We all need to bring new customers into our businesses, and one of the easiest ways to do that is with a marketing funnel.
Now a lot of people will tell you that you have to bring someone from the top of your funnel to the bottom in order to make a sale, but I'm here to tell you that most people won't stay in the same funnel throughout their whole customer journey.
So you've got to use different tactics to not only to keep people in your funnel, but also to get people into your funnel from your competitors' funnels.
The best way to do this is by using the AIDA formula as the blueprint for your funnel.
Here's how I create a marketing funnels using AIDA. It's the most effective way to bring new clients and customers into my business. I've also included some examples that you can use for your own funnels.
What is AIDA?
AIDA is the very first copywriting formula I learned when I was just starting out, and I've decided to use it here because it's so universally accepted.
You can use it to write an email, outline a blog post, or even to create a marketing funnel. But for our purposes here, we're going to use it to create a funnel.
Heres the formula....
A - Awareness
I - Interest
D - Desire
A - Action
Even though I've known about this formula from the beginning, it took me a while to figure out how to use it in my marketing.
So today I'm going to share with you how each part of the AIDA formula can correspond with the matching part of your marketing funnel.
Ready? Here we go...
Awareness - Top of Funnel
At the top of your funnel are going to be a whole lot of people that barely know they have a problem. They're not looking for a solution, and they aren't likely to spend any money right now.
If you're a small business, you should stay away from these people.
You probably don't have the money, or the time to spend on attracting people that are not very aware. Because it's very difficult to convince them that they have a problem.
So let someone else do it.
Like I said, people are going to meander from one funnel to another throughout their customer journey. Focus your energy on catching them later, when they're ready to spend some money.
But if you're absolutely set on having a top of funnel... do this...
You can blog, post on social media, or create YouTube videos around problems your customers are likely to have before they come to you.
That way when people Google their problems, they'll immediately find you (their solution.)
Plus I really like the fact that if you make quality content on certain platforms like Medium or Ghost, you can actually monetize the content itself.
So even if someone eventually buys a solution from someone else, you've still made money off of the content you've created.
Interest - Middle of Funnel
These guys know they have a problem, and are interested in a finding solution. But they're not very serious about it. They're probably trying to find a way to fix their problem for free at this point.
They still think they can do it themselves for cheaper than they could pay someone to do it for them. These are the do-it-yourself types.
So at this point, you need to give them what they need to try it themselves.
My blog (the one you are reading right now) is 100% for these kinds of people. People that aren't ready to buy anything, but are extremely interested in solving their problem.
And I'm sure that some of them can solve their problems on their own with a little bit of help... but most of them can't.
In my blog, I give away so much great information. If you really wanted to, you could successfully market your small business with just the things I write about here.
But most of you aren't going to do that. You're going to need someone to do it for you, or hold your hand while you do it yourself. Because that's the way people are wired. Most human beings don't like to try new things.
So at this stage, give people all the information they need to do everything themselves. Do everything but hold their hand.
Of course most people won't even start, and then after 6 months of no results - they'll want you to help them.
Now it's your time to shine.
This is a a good time to start a blog, use organic social media content, or create videos for your ideal customers.
Remember - These people are still trying to not spend money, so you don't want to spend a lot of money either. Do not use paid ads for people entering the middle of the funnel. It is a waste of money. I don't care what your favorite goo-roo is telling you.
Instead, get these people on your email list. That way when they're ready to buy, you'll have access to them.
Desire - Middle of Funnel
These people are desperate for a solution to their problems. They've tried to do it themselves, and it hasn't worked. So now they're looking to spend cold hard cash to get someone to help them.
Now is the time when you can spend money on paid ads. You want to get these people to "YES!" as quickly as possible. So you're going to run paid ads to people in your competitor's funnels, as well as sending emails to people from your own funnel.
You're probably going to need a landing page to send out. And it's probably also a good idea to think about having different launches throughout the year to appeal to people in this phase of your funnel.
Remember - People can stay in the "desire" phase for a long time... days, months, or even years. So you need a way to hold onto them. That's why you put them on your list.
It can be a great idea to sell a micro-offer to these people before they're willing to buy your main offer. Something less than $20, because buyers are more likely to buy then people who have never bought from you before.
Action - Bottom of Funnel
These people are ready to buy - TODAY. Here are the three big ways you can get them to buy.
- Email your list - Easiest way to sell to people at the bottom of your funnel. They know, like, and trust you. If you put up even a half decent offer, they'll buy.
- Send out some cold DMs - Even if people don't know you, they still might buy from you if you send them a message. Especially if you're likable, and you're good at selling yourself.
- Push your content - This can be paid or organic content. Sometimes you can get lucky, and someone is on social media ready to buy something. They see your content, and they purchase immediately.
What's next?
Once someone buys from you, the funnel isn't over. Now is the time to put them in a new funnel for another (usually more expensive) product.
Do this over and over again until they stop buying from you.
Some digital marketers have 6-12 launches per year because they're trying to get the maximum lifetime value from each lead they've acquired.
The goal is.. keep selling to your list over and over again.
What about you?
Do you have a funnel, or a way to put new leads on your email list?
Because leads are expensive... and once you have someone in your ecosystem, you need to hold onto them.
Want to learn more about creating great funnels?
Then subscribe my list to get more great articles like this one. I talk about all things related to small business marketing.
Or if you'd like me to do all of your marketing for you, send me a message at diana@rainmakersunited.com and we'll work something out for your business. 😃
