Master your Marketing Funnel in 5 Steps

 

Even if you’re a seasoned pro, it’s completely normal for the phrase “marketing funnel” to induce a little fear. (Just breath into a paper bag, if need be. )

But in reality, a marketing funnel is just the journey you want your customer to go on—from first realizing they need a pro, to paying for your services.

It can be tricky to navigate all the steps and touchpoints involved, but remember that Acuity is so much more than just a (really good) scheduling tool—together—we’ve got this

1 | Figure out where your people find you.

In order for people to enter your marketing funnel, they have to be able to find you first. Once you pinpoint where your traffic is coming from, you’ll be able to fine-tune your funnel from their first point of entry.

There are lots of tools out there to help you figure out where your traffic comes from, but one of the simplest ways is by switching to an Instagram business account. With literally one click, you’ll gain access to a whole slew of analytical tools, including when your users are most engaged, likely to comment, and inclined to share your posts.

And of course, can’t forget about Google Analytics. Luckily, popular option so you can keep tabs on your traffic. From tracking pageviews on your scheduling page to the numbers of appointments made, see who you’re reaching with our Google Analytics integration.

By gathering data on your customer engagement, you can target the people who need you most exactly where they’re already living—whether it’s your social channels or blog page.

This is important, since speaking directly to them is the very best way to forge lasting connections and recurring revenue.

2 | Develop your free opt-in based on your traffic flow.

They say if you build it, they will come. But you have to give them a reason. 

Free opt-ins are a great way to establish your authority and cultivate an email list—especially when you can tweak your freebie to be custom-tailored to a subset of customers.

For example, maybe your analytics tell you that most traffic comes from a blog post about a specific yoga flow. Your opt-in on that page could offer a quick audio meditation that was made to complement the flow.

Are people finding you on social media?  You could set a simple ad spend that promotes your most popular post, which links to your free opt-in in your bio.

When you fine-tune your free offer based on your specific audience, you make getting on your email list a complete no-brainer for anyone who finds you. And since email marketing is considered one of the most effective ways to nurture a client through a purchase, the numbers on your email list matter.

Even though it can feel counterintuitive to give away your best stuff for free, your opt-in is exactly the place to prove how much value you can deliver to your clients. Nowadays, we aren’t judging books by their covers; we’re judging them by their free opt-in. Make sure it’s showing off how great you are at what you do.

Chances are, you’ll want to use an email marketing tool to keep your funnels organized and effortless. (We sure do.)

Whether you use , , or , you can. It’ll help you make sure every contact point with clients is covered, so you capitalize on traffic flow. 

3 | Decide your funnel’s end goal.

Most of the time, the ultimate end goal you’re aiming for is people booking a paid session with you. Obviously, there are lots of smaller intermediary goalposts that can show you if your funnel is helping your business progress.

To make sure you’re fully set up for the influx of inquiries, take 15 seconds and customize your Acuity scheduling page link. When you change it to something memorable, easy to say, and easy to spell, you’re increasing the likelihood that your people will click as soon as you offer the sale.

Take a look at .

4 | Map out how your clients reach that end goal.

Every funnel is going to look a little different, depending on what your business is and how you serve your clients. But for the most part, your funnel will follow this general formula:

  • Pinpoint where your audience finds you.

  • Tailor a free opt-in for that subset of your audience.

  • Promote it where your traffic is most prevalent.

  • Your people opt-in to your list.

  • You send them informative and actionable emails at least once a month.

  • In each email footer, you include your link to book a free consult.

  • They trust you implicitly, hop on the phone with you, and book you.

  • You change their lives.

  • They book you again.

  • You both drink a slushie together while watching a lakeside sunset.*

*That last bit is optional.

Even though there are a lot of parts at play, every little piece of your funnel adds to the audience you’re able to reach. 

5 | Start promoting your opt-in & free consults. 

Now that you have incredible proof of your expertise, it’s time to get it in the hands of your clients. While you’ll obviously focus on your busiest marketing channel (like your website or Instagram), don’t feel shy about promoting your free offers everywhere you live online.

From to adding your link to your outgoing voicemail, the easier it is for clients to connect with you, the more likely they are to do it. (That’s just science.)

See? Funnels really can be a piece of (funnel) cake.

It’s worth noting that not everyone who interacts with you will hit the endpoint of becoming a customer. That’s why it’s called a funnel, and not a tube.

But the best part? They’re not all supposed to become your customers. The point of a funnel is to speak directly to the people who need you most, and who you want to work with—not to nurture every single person who crosses your path.

The end of your funnel is a lot like the end of a rainbow—although instead of a bucket of gold waiting for you, it’s a hoard of your dream clients, just begging to be put on your wait list.

Ready to have a little fun with funnels?

 

(It’s the fastest way to kick off the funnel momentum.)

 
small business strategy, how to promote your business