I’m going to let you in on a secret: if you want to launch a successful course, your sales funnel is just as, if not more, important than the actual course itself.
The journey for your potential customers from awareness to purchase is laden with distractions, doubts, and decisions. But with the right sales funnel in place, you can create a streamlined pathway to purchase that illuminates the value of your course at every turn.
Whether you're a seasoned course creator or just stepping into the world of online education, understanding the intricacies of sales funnels can be a game-changer. I’m going to walk you through the steps of building a funnel for any product or course, and you’ll even get a sample mindmap that you can download and use for your next launch.
Marketing gurus love to talk about “funnels,” but don’t roll your eyes just yet.
Think of your funnel as the route to launching your product with a bang. Let's break down the journey your future students embark on:
Awareness: This is where potential students stumble upon your course—maybe it popped up on their Facebook, they Googled something related, read about it on a blog, or heard it through the grapevine. Your job? Grab their attention long enough to stop and look around.
Interest: You've captured their attention. Now, let's reel them in with more educational content. How about offering something juicy for free? Maybe a sneak peek webinar that gets them started with a quick win, a helpful e-book, or a teaser lesson. The aim? Showcase how you’re the ideal person to help them, and you happen to have a course you’re about to release that will do just that!
Decision: They're almost ready to hit that ‘enroll’ button, but there's still some hesitation. This is your cue to swoop in with objection-handling details and irresistible offers—think FAQs, testimonials, special discounts, limited-time bonuses, or even a "Love it or get your money back" guarantee. Make it a no-brainer for them.
Retention & Upsell: Don’t forget to nurture the relationship after the sale. Keep the spark alive! Offer your customers more resources, and maybe give them a peek into other fabulous courses you have. If you’ve delivered on your promise and helped them get results, they’ll come back for more and tell all their friends about you too.
Remember, while this structure provides a guideline, every course and audience is unique. You may need to shake things up now and then to fine-tune your funnel to your specific audience’s needs.
This is all a bit high-level though, so let’s break things down into practical terms.
What is a sales funnel?
A sales funnel follows the same lines as the marketing funnel we just went over. However, I will break things down into practical steps for the rest of this post.
When building a sales funnel for an online course, you will need a plan to capture potential students' attention and warm them up to a sale.
This requires a transformation for your prospective students. You need to take people who might've just stumbled upon your content and gently guide them to be your ardent supporters and paying students. It won’t happen overnight, but it doesn’t need to take months either (as you will see).
Next, I'm going to let you in on the blueprint. Crafting this funnel isn't just about one or two pieces—it's like fitting together a jigsaw puzzle. Alone, each piece might seem inconspicuous. But together? That’s where a masterpiece emerges.
Watch this video I recorded to show you the steps for creating a funnel, using a mindmap:
Here are the 3 simple graphics I created to get you started, without over-complicating the process with too many variations of sales funnels.
Sales Funnel Set-Up Checklist & Mind Map
Want a pdf copy of the mindmap that I used in the video, as well as a checklist of all the steps from the video and the graphic overviews?
What to do before creating a sales funnel
Before plunging headfirst into the world of sales funnels, let's take a breather. Answering these pivotal questions can make your journey smoother:
Who is your target market? It’s not just about broad demographics. Dive deep: are you targeting tech-savvy millennials, busy stay-at-home parents, or mid-level managers seeking career advancement? The more precise your target image, the better you can tailor your messaging.
What are their most significant needs, desires, problems, dreams, challenges, etc.? Recognizing their pain points and aspirations is essential. If you're offering a course on entrepreneurship, are they most concerned about finding initial funding, creating a business plan, or handling the stress of starting up?
What solution are you providing? What are the features and benefits? Don’t just list course modules; emphasize the transformation. For instance, instead of saying “10 video modules on digital marketing,” you might say, “Master the strategies to increase your online reach and drive sales through our proven 10-step process.” Customize your content to match your brand and add value with specific examples and case studies.
What are the benefits of your solution versus other competitors? Here’s where your course stands out. Maybe you offer lifelong access, a dedicated coach, a mastermind group, weekly reviews, or an accreditation. Highlight the unique aspects since they will serve as your key differentiators.
