Stop Waiting, Go Find Your Audience
Create a funnel that brings value to your brand.
👋🏼 Quick reintroduction! Hi, I’m Virginia. I'm a Full-Stack Marketer (what’s that?), and I share some of my weekly keys to success, from marketing to leadership to good business practices.
Housekeeping: Every week, I use a few words that can be translated into various industries and business goals. So here is a key:
Audience = “who you want to TARGET” - this can be customers, clients, followers, etc.
Brand = “who YOU are” - this could be a company, team, business, etc.
Product = ”what you’re selling” - this could be service, physical product, entertainment, etc.
🥞 This Week’s Full-Stack Feed:
Do you remember your last Amazon order?
Mine was a pocket-size notebook.
But do you remember what you ordered two times before that?
You probably don’t.
I’m trying to make the point that once you buy a product or use a service, you don’t think about the company again until you need to.
It’s your job to stay in front of your audience.
Creating a funnel to keep your brand in front of your audience is crucial to growing and maintaining success.
How can you stay at the forefront of your audience’s minds?
Having a solid marketing funnel set up is key to keeping your brand “in mind” of your audience.
Let’s take a look at the AIDA model1
There is a craft behind getting an audience's attention, showing them why they should be interested, which leads to desire, and then taking action towards a brand.
A sale doesn’t happen overnight.
It takes 8 touches for your audience to take action.
While this sounds like it only takes four steps or four posts to see action, that’s only a fraction of it. It can take 6-8 touches to make a sale.2
Let’s break down every step.
Top of the Funnel:
This is where your audience is first introduced to your brand and interacts. You gain their attention and interest.
Maybe they like or comment on a photo on social. Or maybe your helpful blog showed up in search results, and they clicked on it.
This stage should never be a point where you “sell” them on something.
Driving the idea that your content should be entertaining and share something of value to your audience.
Maybe they see your brand 2-3 times on social and follow you.
When they arrive at your blog, they find it so valuable that they subscribe to your newsletter.
Middle of the Funnel:
Now that your audience has decided to interact with your brand, so here is where you start to engage with them, so they have a desire to know more.
You can start to ask them questions and learn more about them.
Add a question poll on social related to your brand; everyone loves sharing their opinion.
Send an email to subscribers with something new you want to share with them.
Ask questions about how they found out about you.
Bottom of the Funnel:
This is the ultimate destination of your audience and getting that action you wanted them to take.
This could be selling a product, subscribing to a service, or buying a digital product.
Your brand outshined the competition and gained a “customer.”
Sharing social proof or getting a testimonial at this time is crucial.
Make it easy and painless for your audience to obtain your product.
Congrats! You made it! 🎉
But there is still some work to do…
Don’t leave your customers out to dry. Continue to deliver meaningful content that got their attention in the first place.
By constantly sharing value with your customers, you’re continuing to gain their loyalty and trust (I wrote about that).
At the end of the day, show that you CARE.
Too many brands get lost in “selling” and not creating value.
Create VALUE for your audience.
Thanks for tuning in this week. As always, a SHARE would be appreciated!
