Hello From Italy!
I’m super excited to be speaking with you today as the first Italian marketing specialist in the series. I first got into funnels in 2007 when I was running my digital company doing mostly Facebook ads and landing pages.
That’s when I realized we needed to be building funnels in order to be successful. Many people at this time were optimizing for traffic when in reality we needed to be focusing on the conversion.
As I gained experience building my own funnels for clients I was then asked to write the first Italian funnel book.
Now I’m one of the top experts in Italy and it’s been a wild ride.
We’ve created over 200 funnels in all sorts of markets. B2B, B2C, you name it. Our funnels are based on our own system, it’s a nine-step formula that we’ve developed from our diverse client experiences.
When we’re working with our students we tell them to close their computers and to open their minds! All they need to get started is a pen and paper.
Our process has 9 steps which can be divided into 3 different stages.
The first step is gathering the right research and information. This is our initial analysis and usually talks place with the entrepreneur in our office.
Step 2 is the strategy. This is where we determine what funnels we’ll need to sell our client’s products.
This includes our message and our copy. In this step, we must define what’s important to the target and what are the value adds of our product.
Next is step 3, here we must define the instrument of how we’re going to deliver our offer. We create marketing storyboards so we can get specific with how and where we’re executing on our strategy.
This step is critical, because if we’re off the mark here our entire funnel is going to lose power.
Now we’re ready to actually build our funnels. This is step 4 and the first part of stage 2. Whether we’re building webinar funnels, blog funnels, video funnels or something else for every market we need to have our targets and goals in mind.
This is followed by step 5, the branding, which is a key piece of the entire process. This is how you frame your expectations with your target. It’s all about coordination.
Step 6 is the traffic. What traffic channels are going to be the best for us?
The last stage is our backend analysis.
Steps 7 through 9 are where we look at the composition of the market and our KPIs.
Finally, we look at the overall economy of the funnel which is where we try to improve upon our efficiency at every step.
In my view, the most important step is the first one. Before you’re building anything or writing copy, you’re just using your imagination and keeping your options open. This is where all the decisions get made that determine what your funnel will ultimately look like.
- Close the computer and use pen and paper to start.
- Find your brand positioning and what makes your offer unique.
- Create the top level strategy and what specific messages and copy will you use.
- Construct marketing storyboards for your funnel.
- Build out your actual funnel pages.
- Run your analyze to keep track of traffic, KPIs, and your overall funnel economy.
Result You Will Achieve
Funnels that offer a unique perspective when delivering value to your market.
This article is based on an EHQ interview with the mentor.