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Make Marketing SIMPLE in 2024 with this SYSTEM · Marketing For Tradies

• 0:00
  SPEAKER_00: No matter what way you look at it, business is just a system.
• 0:03
  SPEAKER_00: It's a system of attracting, engaging, and converting people who go on to become clients and customers.
• 0:09
  SPEAKER_00: These clients and customers are considered sales, and sales are the lifeblood of any business.
• 0:15
  SPEAKER_00: And the people that do the best in business are the ones that are able to create and optimize this system to bring the right people in and convert them into sales at a higher conversion rate.
• 0:26
  SPEAKER_00: In this episode, I'm going to take you through how you can make your marketing so so simple in 2024 by looking at it not from a tactical point of view, but from a strategic point of view and as a system that you have the ability to optimize in order to attract, engage, and convert more ideal clients into your business in 2024.
• 0:50
  SPEAKER_00: It doesn't matter the business model, the industry you're in, or how big you are, every business needs a marketing funnel if they want to make sales, especially if they want to make sales online, because it runs off the fundamental principles of marketing, which is essentially just creating a customer journey that takes people from being totally unaware of who you and your business are all the way to making them want to refer their friends and family to you because they've gotten such good results.
• 1:21
  SPEAKER_00: A marketing funnel is not a ClickFunnels page, it's not an email sequence.
• 1:26
  SPEAKER_00: They are specific tactics or parts of the system that you'd be creating in your marketing funnel, but a lot of people think that marketing funnels have to be overly complex.
• 1:38
  SPEAKER_00: They do not, they absolutely do not need to be overly, overly complex.
• 1:42
  SPEAKER_00: In fact, the more simple that you can create this system and the faster you can get people through the system and give them what they need at the right times and in the right places, the better results that you're going to get.
• 1:56
  SPEAKER_00: A lot of people will overcomplicate marketing funnels, especially a lot of, I guess, marketing gurus will make you believe that marketing funnels need to be overly complex and have all of these moving parts.
• 2:11
  SPEAKER_00: Sometimes it does work well to create systems like that, depending on the business.
• 2:16
  SPEAKER_00: But for most of you guys, it can be a very simple system just with a few simple and effective steps that allows you to attract more people into your business, so get their attention, engage them so you're keeping their attention by giving them the right things at the right times, and then converting them into sales by using marketing psychology and other more sales-based marketing tactics to take them from interested into being a client.
• 2:48
  SPEAKER_00: In order to properly understand a marketing funnel and understand it in a way that does make it simple, because I want you to walk away from this episode with a really simple and clear understanding of what you need to do to make your marketing effective in 2024 and not be overwhelmed with having to do a million different things.
• 3:09
  SPEAKER_00: At the end of the day, like I said, your business is a system, and the better that you can create this system and optimize it, the better results that you're going to get in your business.
• 3:20
  SPEAKER_00: So, in order to understand how to make a marketing funnel effective, you need to understand stages of awareness of your customers.
• 3:28
  SPEAKER_00: So at any one stage, you'll have a ton of people in your audience, or you might just be building your audience, but regardless, at any one time, your audience is going to be at varying stages of awareness.
• 3:40
  SPEAKER_00: What does that mean?
• 3:42
  SPEAKER_00: So you're going to have people who know you but aren't interested in buying from you, people that may be interested in buying from you but aren't ready yet, and then you're going to have a smaller percentage of people who are ready to buy.
• 3:58
  SPEAKER_00: The reason that a marketing funnel is called a funnel is because a funnel is shaped like an upside-down triangle.
• 4:06
  SPEAKER_00: At the top of your funnel are all those people that know who you are but aren't ready to buy.
• 4:11
  SPEAKER_00: So the majority of people in your audience are not going to be ready to take action on purchasing or inquiring about your service yet.
• 4:20
  SPEAKER_00: It's really important that you understand that.
• 4:22
  SPEAKER_00: In the middle of funnel is where those people are that may be interested in buying from you but not ready to yet.
• 4:31
  SPEAKER_00: So they are going to be a smaller percentage of people, and then at the bottom of the funnel are those people that are ready to buy.
