A step-by-step guide to nurturing your audience into customers
Oh, the ever-elusive, magic funnel. It’s the one thing every new online business owner aspires to have one day, but it’s also easily misunderstood.
I think it’s because marketers have used the word “funnel” to describe a sales, marketing, and email funnel. These could be considered the same thing, but they also have distinct nuances.
The common denominator between them is that they help you move your general audience (prospects or leads) to become your client through nurturing.
I will be talking primarily about an email funnel in this article.
[If you’re wondering about my credentials, I’ve spent the last eighteen years working in B2B marketing, focusing mainly on email marketing and other digital strategies. I also coach new business owners in the early launch stages. So, I know a thing or two about funnels.]
I won’t bore you with all the details, though. I know you’re probably thinking that if I could only figure this out, I could automate all my marketing, and clients would reach out to me daily!
As is true for many things in life: Well, yes, and no.
You will still need to create regular inputs to your funnel — this is the first step or how people get into your funnel. This is known as inbound (or content) marketing. But this part is relatively easy once you determine your main marketing strategy.
You could also run ads, adding people to your funnel in a more predictable manner. And you’ll need to keep optimizing your funnel over time to ensure it’s up-to-date and still working for you.
But I’m sure you’re aware of that already. You want to know how to set this up so you can step away from your computer and still get clients.
Let me break it down for you:
1. Attract attention
This is how people get to know your brand for the first time. It’s also known as your marketing channel or “strategy” in very loose terms. This will be individual to you and should be aligned with your personality and strengths.