what's up brand builders stephen harahan
here at brandmasteracademy.com and in
this video you're going to learn the six
stages of a digital marketing funnel and
how to build yours so you can stop using
disconnected marketing tactics and build
an actual system that turns cold
audiences into happy customers
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now if you're new to the channel and
you're interested in building brands
that go beyond the visuals using
strategy psychology and creative
thinking then you're in the right place
hit that subscribe button and the
notification bell and you'll be well on
your way now i remember when i first
came across the idea of funnels it was
marketing funnels sales funnels lead gen
funnels and at the time it was a little
bit too complicated for me i kind of
stayed away from it for quite a while
and i kept coming back to it i kept
coming back to this idea of funnels
until one day i decided okay let's let's
find out about this so i started to
watch videos and started to read books
and i picked up books by russell bronson
i watched a lot of videos by ryan dyson
one day it just finally all clicked into
place and i got it i started to
understand what funnels were all about
so hopefully by the end of this video
it'll click for you too now before we
get into the nitty-gritty it's important
to address the marketing landscape at
the moment and the changing marketing
landscape because marketing as it was 20
years ago is completely different today
it is a completely different landscape
and part of that has got to do with the
relationship between consumers and
brands brands used to hold all the power
before and their communication was all
about monologue it was one-way broadcast
communication but today it's completely
different there is dialogue it's back
and forth between the consumer and the
brand and on average today you need
about seven to eight touch points for
your audience to even register your
brand so today attention is not enough
before you could get attention and you
could possibly get somebody to take
action with a single touch point and a
single broadcast message today the
environment is completely different and
that attention is no longer enough and
it's also important to address the idea
of tactics versus strategy now strategy
and tactics tend to be used
interchangeably today and they are
actually very different but the word
strategy seems a lot sexier so people
are using strategy in the way they would
use tactics but they are different
tactics perform a single task that is
designed to generate a certain type of
outcome that contributes to a bigger
picture goal whereas a strategy is a
collection of tactics
all working together cohesively to
deliver a higher goal now if you go on
google the term marketing strategies
then you are surely going to end up on a
blog post that lists tactics so you will
see the likes of google ads and facebook
ads and seo and content marketing and
email marketing these are all individual
tactics they are not strategies and on
their own tactics have very little
impact at all because they're not part
of an overall system so a bunch of
isolated tactics is not a strategy
because those tactics are not part of an
overall system and if they're not part
of a system they lack impact if you
think about a machine there are a number
of different devices within a machine
all performing a very specific task now
that device on its own lacks any kind of
impact it only really has an impact when
it's part of the overall machine and
those devices are all working together
to do what the machine is intended to do
so the underlying message there is that
you can have as many marketing tactics
as you want but if they're not all
cohesively working together as part of a
system then they're absolutely useless
your business needs a system of tactics
all working together cohesively to guide
your audience and that is exactly what a
marketing funnel gives you it is a
complete and coordinated and progressive
marketing strategy and system that
guides your cold audience into happy
customers and that is exactly what you
need for your business you need a system
that will guide them from one step to
the next so how do you build a marketing
funnel for your own business well you
start with a marketing funnel framework
now at the top of the funnel you're
going to have your cold audience these
people don't know who you are and don't
know what you're about hey
can fit into their lives and at the
bottom of the funnel you have your hot
leads and people who are most likely to
do business with you people who
probably know like and trust you and are
very very close to converting into a
client so you need to understand the
different phases of the funnel and the
tactics that you can use within each of
those phases so i want to go through
each one of those phases with you and
the tactics that you can use within each
of those phases so as you go through
think about your own business and your
own brand and how you can apply that
phase number one is attention so in this
phase nobody knows who you are and you
have to change that now in the old days
businesses found it a lot more difficult
to get that attention because they had
to pay for that privilege they had to
pay for billboard ads or
magazine ads or tv or radio ads but
today the landscape is different if you
do have a budget you can play with the
likes of facebook ads or google ads but
if you don't have a budget you still
have options you can go on to facebook
groups you can go on to
forums or you can use social media
organic posts to really get that
attention but it's really important here
that you have a unique perspective and
you are giving value if you just go out
and regurgitate everything that's out
there you're not going to get that
attention so along with the platforms
you need to be smart and you need to add
value to the marketplace phase number
two is traffic so now you've gone out
there and gotten attention you need to
leave a trail of breadcrumbs so you can
turn that attention
into traffic now this traffic will come
to a place that you call home now this
is typically your website you can't have
an extra step in here to lead them back
to let's say a youtube channel before
going to your website but typically you
want to bring traffic to your website
because here you can design the
