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A marketing funnel is a series of steps that a brand takes to lead prospects to become a buying customer. While all funnels have the same goal, it is never a one-size fit all process. Knowing the best marketing funnel model will help maximize business growth.
In this article, you have the chance to learn more about different types of marketing funnels and find which one will work best for your business.
What are the types of marketing funnel models?
All marketing funnel works almost the same way. It builds awareness, interests, desire and finally convinces the customer to take action. Still, no single funnel is alike. Understanding the different ecommerce marketing funnel will help brands improve growth. Every brand must build a specific marketing funnel model that best fits their business objectives.
10 types of marketing funnel models that convert
The sales letter funnel
This digital marketing funnel utilises a long-form sales letter to sell products and services to a prospect upfront. The term sales letter funnel was derived from Russell Brunson who used sales letters in his “DotComSecrets” book. Along with selling, it also allows you to upsell or downsell on the spot once the main offer is given to increase the average cart value.
The membership funnel
This marketing funnel is best for businesses that offer membership services and sells access through it. Membership funnels were created to help sell a membership site, paid newsletters or more. There are different ways to sell a membership site such as a sales letter or a webinar. The first page will usually include a sign-up page or an offer for a trial. On the thank you page, users can create their accounts in the member’s area.
Video sales letter funnel
This funnel can be used to sell products or services by using videos that highlight the offer. It is a lot like a typical sales letter funnel but with a richer media experience. Some sales pages for the products or services may consist of a single or more video. Video sales funnels are really effective because it encapsulates everything that the brand wants to convey to leads in an easy and enjoyable format.
The squeeze page funnel
A squeeze page is a funnel designed to “squeeze” a lead’s email address or contact information by offering them something valuable in return. It is typically a two-page sales funnel that aims to pique the interest of the leads. Pages should be simple and have very few distractions. Because of the nature of a squeeze page funnel, the best tactic is to use is creating a curiosity-based headline.
The more curious the consumers are, the more likely they will provide their email addresses. Squeeze pages are very effective when brands are going after a new audience so that heavy branding is not required.
The reverse squeeze page funnel
The reverse squeeze page funnel is all about engaging the customers and making them want to get more content. Leads can provide their email address to get hold of this additional content. This marketing funnel model shows that by giving value first, any consumer will be ready to give something in return.
A good example is when brands provide an informational video first and then ask leads to opt-in for more. This is a helpful strategy if brands need customers to drop their objections quickly. By contributing to the “relationship” first customers will be willing to give back.
This is a powerful email marketing funnel model that requires a lead to answer a short survey. The survey funnel has two main objectives. The first is to engage with the customers since they are required to answer questions and make very small commitments. The second is to allow the brand to see who the customers are and simply provide them with the right messages based on their needs.
In the survey, questions like demographics can help brands decide what kind of additional information can be given to turn them to customers.
Live Demo Funnel
This marketing funnel model allows brands to demonstrate the value of a product or service directly to leads. Since the top of the funnel automatically engages the customers, it is the best way to answer live questions and overcome possible objections. Live demo funnels can be done by hosting periodic live shows that leads can attend.
2-step tripwire funnel
A tripwire funnel is a small offer (as in low priced ticket – usually between $5 – $50) sold to new subscribers once they sign up. When a customer puts in their credit card information or an email address, brands can then upsell their offer to more expensive products or service. This marketing funnel model aims to accelerate the buyer and seller relationship.
The name of the funnel is derived from the “two-step” order form that is used on the first page of the offer. During step one, customers will be asked to give their contact information. Step two is the chance for the brand to follow up with lead if they didn’t complete the order.
Invisible funnels work by giving away something so valuable for free upfront. Brands can then charge the leads if they liked what they received. Although it is free to attend, all leads are required to register their contact information before they can attend.
The Hero Funnel is best for showcasing a person as an entrepreneur or a champion in one subject area. The funnel begins by sharing information such as a bio or by getting people to join an email newsletter and asking them to follow social media accounts.
Best examples of online marketing funnel models
Self – Liquidating Funnel (SLO)
A self-liquidating funnel is a tactic that a brand can utilise not to make a profit but to create leads. The main aim is to breakeven the ad costs. This funnel works because when brands can get leads for free, any profit that can be made from these leads in the future will be pure profit. It is the best way to acquire tons of leads – and out of this bunch – are numerous potential customers.
By selling something so cheap, brands will not be able to make a profit but will surely be able to convert a small portion of any cold traffic. This will not bring any profit but will be able to cover any ad expenses.
Automated Webinar Funnel
An automated webinar funnel is usually used for products and services that fall within the range of $297 – $1997. Webinars are awesome because they are structured in a way that brands can spend a lot of time to present their products or services to the customers. After a webinar, the lead will most likely warm up to the brand. So the brand must have a proven offer even before attempting to build an automated sales funnels.
Free + Shipping sales funnel
This is a great funnel if the brand is offering a low-cost physical product such as a book.
Brands can offer to send the product for free to the customers. All that they have to do is pay for printing + shipping. When brands get customers to take out a credit card to pay for a book, it is easy to get a list of eager buyers who are willing to purchase. Also getting the free book means the brand will be able to introduce what they have to offer in an informative way.
Lead magnet + Email funnels
This is the most common type of sales funnels online. Brands only need to have a lead magnet and a powerful email marketing tool. Some of the most recommended are Campaign Monitor, King Mailer and SendX.
Lead magnets encourage the consumers to provide their email address in exchange for content or a product. They will then be nurtured further into the funnel by drip email campaigns.
Email marketing funnel models
Email may be worn and weathered, but it by no means is ineffective. According to a 2018 report by Emarsys titled, Adapting to the pace of omnichannel commerce, 81% of small to medium businesses rely on email as their primary customer acquisition channel.
There are a lot of ways to build your email list. You can use opt-in forms on your website, social media, landing pages and plenty of other tactics. From there, you can send the subscribers targeted and well-timed emails based on their interests to build trust and authority.