Sales funnels are essential for modern marketing. But they’re actually not all that new. 

In fact, the process of sales has always followed a funnel methodology, from prospecting to relationship building and eventually converting. The main difference is the process is easier and more or less online. So this post is all about sales funnels for artists and how to start implementing one for your work. 

And no worries if you’re new to sales funnel or online marketing.

By the end of this article, you should have a confident grasp of exactly where to start and know exactly where and how to improve your art marketing strategy. 

As an artist and musician myself, I ultimately hope you can find the creativity in building funnels while simply enjoying the process!

Alright, enough small talk – let’s get it!

Outline

  • What Is A Sales Funnel?
  • Why Artists Should Use A Sales Funnel
  • Step 1: Choosing The Right Tools 
    • Funnel Building Software (Free + Paid)
    • Email Software (Free + Paid)
  • Step 2: Creating & Customizing A Sales Funnel
    • Creating With Intention
  • Step 3: How to Optimize Your Sales Funnel
    • 12 Points to Optimize For
  • Step 4: How to Get Traffic
    • Free Ways, SEO & Paid Traffic
  • Conclusion
*This post contains affiliate links, which I may receive compensation from. This is at no cost to you and lets me keep the lights on. Read more here…

What Is A Sales Funnel?

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1. Choosing the Right Tools to Get Started

Funnel Building Software

Perhaps this goes without saying, but we’ll need to have a sales funnel builder if we want to actually make an effective sales funnel. 

This will serve as a platform that operates outside of your actual website and will serve as your marketing hub.

It’s good to remember that a website’s purpose is very different from a landing page or funnel.

Funnels have one, very specific goal and offer presented to one, very specific audience.

Websites on the other hand are more general and house all of your brand information and assets.

So below is a short list of some top free and paid sales funnel building software. 

These are definitely worth checking out if you’re ready to use sales funnels to seriously start growing your art online.

Let’s dig in!

  • Builderall
    • Free plan option
    • Full sales funnel builder, membership sites, can use or share funnels and websites with other users
    • Many features and upgrade options for optimization and customization
  • GetResponse
    • Pricing starts at $15/month
    • Comes with powerful email automation and a simple landing page builder
    • Autofunnel feature builds sales funnels with email followup and landing pages automatically
  • Mailerlite
    • Free plan option
    • Intuitive and very simple email automation software
    • Easily create simple landing pages
  • Renderforest
    • Free plan option
    • Build landing pages & websites
    • Create videos, animations, logos, presentations and more
  • Leadpages
    • Start at $25/month (*if billed annually)
    • Can make Facebook & Instagram ads directly inside the Leadpages dashboard
  • Ucraft
    • Free plan option
    • Simple and straightforward landing page builder with fully customizable templates
    • Cool premium upgrade options
  • Landingi
    • Plans start at $11/month
    • Team collaboration, client account management, one-click publishing and automation features
    • Includes an email autoresponder and a landing page scheduler
    • Over 200 customizable templates to choose from
  • Unbounce
    • Pricing starts at $79/month
    • Team collaboration tools and AI powered Smart Traffic lets you split-test pages for optimization with as little as 50 visits
    • Dynamic pages, sticky bars and pop-ups let you customize to each unique user

      Email Software

      If you’ve looked through the landing page builders and sales funnel software above, then you’ve probably noticed that some also offer email automation as part of their platform. 

      This is a great way to automatically integrate two business and marketing facets under one roof. 

      Either way, below is a short list of some top choices when choosing an email autoresponder.

      • HubSpot
        • Free plan option
        • A powerful email autoresponder with a CRM, landing page builder and business/marketing management system
      • Mailerlite
        • Free plan option
        • Extremely simple to use, track customer interactions for customization and optimization using Click Maps
        • Build landing pages
      • AWeber
        • $19/month
        • A trusted name for email automation and works great for small businesses
        • A large library of templates and a new Smart Builder feature to automatically create branded emails
        • An intuitive drag-and-drop editor with advanced list segmenting and personalization features through keyword tags
      • Mailigen
        • $10/month
        • Great SMS features, social media integration and multi-user account set-up
      • Benchmark
        • Free plan option
        • Awesome drag-and-drop editor and built-in photo editor
      • Mailjet
        • Free plan option
        • A great team collaboration feature and advanced dynamic email and customization features
      • Sendinblue
        • Free plan option
        • Email marketing + SMS marketing + chat integration
        • Make landing pages, sign-up forms, Facebook ads and put your marketing on full automation
        • Built-in CRM and retargeting functionality
      • SendPulse
        • Free plan option
        • Great multi-channel communication integration (Facebook messenger, Viber, email, SMS) and use of push notifications
      • GetResponse
        • $15/month
        • Create full sales funnels and use automation tools to manage email and landing pages

      Step 2: Creating & Customizing A Sales Funnel

      Creating With Intention

      The hallmark of a great landing page is customization and specificity. 

