Your Marketing Funnel: Top Tips to Get You Started
In my last blog post, What is a Marketing Funnel, and Why Do You Need One? I looked at the importance of marketing funnels (or colanders!) to your business. In this one, I’m going to get you started on creating a robust funnel that will drive the right kind of people to your business.
To recap, a marketing funnel is the attraction and engagement process you will lead potential customers through, as they decide whether or not to buy from you.
Remember, in line with my ‘colander’ theory, as you pour people into the top of your funnel, some will escape through little holes along the way – and that’s absolutely fine. All you should be interested in is engaging people as they make their way through the funnel and really nurturing those who have the best chance of making it to the bottom.
Why? Because the ones who make it to the bottom of the marketing funnel are those who are most likely to buy from you.
Seven Top Tips to Help you With Your Marketing Funnel
Tip 1: Set Your Target
As you begin planning your marketing funnel, the most important question is this: what do you want it to achieve?
(I’m afraid “more sales” isn’t specific enough!)
The more you refine your target, the more relevant your marketing funnel activity will be. For example, if you run a Yoga Studio and you’d like to attract people to some new Pilates sessions you’re about to introduce, you might set a target to sign up ten people to a Pilates for Beginners course.
Now, lets start pouring people into that funnel.
Tip 2: Create a Funnel-Specific Landing Page
In our Yoga Studio example, creating a specific landing page for those new Pilates classes will provide you with a specific space to promote the Beginners classes as well as provide visitors to your landing page a dedicated space to see exactly what they’re going to get.
Make your landing page visually strong, and use snappy wording images and colours that’s in line with the language your business uses.
Finally, don’t forget to include an option for people to sign up for regular news and updates.
Tip 3: Design a Lead Magnet
Lead magnets are an important part of any marketing funnel, because they offer an incentive for people to leave you their details.
Include a downloadable guide on your landing page that is specific to your target – using our example again, you could share some common Pilates mistakes to avoid, or some little-known best-practice tips.
Tip 4: Update Your Social Media Pages
If you have seen my recent blog posts about websites, you’ll already know that your social media pages are crucial for driving people to your website. More specifically, in this case, your landing page.
So make sure you prime your potential visitors. Change your cover images and your headings, and post regular, interesting content that compels people to click onto your landing page to find out more!
Remember that your content and your images need to be honest and real; really showcasing who you are and what you offer. The more authentic you can be, the more chance you’ll have of attracting the right people.
Tip 5: Be Visible
Seek out relevant gatherings – for example, our Yoga Studio owner might want to find events that focus on healthy living and wellbeing. Book some public speaking engagements and get networking.
These activities not only give you the chance to talk about your business, they will also put you in contact with interested people who want to know more.
Tip 6: Set Up An Exclusive Membership Group
You can use platforms like Facebook to create a members-only group with two levels: one with free access, and another a VIP-only paid group.
Your VIP members are the ones who are most likely to reach the bottom of your marketing funnel, so help them along the way with exclusive offers, discounts and advice.
Our Yoga Studio owner might create a free group for general Pilates class discussion and queries, with a paid VIP level offering specialist advice, video demonstrations, free events and future class discounts.
Tip 7: Hone Your Email Marketing List
One mistake many business owners make is collecting email addresses here, there and everywhere, without checking if the people behind them are actually opening their messages and engaging with the content.
Email marketing platforms are a solid investment in your marketing strategy, but if you don’t use them properly, you’ll be wasting your money. So check the open and click-through rates for the emails you send, and do some regular weeding so that you’re left only with list members who are fully engaged with what you do.
I hope these top tips have sparked some solid marketing funnel ideas! We’ll be going through some of them in more detail over the coming weeks – if you don’t want to miss out, make sure you’re signed up to my mailing list. Why not come and follow me on social media, too?
In the meantime, my book The Big Social Media Marketing Organiser is available to buy, helping you plan your funnel activity and much more besides.
If you’d rather sit back and watch than read, my YouTube channel features a video in which I set out some essential social media steps to get you started.