Online Marketing Funnel Execution

by Ewa Wysocka & Samuel P.N. Cook

1. STRATEGY fundamentals

2. FUNNEL psychology and mapping

3. EXECUTION process

4. Defining your NUMBERS (KPI’s)

5. CONTENT integration

6. PAID TRAFFIC integration

7. OPTIMISATION

8. CUSTOMER SERVICE process set up

Our 8-Step Digital Marketing Formula

Example of EATs Me Diet Catering Funnel

Looks scary but feels good once you have it ;)

Where is your NDA?

Ideas mean nothing without execution

1. Build Your Team.

2. Setup Project Management Methodology & Technology.

3. Setup Marketing Automation Technology

4. Setup Content Delivery Platforms.

5. Create Pages Following Strict Process:

○ Page Mockup (UX) => Copy => Design => Development

6. Design Content Campaign.

7. Design Video Campaign.

8. Design Email Campaign:

○ Email Storyboarding => Email Copywriting => Email Design =>

Loading

9. Create Ads.

Funnel Execution Process

Building Your Marketing Team

1. Where will you create, store, edit the

DOCUMENTS?

2. Where will you build and supervise the

PROJECT PLAN?

3. How will you COMMUNICATE with the

team?

4. How will you provide fast FEEDBACK

to your team?

5. Where will you draft MOCK-UPS and

FUNNEL MAPS?

Project Management Methodology &

Technology Setup

1. Landing Page Builder

2. Marketing Automation

System

3. Payment Processing

Software

4. Analytics & Optimization

Software

5. Ad Management Software

6. CRM (Sales Management)

Software

Marketing Automation

Technology Setup

Basic Funnel Execution Map

Landing Page Creation Process

1. Page Mockup (UX)

2. Copy

3. Design

4. Development

Step 1: Page Mock-up

Step 2: Page Copy

Step 3: Page Design

Step 4: Page Development

Thank-You Page

Email Campaign Creation Process

1. Email Storyboarding

2. Email Copywriting

3. Email Design

4. Email Loading

Content Email Storyboarding (Part 1)

Sales Email Storyboarding (Part 2)

1. Write to Customer (Try to use You)

2. Try to use ‘We’ vs. ‘I’

3. Write Personal Style to your persona

4. Storytelling (B2B vs. B2C)

5. Use shortest possible sentences.

6. Space out email lines.

7. Use Pictures (Test them)

8. Clear call to Action

9. P.S. - use the P.S., and P.P.S

10. Feel Free to Break any of these rules!

Rules of Email Writing Andre chaperon

We are opening applications for our first (PAID!) Workshop...

“Funnel Masters” Agenda

22nd April (9am - 6pm)

1. Your Persona Architecture

2. Your Market Definition

3. Healthy Lunch Break ;)

4. Your Unique Selling

Proposition

5. Funnel Mapping (Part 1)

23rd April (9am - 6pm)

1. Funnel Mapping (Part 2)

2. Funnel Mapping (Part 3)

3. Healthy Lunch Break ;)

4. Your Main Landing Page

5. Your Numbers

1. Your Main PERSONA Characteristics Document

2. The UNIQUE SELLING PROPOSITION for your persona

3. Your FUNNEL MAP

● Including: web page map, email campaign map, video

campaign map, cold traffic ad map, remarketing ad map

4. Mock-up and draft copy of your main LANDING PAGE

5. The NUMBERS you will need to monitor

What you will leave the Workshop with:

1. You need an actual business case (product!) to work on.

2. You need to be ready to implement it.

3. Workshop is limited to 20 people.

4. Price is 4 000 PLN.

5. You must apply and pass an interview with us to

attend.

The Rules:

The application page for the “Funnel Masters” Workshop will be released to wider audience

on 12th of April

Video production & Photography by projecton

Our next FREE Meetup: Knowing your Numbers

April 19th, 7pm, Google Campus Warsaw