      This means making your design, messaging and content to match a specific target audience with a specific offer. 

      As much as possible, you want your prospects and customers to feel like you and your art is speaking directly to them.

        Let’s break this all down a little more.

        We already know that a sales funnel should be customized for a very specific target audience. 

        After all, it’s your opportunity to create a (hyper-)personalized experience and to communicate directly with a prospect’s issues, pain points and concerns by offering them a very specific and custom solution.

        And increasing personalization in marketing is definitely a growing trend online. 

        So it’s something that businesses will need to start adopting sooner than later if they want to stay competitive and enhance the buyer experience (which of course translates to more customer loyalty, more engagement and more sales).

        I’ll be talking more specifically about how to optimize your sales funnels and landing pages below, but for now let’s go through a few more tools that could be of use for you.

        There are a variety of personalization opportunities throughout a typical sales funnel and using a software tool that dynamically customizes your communications is one of the most efficient ways to start optimizing your marketing. 

        This can seem like some pretty advanced stuff, but all you need to know is that using dynamically updated elements means your messaging and content can automatically change and adapt to match each individual customer, their name and their previous on-site behavior. 

        Regardless if you decide to use dynamic pages and advanced customization plugins, just remember to always create funnels for a specific target audience solving a specific problem of theirs.

        This way, you’ll naturally be optimizing your sales pages for relevance and conversions.

        So always ask yourself how your content, messaging and design are connected with your offer and your audience’s pain points, transformations, values and situations.

        Customizing Your Offer

        If you’re strategically building out a sales funnel, then you’ve probably thought about what your objective and offer will be. 

        If not, then you’ll want to clearly identify this since these details will determine your landing page designs, messaging, followup sequences, sales funnel length and complexity and followup protocol.

        For example, if your offer is a high-ticket item (such as something $1,000+), then your sales funnel is naturally going to have more stages, more communication and followup and more information.

        However, if you’re creating a sales funnel where your main objective is to capture an email by offering something for free (i.e., a lead magnet), then you could get by with a simple two-step funnel including an email opt-in and direct, to-the-point messaging.

        So your sales funnel design and customization aspects will heavily depend on your specific objectives and you unique offer package:

        • Are you capturing emails 
        • Is this for a webinar registration 
        • Are you focusing on brand awareness, product info or product selling? 
        • Are you offering a free downloadable guide? 
        • Are you giving away a free product or trial? 
        • Is this offer a discount or coupon of some sort? 
        • Or perhaps you’re giving away a free eBook! 
        As you can see, there are many ways to structure your offer and funnel design! 

        As a general rule of thumb, the more expensive or complex your offer is, the more complex and longer your sales funnel will be. 

        When creating your offer, also keep in mind the type of customer you’re targeting. 

        If your target audience is cold traffic, then they’ll be at the top of your sales funnel, so you’ll want to focus on four key areas:

        Focus On Giving Relevant Value

        Focus On Capturing Emails

        Focus On Building Relationships

        Focus On Retargeting & Followup

        Your actual sales conversions will generally happen at the bottom of your funnel, after the customer is warmed up to you and your brand.

        This is when they will start to trust you and will be ready to convert after enough points of contact (or touch points). 

        So stay patient, on message and focus on giving value and retargeting the most engaged prospects.

        Now that we have some foundation elements of your sales funnel established, let’s talk more about how we can optimize our landing pages and funnels for conversions and engagement.

        Step 3: How to Optimize Your Sales Funnel

        12 Points to Optimize For

        There are some great best practices to consider when building your landing pages and sales funnels to optimize for conversions and user experience.

        Some tips may echo what I’ve already mentioned above, but this will serve as a nice and organized summation for ways to improve your sales funnel optimization. 

        Let’s check them out!

