#60: How To Use A Summit Funnel To Build Massive Authority, Generate Tens of Thousands Of Leads, & 6 Or 7+ Figures Of New Revenue Opportunities

Learn More Earn More Business Growth Podcast

Jun 6 2022 • 13 mins


Learn More Earn More Business Growth Podcast

Host: Brian Webb

Episode 60: How To Use A Summit Funnel To Build Massive Authority, Generate Tens of Thousands Of Leads, & 6 Or 7+ Figures Of New Revenue Opportunities

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INTRODUCTION

What if I told you there was a funnel that you could use to build massive authority, get tens or hundreds of thousands of leads in a single month, help you to instantly become an influencer, and generate five, six, seven figures, or more in new deal flow opportunities, even if you're a small business, even if you don't have an email list? Today I'm going to teach you about the summit funnel. Let's jump into it.

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HELPFUL LINKS

The Ultimate 97 Point Marketing Audit Checklist

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TRANSCRIPT

Brian Webb:

What if I told you there was a funnel that you could use to build massive authority, get tens or hundreds of thousands of leads in a single month, help you to instantly become an influencer, and generate five, six, seven figures, or more in new deal flow opportunities, even if you're a small business, even if you don't have an email list? Today I'm going to teach you about the summit funnel. Let's jump into it.

This is the Learn More Earn More Business Growth podcast.

Hey everyone, welcome to the show. I'm your host Brian Webb. This podcast is designed to be your number one premier place to learn the framework, secrets, and growth hacks to grow and scale your business smarter and faster. While you're working on pursuing your dreams and growing your business, I'll be here to help you make better decisions and avoid costly pitfalls and expensive mistakes along the way. So let's go ahead and jump into today's episode.

Hey everyone, welcome back to the show. Today I am going to teach you about something that you've got to know about. It's called the summit funnel, but let me tell you a little bit about it. A summit funnel is another type of lead generation funnel, but it's one that is strategically designed to let you leverage other people's traffic and co-brand yourself to build your authority in a market. You can use summit funnels to quickly build an email list, generate leads, and develop relationships with other influencers in your market. So what is a summit funnel? A summit or a virtual summit is a free online conference, and when organized and executed well, it can be an incredible business growth opportunity which requires zero ad spend. Although ad spend helps. Instead of spending time and money mastering paid traffic, a virtual summit allows you to partner with dozens of other established businesses and business leaders in your niche, driving targeted traffic from their email lists their audiences to your funnel to grow your own subscriber list, generate your own leads in a matter of weeks.

And here's a bonus, by contacting and interviewing speakers for your summit, you begin to build a network of influencer colleagues with whom you will continue to do business with for the years to come. Second bonus, there's an added benefit of authority being given to you by viewers simply because your face appears alongside your guest speakers on your summit registration page, on promotional materials, and in your video interviews. So how does it work? Step one, invitations. First, a person, you, who organizes the summit, you're going to be known as the host, invites a group of colleagues in their niche to be interviewed. You're going to do this either over Zoom or some type of video conference software. The ideal interviewee is a colleague or someone in your niche who has their own email list of your ideal clients. A good size summit, about 30 speakers, but it can be more, it can be less, but you'll likely find yourself approaching more people than that before you find yourself arriving at the final list of confirmed interviewees and participants.

Now the interviews. You, the host, will pre-record these interviews with these guest speakers, which will be broadcast online for a limited period of time later during the summit event. And last, let's talk about promotion. Motivated by affiliate commissions and the prestige of being a featured speaker at your event, your guest speakers join with the host to promote the virtual summit in advance of the interviews being broadcast. This is key, by the way. By using a well-constructed virtual summit funnel, the host, you, can collect the email addresses of everyone who opts in to watch the free summit event, as well as sell products to the summit registrants. When your guest speakers promote your summit to their email lists, a portion of their subscribers will become your subscribers, which is how your own targeted email list grows.