That's your unique value proposition or UVP. Why should people buy from you instead of your competitors? A clear UVP will help you write a good “hook” that draws visitors in and converts them into buyers.
What goes into a sales funnel?
Ready to roll up your sleeves? With your groundwork in place, let's dig into the essentials of building a compelling sales funnel. These are your must-haves:
A product page: This is more than just a place to list your product's details. It's where you captivate potential buyers with compelling visuals, persuasive copy, and clear calls to action. Think of it as the story and the storefront for your digital product, where first impressions matter immensely.
A download page: Beyond just a simple download link, this page offers an opportunity to upsell or cross-sell other related courses or products. Make sure it's user-friendly and gives clear instructions to provide a smooth experience for your customers.
A thank you page: This goes beyond courtesy. It's a chance to make new buyers feel valued and excited about their purchase. You can even nudge them towards further engagement by joining a community, taking a survey, or sharing the news about your course with others.
Content assets to drive traffic and build a lead list: This is your magnet. Whether it's a free webinar, an engaging blog post, or a downloadable e-book, these assets pull potential customers into your sales funnel in the first place. Their quality directly impacts the quantity and quality of leads you attract.
Lead follow-ups: It’s not just about the initial contact. You need to nurture that new relationship. Automated email sequences, personalized offers, or even simple check-in emails can ensure potential customers remain engaged and feel valued.
Now, content can wear many hats. Curious about my top picks for drawing in a crowd? Keep reading to uncover these winning tactics.
Types of content assets for your sales funnel
I could write an entire book about content assets for you to start filling your funnel with warm leads ready to buy. For now, here are three of my favorite options that you can try:
eBooks: eBooks are goldmines of wisdom tailored for your audience. Crafted right, they're not just pages of information but a testament to your prowess in the field. Plus, they give your audience a teaser of the top-tier quality they can anticipate from your courses or offerings.
Webinars: Interactive and real-time, webinars offer a platform to connect directly with potential buyers. They can see your passion, expertise, and authenticity firsthand. Plus, the immediate Q&A sessions in webinars can address doubts and build trust, bringing leads one step closer to buying.
Coaching offer or strategy call: This is the personal touch at its best. Offering a one-on-one chat, whether it's for coaching or strategic insights, means rolling out a customized experience. It's not just about hearing out or pre-qualifing clients, but also illustrating how your product or course is the perfect solution they've been seeking.
Sales Funnel Set-Up Checklist & Mind Map
Want a pdf copy of the mindmap, checklist and the graphic overviews?
Types of sales funnels (and when to use them)
Now you have the basic building blocks, so let’s look at a few different types of funnels you can create with them.
Remember that course sales funnels can be as diverse as the subjects they promote. Depending on your target audience, course content, and marketing strategy, you’ll find one type more suitable for your needs than others.
Here's a rundown of some popular types of sales funnels:
Free Content Funnel: Here, you offer a piece of free content, like an e-book, a webinar, or a mini-course, to attract potential students. Got their attention? Great! Now, educate and nurture those new relationships with follow-up emails, gently guiding your subscribers to the main dish: your paid course. This funnel is the easiest to set up and is a no-brainer to use, especially when you're in the business of building trust and showcasing your worth.
Challenge or Bootcamp Funnel: Roll out a teaser that gives your potential students quick wins—such as a 5-day challenge or a bootcamp directly related to your course theme. As your participants delve in and witness results, they’ll crave me and be naturally inclined to explore your full-fledged course.
Evergreen Funnel: Unlike launch-based funnels, which have a set start and end date, evergreen funnels operate 24/7, even when you’re sleeping. It's not about a grand opening or a final call. It's consistent marketing using automated emails, paid ads, and compelling content to continuously woo and nurture leads. Perfect for those timeless courses that don't play by the calendar.
Launch Funnel: Opposite to the evergreen approach, this funnel revolves around the hype of a course "launch." Think of it like a movie premier, complete with a red carpet! There's a specific enrollment period, after which the course might not be available for a while. Play up the scarcity too: limited-time bonuses or discounts work wonders to drive urgency.
Remember, each funnel brings its own set of pros and cons to the table. Your pick will be influenced by your course theme, what your audience responds best to, and where your marketing prowess shines brightest. Experiment, and see which funnel works the best for your customers. And when in doubt, go for what’s simplest and quickest for you to set up. You can always add more complexity later.