experience that you take them through
and ultimately you will have a call to
action there that will lead them through
to the next step so this step is all
about turning that attention into
traffic so they come into your world and
then you can lead them through to the
next step phase number three is the
micro commitment so once you've gotten
them onto your website then you want
them to take some kind of action so you
want to level up the value that you're
giving them you've been giving them
value on your social media pages or out
in forms and you've gotten them onto
your website but you want to level up
the value that you're giving them here
because you want something in exchange
for that value you want at least their
email address so you can follow up with
them and if you're able to package
together some higher level of value then
typically your audience will be happy to
give you their email address they'll put
their hand up to say that they're
interested in what you have and they'll
give you permission to follow up with
them now a good example of this is a
lead magnet in the form of an eba ebook
or something that's downloadable and
really easily digestible or a webinar
that they can come to and get some
higher level value from you but here you
want to change the relationship with
that exchange of value and email address
so you can follow up with them later on
phase number four is all about nurturing
so
you've gotten that email from them
you've gotten that permission to follow
up with them so you are at a massively
advantageous position now because the
messages that you put in front of them
you're not interrupting them anymore
you're not on their feed acting as a
nuisance you're in an intimate place
which is their inbox and you have the
opportunity now to follow up with them
to nurture them to give
value to show them that you understand
to empathize with them and really really
build that relationship and build that
connection to show them that you know
what you're talking about that you know
where they want to go and you know the
challenges that they're coming across
and you can help them overcome that so
this is a really really important stage
in the relationship building and you
really want to nurture them you have
that email now you have that opportunity
to give them value in their inbox and
this is a really important step phase
number five is the conversion so this is
where the rubber meets the road and this
is where you make that ask you ask your
audience for
a transaction you ask them for that sale
now this can be broken up into two parts
this can be a micro commitment first and
then a full commitment later on or you
can just go in for the full commitment a
micro commitment would be something like
a tripwire offer like a one dollar seven
dollar forty seven dollar offer that's
not really what your core offer is about
it's not where you make your money but
that will change the relationship
between you and your customer and the
fact that they have put their hand into
their pocket but even if you do put this
micro commitment step in there that is
only designed to lead on to
them taking you up on your core offer
whatever that may be but this step
changes everything in the relationship
they are no longer a lead they are now a
customer even if they've only signed up
for a
seven dollar or 47 offer they have
changed that relationship and they are
now a customer and this changes
everything going forward they have
confided in you they have given you
their trust and everything else in this
this relationship going forward is about
you nurturing that relationship and
confirming to them that they made the
right decision and phase number six
brand advocacy now a lot of businesses
forget about this stage because they're
all about the sale and once they get
that sale that's job done see you later
and they're happy for their customers to
walk off into the sunset because they've
gotten what they wanted which was their
money but if you want to build a brand
if you really want to build a successful
and strong brand over time
then those customers are the key you
want to turn them into brand advocates
and if you've taken them through a
successful journey and you've given them
some kind of successful outcome then
chances are they are happy to talk about
your business they are happy to talk
about your brand and promote your brand
to their friends and to their family all
you need to do is to nurture that
relationship so stay top of mind with
them continue to show up in terms of
giving them value and incentivize them
to tell their friends and family about
your business and about your brand now
any business trying to market their
business and trying to market their
brand can get very very overwhelmed when
it comes to marketing because there are
so many ideas and tactics and strategies
that are out there in terms of what they
should do what they need to do but you
don't need to know every single tactic
you don't need to do
every single thing you don't need to be
everywhere you just need to understand
the stages of your marketing funnel once
you understand those stages then you can
decide what tactics you are going to use
within each stage once you've decided
what those tactics are you now have the
makings of a system that will take a
cold audience and turn them into happy
customers know the stages of your
marketing funnel decide on the tactics
that you're going to use and execute
that strategy but i'd love to hand it
back over to you i'd love to hear what
your experiences are when it comes to
marketing tactics marketing strategies
marketing funnels if you have any
experience at all are you overwhelmed by
the amount of advice that's out there
the amount of tactics that you
supposedly need to do or are you
starting to come to grips now that you
need a system and a marketing funnel
could be the answer for you i'd love to
hear from you in the comments below
about your experiences and your
challenges if you like this video please
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involved but as i said i'd love to hand
it back over to you i'd love to hear
from you about your challenges about
your experiences i'll do my best to
answer all of those until next time
brian like a master and i will see you
in the next video
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