If you’re considering how to build a passive income with online cannabis products you’ve probably heard the term “sales funnel” thrown around a lot. A sales funnel is a way for you to organize the information that you will share with your audience. It’s a way of anticipating a potential client’s intent based on where they are in their buyer’s journey. The goal of a funnel is to leave a trail of breadcrumbs delivering the messages that bring your ideal client toward their decision to purchase your products.
Using a funnel process enables you to imagine where your customers are in their journey based on what you have to offer them so you can deliver just the right information at the right time. For example, someone who is in the awareness stage, which is at the widest part of the funnel, is just now becoming aware that they have a problem.
So the messages you deliver to them at this point in the relationship need to be strategically positioned to help them become increasingly aware that they need support in order to move forward in their journey. So this is where you want to present them with high-quality content about the problem they're experiencing from every possible angle. Because the idea is to attract the community to your website so that they can see the knowledge you have.
For example, let’s say you’re a cannabis-positive women’s health coach and you’re about to launch a self-care boot camp. You'll be teaching how to make DIY cannabis products for stress relief. During the awareness stage, you would want to create a variety of blogs about the most common stressors that your ideal client is currently facing. The idea is to agitate the problem, so get them thinking about how these struggles are affecting them in their own life, and hint at cannabis therapy as a potential solution. So you're commiserating. You're demonstrating that you understand her and her problems and that you have a potential solution.
Since the awareness stage is at the top of the funnel, you need more of this type of content than you need at the bottom or smallest part of the funnel. So this is a good place for your epic, cornerstone, or pillar content depending on what you want to call it. This content is fully available and free to everyone when they come to your website without requiring anything - even an email address – and it is not salesy at all.
When you are sure that your customers have moved from that initial awareness stage into the consideration stage, you’ll want to deliver different content to them. It might still be in the same format such as blog posts, but you’ll want to work on getting them on your list now. This is when your prospects are comparing potential solutions after they’ve discovered you in the awareness stage.
The best content for the consideration stage will include testimonials, case studies, podcasts, videos, and email-only content after you get them to join your email list by offering them more in-depth content for download such as a workbook, checklist, cheatsheet, something a little more substantial than a blog post that quickly solves a problem for them.
So, going back to our example of a self-care boot camp, you have a good report now because they have consumed your free awareness boosting content, so now you want to offer them a lead magnet to get them to sign up for your newsletter. Maybe that's a cheatsheet walking them through how to find the perfect cannabis products for a home spa day. So they give you their email in exchange for the download and now you're in their inbox. Progress!
Next, we move into the decision stage of the buyer’s journey. This is where you’ll want to put even more content in front of them that explains why you are the right person to help them overcome their struggle. At this stage, the buyer knows that they have a problem, they can define it perfectly due to your help, and now they know, thanks to you, they have solutions to choose from. So you’ve already earned their trust.
Now is the time they will finally choose. It’s an excellent time to offer free trials, simple low-ticket products (like an ebook), or your boot camp if it's an affordable ask. You don't want to come right out the gate with your most expensive product. Give them a cheaper way to get to know you first. But now that you have their email address, the idea to get way more brand-specific in the content you show and deliver to them. You’ll also have to work on overcoming objections.
You don’t have to do this all at once. You can start with a few welcome emails. Tell them a little about yourself, your business, your experience, and then slowly transition into more engaging newsletters to continue building the relationship. Your goal here is to establish authority. And once you've done that, you can present them with your offer.
Finally, Once they make the decision to buy what you're offering, you'll need to delight them with even more value than they expected. A quote you hear often in online business is under-promise and over-serve. So you strategically leave a few really cool perks of your product out of your pitch so you can wow them with bonus features once they make the decision to join in. If you do a good enough job of this, they will be so blown away that they will keep coming back to you again and again for each new product you offer.
So there you have it. The sales funnel journey from awareness, consideration, decision, and delight. If you can master this technique you'll find yourself earning an income on autopilot.
That’s all for today but I do hope you found some inspiration. What do you think? How will you lead your clients through the stages of your funnel? I want to hear all about it so be sure to join the conversation over in the Facebook group. You can find the link for that along with loads of other great resources in my show notes.
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