Are you a solopreneur looking for clients? Or a consultant trying to build a brand? Or a small business looking to pick up your digital marketing game?
There’s a lot of information out there and it’s easy to get confused on where you should start. I know that because I work with thousands small business customers and speak with several new customers on a daily basis.
So, I’m writing this article to provide you with a very simple and straightforward way to begin your Digital Marketing journey. I’m assuming you are starting from scratch and so if you are an advanced user, this probably isn’t the right article for you.
And yes, you can do your first marketing funnel for free. Once you’re confident of the process and the strategy, you can decide on a marketing budget to grow your business.
The 3 steps for your Digital Marketing Funnel are:
Step 1: Get Traffic
The first place to start is social media. I would recommend Facebook as a starting point for Solopreneurs and Small Businesses. Nothing like friends and family to help you get the word out when you’re starting something new.
As a side note: If your category is beauty, health, fashion, wellness etc. then Instagram is a good place to be. Similarly, if your categories are B2B, technology, content etc. then Twitter is good for you.
But, coming back to Facebook, here’s what you have to do to be able to generate traffic.
Offer something of value to your audience for free
Think of any resource – it could be a checklist, an e-book, a spreadsheet, a short video, a paper, free credits or whatever you think could generate excitement and curiosity among your target audience.
Any of your audience members can download or access this resource once they have provided their contact details (the email address is the most important).
Create a post on Facebook to promote this offer. Tell your mates to like the post and share it among their friends too.
Once you’ve started getting a few clicks, I would suggest you invest $5-10 in the Boost Post option in Facebook. This will get your offer to reach thousands of people and you will see a small stream of visitors. Which brings us to the next step – what happens once someone clicks on your offer?
Step 2: Capture Leads
When a visitor clicks on your Facebook post, you need to direct them to your campaign page or as we marketers like to call it – a landing page.
On average, 99.7% of visitors leave a landing page without ‘converting to a lead’. You have a fraction of a second to make an impression so it’s worth the effort to build and nurture high-converting landing pages.
Build an awesome Landing Page to Convert Visitors to Leads
The sole purpose of the landing page is to convince the visitor to take up the offer in exchange for leaving their contact details. It’s important to keep it one-dimensional and to cut out any distractive elements. It’s natural to want to add options and variety, but I’d urge you to be brutal about this one.
Make the headline hard-hitting. It should cut through the noise and be crystal clear. Make sure the page is fast-loading as people start leaving as soon as they see a page doesn’t load in the first 4 seconds.
You have got to make the page mobile-responsive as most people will be browsing Facebook on their mobile phone when they click on your offer.
Make the Call to Action prominent and compelling. Make the button big. Make it colorful. Have a catchy phrase rather than a standard text.
Make sure you add credibility to your brand – customer testimonials, media mentions or anything that will help convince the visitor that you are a reputed brand.
Finally, once the visitor has clicked on your button or filled in your form. You need to have a ready-made, automated journey set up for that visitor. In other words, begin nurturing and converting those leads.
Step 3: Nurture and Convert Leads
As soon as the visitor has clicked on the button on your landing page, they will expect access to the resource that you promised. Instead of directing them to the resource page, I suggest that you send them an email with the link or with the resource as an attachment.
This is for two reasons – first, it is a validation of the user’s email address and second, it’s a signal to the customer that you’ll be sending him/ her emails from now on.
For your first Marketing Funnel, I recommend an email service provider like Mailchimp or Benchmark. They both offer up to 2000 contacts and 12000+ monthly emails for free. So, you will have plenty of opportunity to test out the products.
Once you sign up, you can set up autoresponder emails. So you can set up an email trigger so that any-time someone signs up for your offer, the email provider will automatically send them the email with the resource you offered.
They provide easy ways to integrate with your landing page such as a sign-up form which can be embedded directly on your page.
My recommendation is for you to create a series of onboarding emails which help the target audience members understand you, your brand and your products/ service in detail. Don’t forget to make it easy for them to get in touch with you to talk about their requirements.
So, there you have it. A 3 step marketing funnel to get you started.
All three steps can be done for using free tools that will help you automate the process.
Once you start your campaign, you can add in a little budget. But, make sure you measure your results so that you can calculate your cost of acquiring your customers. You can tweak and optimize as you go along. In the meantime, I hope this gives you a good starting point!