Mar
Mar

Under-The-Radar: Shadow Funnels – How to Recover Lost Traffic

Do you know what shadow funnels are?

Let me ask this: do you know what happens to your traffic when they bounce from your funnel landing page?

What happens when your visitors don’t take the next step and engage?

You’ve done all that work to get them there.

You’ve spent the money on the ads.

You spent the time and effort on the ad copy to get it just right.

You put in the sweat equity to build a great offer and a fantastic looking funnel, just oozing with value.

But after you’ve done all this work to win the attention of your visitor, they bounce and head out to the Google to see what you’re really all about.

They’re interested, but not ready to pull the trigger quite yet.

So they search your offer or your name, and what do they get?

Nothing.

Zip.

Zilch.

Nada.

Google doesn’t even have anything about you, your business, or your offer on the first page, much less in the top two or three listings which is where virtually all the traffic goes.

So your visitor vanishes in to thin air, never to be seen or heard from again, as they go and find a different answer to their questions and find someone else to buy from.

That potential customer you spent all that time, effort and money to hook and draw in to your funnel is gone.

How many potential customers and leads are you losing?

How much revenue are you leaving on the table because your potential customers can’t find you outside of your funnel?

That’s serious stuff right there – questions that have to be answered!

I’ve been working for the longest time with creators – online entrepreneurs, bloggers, digital marketers and more.

The solution to this issue is all about building what I call a Platform Funnel. In the Traffic Secrets book that comes out next week you’ll hear about the Funnel Hub.

The platform funnel is very similar to a funnel hub, but with a few variations, but more on that later.

I first learned about the importance of personal branding way back when I was still working in sales.

Jeffrey Gitomer – the Personal Website

I was reading a book by Jeffrey Gitomer in the early 2000s and he emphasized the importance of building a brand for yourself as a salesman.

Gitomer has always been one to embrace the benefits of technology for salespeople, and he talked about the idea of building a platform from which you could demonstrate your expertise and thought leadership.

It was one of the things that got me motivated to build my own site to begin with!

His idea was that by building your personal website you could create a resource that you could share with prospects and customers that would then position you as the thought leader on the subject and give you even more ways to build top of mind awareness with your target audience.

Gitomer’s book was years ahead of the blogging explosion.

So I built one of the earliest versions of my site following Gitomer’s advice and – it worked!

Michael Hyatt – Platform

Fast-forward to several years later and Michael Hyatt publishes his book “Platform: Get Noticed In A Noisy World”.

I’m always focused on learning and getting better so I heard that this guy who was a publishing executive was doing amazing things online, so I had to check it out.

Hyatt’s idea was similar to Gitomer’s idea: build a platform so you can position yourself as an authority and cut through all the noise that is the internet marketing and blogging world these days.

Hyatt’s proposition was to build a blog – but it was something that was really much more than any regular blog.

Hyatt’s platform concept was one that was built on the “wow” factor by going above and beyond, built on a piece of digital real estate that you have total control over, and from which you could expand your reach through creating “embassies” on social media platforms and “outposts” where you listened to conversations that were happening with your target audience and could make meaningful contributions to.

I learned so much from Hyatt and relied on following his lead for years – he built the audience I was hoping to build, and was creating amazing content. His platform idea was a huge inspiration to me, so I dug in and started building my own.

Russell Brunson – Expert Secrets

Thousands of people over the years have been trying to build online businesses via blogging. It’s a craze that’s still going today. People think that by creating content, and including affiliate links to various different products they’re going to start making crazy life-changing money online with their own home-based business.

Then reality sets in.

It doesn’t work like that. And it never really did except for a very small few who were able to build incredible momentum and audiences.

So people gave up on blogging and there was a seismic shift online to sales funnels.

Forget WordPress.

Forget blogging.

Forget paltry affiliate sales (if any).

Ever get frustrated when trying to imitate your heroes? Yeah – me too.

So I had to take a deeper look at this funnel idea.

It really resonated for me from my days in sales so the concept was intriguing to say the least!

“Become an expert and build a sales funnel!” was the new cry of the aspiring online entrepreneur.