Need some done-for-you content to quickly set up your own sales funnel?
If you made it this far and your first thought is “Where the heck am I going to find the time to do this,” you are not alone.
If you need content to set up your funnel and don't have time to create it from scratch, that's what we're here for! Just browse through the categories in our Shop and pick one of the Courses with Sales Funnels, which have everything for both generating leads and delivering a complete course. Then use the steps from the video above to set up that course and sell it.
If you'd like to download the mindmap that I used in the video, as well as a checklist of all the steps from the video and the graphic overviews, just click on the link below to request it. We'll send the downloads immediately to your inbox:
This was just awesome Sharyn. Well done. So many people don’t know how to set up a funnel. I know I didn’t when I first came online. I didn’t even know what a funnel was! lol. This is really valuable training. Thank you.
Glad you liked it, Candace. I remember the days none too fondly of when I couldn’t set up anything and the upsells and cross-sells and downsells looked way too complicated to ever master. I still struggle with a lot of the techie aspects, especially when I try anything new. Better to just keep things simple whenever possible. You may not maximize your income right away, but it’s better to have a product up and be earning something than having it sitting on your hard drive!
Thanks for the valuable training, Sharyn. I would love the mindmap from the video.
Hi Alan,
Glad you like the training. I’ll put a download link for the mindmap up above too. Makes sense 🙂
This is classic over-deliver! Isn’t this what some “gurus” collect like $67 everyday to sell to newbies? Thank you so much for that training, Sharyn. Blessings.
Hmmmm. Maybe I should go back and put a “buy” button on. Only kidding 😉
I’m just hoping it helps some people get moving and using their products more!
Excellent, Sharyn. Very helpful. Thanks for taking the time to provide this.
Hi Dana,
I’m so glad it was helpful 🙂 Maybe I’ll be able to create it a bit faster next time too!
Thanks for this Sharyn. You know I always love your products…Especially the free ones…lol
Thanks, Savorian! And by the way, I love the name of your website 🙂
Thanks for the mind map, Sharyn. I’m a big fan and loyal customer of yours because of things like that.
I keep going back and forth about whether to turn some content into a Kindle book, a pdf to sell on my website, or an autoresponder so I really appreciated this.
Hey Clara – There are a couple important things to note on that. You can’t use PLR for Kindle books unless it’s entirely rewritten. Otherwise, there’s nothing stopping you from doing all three ideas 🙂
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This was just awesome Sharyn. Well done. So many people don’t know how to set up a funnel. I know I didn’t when I first came online. I didn’t even know what a funnel was! lol. This is really valuable training. Thank you.
Glad you liked it, Candace. I remember the days none too fondly of when I couldn’t set up anything and the upsells and cross-sells and downsells looked way too complicated to ever master. I still struggle with a lot of the techie aspects, especially when I try anything new. Better to just keep things simple whenever possible. You may not maximize your income right away, but it’s better to have a product up and be earning something than having it sitting on your hard drive!
Thanks for the valuable training, Sharyn. I would love the mindmap from the video.
Hi Alan,
Glad you like the training. I’ll put a download link for the mindmap up above too. Makes sense 🙂
This is classic over-deliver! Isn’t this what some “gurus” collect like $67 everyday to sell to newbies? Thank you so much for that training, Sharyn. Blessings.
Hmmmm. Maybe I should go back and put a “buy” button on. Only kidding 😉
I’m just hoping it helps some people get moving and using their products more!
Excellent, Sharyn. Very helpful. Thanks for taking the time to provide this.
Hi Dana,
I’m so glad it was helpful 🙂 Maybe I’ll be able to create it a bit faster next time too!
Thanks for this Sharyn. You know I always love your products…Especially the free ones…lol
Thanks, Savorian! And by the way, I love the name of your website 🙂
Thanks for the mind map, Sharyn. I’m a big fan and loyal customer of yours because of things like that.
I keep going back and forth about whether to turn some content into a Kindle book, a pdf to sell on my website, or an autoresponder so I really appreciated this.
Hey Clara – There are a couple important things to note on that. You can’t use PLR for Kindle books unless it’s entirely rewritten. Otherwise, there’s nothing stopping you from doing all three ideas 🙂