Once you’re clear on your business and marketing goals, who your customer is, the marketing channel that you’re going to use and how you’re going to use it, you then need to decide how you’re going to make money.
That’s a blunt way of defining how you’re going to take someone from searching around the internet, turn them into your customer and then eventually into proponents of your brand.
One of the best ways to achieve the above, is by bring everything together and creating a conversion funnel.
Having a conversion funnel is helpful, because it directs your inbound marketing efforts. It gives you a bird’s eye view of how your marketing machine is going to work.
It’s very easy to overcomplicate conversion funnels, but, essentially you’re looking to do the following.
You can learn more about marketing funnels in our article here:
Make people aware of you -> Build trust and authority –> Make an offer You can make people aware of you, by using the any of the marketing channels that we’ve discussed.
You can build trust and authority by using content, an autoresponder sequence, a webinar, a phone call – these would be your tactics.
Note: Similar to what we mentioned earlier, if you want to really build trust and authority, then you may need to combine marketing channels.
Now, this might sound contradictory, but stick with me for a moment.
As I mentioned, you should start with only one marketing channel that exposes people to the stages in which you build trust and authority.
You shouldn’t try to make people aware of you in different ways. So, in the beginning, don’t run YouTube Ads and Facebook Ads, in order to promote a piece of content – just pick one.
As an example, you might use PPC advertising as the channel that builds awareness, to expose someone to your content marketing that gets them on your email list and eventually sends them to a webinar that makes an offer.
As I mentioned before, once you’re generating a decent income from using one marketing channel to build awareness, you can then move on to other channels to achieve the same goal.
If you’ve really tried hard to make a certain tactic work, but you’re not achieving anything, then you’re free to move on to another one.
That’s the whole point of tactics.
That applies to the marketing channel that you’re using or the way that you’re presenting people with an offer.
Before you make a change, however, make sure that you’ve done everything in your power to understand how to get the best results from a specific tactic.
That includes studying your competitors, but also reading case studies that document how that tactic was successfully used by others.