you can advertise to this group.

Setting Up Hyper-Targeted Facebook Ads.

You can target your ads very specifically using the power editor, which is great!  

The more closely you zero in your target market, the more affordable your ads will be and the bigger impact they will have.

If you’ve done any work with me or anyone else to develop your Customer Avatar, or Buyer Persona, this is where that work will come in really handy.

Let’s walk through creating a new Facebook ad using the power editor.

On the top left, click on Create Ad and you’ll get this screen:screen-shot-2016-11-09-at-2-48-57-pm

You’ll notice on the left there are three sections, Campaign, Ad Set and New Ad.

If you’ve done any work in Google Adwords, this will be very familiar, but if it isn’t…read on!

What I want to focus on here is the Audience options, under Ad Set.

Audience Targeting Options:

Remember that Facebook pixel you just embedded in your website?

This is where it comes in handy.

Under Custom Audience, this is where you can select people that have been to your website before. You’ll notice in the screenshot, that the pixel I just created shows up here.

By selecting this Pixel, you’ll target this ad campaign to people who have been to your website before.screen-shot-2016-11-09-at-5-40-31-pm

This option alone makes the power editor that much better than boosted posts.

Under location, be sure to check “people who live in this location” if that’s important to you.screen-shot-2016-11-09-at-5-46-56-pm

Lookalike Audience Targeting

If you’re not comfortable using retargeting, don’t have a website or just want another targeting option, lookalike audiences might be for you.

Just scroll down a bit more to detailed targeting, where things can get even more fun!

Here, you can create an audience based on their stated interests on Facebook, or other pages they like.

So, again, think about what Facebook pages your target audience would already like, or interests they have.

Type in and select these interests until you’re satisfied you’ve got a good match to your prospects.screen-shot-2016-11-09-at-5-49-31-pm

Create More Than One Ad

If you’ve done your homework, and know what your customers are interested in or care about, you can explicitly target the people most likely to buy from you, and skip the generic targeting available with boosted posts.

Usually, I create a few ads, one for each audience type and measure them against each other to see which one is the most effective.

Monitor Your Results Closely.

One of the reasons I love online marketing is that you can get exact data on performance, almost immediately.

I usually run my ads for 24-48 hours and then re-evaluate to see which ones are worth the money, and which ones aren’t

If you offer online shopping, be sure to offer a coupon code in your ads so you can get exact reporting as to what ads resulted in sales.

If not, you can still get decent numbers from the ads manager.

Here are some of my numbers. I LOVE that I can get video views for a penny.

There’s not much that you can get for an extinct coin these days!screen-shot-2016-11-09-at-6-12-34-pm

Tell me…

Do you think you’ll try Facebook editor after this?

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3 simple ways to get more leads from your website

Let’s talk about how to capture more leads from your website!

Is your website your best producing sales person?

If you’re not getting a steady stream of leads from your website, keep reading for 3 simple ways to get more leads from your site!

1. Have a call to action – clearly ask people to engage with you

An example of a simple call to action are “Call this number to get a quote”

2. Another thing you may want to consider is have an email newsletter signup.

You can offer an ethical bribe like, “sign up for our newsletter and get our free report on the 22 questions you must ask your web developer before signing on the dotted line.”

A strategic ask like that will allow you to trade information for somebody else’s email address and that way you can continue to market to them going forward.

3. You may also want to consider a live chat option.

Live chat from ZopIM is a super cool and affordable tool you can utilize to engage with your customers directly, in real time if they have questions, want to book an appointment or purchase something from you.

PROTIP: Take advantage of human nature- no one likes to miss out! Offer a Time Sensitive Special that ends soon!

Those are a couple tips for capturing more leads from your website, if you found this valuable please share and don’t forget to subscribe to our channel!