Russell took the tried-and-true concepts he learned from years of studying direct marketing techniques and implemented them into online businesses with outrageous success.

So suddenly everyone wants to be a funnel builder!

And the concept was validated because there were tons of people who were finding incredible online with following the stuff that Brunson teaches about online marketing.

But now the pieces of the puzzle were starting to come together for me. I could see the whole picture and it was absolutely fantastic!

Shadow Funnels – Lost Traffic

What a lot of the successful funnel hackers and digital marketers didn’t even know is that they were hemorrhaging leads, potential clients, and sales and they never even knew about them!

They were lost in the numbers – conversion rates, opt-ins, bounces and more.

For most, it was all chalked up to variables beyond their control. After all, we all know not everyone is gonna buy; sometimes you just aren’t going to be able to get that person on your hook.

But what they didn’t know was that the hook was already partially set, but they weren’t able to reel them in!

They didn’t know that they could recover huge amounts of those lost leads and sales by building a platform funnel.

But Steve Larsen figured it out.

So did Michael Hyatt.

So did Russell Brunson.

So did Garrett White.

And so did several others.

A shadow funnel is what happens when someone leaves your squeeze page, landing page, or sales page, and then goes out to other places to learn more.

It’s not that they’re not interested. They’re just not interested yet.

In fact, as Mike Schmidt and AJ Rivera pointed out at Funnel Hacking Live in Nashville, this is where the majority of traffic goes – somewhere else.

They go search your name.

They search your product.

They want to know who you are, what you do, and why they should trust you.

They want to know your background.

And these are all legitimate questions that should be answered, and when you’re building a regular funnel you don’t really get a lot of opportunities to answer these; your content is (appropriately) focused on the offer.

In my video where I talked about three types of traffic to your website your hot traffic is the traffic that’s going to be more likely to continue in your sales funnel and purchase.

But what happens to the rest? That could be 90% or more of your traffic!

They’re looking for credibility.

They’re looking for opinions of their peers and friends.

They’re looking for reviews and testimonials.

And at this point they’re not buying.

So what’s next?

Platform Funnels – What Are They?

What these guys figured out was that the traffic that was leaking out of their funnels was running to Google find out who they were and learn more about them before they decided to opt-in or buy.

So they created a funnel hub, or what I’m calling the Platform Funnel, that was there ready and waiting for those people to find exactly what they were looking for.

And it’s a very carefully constructed piece of internet real estate that does its job really really well.

The Platform Funnel takes in to account everything I’ve talked about here:

From Gitomer – the concept of a “personal” space online where you build your brand awareness as a subject matter expert that serves as a hub for your potential customers and current clients.

From Hyatt – the concept of a blog that is far more than just a blog, but a blog on steroids with a consistent brand that reaches out in to several different social media platforms a central hub over which you have total control.

From Brunson – the idea of the “attractive character”. This is the subject matter expert who’s more than just a thought leader, but a charismatic influencer and known personal brand.

From me – the years and experience I’ve got from building sites big and small, consulting, coaching and instructing businesses of all shapes and sizes how to conduct business online and the collection of years of studying blogging, online marketing, and helping numerous bloggers and creators to build and grow their online presence to levels they’ve never seen before.

A Platform Funnel does the following:

  • Establishes your credibility
  • Demonstrates your results
  • Speaks to your authority and reputation

To The Haters & Naysayers

You may be thinking, “I’ve heard all this before, you’re just talking about blogging.”

Or maybe you’re thinking “I can’t do this!”

Or even “I don’t need this!”

I can guarantee you – unless you enjoy losing out on sales and spending more on ads than you should – you absolutely need a Platform Funnel if you want to be successful online.

As digital marketers and online entrepreneurs we fight, scratch and claw for every single visitor we can get to our website – why would we just let them go and vanish into the internet vapor to just go watch another cat video?!?

No – we need to fight scratch and claw to put the information our target audience and ideal clients are looking for is looking for and we can do that with a Platform Funnel.

You can recapture that traffic you’re losing from your funnel – those people don’t have to be gone forever!

You can validate their concerns, demonstrate your capabilities, tell your “hero’s journey”, your epiphany, and build tons of goodwill in your audience when you build your Platform Funnel correctly.

