3 Essential Parts to Your Marketing Funnel

Greetings from the Polar Vortex (it was -19 when I woke up today!). Hope you’re keeping warm.

Winter weather is a perfect time to catch up on some writing and answer a few common questions.

Such as: “How can I get more people to buy my online course?”

My response is always to probe for more information, “What’s your current marketing strategy?” More often than not, I get one of the following responses:

  • “Well, mostly by word of mouth.”

  • “I have an email list, but I don’t want to bother my subscribers.”

  • “I’ve been sharing it on social media.”

If you’re marketing via social media posts or word of mouth, that’s a start—but it’s not enough.

You need a funnel.

A funnel is simply a path from leads to sales. It’s also a shift in mindset from ‘hope and wish’ marketing to strategic "I have a plan" marketing. There's three questions to ask as you create your funnel:

  • How will you fill your funnel (traffic + lead gen)?

  • How will you build trust/nurture your audience?

  • How will you convert your audience to customers?

Many business owners I speak to haven’t thought about any of these questions. Or they get hung up on what they *don’t* like to do, e.g. writing. (mindset stuff)

You don't have to use one specific tactic, i.e. blogging, podcasting, etc. But you do need to have at least ONE answer to each question.

Here's some tips to help you get started:

How to fill your funnel

  • You need a channel to broadcast your message to an audience larger than yours. This usually happens by leveraging someone else’s platform.

  • Example: guest posts

  • Other possible solutions are podcasting (as a guest and hosting your own), joint webinars, paid advertising, lead magnets, etc.

How to nurture your audience

  • You need a consistent means of delivering value to your audience and building trust. This usually happens on your own platform.

  • Example: your email newsletter.

  • Other possible solutions are having a Facebook group, hosting your own podcast, blogging, webinars/workshops, etc.

How to convert your audience to customers

  • Simply put, you need to pitch your offer.

  • Assuming you’ve built trust and built something that people want, this breaks down as a pitch and Call to Action (CTA)

  • Example: landing page & purchase button (or a scheduler if you’re selling services)

You can get more complex with things like email sales campaigns, ads + automation, etc. But you don’t have to worry about marketing automation or any of that advanced stuff when you start.

Just focus on getting a simple 3-part funnel setup.

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Image source: AudienceOps

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