REACH Visibility Trajectory™: Create A Juicy Marketing Funnel To Grow Your Audience And Drive Leads

Before your audience knows your brand exists, they’re cold — as in icebound, frozen solid, and practically living in the Antarctic. 

Once they become aware of your business, they get more and more comfortable. 

They warm up as they interact with you, especially because of the value you offer, which prompts more and more engagement. 

Eventually, your audience becomes so warm, they come to you whenever a particular problem arises and ask, “what’s next?” or “how do I get you to help me?”  

You are the tropical destination that they have been longing for. 

Enter, the creation of your lead generation funnel – the fourth step in the REACH Visibility Trajectory™. 

Funnel creation is an essential phase of my REACH Visibility Trajectory™ — a marketing framework you can use to grow your brand awareness, secure recurring leads, step up your brand’s visibility, and grow with confidence.

 The complete list of elements are:

R – Research your target audience.

E – Engage with your audience through defined goals, core values, and brand messaging.

A – Attract clients with web copy that screams WOW.

C – Create a funnel to automate lead generation and to nurture prospects. ← you are here

H – Hook prospects with tactical strategy.

Funnily enough, this north-to-south cruise perfectly describes the stages of your marketing sales funnel. 

Why is it called a funnel? Because you can use an actual funnel — wide top and narrow bottom — to represent perfectly how the process from awareness to sales works. 

Hooray! We’ve finally made it to the “now what” stage. You have successfully set yourself up to attract, nurture and capture the hearts of your ideal clients.

Let’s get into the thick of it. 

Pull In Your Audience

First thing’s first. 

If we’re talking about magnetic content, we must include your website in the conversation. Easy to navigate, scannable, and candy-coated with winning web copy… your site should have it all (and more).

Once you’ve got your foundation and know what to focus on (your audience), you can make your web copy stand out with simplicity, personality, and a few other techniques. You know, that easy to navigate, scannable, candy-coated with winning web copy we just talked about?

And when you have your website you LOVE, it’s time to optimize it by transforming it into your #1 sales rep — in effect, a lead-generating machine. You’ll do this by creating a lead magnet — and following it up with a powerful (and automated) nurture sequence that sells them on you and your next offer.

What is a lead magnet? 

A lead magnet is anything in the digital world you present to your audience, usually in return for their email, so you can follow up with them and, eventually, offer them a product or service in exchange for money. 

Some of the most popular — and most effective — tools are:

• Quiz
• Freebie/ PDF/ Printable
• Masterclass
• Minicourse
• Workbook

If you’re not sure how to create an effective lead magnet, this step-by-step guide will help. It boils down to three key elements: 

1. Know who your buyers are
2. Offer them practical steps to take
3. Promote your lead magnet for more leads!

Once you complete your lead magnet, it’s time to work at your next lead funnel stage — nurturing. 

Nurture Your Leads

Email marketing works towards your lead nurturing goals by getting your name in front of your ideal client’s eyes (they’re somewhere in that subscriber list) and then, over time, associating your name with lots of value. 

Here’s what the process may look like when you get a new subscriber:

1. Use a powerful email marketing platform like ActiveCampaign to automate everything from signing up to delivering your freebie in a welcome email.
2. Include valuable content in your welcome emails, such as explaining quiz results or sending an invite to a masterclass.
3. Build on this initial momentum by following up with 4 to 6 more emails in a sequence.

Here are two key takeaways when it comes to writing nurture sequences: 

1. Each email should offer value and not just ask subscribers to buy your product or service.
2. Every email should have some form of a call to action, whether it’s asking your subscriber to hit reply and answer a question or click off to go elsewhere… like your blog. 

Wait, a blog? We’re talking lead magnets and nurturing. Here’s the thing. Any content you publish sets you up as an expert… and if you can drive traffic to your blog from an already warm audience, then they’re more likely to click any CTAs you have in your blog. 

Don’t have a blog yet, don’t stress. You literally don’t have to do it all to get started. If you want to dig deeper into this, check out this post for more (semi-light) reading.

Convert Your Leads In 3 Steps 

At this point, you’ve created (or know how to) make a marketing funnel that will bring in consistent leads for your business. 

This is precisely the point when you want them to take action — when they’re eager and excited to be part of your brand’s family by buying your products or services. So, how do you get them to cross the finish line? 

The people who buy from you are very real humans with genuine pain points, so the answer is specific to your audience. 

When possible, I love to use stories and case studies because they help people see the real potential transformation or what they can do as a result of working together — and the benefit in their own lives. 

Make It Cohesive With Strategic Content

In doing all of the above, you’re going to need content to support everything. We’re talking from the top of the funnel to the bottom:

• Content to direct your audience to your lead magnet.
• Content within your lead magnet, emails, and blogs.
• Content for CTAs in your social media, on your profiles, and within your blogs and emails.

With your funnel set, and your content filled in, you’ve made it up to the crest of the hill. You’ve done all the prep work to see yourself coast to the bottom..well kind of.

It’s time to implement your tactical strategy and Hook your ideal prospects – the final step in the REACH Visibility Trajectory. 

Not yet ready to take the final leap and looking for someone to help? 

If you’re all about wise outsourcing and getting things off your plate so you can focus on what you do best, I’d love to show you how my team and I can help.

P.S. – don’t forget to grab my free check-up. It’s loaded with my audit process, the 10 things I focus on when auditing a site, and 30 quick fixes you can implement right now.