And you can get them back in to your sales funnel so you can serve them better with the products and services you offer because you care enough to do the hard work of building the know, like, and trust factor with them.

The longer you wait to do this, the more traffic you’re going to lose.

The Result

When you’ve got your Platform Funnel in place, your numbers will rise across the board.

When your Platform Funnel is done right you’ll be able to funnel that traffic back in to your sales funnel so you can deliver the value you promised.

Your brand will start to grow and you’ll become more and more of the “attractive character” that Brunson talks about in Expert Secrets.

And most important of all, you’ll become the g0-to expert in your space with your audience!

How cool is that?!?

What’s Next?

So now you’ve heard the idea, so what do you do next? Now you know you need to build a platform funnel, but what specifically do you need to do?

Stay tuned – I’ve got a lot more good stuff coming for what you need to do to build your Platform Funnel.

So if you’ve ever struggled with any of this, leave me a comment below!

See Also:

Complete Guide on How to Choose a Domain Name

Jun

"Choosing the right domain name is a critical factor when it comes to the success of your new website project. There is a lot riding on your name and you’re going to be stuck with it for a while so you need to make sure you pick the right one. If you’re serious about wanting to […]"

Keep Reading...

Lead Generation for Contractors: Think Outside The Box

Apr

"Lead generation for contractors: how is it done? My friend Dan is a landscaping contractor and the effects of the 2020 quarantine devastated his business. Not only was it hard for him to find new business, even his existing clients were failing to pay their invoices. But despite the crazy circumstances that was 2020 — […]"

Keep Reading...

How To Generate Leads For A Travel Business Online – The Inside Scoop

Feb

"Looking to learn how to generate leads for a travel business in 2021? What I’m going to cover today is a way of generating unlimited leads for your travel business that you may have not heard of or thought about before. This concept works whether you’re a tour operator, lead expedition adventures, or are a […]"

Keep Reading...

What else comes with my ClickFunnels membership?

Jan

"Russell Brunson and the ClickFunnels team are very serious about making sure that you get everything you need to be successful online. That’s what I appreciate them probably more than anything else is the sincerity of their desire to see you succeed online. So one of the things they’ve done to empower you to be successful […]"

Keep Reading...

How To Download a Facebook Live Video in 3 Easy Steps

Jun

"How to download a Facebook Live video Going live on Facebook is one of the best things you can do to elevate your brand and increase your visibility. But once your Facebook Live session ends, what do you do next? You don’t want that video you just shared to vanish into the Facebook feed black […]"

Keep Reading...

How To Create A Digital Course

Aug

"Creating a digital course is easier than it’s ever been, and it can be the thing that takes your business from something that you dabble in as a side hustle to something that earns life-changing money for your business. Here’s how you can create your own digital course in 17 easy steps: Cultivate belief that […]"

Keep Reading...

Website Content Is Important – 7 Surprising Pages You Need On Your Website

Mar

"It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using 'Content here, content here', making it look like readable English. "

Keep Reading...

How To Use Gutenberg Blocks?

Apr

"It’s not hard to figure out how to use Gutenberg blocks. It may seem that way at first, but figuring it out is actually pretty intuitive. The problem is it looks daunting if you’ve not seen the new Gutenberg editor before. And that can slow you down. And admittedly, there are a LOT of different […]"

Keep Reading...

Do I have to use WordPress to start a blog?

Jun

"You don’t have to use WordPress to start a blog. WordPress is the industry-standard for good reason, but it’s not the only choice. There are a lot of alternatives to WordPress if you want to try something else. But keep this in mind: When it comes to finding advice about growing your blog and scaling […]"

Keep Reading...

What is ClickFunnels? Everything You Need To Know – Updated for 2022

Jan

"What is ClickFunnels exactly? How does ClickFunnels work? Is ClickFunnels a scam? How much does ClickFunnels cost? These are questions that I get all the time from my clients – and all of them are fair. So, what is ClickFunnels? ClickFunnels is a web-based website building platform designed specifically for building online sales funnels. It’s […]"

Keep Reading...