Are you wooing your clients or warming them up with a ton of content, but then nothing happens? Are you wondering how businesses get people to connect and champion their products and services? Launch something great but all you get is crickets?
You aren’t alone. Marketing in such a distracted world can be challenging and hard to be seen. You can be all “Look at me and this awesome offering”, but you are often one of a million trying to get people’s attention. It isn’t easy.
I’ve said it before, “The money is in your list”. It continues to apply. But how do you get people to sign up for more email in their inbox? How do you get people to like, trust and even champion your brand?
You give them value. You give them plenty of usable content and you give it to them for free – or little acts of service. Let’s look at a regular funnel:
Top Level: Social media, connections, networking, etc.
These are people that you tell about your business in whatever avenue you meet them in – also known as cold leads. They don’t know who you are or what you do, but you go around shaking hands (sometimes virtually) and then push them down your funnel if they are interested.
In this level, you want to offer content they like. Get them to follow your social media or even get them in a FB group. The only way to get them where you want is to offer content that is helpful to them in these places and share it around to other groups you may be in. Give them tips and practical exercises they can try.
Second level: Free goodies
Who doesn’t love something free? Well the truth is, it isn’t completely free. This is where we grow the email list so that you have an audience that is interested in what you do. This will separate the people who follow you on social to people who are more serious about what you have to offer. Make it good. Some really great freebies are often downloadable pieces of content, often actionable (like worksheets or blueprints for you to use or fill in), and valuable to your audience. They can also be webinars or a sample lesson from a course you have.
Third Level: Tripwire
A trip wire is a piece of content that does two things: 1) it allows people to invest in you at a small price-point. It’s like a date, rather than asking them to fork over a ton. 2) It singles out who is serious among who is just window shopping for free value. 3) Once they’ve invested, they are invested in not just their success but yours. We may not remember all the people we took free courses with, but we often remember the people we invested in, even if it is on the cheap.
One note about the tripwire. It’s not best to see this as passive income. The most successful tripwires actually break even. That’s right, it’s priced under $20 and the idea is to get people there. So often people use this as a way to offset marketing costs to points ads to level 1 and 2. If you break even with the tripwire, it’s actually considered a good deal because the point is to drive them to your list, not make $7 on something that can be downloaded.
Fourth level: Your Offer
There is content between these like webinars and often re-targeting ads, but the level you really want the majority of your list to fall on is your Offer. This is the program, the one on one coaching or whatever bigger priced items you offer. As you can see, there may be dozens of pieces of content before they get here, but remember it takes between 8 and 12 visual indicators before someone is going to be urged to buy something. This is the marriage stage, where all the others were dating. You can’t offer this off the bat if people don’t know who you are.
Fifth level: Upsell
For people who have online courses, this could be additional help through one on one classes, an upgrade on what your offer is or something additional special on top of your offer. This is where we wish some of the clients to go – not necessarily all of them.
Keep in mind:
Test, analyze, tweak and repeat. It can take a lot of testing if you aren’t dialed in to exactly who your audience is – even then, testing different ads, different copy, different landing page layouts can all help you build faster than just throwing one thing out and hoping it will stick. Take some time to test different pieces and you’ll find your funnel can stay evergreen for some time and run quietly in the back-drop.
Don’t stop with content when they start going down the funnel. Free content like blog posts, video lessons, and shared content is essential to continuing the funnel. It’s like sand in a bottle of rocks – there’s always plenty of room for the sand even after you have the big rocks in place. The sand really covers the holes and builds one solid plan. Sprinkle value everywhere.
Build your funnel backwards. I laid out the program in the way the customer sees it, but build it backwards. This doesn’t have to be a million different pieces. Start with the biggest piece whether that’s a course or program. Then take pieces of it out and create something slightly different. This has several purposes. 1) You know that if they are interested in that content, they are likely to be interested in the program you are selling. 2) Save yourself time and sanity. Restructuring something that took you time to write before will save you time now. Create a worksheet for a lesson and offer that or offer a video as a sample from the course.
What do you need for a good funnel?
Besides loads of yummy content, you first need to know who you are creating it for. When you get the who, ask what. What do they most need to hear about that is within my skill-set or will lead to the big offering I have? See who spends money on programs like yours. What gets them to purchase? What keeps them up at night that you could help with? What types of posts do those people click on? Check out the competitors and their audiences if you haven’t grown one yet. If you have grown a good audience – cheers! – you can ask them direct.
Building a funnel isn’t as easy as it seems, but it can and will be profitable if done in the right format and with your audience and their needs as the focus point. You will lure people to you rather than shoving an offer down their throats.
Does your funnel need help? Let’s chat. Contact me.