In this episode Oliver Billson talks to Graham and Kevin about his FSMC framework for creating hugely effective marketing funnels


Oliver Billson – Marketing Funnels
Oli Billson runs a results marketing agency in Stafford, England called Oliver Billson.

For Oli, marketing funnels are all about creating a journey for your customers. His agency goes a further step and creates dynamic lead to customer experiences. This means they can talk to people at a human level, to pivot and change the conversation, depending upon the information they provide, what their problems are and why they were coming to you in the first place.

By doing this, Oli creates contingencies in the marketing funnel to follow up with people effectively and create conversations that are meaningful for them.
Oli’s formula for marketing funnels is F.S.M.C.
F is for Finish.
Begin with the end in mind. What is the overall objective of the campaign? Distinguish the finish point. Don’t allow your campaign to become a large elaborate monster. Oli breaks campaigns into smaller chunks. He thinks about what is the end-point of this campaign that he is trying to get people to. This might be:

Scheduling a call.
Buying a lower end “tripwire” product.
The customer calling you.
Attending or registering for a webinar.

Have the end in mind. The end-point is not necessarily someone engaging in a purchase. However, Oli recommends to create dynamic lead to customer experiences you need to chunk down effectively. The finish point is the start point for the next campaign.

Oli mentioned a client he is working with, their initial campaign is to have a lead development call, with the goal of scheduling a call for a sales representative. Everything before that is the mechanics of the campaign, first attempt at contacting, the second attempt at contacting, the qualification element. The second campaign, is the consult scheduled to close campaign. The finish point of that campaign, that they have an intention of interest that leads them to their first purchase. Oli is breaking down the sales process into separate campaigns, and placing focus on each campaign.

This allows you to spend more money on the people who make it through to the second campaign as qualified leads. Perhaps by:

Sending a “Shock and Awe” box in the post to warm them up before that scheduled call.

S is for Start point.
How do people actually enter the campaign? You could be sending people to an opt-in form on your website. Maybe paid traffic, Facebook, YouTube, or a direct mail piece to drive website visits. Using a house list you might invite them by email. There needs to be a logical start point where they begin.

By breaking down these start campaigns, it helps you to track, measure and monitor more easily by thinking of these as smaller bite-sized campaigns that have different start points.

If the campaign above is “Contact request to qualification”, then the campaign before that is “How do we get people to the Contact point” – so the start point is to send a series of postcards, to drive them online, to put in their contact information to drive lead development.
M is for Milestones.
Defining what goals that need to be satisfied along the journey from start to finish. There will be parts of the journey that you need to be clear about. If the first milestone is to click to download a video, then did they consume 20% of the video or 75% of the video. This allows you to move people through the funnel either progressively or non-progressively based on their behaviour. That’s where “dynamic lead to customer experience” comes from.

In the Milestones stage, they have to go through these milestones, the sequence they go through in order to get to where we want them to go. You must be clear on what those milestones look like.

The ‘critical path’ – we are choreographing the journey, through the milestones. In advance, you will know people will only take action...

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