So now that you know what it is, now that you know what the benefits are, let's walk through the various steps. As with all marketing, step one is choosing who your ideal customer avatars are. Whom do you want to attract into this funnel, to this event? So now we're at step two. Even though I told you that you don't have to use paid traffic, I'm going to give you a bonus here in a moment that you might decide to use, because you might be able to generate paid traffic and not have to pay for the ads. So step two, we're going to choose all of our traffic sources. One, paid traffic. If so, which channels? Two, organic traffic. Three, your owned traffic. So for example, your email list, and your text message list. Four, any earned traffic you can get, like appearing on somebody else's podcast, affiliate partners. And of course, five, what I call your least traffic, so all the organic reach that you can get on LinkedIn, Facebook, Instagram, YouTube, TikTok, Twitter, all the channels.

So we've chosen who we want to target, and we've chosen our traffic sources. And by the way, one of the earned traffic sources that you're going to get, which is the most epic part of this funnel, is your ability to leverage the audiences, the email lists, the social connections of everyone that's going to be in the summit, to begin with. So now I'm going to take you through the structure, and the assets that you need to do a summit funnel. First, you're going to have a big landing page. It's going to be the registration page. This is going to be like any other event you've ever seen promoted. You've got photos of all of your guests. You have bios about them. Any and all details that you want to use to basically promote this free summit everywhere. 'And here's the bonus I told you about.

Okay, I'll get back to the podcast in just a minute, but let's face it, most marketing doesn't work. Did you know that most business owners and leaders are making the same mistakes over and over again? Like so many others, you're probably tired of relying on hope, which is a failed marketing system. You know what that is? That's when you're spending valuable time and money on marketing, and then you hope it works. You've probably thrown tons of money towards marketing mistakes and failures. You wish you could get all that money back, but you can't. When you don't have a reliable system for generating leads and acquiring new customers, then you're doomed to exclusively rely on the loyalty of your existing customers and word of mouth. But it doesn't have to be that way. I want to give you a resource for free. You heard me right, free. I've put together the ultimate 97-point marketing audit checklist, which will allow you to assess and diagnose what is and is not working in your marketing. And it will only take you about 10 to 15 minutes.

Think of it like an MRI for your marketing without the expensive medical bills to follow. And to get this free marketing checklist delivered right to your email inbox. Just go to getmymarketingchecklist.com, provide your info, and we'll get it out to you right away. And again, it's totally free. I'd actually encourage you to walk through the checklist with your team and honestly discuss and evaluate every item on the list. It will be the best 10 minutes you've invested into the growth engine of your business in a long, long time. Again, don't waste another day or another dollar on failing hope marketing strategies that do not work. If you want to grow and scale your business smarter and faster, and with fewer mistakes, you're in the right place, again, totally free. Simply go to getmymarketingchecklist.com right now. Let's fix what's broken in your marketing today.

And here's the bonus I told you about. Once they sign up, you're going to take them to an upsell page or what we call a one-time offer page. Remember, every single time that a broadcast is going to go live to the world, you're going to do that at a specific time over an extended period of time, several days, potentially weeks. So on that order bump page, that upsell page, that one-time offer, what you're going to suggest is that "Hey, the likelihood that you can show up at the same time every day for the next week or two weeks or three weeks or more is probably not going to happen." So your offer is $99, $79, $149, some low ticket amount, you basically say, "If you're going to miss this content, why don't you go ahead and buy access to the vault," where we'll put all of the bonus materials that your guests provide and yourself, where you'll have all the videos from the summit put behind a lock and key, a username and password in other words, and they can have access to it for a lifetime so they don't miss anything.

You would be shocked at how many people will gladly pay that $99 or 79 bucks or 149 bucks because they want to have access to that content. So we started with the summit registration page. We then took them to the one-time offer page. After that, here's what happens. One, they are opted in. Remember, everyone that has to sign up for this event gets onto your email list. So once they've opted in, one, they're going to be redirected to a thank you page. Second, you're going to text them because you collected their cell phone info in the registration form. And the reason that you want to do this is because as you send email reminders every day of the summit, those emails may or may not get delivered. Your text messages will get delivered. So we're going to take them to the thank you page. We're going to send them a text message confirming that they signed up. We're going to send them an email doing the same thing. They will now be on your email list.