• 4:38
  SPEAKER_00: They say that at any one stage, there's only 3% of people in your audience at any one time that are ready to buy from you.
• 4:46
  SPEAKER_00: So what doesn't make sense is doing constant promotions and offers to your audience, targeting only those 3% of people who are going to be ready to buy.
• 4:58
  SPEAKER_00: Because what happens is you're missing out on all of those people that are at the top or middle of your funnel that aren't ready to take action yet.
• 5:06
  SPEAKER_00: They have to be warmed up and nurtured through this system, through your marketing funnel, in order to make them ready to purchase from you so that when you have that offer, it's a no-brainer for them.
• 5:18
  SPEAKER_00: So when I talk about offering the right thing at the right time in your marketing funnel, we come back to stages of awareness and that top, middle, and bottom of funnel audience breakdown and making sure that we are offering the people that are top of funnel content or information or offers that are relevant to the stage of awareness that they're at, and also those bottom of funnel people who are ready to buy, offering those things that are relevant to their stage of awareness too.
• 5:50
  SPEAKER_00: So while you could market the right thing at the wrong time, for example, offering sales and promotions to people that aren't ready to buy yet, and you may get some results, I can almost guarantee you if you if you create a marketing strategy that better targets people at the stage of awareness they're at and then nurtures them through this system, you're ultimately going to get better results because you're moving more people through this cycle or through this system.
• 6:21
  SPEAKER_00: And at the end of the day, when you have these offers, you're gonna have more people that are ready to buy, and you're offering the right thing at the right time.
• 6:31
  SPEAKER_00: I like to use the dating analogy because a lot of people just get it straight away.
• 6:36
  SPEAKER_00: But marketing is a lot like dating.
• 6:39
  SPEAKER_00: Imagine going on a first date, you've only just met this person, and you jump straight to proposing to them, or even you run into someone on the street that you've never met before and you propose to them.
• 6:54
  SPEAKER_00: What is the likelihood of them saying yes?
• 6:58
  SPEAKER_00: Unless they're totally desperate and it's a matter of life and death for them to marry you, then it's probably pretty unlikely that they're going to accept your proposal.
• 7:09
  SPEAKER_00: So when you're doing sales-based content and sales-based-based marketing to people that are further up that funnel, so at top or middle of funnel, that is essentially what you are doing.
• 7:22
  SPEAKER_00: You're going out there and offering things to people that they have no idea if it's for them or if you're for them.
• 7:33
  SPEAKER_00: But on the other hand, if you have people that you've warmed up to being ready to buy from you and you're not actively selling to them and using sales and marketing psychology to get them to take action, then you're going to be missing out on a lot of people and a lot of customers and clients because they're going to be ready to buy.
• 8:05
  SPEAKER_00: So offering the right thing at the right time and in the right place, which we'll talk about later, is a recipe for getting you better results or aka more sales in your business.
• 8:18
  SPEAKER_00: Let's talk about how you can create a marketing funnel so that your marketing is super simple in 2024.
• 8:25
  SPEAKER_00: The first step of the funnel is to attract new people into your audience.
• 8:29
  SPEAKER_00: This is your top of funnel strategies.
• 8:31
  SPEAKER_00: The goal of this step is just to get you discovered or found by new people so you can bring them into your audience.
• 8:38
  SPEAKER_00: These people don't know you, they don't like you, and they do not trust you yet.
• 8:42
  SPEAKER_00: So they don't care about your product or service, they don't care about your client testimonials yet, they don't care about a lot of the things you're probably posting about right now.
• 8:53
  SPEAKER_00: Don't talk about your product or service, don't talk about what offers you have or sales that you're doing, because these people do not care.
• 9:02
  SPEAKER_00: There is a time and place for that, but if you're trying to get more attention and more people into your audience, you want to be appealing to a wider audience that's still relevant to your target market to essentially bring their attention onto your account or onto your website.
• 9:19
  SPEAKER_00: So with social media, this might look like creating content that is designed to get more reach, using trending topics, creating relatable or connection-based content, motivational content, things that may be a little bit polarizing for your audience, just to try and get those views and get more people into your audience.
• 9:43
  SPEAKER_00: And then the people that are interested in getting to know you more or potentially even getting to like you and moving through that marketing funnel system are going to then stay as a follower.
