Let’s talk funnels! Funnels come in all shapes and sizes. Some are more complex and involved whereas some are super simple and truly there is no one right answer. Every business is unique and therefore their strategy, while may share a framework, is unique as well.
I love marketing! I love it because I love people, places, and things. I love the psychology aspect to marketing and considering all perspectives. I love connecting the content and message to bring it all together! I love the design aspect in making everything look cohesive and branded. I love the tech side and setting up systems!
If there’s one thing I love about marketing above all else, is mapping the funnel strategy. The only thing is I dislike the word “funnel” so much. It’s not that it’s wrong or anything, it’s just so jargon and overused. So I often use the term Buyers Journey instead.
The buyers journey, aka funnel, is integral to map FIRST, before ever creating one piece of content or even the product itself. We must first dig into The Who, what, why. Then, and only then, are you ready to begin mapping your buyers journey.
First, understand who you’re talking, where they are in the journey, what problem you solve, and why you, why now! The better you understand your audience, the better you can fine tune your message to attract and connect with the right people.
We must craftily convey your marketing message in everything you create in your marketing. From graphics, verbiage, and hook statements to landing pages, sign up posts, and social media posts. What works and what doesn’t work, is mostly up to the people you’re attracting. That’s why so much of marketing is trial and error. And marketing research is key to success. This is also why marketing is never done. It will forever be an ongoing part of your business. If it’s not your thang, the goal becomes to hire out this part, but for now, I gotchu with these tips 😉
Create the buyer journey that makes the most sense for your ideal buyer. This could look very different for every business.
The whole point of the buyer journey is to prime your prospects to get ready to purchase your packages and programs and to sift out those who are not ready or not ideal.
In the most basic sense, yes, this is the point, but this sounds so dry and heartless. I’d like to add… the buyer journey is more about honing in on the connection with your audience to take them from bystanders and viewers to becoming part of your business, part of your mission, part of your WHY. Whether that’s signing up for your program or purchasing your digital product, or just buying something from your shop. Not only are they a potential buyer, they are also a potential referrer, which is gold.
So really, the whole point of the buyers journey is for you to map out how you are going to connect and engage with your audience.
So, the buyer journey, in essence looks like this… consumer is new to you, they either search for what you offer or find your content otherwise. They may subscribe to your free offer. Then you talk to them through emails or other subscription based communication like Facebook messenger bots or text messaging bots. Some video landing pages could replace the emails, but emails are always a good idea, even for follow up.
Then through consistent communication, providing value and quick wins, you build trust and position yourself as the go-to expert they need so when they are ready to buy, they buy from you.
The entry point to your buyers journey could be a webinar, blog, you tube video, podcast, book, or a lead magnet freebie of a wide variety. Whether they find through content or click straight through to a landing page, let the journey begin!
The landing page where you ask for email sign ups is key to the rest of your marketing efforts. Make sure your landing page speaks to your ideal buyer and explains what they are getting and why it is important. How it solves their problem, but also, why You and why NOW. Be sure this directly relates to your offers to easily bridge the gap on follow up.
So people may find you from various platforms and/ or searches but the important thing is that you send people to sign up for your something free so you may communicate to provide value and talk about your offers.
Understanding your buyers and the different stages they may be at is key to successfully mapping it all out. This will not only help you rock your marketing strategy in creating the right content to attract the right people, but will also help you stick to a game plan as you create and as it gets difficult to keep going.
By meeting your audiences needs through content and free trainings, you are attracting the people who need you. They are searching for you and all you have to do is map it out and create the content.
In conclusion, the buyers journey would seem the first step in mapping your marketing, but really you must first know who, what, and why then craft the buyers journey around your mission, vision, and products. This will certainly look different for each business, which funnels come in all shapes and sizes.
Wishing you best of luck on your marketing journey!