And I would recommend that we add them to a Facebook Messenger audience, because again, the conversion rate, the open rate, the click-through rate is crazy, crazy high. And for a moment, that's it. Now, two weeks prior to the summit going live, you're going to start sending warm-up emails. So Monday, Tuesday, Wednesday, Thursday, Friday for two weeks prior, and the same thing the week prior, you're going to send emails and text messages that will get them fired up about this summit. You want to get them to invite their colleagues to the summit. You want to pique their curiosity and elevate their interest. Signing up is great. Showing up is better. And then for however many guests that you have interviewed, you're going to have that many days where emails go out, text messages go out, Facebook Messenger messages go out, reminding them that, one, today's the day of the summit, and two, you provide the link to the page where that video will be broadcast.

Another crazy good bonus is that on those broadcast pages you could have offers. You could have lead magnets to take them into other funnels. And for every single guest that you interview, on the day of their summit and on their broadcast page, they can have their own offers, bonuses, things that get people into their nurturing sequences, their sales funnels, which of course is the biggest reason that they wanted to participate in your summit, to begin with. And then at the end of the summit funnel, there's a few wrap-up things that we do. One, we want to tag someone in the CRM. We want to know in the future how this person arrived in your list, to begin with. We want to send them a ringless voicemail, where you're going to make another offer to them. It happens with automation. And if you want, you can even send them a physical piece of mail all through automation.

After that, we eject them from that journey, that's the end of the summit. However, you can now start doing retargeting ads that continue to create brand awareness moving forward. And if any of your guests are using paid traffic, meaning if they're buying ads, you don't want them to have pixel audiences built from all of your summit pages, but from their own respective day that they broadcast that interview. From that page, they could build their own pixeled audience so they can start retargeting the people that showed up for their broadcast to sell their products and their services.

So there you have it. That's the summit funnel. Massively grow your authority, and generate tens or hundreds of thousands of leads. From a positioning standpoint, you are now associated with all of these thought leaders and business leaders that were in the summit, to begin with. While you might not necessarily be targeting your guests as potential clients or customers, it's entirely plausible that they could become potential customers for clients. So that's it. If you have questions or want to talk about how you could use a summit funnel to grow your business and generate massive leads and massive new sales, just send me a text at 832-324-2432, or email us at What Box Digital, just hello@whatboxdigital.com. That's it for this week. I will see you on the next episode.

Thanks for joining me today and listening to this episode of the Learn More Earn More Business Growth podcast. We can be found on all the major platforms like Apple Podcasts, Google Play, Spotify, Pandora, Stitcher, and even Amazon Music. I genuinely hope you enjoyed today's episode, and if you did, I'd be honored if you'd subscribe to the show and leave us a rating and an honest review. I'd love to connect with you on Instagram. You can find me at @BrianWebb, and the show sponsor, What Box Digital can be found at, as you might guess at What Box Digital.

You can also find me and What Box Digital on Facebook and LinkedIn with the links in the show notes. This will allow you to stay up to date and never miss out on exciting new announcements, events, special offers, and opportunities. And you'll be in the know when we drop a new episode of the Learn More Earn More Business Growth podcast. And if you'd like to send me a DM on Instagram to say hello, or share your thoughts on how we can make this podcast even better for you, I'd love to hear from you. Again, thanks for listening. Let's go and grow together. I'll see you on the next episode.

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DESCRIPTION

The Learn More Earn More Business Growth Podcast is sponsored by Whatbox Digital, a marketing and consulting agency in the Greater Houston Metroplex. This podcast is your premier place to learn the frameworks, secrets, and growth hacks to grow and scale your business and revenue smarter and faster.