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How to create a simple marketing funnel for your small business

Attracting customers to your business is the single most important thing you can do to build a successful brand.


In this blog post, I'll explain how to create a simple marketing funnel - without the overwhelm - so that you can build a business you're proud of.


Let's dive in...


What is a Marketing Funnel, and why does it matter?


A Marketing Funnel is, quite simply, the journey that you take your potential customer on. It's the journey they go on from first finding out about you, to getting value from you and then finally purchasing from you.


During this journey, your potential client is getting to know, like and trust you. You're building a relationship with them, showing them that you're the right person to help them with their particular pain-point, problem or desire... and that you really GET them, and understand them on an emotional level.


When you build a genuine connection with your ideal client, they will feel heard and seen. As Blair Warren so excellently puts it:


People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help them throw rocks at their enemies

Your marketing funnel is wider at the top and narrower at the bottom, meaning there are more people at the top and less at the bottom. In this blog post I'm going to explain what happens in each section of your funnel and what you can do to get people to move from the AWARENESS stage through to the PURCHASE stage.

 


What are the 4 stages of a Marketing Funnel?


In this blog post I'm going to explain what happens in each section of your funnel and what you can do within each stage to help move your ideal customer from the AWARENESS stage through to the PURCHASE stage.


Remember to be intentional and choose marketing activities that feel right to you. There's no point in giving yourself impossibly challenging tasks that push you too far out of your comfort-zone if you know you'll never do them.


My suggestion is to keep it as simple as possible, and only push yourself a little way out of your comfort-zone each time. Then once you've become good and consistent with that particular marketing activity, introduce something else.


TOP TIP: If you haven't created an Ideal Client Avatar, then now is the perfect time to do one. You will attract more of the right-fit people to work with once you've nailed this, saving you so much time in the long run


Simple marketing funnel:




1. Awareness Stage


The top section of your marketing funnel is the broadest - this is where you have the widest reach and the most eyes on your business.


It's where potential clients first become AWARE of your brand, product or service.


Your potential customers are thinking, "WHO ARE YOU?" So you need to answer this question in all of the content you create for this stage of your marketing funnel.


What your customers are doing:

Your customers are aware of their pain point or challenge, and are deciding whether or not it's a priority for them to sort out right now. They're looking for info that identifies the issue, shows understanding, frames their situation and gives it a name.


What you can do:

Do your research, and find out the answer these questions

  • How does your ideal client describe their pain point, problem or desire (as it relates to your business)?

  • What are they doing to try and resolve this issue?

  • What would their life look like if they couldn't resolve this problem?

  • What objections or limiting beliefs do they have that are preventing them from taking action?

Now take what you've learned and create content that answers these questions and educates your clients. You're here to HELP, so don't be too salesy at this stage.


You can help them define their problem, give them free resources, teach a bit of strategy, share some behind-the-scenes, write a guest blog and incentivise them to take some action.


Examples of the AWARENESS stage:

  • Word-of-mouth referrals

  • Networking events

  • Guest appearances (webinars, podcasts, blogs & podcasts)

  • Media mentions/ PR

  • Membership communities

  • Social media tags/recommendations

  • Blogs, podcasts, video series

  • Social media

  • Organic search

  • Videos

  • Interviews

  • Ads


📌 ACTION STEPS:

  1. List out all the ways your customers currently find you. Word-of-mouth? Recommendations on social media? Google?

  2. Next, list out all the places your ideal client hangs out (both online and in person). Are they on Instagram? Do they belong to specific membership communities? Read certain publications? Listen to a particular podcast?

  3. How else can you get your business in front of them? Keep going with your brainstorm and think about all the ways that you can get in front of them


 


Stage 2: Consideration


The people in this stage of your marketing funnel LIKE what they've seen so far and are CONSIDERING working with you.


And because they're thinking, "WHY ARE YOU BEST FOR ME?", you need to answer this question in all of the content you create for this stage of your marketing funnel.


What your customers are doing:

Your ideal clients are aware of their problem, and aware that there's a solution to their problem. They've decided it's a priority to sort it out. So they're looking around for someone to help them. They're likely comparing your offer to other offers out there.


What you can do:

Continue to build the know, like and trust factor with your potential customers. It's your job to communicate the benefits and value of working with you, so they can make an easy and educated decision about whether you're a good fit for them.


You need to get clear about how you help them and what differentiates you from others in the marketplace so that you can articulate this through the content you create. You can also help them determine what the right solution is for their particular needs.


Demonstrate how you have solved this problem for other people just like them, and address all their objections and limiting beliefs that are holding them back.


Email marketing has the higher ROI for small business owners (email generates $42 for every $1 spent, which is an astounding 4,200% ROI, making it one of the most effective options available), so getting people to sign up for your newsletter is one of the best things you can do for your small business. You get to build a relationship with your customers over time, and you'll be the first person they think of when they (or anyone they know) needs help.


Examples of the CONSIDERATION stage:

  • Lead magnet/ freebie

  • Newsletter

  • Email marketing (nurture sequences, newsletter etc)

  • Website (homepage, sales page)

  • Book a call (discovery call, free consultation)

  • FAQs

  • Webinar, events

  • Case studies, reviews, testimonials

  • Social proof, media mentions, PR


You'll see there is naturally some cross-over between the different stages of the funnel. Don't overthink this... just get on with creating content!


📌 ACTION STEPS:

  1. List out all the ways you can fill out the CONSIDERATION stage of your funnel to help people make the right decision

  2. Make sure you've got a way to collect email addresses from prospects. Email marketing has the highest ROI for small business owners. This can be through a lead magnet, newsletter and email marketing.


 


Stage 3: Bite-sized Offer


At this stage, your ideal customer already knows, likes and trusts you, so they are seriously considering signing up to work with you.


But sometimes investing in your service or product might be a big jump for them, and they need to get a taste of what it's like to work with you before committing.


What you can do:

You can create a bite-sized offer and so people can experience what it's like working with you. Your offer could be free or low-cost, but it needs to be so easy to consume and provides them with a quick-win. It needs to be valuable!


Ways you can do it:

Here are some examples of BITE-SIZED OFFERS:

  • Free class/ trial

  • Free Webinars

  • Low-cost Masterclasses

  • Low-cost bite-sized offer

  • Digital downloads/guides

  • Mini course


 


Stage 4: Purchase

Congratulations, your customer is now ready to purchase! 🥳


As you can see, there is no shortcut to booking more clients. All relationships take time to build, and the one with your ideal client is no different.


But it's worth it in the long run, because once you're attracting the right-fit clients to work with - your ideal client - you life gets easier and business grows from strength to strength. Your ideal client values & appreciates you, and is happy to pay for your products or service. They feel connected to you on an emotional level, and will remain loyal to you and refer you to anyone else needing the help and support that you provide.


 

Now you need to take your plan of action and implement it on your Wix website. These are the tools you may need to use:


First you'll need a Wix Premium Plan and a professional Wix website (I can help!).


Then you can choose from a range of Wix apps to suit your individual business needs. Depending on whether you're a coach, consultant or other service provider, or if you're sell physical products, there are dozens of great Wix apps to choose from.


As with all technology, these change and evolve over time but at the time of going to press this is what I love to use for the small business websites I build:

  • Wix Bookings

  • Wix Automations

  • Wix Forum

  • Wix Groups

  • Wix Portfolio

  • Wix Coupons and discount codes

  • Wix Gift cards

  • Wix Video

  • Wix Blog

  • Wix Store

  • Wix Online Programs

If you're interested in learning more about how to make the most out of your Wix website, sign up for my monthly Newsletter and keep your website updated with these quick tips and hacks.





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