Using Marketing Funnels to Attract and Engage Your Ideal Customers
I know what you might be thinking, “Any customers would be ideal customer for me at the moment!”
That’s a common cry from micro business owners and side-hustlers. But when we consider that no single product or service can appeal to absolutely everybody, it makes good sense to narrow your business playing field.
That way, you can save time, energy – and your precious marketing budget – by promoting your products or services to the right people. The ones who don’t know just how much they need you (yet!)
So once you’ve identified the ideal customers for your business, it’s time to get on with attracting and engaging them.
Building a marketing funnel will help you achieve this.
What is a Marketing Funnel?
A marketing funnel is a process of creating a customer journey with you.
Marketing funnels are the attraction and engagement process you will lead potential customers through, as they decide whether or not to buy from you.
In short, it’s a key approach you can’t afford not to have in your marketing toolbox.
The basic concept of a marketing funnel is that you will ‘pour’ potential customers in at the top, then regularly engage them in the middle, for them to finally make their purchase from you at the bottom.
(If you Google “marketing funnel”, you will find that it’s a very well-known, well-used term. However, I also like to think about the process as a “marketing colander” – because it’s inevitable that you will lose some people through little holes, as they make their way to the bottom!)
This, by the way, is absolutely fine. Losing people along the way is part of the process – remember, you have to be Marmite. The people who do make it to the bottom will be fully engaged with your approach – which means they are the right customers for you.
How to Plan Your Marketing Funnel
A good starting point is to decide on an achievable target right from the start, such as a certain number of sales, course sign-ups, or appointment bookings, and then create a marketing funnel with that target in mind.
To do this, let’s think about a very simple, three-step process for the different stages of funnel activity:
- The top of the funnel is where you will offer people something, such as a ‘how to’ guide, or some free tips (also known as a lead magnet), to make them aware of who you are, and encourage them to stay in contact.
- The middle of the funnel is where you will regularly engage people with targeted, relevant marketing activity, such as blog posts and exclusive offers.
- The bottom of the funnel is where people will make a decision about buying from you.
Remember that people don’t buy from businesses they don’t trust, which is why you can’t expect to write just one sparkly lead magnet, then sit back and watch the paying customers come flooding in.
Instead, you’ll need to create a process that establishes a consistent sense of trust between you and your ideal customers.
That process is your marketing funnel!
Want to know how you can create a Marketing Funnel for Your Business?
More Marketing Funnel Tips
Here are four marketing funnel top tips:
1. As you plan your funnel activity, try to be open and honest about who you are and what you offer. That way, you’ll speak directly to the people who are most likely to reach the bottom of your funnel.
2. Be patient – and persistent. You WILL lose some people as they make their way through your funnel. But don’t let that de-motivate you. Focus on engaging the people who are still there, instead.
3. Track your results, so you know exactly what’s working, and what isn’t. For example, you could install tools like the (free) Facebook Pixel, to track website views. This will help in refining your approach where needed.
4. Remember that your funnel activity has to work towards achieving the specific target you set at the start. Create your marketing activity with this in mind. For example, if your target is to increase sign-ups to a course you’re running you could write a blog post about the course subject, create a specific social media group to share exclusive offers, or host a webinar or Live session in which you answer questions.