The Art of Selling Online Courses

Everything You Need To Know About Funnel Mapping | Josip Belina

• John Ainsworth • Season 1 • Episode 147

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Are your online course sales not meeting expectations?

Discover the power of funnel mapping to transform your revenue! In this episode of "The Art of Selling Online Courses," host John Ainsworth talks with funnel strategy expert Josip Belina. Josip has worked on hundreds of funnel optimization projects and shares his insights into building seven-figure funnels.

You'll learn about the funnel mapping process, the best tools for creating visual representations of your sales funnels, and how to track key performance indicators (KPIs) effectively. By visualizing your customer journey, you can identify key touchpoints and conversion points to optimize your funnel for maximum performance.

Why do so many course creators struggle with funnel optimization? Is it too complex, or are they missing critical steps? Josip addresses these common challenges and provides actionable advice to help you succeed.

Ready to take your online course business to the next level? Check out our 7-Day Roadmap to Increase Your Revenue, and learn how to boost your course sales by 30% without making sales calls or running paid ads. Visit datadrivenmarketing.co/roadmap to get started.

Don't miss this episode if you're serious about scaling your online course business. Subscribe, comment, and share your thoughts with us!

If you're interested in growing your online course sales and funnel optimisation contact us at https://datadrivenmarketing.co/

Speaker 1:

Hello and welcome to the Art of Selling Online Courses. We're here to share winning strategies and secret hacks from top performers in the online course industry. My name is John Ainsworth and today's guest is Josip Berlina. Now, josip is our funnel strategy lead. He's worked on dozens of funnel building and optimization projects in fact, could even be more than that by now it might be up into the hundreds and he's developed and tested most of the systems that data-driven marketing is now using when working with our clients. And today we're going to be talking about how we're building seven-figure funnels and how we map them out the funnel mapping process, what the best tools are for that, how it helps to track KPIs and when is the best time to do it.

Speaker 1:

Now, before we dive into today's episode, I want to share something incredibly valuable with you. If you are looking to boost your course revenue, you should check out our. Now, before we dive into today's episode, I want to share something incredibly valuable with you. If you are looking to boost your course revenue, you should check out our seven-day roadmap to increase your revenue. It's the same system we've used to help countless clients achieve predictable revenue without making sales calls, running paid ads or competing on price. Now you're going to learn how to increase your course revenue by 30%, how to identify and fix the missing parts of your current funnels and how to optimize your funnels for maximum performance. So if you're ready to take your revenue to the next level, go to datadrivenmarketingco slash roadmap and download it. Josip, welcome to the show, happy to be back again. So for anybody who doesn't really know about it, what is funnel mapping?

Speaker 2:

So for anybody who doesn't really know about it. What is funnel mapping? So funnel mapping is a process of visualizing the steps that your potential customers can go through from the initial awareness stage, so from where they can hear about you, to having them as leads to final conversions or purchases, to having them as leads to final conversions or purchases. Basically, we try to outline each stage of the customer journey, so we identify key touch points, actions and we show how the decision-making process looks like visually.

Speaker 1:

Great, okay, why. Why do we map out those funnels for people?

Speaker 2:

Because it's a lot easier to think about your strategy when you can see it in front of you, when it's not just somewhere in the air, and it allows us with KPI tracking. We always start with KPI tracking and just having the numbers without actually seeing how it all ties together in a visual on the screen. It's just not good enough because it's it's harder to think strategically if you just think about numbers.

Speaker 1:

for most people anyway, yeah, not for you, of course yeah, I can, I uh.

Speaker 2:

I mean, kpi spreadsheet is just enough, but you know our clients like to see it as well.

Speaker 1:

Yeah, yeah, yeah. So it's basically you're mapping out visually, like you're putting onto a screen, this happens, then they go from there to this page and then from there to this page. Then there's these follow-up emails that go out here and then there's these email promotions that go out to this page, all this kind of stuff. So how does that does that help? Having the visual representation? Does that help you to then do the KPI tracking?

Speaker 2:

Yeah, absolutely, because you know where the conversion points are.

Speaker 2:

So, you know what happens after someone lands on your landing page. You know what the actions there are, so you know what you can track. So example someone does YouTube ads or someone does any sort of ads, or just YouTube. People click on a lead magnet page. They go to a landing page. So what happens there? They can either exit or they can sign up. If they sign up, they go to a tripwire. If they see the tripwire, they can go to the checkout. Knowing that and showing that visually, especially if you have the benchmarks, can allow you to then understand where to focus on, because you'll visually see okay, cool, my benchmarks are not up to standard in, for example, click through from a sales page to the checkout. At that point you can start working on that. It's just easier to strategize what to do next.

Speaker 1:

Gotcha, okay cool. So if you map out visually, then you can be like right, that's one conversion point, so that's a column in the spreadsheet, and then you can kind of see what's what's actually happening. Okay, so what's the best tool for mapping out a funnel, and why is that best tool?

Speaker 2:

We're using for analytics, but if you're using Mito, for example, or even Google Drawings, I think it's all fine. We like Funnalytics because it allows us to paste the URL of a certain page and it then creates a snippet of it so you can visually see how your funnel actually looks, which is a cool thing to have. So, yeah, we like that?

