Funnel Marketing : Understanding the Essentials for Connecting with your Ideal Client

Posted On January 17, 2023

Welcome to funnel magic!

In this post, I’ll be diving into the basics of what funnels are and how they can be used to connect with your ideal client and optimise your marketing efforts.

Funnels don’t have to be difficult, and they don’t have to be sleazy. Done right, they are a valuable way of connecting with and then keeping in touch with your ideal client.

By the end of this post, you will have a clear understanding of what funnels are and how you might use them for your business. Let’s get started!

So what are funnels?

Funnels are like a modern day online networking in the sense that both involve building relationships with potential customers.
In the old days you’d go and meet someone, shake hands, have a chit chat, tell them about your business and how you can help them and swop business cards.

Back in the office you might send a follow up letter, or email. You might keep in touch with sending a paper mail out once a month, or pop by every so often to tell them about your new product or special offer on a service.

A funnel does the same thing. It’s an online way of meeting someone, giving them a bit if useful info, and then keeping in touch with them.

A funnel begins with capturing a potential customer’s attention and getting to know them through the use of lead magnets and opt-in forms.

As the potential customer moves through the funnel, it’s important to continue to ask questions and gather information about their needs and interests. At this stage your weekly or monthly contact comes into play, sending helpful, useful, fun and engaging content. By doing this you are building trust and understanding what the other person is looking for.

Once a potential customer has made a purchase or taken a desired action, it’s essential to keep in touch with them. This can be done through email marketing, remarketing and other forms of follow-up, similar to networking where you maintain your professional relationship.

Just as networking is important for building professional relationships and finding new business opportunities, funnels are crucial for building relationships with potential customers and guiding them through the buying journey.

All networking requires patience, understanding and a focus on building trust in order to be successful.

Let’s talk about the elephant in the room. ‘Funnels are the online version of a sleazy snake oil salesman’

Done right, this is absolutely not true. If your funnel is set up right, and the person who is in it is the right person then they should find it a really enjoyable experience to be in your funnel.

Funnels I have been in recently and enjoyed:

A funnel from a guy offering a design course. Everyday I received a really simple but uber helpful tip about design. I felt like the quality of these tips were so good that I bought his course. It was a no brainer purchase from me, I’d already utlised his free tips in my design work and it made such a difference.

A funnel from a brand positioning expert. I’m currently in this funnel and really enjoying the ladies content. She’s mega bucks, so I’m not ready to purchase yet, but I’m happy to receive her content and ‘get to know her’ until I am ready to go.

A funnel for a course on business processes. Part membership, part course, this came highly recommended in a Facebook group. I only had a few emails and it was a definite yes from me. The emails advised that when it opened there would be a 50% discount for 48 hours. I jumped on it!

And elephant number two ‘Funnels are difficult to set up’

Many people have the misconception that funnels are difficult to set up and maintain, but in reality, they can be quite simple.

A funnel is simply a series of steps that a potential customer goes through in order to make a purchase or take a desired action. The key is to make the process as seamless and user-friendly as possible.

With the right tools and strategies, creating a funnel can be a straightforward process that can have a significant impact on your online sales.

The misconception that funnels are complicated may be due to the fact that there are many different types of funnels and it can be overwhelming to choose the right one for your business. However, by understanding the basics and experimenting with different options, you can easily find the right funnel that will work for your business and help you achieve your goals.

People think of funnels as cold marketing, as something horrible that you put people through, but the opposite is actually true.

A well-designed funnel is meant to provide a positive and seamless experience for potential customers.

A funnel’s purpose is to guide customers through the purchasing process and make it as easy and effortless as possible.

In fact, a good funnel can actually improve the customer’s experience by providing them with the information and resources they need to make an informed decision.

A well-designed funnel will not feel like a “sales machine” but it will be an educational and interactive experience. In other words, a good funnel will not be pushy or aggressive in its approach but it will be designed to guide and assist the customer throughout their journey with your business.

Let’s talk specifics

A funnel is a series of steps that a potential customer goes through in order to make a purchase or take a desired action. It’s a process of guiding the customer through the different stages of the buying journey, from initial awareness to the final purchase.

For example, a funnel for a dog trainer could be:

Awareness: The dog trainer creates a blog post or video that provides valuable tips and information on dog training. They share this content on social media and their website, with the goal of attracting potential customers who are interested in dog training.

Interest: Potential customers who are interested in the content and want to learn more will click on a call-to-action (CTA) in the blog post or video that takes them to a landing page where they can download a free e-book on dog training.

