What is a funnel and why it works?
This is a tool that helps you visualize your customer journey; the path a prospect takes as they become familiar with your brand or business, from introduction to conversion (and hopefully beyond). Your ultimate goal with a funnel is to encourage your audience down the path from awareness to engagement, to consideration and eventual purchase, loyalty and advocacy – and profit for you.
Branding is about who you are and how you present yourself to the world. It’s a reflection of your interests and values that creates a perception of what you’re about to your audience. Branding is an opportunity for others to know you and decide if there’s an alignment between what they want and what you have to offer.
Marketing is how you communicate your branding to your audience. The focus on your marketing should be on priming your audience to buy from you. You do this with content that speaks to the problem your ideal audience has. Showing that you understand your audience builds a relationship and gets people to like you.
Sales is the part of the process where you point your audience to your product/service as the solution to their problem. This includes information such as the process of working together, the benefits and testimonials. As a business owner, remember that this is your raison d’etre. All the branding and marketing you do is pointless if you don’t intent to make sales. The successful resolution of your customer’s problem builds trust and turns them into loyal customers and advocates.
How to set it up?
• Something to sell – product, service, experience or information
• Something to test/try – lead magnet
• Somewhere to start – intro product or strategy call
• Somewhere to go – social media page, opt-in page, website
• Content that connects and collects – Email sequence, online challenge, live video training, webinars
• Supporting software to automate and monitor the process
As a student of marketing, I can honestly say that I never quite got the relationship between the steps as I only focused on one aspect at a time – even in employment. Working on my business and with my clients however, has helped me understand the entire funnel process from different business contexts as well as how the different elements mentioned help to monetize any skill, expertise or interest.
Join me on Facebook as I breakdown this concept with reference to building a business online.
Let’s talk if you want help to turn your skills, expertise or interests into a source of income.