5 Signs You're Ready to Turn an Existing Funnel Evergreen

When it comes to sales funnels for your business, should you opt for the urgency-driven launch strategy with a specific open and close period, or an evergreen funnel that is always on? At On a Mission Brands, we’ve seen both types work wonders for our clients – if they make a strategic decision about it.?

Funnels are among the best marketing tools to build your brand reputation and generate leads, sales, and a loyal fanbase. Depending on your offer, your audience, and a variety of factors, you may choose to launch your funnel using an open/close cart strategy. This can certainly be effective, but it can also create a bit of a feast-or-famine cycle of revenue.?

So how do you know if your product or service is ready for an always-open sales approach? Let’s explore some signs that indicate you're ready to turn your existing funnel evergreen.

Funnels, Defined

First things first, let’s define our terms. We may speak marketing lingo in our sleep, but we know not everyone is as into it as we are.?

Evergreen Launch Strategy

In the simplest terms, an evergreen launch strategy – as its name suggests – is a launch without a specific start or end date. It runs all year around (unless you take it off the market). Ideally, all you have to do is launch your offer once and then set everything up to run in the background. If launched well, that offer has the potential to bring revenue consistently.?

Some offers lend themselves to being evergreen from the start , while others benefit from starting with an open/close model as described next.

Open/Close Launch Strategy

A more traditional launch strategy, the open/close strategy only allows people to buy your offer at specific times of the year. It has a solid start date (open cart) and an end date (close cart). It depends on a pre-launch strategy to build anticipation, and early bird bonuses to sweeten the pot. Since people only have a short window to buy, it creates urgency and scarcity, making some audiences more inclined to get it.

For more basics on funnel strategy and how to build one, check out our Crash Course on Funnel Building over on our blog.?

Signs You’re Ready to Transition Your Funnel to Evergreen

Sign #1: Your Offer Has Consistent Demand

An evergreen launch strategy thrives when there's a steady demand for your offering. If your product or service solves a persistent problem or fulfills an ongoing need in your target market, it's a promising sign that transitioning to evergreen could be beneficial.

Sign #2: You Have the Time and Resources for Ongoing Marketing

While an evergreen funnel can generate passive income, it still requires consistent marketing efforts to attract new leads and maintain momentum. Ensure you have the necessary time and resources to invest in ongoing promotional activities such as content creation, email marketing, and possibly paid advertising.

Sign #3: You Want to Generate Consistent Revenue

If your primary objective is to establish a reliable stream of revenue without relying on periodic launches, then an evergreen approach aligns well with your goals. It offers the opportunity for steady income generation once properly set up and optimized.

Sign #4: You Have a Defined and Engaged Audience

An evergreen funnel caters well to an audience that prefers to consume content and make purchasing decisions at their own pace. If your target demographic values flexibility and autonomy in their buying journey, transitioning to evergreen can enhance their experience and increase conversions.

Sign #5: You Have a System to Deliver Automated Emails and Sales Funnel

Successful implementation of an evergreen strategy hinges on having a well-defined automation system and sales funnel in place. If you've already set up systems to capture, nurture, and convert leads effectively, you're in a strong position to transition to evergreen. If you’re looking to set up your first funnel system, reach out to us for guidance .

When an Evergreen Funnel Is NOT Ideal?

While evergreen funnels offer a lot of advantages, they're not the most effective choice for every business model or offer.?

Here are some reasons why an evergreen approach may not be the best fit for your product or service:

• Your Offer is Not Proven.? In other words, you have not sold this offer before and you don’t know how well the market will receive it.? Or maybe you’ve launched before, with limited success.? Build your offer demand before going evergreen.
• Seasonal or Time-Sensitive Offer: If your offer is tied to specific seasons, events, or time-sensitive promotions, maintaining an evergreen funnel may not align with your marketing strategy.
• Limited Inventory or Capacity: Products or services with limited availability, such as exclusive coaching programs with a finite number of spots, are better suited for traditional launch models where scarcity can be authentically leveraged for increased demand.
• High-Touch Sales Approach: If your sales process relies heavily on personalized interactions and custom solutions that can't be easily automated, an evergreen approach would not be ideal.
• Audience Thrives on Urgency and Scarcity: Some audiences respond better to limited-time offers and scarcity tactics . If your target market is highly motivated by urgency and exclusivity, an evergreen model might not resonate as effectively.

Transitioning an existing funnel to evergreen requires careful consideration of various factors, including market demand, your existing resources, and your audience’s preferences.?

By taking all these factors into consideration, you can decide whether your product or service is primed for an always-open evergreen launch strategy. Remember, there's no one-size-fits-all approach, so evaluate your unique business needs and goals before making the leap to evergreen.

On a Mission Brands is dedicated to helping mission-driven entrepreneurs and organizations capture and captivate their target audience with beautiful, engaging, and memorable brands. Specializing in branding, copywriting and design, our team of heart-centered marketers goes above and beyond to build brand visibility for our clients. If you're ready to take your brand to new heights, let’s chat.

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In this episode, Lori Young interviews Luis Scott about building a thriving company culture as a business owner. They discuss the importance of creating a positive and impactful culture within an organization and how it contributes to the success of the business. Luis shares his personal mission of leading a life of significance and how it has shaped his entrepreneurial journey. He also talks about his book, "It Has to Hurt," which explores the idea that life is not always easy and how embracing the challenges can lead to growth and success. The conversation delves into the lessons Luis learned from his eight failed businesses and how they ultimately led him to build successful ventures. They also explore the key elements of a successful business, including having a clear vision, mission, and core values, as well as providing opportunities for personal and professional growth for employees. The episode concludes with a discussion on how to handle toxicity in the workplace and the importance of removing disruptive elements to maintain a positive and thriving culture.