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

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. In other words, 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?”  

That, in a nutshell, describes the stages of your marketing 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. 

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.

H – Hook prospects with tactical strategy.

Since one of my primary offerings is website copy and messaging, it all started here: So You Have A Website… Now What? I shared a full round-up of all the elements you can use to build momentum and brand recognition.

We’re finally at the “now what” stage, where we create lead generation funnels to attract, nurture, and capture the hearts of your ideal clients.

Let’s get into the thick of it. 

 

Use An Irresistible Lead Magnet To 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).

I covered the how-to’s of website attraction in a previous blog post that outlines the foundation you need to create a website people want to visit, browse, and click through — in other words, take action. 

In another post, we outlined how to write you-focused website copy to help people picture themselves as your clients — because you write to them like you’re having a conversation. 

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.

Now that you have a 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.

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. 

Remember, your subscribers are actual humans who want to learn from you. With strategic emails, you can show them you appreciate them individually by giving them value. At the same time, you’re letting them know how they can change their lives with your product or service.  

Nurture sequences, or a series of emails you drip out to your subscribers, build value, trust, and offer your audience quick and easy wins every time they open an email from you.

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.

Email sequences are vital now more than ever. Social media certainly has its place (a huge one!) in marketing. However, the number of platforms to choose from might leave you flustered, and your target audience likely isn’t on every one of them. 

Plus — a quick throwback to October 2021 — entire shutdowns can happen in the blink of an eye and leave you with no audience to market to at all. 

Nurture sequences are a near-guaranteed way to put yourself in front of your audience and, when done correctly, increase your sales. If you’re stumped about how to write an email sequence, this guide can help you get started.

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. 

 

What do blogs have to do with my email list?

Arguably just as important as growing your email list, consistent blogging continues to dominate lead generation and is an incredibly powerful nurturing technique in marketing.

According to Hubspot, businesses who practice regular blogging see 55% more website visitors than those who don’t.

Coupled with consistent and effective email marketing, you’ve got tons of potential to expand your marketing funnel and boost numbers at every stage. 

Blogging may fall at any stage of the marketing funnel. Leads and prospects may come in through: 

  • The top (awareness) from a Google search page result, 
  • The middle (nurture) through a CTA in your email or from your socials,
  • The bottom (conversion), when prospects are ready to buy and end up jumping straight to your blog to make a purchase. 

Most times, though, blogs are intended to help with the top and middle parts of your marketing funnel. However, you should always have a CTA at the end of every blog. If you need help with your CTAs, revamp your calls to action with these eight steps. 

 

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. 

You’ve reached the very end of your marketing funnel, and your audience has moved from cold to pretty darned warm… and on the verge of saying yes to working together.

And take note, 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 may be specific to your audience. With that said, some ways that you can build trust to the point that they take action might be:

  1. Using numbers — results from your past work with clients — to convince their logical minds you’re the right choice. 
  2. Building on the connection you’ve grown with your customers and offering limited-time offers and upsells they can’t resist. 
  3. Showing social proof and testimonials that represent the shift from where your audience is now to where they want to go.

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.

Your website is the jump-off point. And if you’re like most business owners, it might be the most challenging part of the process — and understandably so.

Now, there is the option of doing all this yourself. And if you are a do-it-yourself gal (or guy), I’m all for that. 

On the other hand, 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.

Whether you need funnel strategy, website copy, or even done-for-you marketing funnels, a quick call can help us figure out how we can work together to help you reach your goals. You can hop on my calendar here

 

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