Behind the Scenes: 5 Case Studies of Coaches Exponentialy Growing their Business with Online Sales Funnels

Have you ever found yourself in the situation that the only way to grow your business and client base was to put more hours into it while neglecting other parts of your life such as your family or your physical well-being? I was there as well before I discovered the power of online sales funnels.

In the business, I have with my wife I used to hustle all night to manually write up people interested in our topic area of sustainable food and living one-by-one to be able to fill up our live events. Today I use the principles I’m about to show you in this article to regularly run fully booked events with up to over 100 people and get automated sales of products and services for my online marketing clients while having enough time for mindfulness, tango dancing, eating out and family.

The general belief is that you need to create tons of content and be active on all social media channels to make online marketing work. With online sales funnels though, all you need is one funnel to automate the growth of your client base as a coach or consultant.

[quote Russel Brunson, just one funnel away]

In this article, I explain to you the 4 building blocks of such a funnel and present 5 case studies of coaches growing their business with sales funnels. At the end of the article I also have a free gift for you, so you can dive deeper into this topic.

4 Building Blocks of a Coaching Sales Funnel
Case Study #1: Lacey Baier, Clean Eating Coach
Case Study #2: Garret White, Coach for Men
Case Study #3: James Hepburn, Coach for Coaches
Case Study #4: Dr. Ruth Roberts, Veterinarian
Case Study #5: Russel Brunson, Online Sales Coach
Free Book for Growing your Coaching Company Online

4 Building Blocks of a Coaching Sales Funnel

Your sales funnel is the process your target audience goes through to turn from someone on the internet who has barely ever heard of you into a paying customer who is developed into a true fan.

There are several ways explain the building blocks of sales funnels. I’ll explain it to you and map out the case studies in the form of the proven and tested AIDA principle. Attention. Interest. Desire. Action.

[authority hacker style illustration of the funnel]

1. Attention

If you don’t already have tons of followers in your social media channels or the value of your services is not yet obvious to your target audience people need to get to know you and your services first.

You do this by grabbing their attention.

Preframe your audience into your topic by writing a fundamental blog article (just like the one you are reading right now) or recording a video where you explain the main concepts of how you are helping your clients and how these concepts changed your life.

You can do this the organic way by deploying branding and building your audience slowly, or you can do this the scalable (and recommended) way by promoting your piece of content on paid traffic channels. Facebook ads and Google AdWords search engine ads (SEA) are the tried and proven channels to deliver attention to your offer in 2017.

Google AdWords & Facebook Advertising

2. Interest

Now that you got your target audiences’ attention the next step is to qualify their interest in your topic of expertise.

Offer them value in an area that can get them results fast and hurts them the most in exchange for their contact details. This includes their name, their e-mail address and in case you are going to follow-up with them directly, their phone number.

Examples of lead magnets.

[buch-mockup mit schriftzug leadmagnet darauf auf verschwommenen hintergrund]

  • Free ebook that further explains your topic
  • Free assesment
  • Free video
  • Checklists to get started with action steps
  • Case study Video in which you break down how you deliver results to your clients
  • Free book or item that could transform their journey
  • Free introductory webinar

If you have a low ticket product of less then 50$, such as a physical book or a toolbox, offer that right after they signed up for the free lead magnet. A percentage of your leads will buy that self-liquidating offer and you will be able to scale your paid ad campaign while covering the costs. In addition to that this helps you qualify buyers early and helpy your potential clients to get to know you better.

You’ll find more specific examples in the case studies below.

3. Desire

After having qualified your audiences’ interest with a lead magnet it’s your job to help them amplify their desire for your solution. This process is called lead nurturing.

With an initial phone call or a webinar, you can ascend your relationship to your audience much faster than with any other channel. To create an automated client generating funnel to age and develop your relationship to your audience e-mail is the way to go.

E-Mail has the highest ROI

With the e-mail delivery of your lead magnet, you start a 5 step process to develop your potential clients’ solution awareness. The e-mails can be automatically sequenced in your e-mail delivery tool.

[e-mail sequence picture]

  1. Introduction and Lead Magnet Delivery
    Welcome, here is the thing you opted in for … each day you’ll be getting… this is why you should read, Introduce who you are/your role.
  2. Backstory
    Tell your story, and how that story brought you to a wall… and tomorrow you’ll
    reveal how you broke through that wall! (build a bond w/ your personality)
  3. The One Thing
    Recap your story, Explain the big epiphany, and how it ties into the ONE thing (as an overall concept) you created for them…
  4. Hidden Benefits
    Here are other hidden benefits you probably didn’t realize that the product has.. how you felt after resolving this issue and what changed.
  5. Call to Action
    Link to your offer, tell them how long they have to take action, what happens if they don’t take action by that time and how many people you are able to coach at a time.

Action

Help your potential clients get to the next level by asking them to take action and getting started with your services.

