In my mid-twenties, I was introduced to this guy. He asked me to go out to dinner, and I declined. I was not sure what he was all about, and he was moving too fast for me. He finally asked me to grab a drink; I reluctantly said yes. He seemed nice, and my friend was his friend.
I remember that during our time together, he was very touchy-feely. Then, he went on to talk about how he could see us getting married in the future and all the kids we would have... Whoooo...That was TOO fast for me. This was the first date, and sadly because of his over eagerness, it was our last date.
Overall, he was a really nice guy. We had a lot in common; he had a nice job, loved to travel, and loved Jimmy Buffett. Unfortunately, he went for the end prize WAYYYYY too fast. As business owners, it can be tempting to also go from just meeting someone to wanting to go all the way with them. It is essential to work on building the "like," "know," and "trust" factor with our ideal clients before we begin to try to sell them our best and greatest product or service.
In my coaching program, I talk about this issue with my clients all the time. It is vital to create a great marketing funnel to go from attracting the right clients to making them your super fans. Today, I will guide you through the customer journey of Attract, Engage, Convert, Nurture, and hopefully Super Fan. Let’s dive in!
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The Marketing Funnel
In each phase of a marketing funnel, the goal is to take the client further into your world. Like with dating (which will be our example of the day), the goal is to create a connection and trust. The first phase in this customer journey is attraction.
Just like when you look across the bar and someone catches your eye, you need to attract your customers' attention. This is the initial pop that makes them pause to investigate further. When you are in the attraction phase of your funnel, you reach out to your potential audience (i.e., your ideal client avatar) to see who bites.
Going back to that bar analogy, the next step after catching someone's attention is making a choice to go talk to them. You want to engage with your clients as a brand. Maybe this is earning a comment, like, share, or save on social media.
This is also when you dangle the hook. Many businesses offer some kind of something at this point, like a link to a website, a freebie, a quiz, a giveaway, or something else to capture their information, kind of like when you ask for someone’s number.
Again, back to the bar. Conversion is like when you ask the person out on a date. Some people might just say yes and arrange date plans on the spot, while others may need more convincing.
In your marketing funnel, this could be your first sale or your opportunity to convince your client that you are worth the investment.
Out of the bar we go! This phase is when you would actually go out on a date with someone you met. You are testing the waters and seeing if that person is worth investing more time and energy.
The nurture phase is often the most difficult for businesses. This is the space where you teach them more about your brand and reward them for their interest thus far. You want to convince them that you are worth the sale of whatever you are selling.
Beyond that, though, you are building a relationship with your client. You are pulling them into your world and demonstrating that you are a brand worth their loyalty.
Oh, the joy of a super fan. In that dating concept, a super fan would be a long-term significant other that you gained from the first look across the bar.
The concept of Super Fans comes from my friend and mentor, Pat Flynn. Super fans go beyond the casual client. They are clients who go out of their way to ensure that you are in their lives, they boast about you to their social circle, and they are regular buyers of your product. They are those people who will stand outside a store for 48 hours to be the first to buy a new game when it is released, or they are the fan who will drive 12 hours to be at your book reading.
Investing in your super fans is critical. While it may be tempting to take advantage of their loyalty, it is better to invest back in them to keep them as a strong foundation in your customer base.
Now, I want to note that super fans are often a tiny part of your audience, but they are worth their weight in gold.
Go Confidently with Your Marketing Funnels
Would you like to learn more about marketing funnels, how to develop them, and how you can earn your very own super fans? I encourage you to book a free consultation with me to learn more!
P.S. I highly suggest that you read or listen to Pat Flynn's Superfans: The Easy Way to Stand Out, Grow Your Tribe, and Build a Successful Business. He is an incredible businessman and mentor whose concepts I have incorporated into my business.