Too often, marketing is looked at as a collection of unrelated services. The reality is, marketing is like a Hydra. To succeed, you need all the heads to play nice with each other. You need to go beyond what’s expected and meet your dream client on their turf.
Getting leads means putting your business in front of their eyes in as many places as possible.
Successful marketing funnels are omnichannel and evolving. They reach your target audience across the right digital platforms, reinforce your brand, and convert leads into clients
How do you set up successful marketing funnels?
I’m about to share my tried-and-true formula for setting up and running effective marketing funnels. This customizable system offers a great starting point – and a way for small business owners to start seeing results – fast.
What is a Marketing Funnel?
A marketing funnel, also called a sales funnel or a marketing sales funnel, is a series of steps that guide your dream client as they move from “random Google visitor” to “brand ambassador and paying client.”
Visually, it consists of four or more concentric “funnel” circles. Each of these circles represents a stage in the customer’s journey.
Here’s an example of a successful marketing funnel.
- Awareness – You google “I need more clients”
- Interest – You sign up for my newsletter
- Evaluation – I wow you with my free resources
- Commitment – We have a Q&A call
- Sale – I create a marketing funnel for your biz
Here’s my time-tested formula for building successful marketing funnels
1. Raise Awareness
Make sure you have Google Analytics and a Facebook pixel installed on your website
Make sure your website is optimized for conversions. This means having your contact information on every page, lots of different ways to reach out, online scheduling, chat, and anything else you can do to get them into your funnel.
Any marketing collateral you create should follow a consistent brand across all platforms and mediums. The goal is for your content to become easily recognizable.
That way, even if someone doesn’t stop to look at your post or share, they will still see your colors and style. This creates a small subconscious recognition – adding to the overall strength of your brand in that person’s mind.
Suggested starting budget: $1k/month
If you have room in your budget, hire someone to set it up for you. Or, at the very least, follow our guide on how to succeed at Google Ads.
Don’t use Google Ads Express. It may be easy and fast, but it doesn’t get the same results as Google’s full system.
Suggested starting budget: $750/month
If you’ve been doing Facebook marketing for a while, go through all your old posts and see what was the most successful.
Schedule 2-3 reposts per week – and sprinkle in new content as well.
Pay (at least $25) to boost each post to a lookalike audience of your mailing list or customer list.
Run a general ad to that same lookalike audience. Give it at least $10/day – and test multiple versions using dynamic creatives.
** The goal should always be getting leads back to your website and off Facebook.
** Don’t let Facebook choose your placements. In most cases, you’ll want the post to appear only on Facebook’s primary news feed.
2. Stimulate Interest
If you don’t have a newsletter yet, MailChimp is the easiest way to get started.
Create a Welcome Sequence – a series of 5-10 emails that is automatically sent to each new subscriber. They should be sent 1-2x per week, depending on your industry. The first few contact points are the most important, as they set the tone for what the lead can expect from you.
The goal is to build relationships and brand loyalty. These should contain a mix of helpful tips with promotions, calls to action, and a “getting to know you” element.
Create a popup on your website that only shows when someone is on their way off the site. Think of it as your last chance to convert them into a lead before they leave and probably never come back. I personally use OptinMonster to easily create these popups.
Write 3-4 blog posts per month. The topics should be highly sharable. Think about what always draws you in. Top X lists are great. Find a pain point for your dream client – then tell them how to solve it.
Share those posts on Facebook – boost each post for at least $50 and target it to your lookalike audience.
Share those posts everywhere else you have a social media presence.
Make sure the images you share match your brand guidelines.
Here’s more info on why you need a blog.
Suggested budget: $1,000
People still love free ebooks.
Take the time to understand what problem you can best solve for your target audience. Then, write (or hire someone to write) a comprehensive guide about it.
Finally, hire a designer to turn it into something special. The goal is to make the best first impression possible. To create something that the lead downloads and comes back to.
Once that’s all done, offer your lead magnet freebie in exchange for someone’s first name and email. (You want the first name so you can personalize your newsletters)
My lead magnet is a website planning workbook.
3. Nurture Your Leads
Sooner or later, your welcome sequence will run out. That’s why it’s so important to create regular new content for your newsletter.
The goal of these is to continue fostering your relationship.
Each email should have text links and a call to action button – all leading to some post, page, or resource on your website.
From time to time, dedicate an entire newsletter to a quick question: “what do you want me to write about?”
In Google ads, you should have ads running that only show to people who have visited your website.
The same thing is true in Facebook. For these ads, $1/day is more than enough. Also, let Facebook show these (and only these) ads wherever it wants – audience network, Instagram, whatever.
Keep track of the performance of each campaign to understand what’s working, what could be better, and what needs be turned off completely.
Experiment with different messages, phrases, emojis, images, colors, and more. A/B test whenever possible. Hotjar is a great app for taking recordings of what people do on your website.
See a successful marketing funnel in action
Julie Lingler is an awesome relationship counselor in Cincinnati. After creating her new website, Julie entrusted Goodman Creatives with creating and managing her entire marketing funnel.
To see it in action, visit her website, Facebook, and Instagram. While you won’t see any of her paid ads (unless you live in Cincy), you can still get a feel for how it all works. Plus, her newsletter is a must-subscribe.