Episode Title: Building Your Top Line Sales Funnel for Prospecting on Facebook Ads with Kevin Urrutia

Host: Arlen Robinson

Guest: Kevin Urrutia, Co-Founder & CEO of Voy Media

In this episode of the E-commerce Marketing Podcast, Arlen Robinson speaks with Kevin Urrutia, a travel and nature enthusiast and Co-Founder & CEO of Voy Media. Kevin shares his journey from starting a cleaning company to running a successful digital marketing agency. They dive into the strategies for building a top-line sales funnel for prospecting on Facebook ads, covering the importance of different stages in the sales funnel, targeting the right audience, and standing out from competitors.

Key Takeaways:

• Kevin’s Background and Journey [00:00 – 07:00]
  • Started a cleaning company and learned various marketing strategies including SEO, affiliate marketing, and email marketing [01:30].
  • Expanded into e-commerce with an outdoor gear company and a travel luggage company [03:00].
  • Founded Voy Media to help other businesses with paid social media advertising [05:30].
• Stages of the Sales Funnel [07:00 – 11:30]
  • Top of the Funnel (ToF): Customers who don’t know about your brand. Aim to collect leads or make initial sales [07:30].
  • Middle of the Funnel (MoF): People who have interacted with your brand but haven’t converted [08:00].
  • Bottom of the Funnel (BoF): Customers who are close to purchasing or need a final push [09:00].
  • Loyalty Campaigns: Engaging existing customers to reassure them and encourage repeat purchases [10:00].
• Setting Up a Top of the Funnel Prospecting System [11:30 – 18:00]
  • Drive traffic to a detailed sales page or offer a lead magnet to collect emails [12:00].
  • Use content-rich pages to educate potential customers and build trust [13:00].
  • The importance of a well-crafted email follow-up strategy [14:30].
• Targeting the Right Audience on Facebook [18:00 – 24:00]
  • Use Facebook Audience Insights and Google Keyword Planner to find relevant interests and keywords [18:30].
  • Testing product-market fit through Facebook ads [20:00].
  • Importance of emotional hooks in ads to capture attention and drive conversions [22:00].
• Standing Out from Competitors [24:00 – 29:00]
  • Create compelling ad creatives with a strong storyline and emotional appeal [24:30].
  • Highlight the unique selling points and benefits of your product [26:00].
  • Example: Ads targeting larger women struggling to find well-fitting clothes [27:00].
• Successful Brands to Learn From [29:00 – 33:00]
  • Brands offering free giveaways or custom landing pages to attract leads [29:30].
  • Example: A brand giving away free masks and upselling full-priced items on the thank you page [30:00].
• The Importance of Staying Updated with Trends [33:00 – 35:00]
  • Keeping up with current events and trends to make your marketing relevant [33:30].
  • Platforms like TikTok can provide insights into consumer behavior and preferences [34:00].

Guest Info:

• Name: Kevin Urrutia
• Position: Co-Founder & CEO of Voy Media
• Website: Voy Media
• Email: Kevin Urrutia