What is a Marketing Funnel & Why Do You Need One?
A marketing funnel, simply put, is a system you put into place that turns strangers into your clients.
A marketing funnel is a series of online devices you put into place that guides your ideal client to your website and your content so that you have the opportunity to show them your expertise and help them get to know, like, and trust you. We want to do business with people we know, like, and trust.
1. YOUR WEBSITE
Your website is your home base, the motherboard of your business, and your online office and storefront. It’s possible to create a business these days without a website, but it’s much easier if you have one.
In the first 10 seconds your visitors are on your site it should:
- tell them what you do
- tell them what problem you can solve for them
- tell them how to work with you (your call to action)
Further, your home page should tell them why they should choose you as their guide to solving the “problem” they have.
Yes, there is much more you can add to a website to offer a richer experience, but the site must have these elements first.
KEY TAKEAWAY - Create a site that positions the client as the hero in need of guidance and you as the expert guide who can help them win.
2. WEEKLY CONTENT
You need to provide weekly content to your prospective clients. This is content that makes their lives easier, solves small problems, and, most importantly, shows you as the guide to their success.
Examples of weekly content are a podcast, video show, or blog articles. Most business owners think this is going to be a lot of work and want to skip this component, but don’t! I won’t lie, this is some work. No question. But, once you get it set up it’s really not all that much. The setup is the most work.
A blog article can be an image and 2 or 3 paragraphs. Seriously, don’t make it longer than that anyway. We don’t read much anymore, we skim. So images and bullet points work well.
A podcast is the easiest, surprisingly. You can just speak from notes, you can use your phone to record and you don’t have to worry about what you look like or fuss with video.
A video show on YouTube. Obviously, this is the most labor intensive, but it is also the most effective if done well. People get to see you and that helps them get to know you better and trust you. However, you are dealing with cameras, editing, etc. and that may be more than you wish to bite off.
KEY TAKEAWAY - Create excellent, actionable weekly content consistently
3. LEAD MAGNET
A lead magnet is a free item or service that you give away on your website for the purpose of collecting the names and email addresses of potential clients. It’s that simple. Examples are a how-to sheet, a checklist, a quiz, or a percentage off a service (like 10% off their first service or product).
Your visitors will not just sign up for your email list anymore. They will not hand over their email address for “free”. You must give them something in exchange that they value. Think of something that would be about a $10-20 value to them and you’ve got your lead magnet.
KEY TAKEAWAY - Offer a quality lead magnet and you will grow your warm lead email list and grow your business.
4. EMAIL MARKETING
No, I am not talking about randomly emailing people. Once your visitor gives you their email address and puts their trust in you, you must send them a sequence of emails. The first will welcome them to your business and tell them about your podcast, blog, or video show. Then weekly they will receive an email pointing them to your next piece of weekly content with an entertaining explanation of why it will help them.
A healthy email list is marketing gold. You own this list. It’s not followers on social media - which you do not own and cannot contact directly.
KEY TAKEAWAY - A healthy email list will lead to a healthy business and a consistent stream of new clients.
5. SOCIAL MEDIA ADS (AND SOCIAL MEDIA IN GENERAL)
So you set up a business page on Facebook and Instagram and start posting great content. Who do you think is going to see that content? New potential clients? Nope. Most likely the only people who will see your social media posts are people who have already “liked” your page. Yes, still create content to post, do Facebook Live Q&A’s, and offer great advice on your page. You are marketing there to your middle of funnel leads and you want to keep them warm.
To get new leads you need to use ads - ads targeted specifically to your ideal client. You can spend as little as you like on social media ads. They don’t have to be expensive. But, make the most of your actual ad. This is a great place to use a video and -
KEY TAKEAWAY - Your social media ad should advertise your lead magnet and drive the viewer to your website to exchange their name and email address for your amazing lead magnet.
And there you have it. The circle is closed. Here’s how it goes. Say, I’m your ideal client...
I see an ad on Facebook offering a really interesting checklist or quiz that helps me make a decision or clarifies something.
I click through to your website, give you my email address and name and get the amazing lead magnet. I’m impressed by your website information and I love the info on the lead magnet.
I receive an email from you welcoming me with a link to your podcast offering me great information about a problem I have.
I become a regular listener (or reader) of your podcast or blog and come to think of you as a friend and expert on your given subject.
When the time comes that I am needing exactly what you are offering you are the natural choice for me and I become your customer.
I tell other people how great your weekly content and services/products are and send you more clients.
Everyone is happy! Your clients get the help they really need and you have a successful business.
This may seem like a lot of work, but it really isn't once you've got it all set up. And, a really healthy successful business with a consistent stream of clients doesn't just happen by putting up a website and posting weekly on Facebook. It does take some work.
If you're not sure where to start, download 21 ELEMENTS YOU NEED FOR YOUR WEBSITE and you'll get a great list and workbook showing what you need to gather to start this process.
Do you already have a website and just need help putting this all together? Get in touch with us and we'll help you build a terrific marketing funnel to get your business moving.