Consideration: On the landing page, the potential customer is presented with an offer for a paid consultation call with the trainer where they can discuss their specific dog training needs and find out if the trainer is the right fit for them.

Purchase: If the potential customer is interested in the consultation call, they will provide their contact information and schedule a time for the call. Once the call is complete, the trainer will present the potential customer with an offer for their services.

Follow-up: After the purchase, the trainer will follow up with the customer via email or phone to schedule the first training session and provide them with additional resources and tips to help them with their dog training journey.
The trainer can also continue to engage with the customer through email marketing, special offers, and other forms of follow-up to keep them updated with new tips and strategies, and to make sure they are satisfied with the service.

The goal of a funnel is to move the customer through each stage and ultimately make a purchase, book a call or book a service. The idea is that by guiding the customer through a specific process, it increases the chances of them doing that.

Funnels can also have multiple steps and it can vary depending on the business and the product or service that is being offered, but the concept remains the same, guide the customer in a way that makes it easy for them to make a purchase.

Examples of funnels

Lead generation funnel: This type of funnel is used to capture potential customers’ contact information, such as their email address or phone number, in exchange for a lead magnet, such as an e-book or webinar.

Webinar funnel: A webinar funnel is used to promote and sell a webinar, which is an online seminar that is typically used to educate potential customers on a particular topic.
Sales funnel: A sales funnel is used to guide customers through the process of making a purchase, typically involving an initial free offer, such as a trial or consultation, followed by a series of upsells and cross-sells.

Membership funnel: A membership funnel is used to promote and sell a membership program, such as a subscription service or online course.

Event registration funnel: An event registration funnel is used to promote and sell tickets to an event, such as a conference or workshop.

Survey funnel: A survey funnel is used to gather information from potential customers, typically in exchange for a lead magnet or other incentive.

Quiz funnel: Potential customers answer a set of questions and receive an email with advice based on their answer at the end.

Book launch funnel: A book launch funnel is used to promote and sell a book, typically involving a pre-launch sequence and a launch sequence.

Free consultation funnel: A free consultation funnel is used to schedule appointments with potential customers, typically in exchange for a free consultation or trial.

Why your website is the cornerstone of your funnel

Your website is the cornerstone of your funnel because it serves as the hub for all of your marketing efforts. It’s the place where potential customers learn in depth about your business and your products or services, and it’s where they go to make a purchase or take a desired action.

A website is a powerful tool for capturing leads and guiding potential customers through the buying journey. By including a variety of elements like calls-to-action, lead magnets, and opt-in forms, you can create a seamless experience that moves potential customers from awareness to interest, consideration, and ultimately, purchase.

Your website is also the place where you can track and measure the performance of your funnel. By using analytics tools, you can see how visitors are interacting with your website and make adjustments to optimize the user experience.

Additionally, your website is a representation of your brand, and it’s the first impression that potential customers have of your business.

A well-designed, mobile-responsive website that provides a positive user experience is essential in building trust and credibility with potential customers, which can ultimately lead to more conversions and sales.

There are several types of technology that a website can use to create a funnel, including:

Landing pages: Specially designed landing pages that are optimised for conversions.

Form builders: These tools allow you to create and customize opt-in forms that can be used to collect contact information from potential customers. They often integrate with email marketing platforms, making it easy to add new leads to your email list.

Email marketing software: This type of software allows you to send targeted, automated email campaigns to potential customers. It can be used to nurture leads and guide them through the funnel.

Analytics and tracking tools: These tools allow you to track and measure the performance of your funnel, including visitor behaviour, conversion rates, and revenue.

Pop-up and overlays software: This type of software allows you to create and customize pop-ups and overlays that can be used to capture leads and promote special offers.

In conclusion, funnels are an incredibly powerful tool for connecting with potential customers and providing them with the information they need to make informed purchasing decisions.

By creating a series of targeted, relevant, and helpful content, you can guide your audience through the buyer’s journey and build trust and credibility with them. Not only does this make the purchasing process easier for them, but it also helps to increase conversions and boost your bottom line.

If you’re not currently using funnels in your marketing strategy, it’s definitely worth considering – they can be a game-changer for your business.

Want to chat about a new website with fab funnels? Please fill in my form and tell me how what you need help with!

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Written by Rosie

Hi, I’m Rosie and I’m a freelance web designer specialising in websites for the pet industry. I love animals, I love design and I love business.


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