Episode #7: The Conversational Marketer Podcast - Funnels vs Campaigns



Hey what’s up family, welcome to The Conversational Marketer Podcast!!

Thank you so much for checking in with me today and joining the conversation, as always, I have my coffee here with me, and I am ready for some serious talk, where today we will be diving deeper into the main subject of this episode - ‘Funnels vs Campaigns’

Let’s Chat About That  …

Happy Friday to all my listeners, I hope that you have had an amazing week and have something great lined up for the weekend.

This last week has been a Christmas Takeover in the Holroyd house, with 5 kids all excited for the big day, and my wife spending all my hard earned cash on more and more presents, Christmas is finally here!

But it’s business as usual here at Holroyd Enterprises, and this week has been hectic! Content creating like crazy, working on some amazing concepts for LEEAP, some updates, some traffic generators, and a $1,000,000 January Launch!

We don’t do things by half measures here I can promise you that! And this week I decided to engage my audience with a challenge that I think everyone should be doing as much as possible, and one that I certainly try to carry out at least 3 times per week.

So let’s start the subject of today’s episode where all good conversations start, with the story.

I am asked all the time how I manage to do so much. To be honest with you I don’t really do that much at all, but what I do manage to produce I make the most of. I repurpose all of my content and ensure that I am putting some variation of the message across all the platforms that my audience hang out on.

This allows me to do one solid piece of content and chop it up and put it back together again in the ways needed for the platforms I have an influence on. And this was the main focus of the challenge I ran.

I set my audience the task of being at all places at all times, with a very simple omnipresent marketing concept that Frank Kern promotes in his programs, and the concept is so simple.

I asked my audience to think of their audience. What struggles are they having in their businesses and lives? What would they benefit from learning? What could we tell them in order for them to make a difference in their lives? Now that we had a subject I wanted them to write out content - and in this challenge, the content was in the form of a blog post.

I asked them to write out a blog post about the subject that they had chosen. It didn’t need to be long, but it did need to be complete. I wanted to make sure that they gave all of the value, and didn’t hold anything back. Once the blog post had been created I wanted them to post this out on their Facebook Page for their audience to see.

Now that the first task was done I then wanted them to take things one step further. From here I asked them to make some slides covering the main points of what the blog post was covering. They could use keynote or google slides, or any other programs they wanted to use, and they didn’t need to be heavily produced.

Once they had created the slides I needed them to do a screen record of them reading from the slides - in a webinar-style. This is pretty easy to do with software such as https://screencast-o-matic.com or related screen recording programs.

This video was to be uploaded to YouTube, and then shared on Facebook. I asked them to link to the blog post in their YouTube description, and to their social media platforms and website.

Lastly, I asked them to take an image either of themselves or something related to the subject that they were talking about and add a caption taken from the content. They could do this on Canva, Picmonkey, or even photoshop, it makes no difference, and then post this out on Instagram.

Now I could have taken this further by tweeting out the link to the blog and the youtube video on Twitter, maybe adding the blog to LinkedIn or uploading the images to Pinterest, but I wanted to make the challenge easy to complete.

Now to give them some inspiration I also took up the challenge, and you can check my results by viewing the video version of this episode over on YouTube or the LEEAP.io Blog - links can be found in the description below.

So why did I do this? And what does this have to do with Funnels vs Campaigns? Well, think about it. When building funnels I find that people struggle because they don’t understand the mechanisms of a funnel. I love ClickFunnels. Everyone loves ClickFunnels. But the problem with ClickFunnels is that people think they can just grab a template, change some of the content, and run Facebook Ads to the opt-in page in order to hit the 2 comma club. Unfortunately, it doesn’t work that way!

Although a funnel is so much more than just a series of linked pages, people don’t understand this, so it devalues the whole idea of a funnel. And a campaign faces pretty much the same situation.

So let’s discuss the difference between a funnel and a campaign when done in the right way. You see, a funnel in its simplest terms comprises of a number of linked pages, that ask the viewer for information in return for a free product or service. From here they tend to offer a small one-time offer optional upgrade, possibly two, and maybe a downgraded product depending on the flow. They also contain a series of emails that are sent out once the viewer has entered their information at the first point of entry. These emails contain information that both relate to the product and service that you would like the viewer to eventually take you up on.

Sometimes a funnel will include a chatbot as opposed to an email autoresponder and can include checkouts, payment carts, and so much more. Now let me say once again that this is a funnel in its simplest terms. You can go much deep with a funnel and I would certainly suggest you do, but for purposes of understanding what a funnel is I have used this example.

So what is a campaign? Well, a campaign is a funnel or series of funnels that make up an entire campaign. Let me explain this a little better by giving you an example.

Let’s take a web design company. Let’s say they have a free website review offer and they are getting their clients on the phone and upselling their services. This is a simple campaign that comprises a simple funnel. So let’s understand the funnel element first.

The funnel would possibly be an opt-in page that takes their name, email, and contact number. From here we would send them out a series of emails that welcome them to the product and ask the extra information we need in order to carry out the review. We will make this super simple in order for you to fully understand the differences here, so let's say the funnel was as simple as that. Opt-in page, leading to thank you page asking them to check their email. This is a simple funnel in raw form.

So where does the campaign come in? Well, the campaign is what goes around the funnel. I like to split a campaign into three sections - Traffic - Engagement - Retarget.

Let’s look at the Traffic Element. We need traffic to send to the first page of the funnel. This can be done with Facebook Ads quite easily, but we also want to be putting out focused content in the form of blog posts, podcasts, videos, images, anything we can that will talk about the importance of having a high performing website, in this example. We would be driving the traffic from this content over to the first page of the funnel too.

The engagement is simple the funnel that we mentioned previously. What happens when they see the opt-in page through to us getting on a call with them. The funnel will handle this.

And that leaves us with the retargeting. This can be done via an email or chatbot campaign, maybe some Facebook or YouTube retargeting ads, maybe more content that is focussed around the people who checked out your funnel but didn’t take the next steps.

This is a campaign. It is the bigger picture overview of what you are doing in order to drive people to your products and services.

And you can take my word for it, when you start looking at the campaign as a whole then your funnels will start converting better than they ever have before.

So I want to thank you so much for chatting with me today and let me know what you think of our talk by leaving me a review below.

If you would like to find out more about how the power of conversation can have a dramatic effect on your business you can order a copy of my latest book ‘Unleash The Power of Conversational Marketing’ over at my website at ScottHolroyd.com

You can also download this entire podcast in written format, join in on the conversation over in the Conversational Marketer Facebook Group and on my ChatBot, PLUS - if you would like to hear more about the subject of today's chat you can join me over on my blog at LEEAP.io/Blog

Links to all everything mentioned can be found over on my website and in the show notes below.

So thanks for chatting with me today, and until the episode - I will catch you in a bit!!


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