One of the best ways to figure out how to structure your online marketing campaign (regardless of if you’re just starting out or, if you are a multi-million dollar company already)…
Is to look at what some of the most successful companies are doing out there in terms of ‘funneling’ their visitors down and turning them into customers.
Another term for that would be, ‘funnel hacking’.
Ever wondered what ‘funnel hacking’ exactly looks like and how big companies are learning how to best structure their marketing campaigns?
Well, let me dive into the basics for you.
Let’s look at the sales funnel of one of my favorite companies out there at this time and analyze why what they do, works so well.
Hello, Netflix :).
I’m such a Netflix fan and not just because of their cool Netflix Originals such as Stranger Things but also, because I’ve been absolutely in awe at how they have consistently innovated their company so that now, they are pretty much without any real competition (and yes, I think Hulu still have to undergo some changes before they are on Netflix’s current level at the time of this article).
By the way, do you have any favorite Netflix TV shows or movies? If so, leave a comment down below ;).
Okay, let’s dive into it…
Netflix uses a 2-STEP process that invites potential leads to enter the sales funnel via a FREE 1-month trial offer.
Once the user clicks on the CALL TO ACTION button (CTA) for the free month trial, they’re ‘funneled down’ the funnel to the pricing page where different package information is provided. Not only that, they are also encouraged to sign up.
Check it out.
CALL TO ACTION:
After selecting a paid plan, Netflix collects EMAIL ADDRESSES for the one-month trial offer participants so they can FOLLOW UP with those who decide to opt-out of the paid plans.
On the next screen, credit card information is collected. This means that everyone who enters the sales funnel and reaches this point technically becomes a PAYING CUSTOMER.
And guess what?
The only way to ‘escape payment’ is to cancel the monthly subscription before the 30 day free trial period ends.
Even then, with the email addresses they’ve collected, they can FOLLOW UP with those who exit the funnel, strategically bringing them back in through re-targeting ads as well as an optimized email sequence.
Why this works:
- Netflix uses ONE single CTA BUTTON on its Opt-in page that’s placed front and top right for the user to see.
- Entering the sales funnel through this CTA is basically the ONLY ACTION you can take on the whole page. Any guess work from potential consumers and future customers is taken out because they are only promoted to do 1 thing.
- A means of follow-up communication is established in Step 2 of the funnel. As a result, there’s always a way to track AND converse with every single potential customer through email.
- Anyone who makes it through the funnel to claim the FREE one-month trial offer has the potential to be a paying customer (since they are required to pre-select a monthly plan.)
Well, how many of you are using Netflix now?
If you are, you have been ‘funneled’ ;).
Liked this article? Be sure to download the PDF of the steps here if you'd like it and check out the FUNNEL PRO ACADEMY if you want to UP your online funnel game and become a PRO at digital marketing.
P.s. You might also enjoy: http://corneliapauline.com/2017/11/12/which-type-of-marketing-or-sales-funnel-is-right-for-my-business/