[authority hacker style picture of the whole funnel]

Tools

To make this process happen I’ve tested and worked with different tools available out there and found the best fitting options to get you started.

ClickFunnels

[in a box]
[ClickFunnels Logo]
With ClickFunnels you have a low cost no coding way to build your funnel. The available templates and drag & drop functionality make it really easy and fast to set up a funnel that converts visitors into leads and leads into buyers. Other then website builders such as Wix or Shopify ClickFunnels includes templates that are proven to work for coaches and consultants.
[clickfunnels gif of software in use]

MailChimp

[mailchimp logo]
When you are just getting started and don’t have an e-mail service provider yet I recommend MailChimp. MailChimp has a free plan for up to 2000 subscribers and 12’000 e-mails per month. When you’re just starting out, that’s more than enough. This will get you up and running fast. The only disadvantage is that the free plan includes the MailChimp logo at the bottom of your e-mails. In a later stage of your business, you may want to switch to other paid tool such as Actionetics to make the management of your e-mails easier as it’s seamlessly integrated with ClickFunnels. I personally use Mailster which integrates into WordPress that I would only recommend to more experienced web users.

Now that you have an overview of how the sales funnel process works and what tools are needed we’ll take a look at 5 coaching and consulting companies that use funnels to grow their client base and revenues. All of these funnels have been built with ClickFunnels.

Case Study #1: Lacey Baier, Clean Eating Coach

Lacey Baier runs the blog A Sweet Pea Chef together with her husband Dustin Baier. Their goal was to monetize their blog with their expertise and by focusing on what they are good at. Creating videos.
They did a survey with their existing audience and found out that most of them were interested to know more about clean eating. So they created a funnel for that.

Attention

To get attention to their newly created funnel they mainly worked with a comprehensive article on what clean eating is and a video on how to quit sugar.

The video that led people to their funnel.

Attention getting article that shares 8 guidelines for people getting started with eating clean.

Interest

To qualify their audience’s interest they linked to an opt-in page with a content upgrades that compelements what the visitor has already read and/or watched a video about.
Link to content upgrade
The links to the opt-in page can not only be found in the article and under the related video but also all throught their blog, in the sidebar, at the bottom of articles and inside the content.

These links lead to their opt-in page, where they get the users name and e-mail address.



After opt-in the user gets redirected to a 9$ 15 minutes limited-time introductory self-liquidating offer that includes a pre-frame article that leads to a 7-part course at the bottom of the page. After the 15 minutes are up and the user signs up for another lead magnet the price of the introductory offer jumps up to 29$.


In the check-out for the introductory they added an order bump check box that adds an additional element, a 4-week meal plan, to the shopping cart. 80% of their buyers added this to their order.

Desire

Lacey uses e-mail, her blog and her social media content to continuously build the relationship with her new subscribers.

Action

Her now followers are lead to her core offer, a 39$ monthly membership program called the “Take Back your Health Academy”.

Results

  • An additional 2000$ a month by implementing an introductary offer after their opt-in
  • 80% of her introductory offer buyers adding the order-bump offer to their purchase
  • Continously growing e-mail list that get them higher rates for brand sponsorships
  • Automatic client getting process out of their blogging activity

Case Study #2: Garret White, Coach for Men

Who it is
What they are offering

Attention

Interest

Desire

Action

Results

Case Study #3: James Hepburn, Coach for Coaches

Who it is
What they are offering

Attention

Interest

Desire

Action

Results

Case Study #4: Dr. Ruth Roberts, Veterinarian

Dr. Ruth is an integrative veterinarian who uses a specially developed diet to treat and prevent diseases common in dogs and cats.
What they are offering

Attention

Her marketing agency used blog articles that offer helpful advice for pet care to drive attention to her funnel. These were promoted to pet owners with older or sick dogs and cats on Facebook.

Interest

To qualify interest Dr. Ruth provided a story-driven, fact-based, compassionate video in exchange for the name and e-mail address. It includes the theory on which her products are based.

Inside her blog she also has banners leading to other lead magnets such as a report on “5 Facts Every Pet Owner Needs to Know About Dog and Cat Food”.

Desire

People who opted-in for the video received a series of valuable e-mails that don’t focus on sales but, tell stories, higlight facts, offer advice and give away no-strings-attached gifts.

Here is an example of a story she uses in her e-mails.

Action

The educational e-mails and the thank you pages of her lead magnet lead to her comprehensive health program for pets. The program can be purchased inside her regular online shop alongside other products she offers.

Results

  • A comprehensive marketing strategy to turn cold leads into returning buyers.
  • Initial sales of $3,568
  • 541 new e-mail list subscribers from $950 in ad spend
  • $15,000 in total online revenue in one month as a result of other promotional efforts
  • 23 active subscriptions that generate recurring revenue of $730/month
  • Case Study #5: Russel Brunson, Online Sales Coach

    Who it is
    What they are offering

    Attention

    Interest

    Desire

    Action

    Results

    Free Book for Growing your Coaching Company Online