        12 Ways to Optimize a Sales Funnel

        • Be Specific & Communicate the Customer Transformation
          • This basically echos what I’ve been saying above
        • Keep It On-Message & Have Clear Call To Actions (CTAs)
          • A CTA is the button telling the customer exactly what you want them to do next
          • Have one CTA objective per landing page and objective
          • Have multiple CTAs buttons, both at the top of your page (above the fold) and at the bottom (and also throughout the page if you have longer-form script and information)
        • Match Your Messaging Throughout Your Funnel
          • Don’t get off topic and start adding other offers
          • Although, one-click up-sells and order bumps can be a great way to boost your average cart value during the checkout process
        • Add A Privacy Policy & Other Relevant Legal Pages
          • This is often overlooked and can actually lead to disapproved ads (if you’re running Facebook or Instagram marketing for example)
        • If It’s Cheap Or Uncomplicated, Keep It Short & Simple
          • I’ve talked about this point, so remember what you’re offering and use logic to match your landing pages and messaging to that thing
        • Create With A Mobile-First Approach
          • Mobile use continues to grow steadily and actually surpasses desktop use
          • So having a mobile-first approach ensures your optimizing for this trend
        • Split-Test Different Landing Pages
          • Most landing page and sales funnel builders will have an A/B split-testing option already built-in (another benefit to using a sales funnel software)
          • Testing for different headlines, creatives, text/image placement and colors can all yield different levels of engagement and conversions
        • Take Advantage Of Templates & Done-For-You Designs
          • This can of course save you invaluable time and you can be rest assured that you’re using a design that’s optimized and of high quality
        • Keep It Visually Interesting By Using High-Quality Images & Videos
          • Although raw, unedited videos can be very effective also, using high-quality creatives (especially video, as this is a continually growing trend) will increase your conversions and optimization throughout your funnel
        • Use Social Proof
          • This can be customer reviews or live visitor pop-ups that show who else is viewing the page they’re on or pop-ups showing people who are currently purchasing the product/offer
        • Use Different Landing Pages For Different Customers
          • Again, don’t treat all customers the same
          • Hyper-personalization in marketing is a growing trend
        • Use Scarcity & Urgency
          • FOMO (fear of missing out) is a real thing!
          • Putting in a simply timeline or countdown urging the visitor to “act now” while the deal lasts can be extremely effective at prompting a desired action

        Step 4: How to Get Traffic​

        Free Ways, SEO & Paid Traffic

        I decided to add a section on traffic since this will be the fuel to your funnel. For simplicity, all online traffic can essentially be split into two basic sources: paid and unpaid. 

        Paid will yield faster results, but requires a decent budget and technical know-how for digital marketing.

        Free, organic traffic on the other hand is a longer-term goal. However, this approach also involves strategic implementation and application.

        Always focus on providing high-quality content that’s value-adding for your audience.

        This will be a crucial element of your paid campaign funnels just the same as a more strategic search engine ranking methodology.

        Ideally, you’ll want to be using both and/or a combination of the two traffic strategies. But if you’re new to marketing strategies, I recommend you choose one platform and strategy at a time, test it out and learn it before moving on to and combining other methods. 

        Below is a short list (with links) of some common paid and unpaid methods for getting traffic.

        Free, Organic Traffic Ideas

        • Blogging & SEO (search engine optimization)
        • Pinterest
        • Influencer Marketing
        • Instagram & TikTok
        • Email Marketing

        Paid Traffic Ideas

        • Social Media Marketing
        • Search Engine Marketing
        • Google Display Ads
        • Influencer Marketing
        • Pinterest Ads
        • TikTok Ads

        Deciding which strategy is right for you will depend on personal goals, experience and budget.

        Both paid ads and free methods have their pros and cons. But I believe a great place to start is always with content marketing (such as creating a blog or focusing on building a “fire” Instagram). 

        Plus, the social media infrastructure and content you create today can be recycled used when implementing paid ads down the road.

        I personally prefer blogging since it’s essentially free and becomes a long-term asset that pays off in dividends as you get more and more free traffic from search engines.

        If you want to learn more about blogging and SEO for artists, check out the recommended read below!

        Otherwise, I guess it’s time we wrap things up here.

        $ Tip Jar $

        Match your content, messaging and offers to the particular platform you’re using.

        The user’s state-of-mind changes depending on the particular platform.

        For example, Facebook or Instagram are great for socializing with friends and family while Pinterest or Google are great for inspiration and getting answers to questions.

        Conclusion

        This post has provided a detailed overview of everything needed to make great sales funnels for artists. 

        We talked about helpful tools, best practices and traffic strategies to help you get started on the right foot.

        Remember, websites are general and house all of your brand information whereas sales funnels and landing pages are specific and customized for a single purpose.

        So thank you for your time today and I hope this article has provided you with useful value and actionable information!

         

        Let me know in the comments if you’ve tried using a sales funnel or what parts of this concept still confuse you!

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