Funnels? Leads? Putting leads in funnels?
How do you grasp online marketing, all while trying to grow a business?
This article will run you through a brilliant (and free) technique for growing your client-base – as well as give you the run down on the basics of marketing 101 for fitness pros.
I recently had a consultation with one of my clients who said something to the effect of:
”I need less clients dropping off mid-way through my marketing funnel. But I’m not exactly sure what my funnel is.”
Let’s go back to the funnel
My client was dead-right. She had a funnel problem.
What she was saying was simply – she knew there was a problem, because not enough people who visited her site ended up becoming paying customers.
Observe the shape of a funnel – it starts wide at the top, and ends up being quite small at the bottom.
Funnel is a terrible name for the reality of the internet.
A funnel that you find in your kitchen will, typically, pour everything that gets put in the top out the bottom.
In the world of marketing, this isn’t the case.
To keep it simple, what you need to know is:
- The top of your funnel is everyone that comes across your site online.
By utilising some clever strategies, this can also go as far as including everyone that comes across your Facebook or Instagram pages, too.
- The marketing funnel could never be used in the kitchen.
It has holes. People seep out of your funnel at all points – this is natural. Not everyone that comes to your website wants to become your customer.
- The middle of the funnel are people that are, or will eventually become your audience.
These people found you online, and give a hoot about what you do, what you offer, and what you have to say.
- The bottom of the funnel are the people that you resonate with, that want to become a paying customer.
What might be becoming clear to you is that funnel is chosen more for the shape, rather than function.
They did the math
Let’s say your website gets 300 new visitors per month – about 10 per day.
A really, really good sign up rate – where they subscribe to your email list, or maybe start actively following and engaging with your community on social media – is 5%. One in every 20 people that visit you, care about what you do.
By contrast, as someone who has worked in management within the retail industry, I can tell you that typically 1 in 50 to~500 people who walk into a store, actually want to buy something that day.
Online, the odds can be worse, depending in your industry and popularity.
If the bottom of your funnel is the person who buys from you – that person is typically 1 in every 15-50 people that have joined your audience.
So having stats like 300 unique visitors every month can mean not that many paying customers at the end of the day.
We identified that my client was losing about half as many clients before that middle stage – becoming an interested member of her audience – than what was typical.
Lots of traffic, lots of clicks, but her audience didn’t know what to do – and her unintuitive and somewhat unfriendly mobile site design drove away visitors.
How we helped this PT sign more clients
I can’t point fingers and say for certain that it was the new and fresh website design we rolled out, or any of the other client engagement practices we put in place, but her sign-ups grew.
Full disclosure: her traffic didn’t grow all that much.
To use her words, the amount of people going into the top of the funnel didn’t increase. That’s not what she hired PT champion for.
We simply watched how users used her site, and realised very quickly how users were interacting, and what drove them away.
This is an example of user analysis that we will conduct on a website – a complete recording of the website session.
By understanding the potential client thoroughly, we were able to widen the middle part of her funnel.
We just about doubled the amount of ‘leads’ (potential clients) that would float through to the middle.
Instead of needing to worry about paid advertising and driving more leads to the top of the funnel, we needed to work on reducing the amount of client drop-off. To make more prospects move to the next stage.
By making clients more comfortable with her website and eager to become a part of her audience, we were able to capture an audience that would eventually want to buy from her. This is a one-time investment that will save thousands per year, compared to paid acquisition – by means of Facebook or Google search ads.