Speaker 1:

How do we actually do it? What's the process that we go through when we are mapping the funnel out?

Speaker 2:

So the first thing is that we start from the middle of it or the landing page, and then we figure out how can people get to someone's website whether it's social media, whether it's paid media, referrals, podcasts and we map all of that out. Then we figure out what all of the lead magnets are and we point arrows to them. So what lead magnets are accessible via YouTube? What lead magnets are accessible via Facebook? Organic traffic what happens there? What happens with organic traffic? And blogs and blog pages Are there lead magnets there?

Speaker 2:

We map all of that out. Then we click and sign up to every single one of them to see where it's gonna lead us. Is there a tripwire? Are we gonna get an email? We also map out emails, by the way. So it's not just the way funnel on the website looks, it's also the email automations what's automated, what's not automated and we spend a couple hours just browsing around people's websites seeing what connects to where and how the offers are stacked. We then put all of that in a visual representation in mostly every time we do it in funneletics one of the things that I I find fascinating doing this.

Speaker 1:

One of the reasons why I recommend people to map out their funnels is because a bunch of times you find that things that you thought went to one place don't go there anymore. Some link got changed and just a bunch of stuff's broken. How often do you see?

Speaker 2:

that More or less every time we do an audit we find broken links, we find something that the client thought would work but actually doesn't. So yeah, it's a good practice to maybe check that every month or so, just to make sure that nothing gets broken, and it's easy to misdirect or just break links.

Speaker 1:

It's funny. I hired somebody recently to do a, an audit of my personal brand, and so they're going through the website and clicking all the links and it turns out some of them are broken. So what's happened is we've got links on our website through to a forbes article that I wrote, or um, or that that quotes me me, or a podcast that I'd done for niche pursuits, or have you and some of those other sites have changed their links, and so it wasn't that we changed the links. They changed the links, but we were linking to the old page and so it just goes to a 404 if you go there. I was just like man, that's like it's so easy for that kind of thing to happen so easy um, yeah, and it's important to have a process.

Speaker 2:

I mean, we preach that we don't really have one ourselves, uh, but yeah, uh, you should definitely have it.

Speaker 1:

We, we, we are gonna have it from now on, yeah so when in the process do we actually do this funnel mapping? When's when does this happen that we do this for a client?

Speaker 2:

yeah, we like to do that during our audit, and audit is our first step of having someone being interested in working with EDM and actually becoming our client after they've done all the strategy calls and everything, and when we want to figure out a strategy for the next three months, six months, nine months. That's the time when we would do it so early on in the process, because without it and without kpis, we are blind yeah, that makes total sense.

Speaker 1:

Okay. Well, this was a very simple and straightforward episode, then, because it sounds like the trick is you do it in Funnalytics by just going through the website, going through the emails and just finding out where does everything lead, to map it out visually. That allows you to then set up your KPIs afterwards if you need to, but it's not massively complicated. It's just that people don't do it because it's not part of their regular process, whatever. And if you don't want to use funnelytics and use one of the other tools instead, that's totally fine yeah, most people don't have a fun map on.

Speaker 2:

When they get it, it changes their perspective of how their business looks and runs. So definitely recommend mapping out your funnels.

Speaker 1:

Nice, well, you heard that here. Go map out your funnel. Get it all mapped out. Send us through a link to it afterwards. We'd love to see it. Just to know that you've done that. That'd be awesome. Thanks so much, as always, for listening. We really appreciate your time, josip. Thanks so much for coming on today.

Speaker 2:

Of course.

Speaker 1:

We will see you all next time. An incredible new service, something I am just like. I'm so excited about this. I've been raving to everybody about it. I think it is going to be absolutely fantastic.

Speaker 1:

Um, one of the biggest things that we have. One of the issues that people have when they would work with us is that the biggest, most important thing to do is actually send out your email promotions every month, and even when we were coaching people, sometimes they would get stuck on actually doing that. So we've developed a workshop. Joseph's done nearly all the work on this, developed a workshop where people actually write the emails live on the workshop. We've got a framework for our email sequence that we've boiled down. It took well over 100 hours to put this whole framework into something nice and simple and straightforward, and then you're taken through in each workshop.

Speaker 1:

Four or five of the emails from the email sequence for the month help to figure out what's the topic going to be, what's the overall theme going to be, what's this email about? What's in paragraph one? Then you write the first paragraph, then you write the second paragraph and you do this live on the workshops and in just a few hours you've written your entire email sequence and are able to make sales to your list in your voice because you actually wrote the emails yourself, without being salesy and spammy, providing lots of value. It's absolutely fantastic. If you go to datadrivenmarketingco slash promotion, then you're going to be able to sign up for the wait list to potentially get a place doing this with us. Now, if you've got an email list of under about 1,000 people, I would say this is maybe too early for you. Go listen to our episodes about how to grow your email list. But anything, if you've got an email list anything over a thousand people, then it's definitely worth you signing up for this. So go to datadrivenmarketingco slash promotion to learn more.