• 9:54
  SPEAKER_00: How this would look like on your website if you're doing search-based content, so maybe you're creating blogs, targeted more at people that just want answers to questions.
• 10:04
  SPEAKER_00: You're not going to be targeting these people with your products and services.
• 10:08
  SPEAKER_00: They're going to be searching Google for questions that they may have related to the service that you provide, but never mentioning the actual actual service itself because they don't know that they need that yet.
• 10:21
  SPEAKER_00: Once we have those people in our audience, we then want to keep them engaged.
• 10:25
  SPEAKER_00: We want to keep their attention.
• 10:27
  SPEAKER_00: We want to take them from someone who is just viewing your content or viewing your website into a follower or an email subscriber.
• 10:35
  SPEAKER_00: The aim with our middle of funnel people is to build trust and authority.
• 10:39
  SPEAKER_00: The best places to do this would be through your social media accounts and through email marketing as well.
• 10:47
  SPEAKER_00: The best content for middle of funnel people is your educational content, client results, things that you maybe are doing with clients right now, before and afters, testimonials, things that are going to help build trust and authority for your brand.
• 11:00
  SPEAKER_00: Once you've built that trust and authority with those audience members, we then want to move them into our bottom of funnel, which is to convert them into a lead or a client.
• 11:11
  SPEAKER_00: This would look like creating website sales pages, email campaigns, and creating offers, not discounts, offers, which I recommend doing every month or so.
• 11:23
  SPEAKER_00: We like to bundle things together and actually build more value into our offers rather than discounting or anything like that.
• 11:30
  SPEAKER_00: That's what I'd recommend doing.
• 11:32
  SPEAKER_00: But one of the best ways to get people to convert in the bottom of funnel is to use marketing and sales psychology tactics, which revolves around using urgency and scarcity to make people take action.
• 11:47
  SPEAKER_00: So if you have a monthly offer, maybe it's a bundle of some sort and there's a deadline to when this cuts off.
• 11:55
  SPEAKER_00: It allows people to have a sense of urgency around taking action.
• 11:59
  SPEAKER_00: If it's a bundle that's always available or there's no cut off cutoff date, then there's not really any reason why someone would take action right now and they may keep putting it off and then ultimately may end up forgetting about it.
• 12:13
  SPEAKER_00: Now I'm going to take you through an example marketing funnel just so it's super clear and simple what you could potentially be implementing into your business yourself to make marketing simple in 2024, even if you don't have any marketing experience whatsoever.
• 12:29
  SPEAKER_00: Marketing is a system, and like I keep saying in this episode, it really comes down to your ability to implement something that's effective, but also optimize it and know where the breakdowns or areas of opportunity are so that you can get more people into this system and can convert them and ultimately make more sales in your business.
• 12:51
  SPEAKER_00: So the first step in this marketing funnel example is to get attention, top of funnel strategy, either social media andor search.
• 13:00
  SPEAKER_00: These are the two ways that you create content to get new people into your audience.
• 13:05
  SPEAKER_00: There are a lot of different ways that you can do this, but these are the main ways I would recommend any business to create content through search or social media in order to gain more attention and bring more people into their audience.
• 13:20
  SPEAKER_00: You then want to get them onto your email list.
• 13:23
  SPEAKER_00: Once they're on your email list, they've essentially put their hands up to say, I'm in the middle of funnel, interested, but not ready to buy from you just yet.
• 13:33
  SPEAKER_00: What this means is you need to create more targeted authority-building and trust-building content for these people by creating email sequences and consistent touch points through email that build trust and authority for your brand.
• 13:49
  SPEAKER_00: And then we want to hit those people with our promos and offers that have urgency and scarcity implemented to them.
• 13:58
  SPEAKER_00: And this isn't to say that you can't have your promos and offers on your social media, you absolutely can, but you probably want to look at the placements of these promos to be more targeted at those people who are already engaged and in your audience.
• 14:14
  SPEAKER_00: But again, this depends on the channels and platforms that you're actually using for your marketing, which can be completely different for every single business.
• 14:23
  SPEAKER_00: Just to recap, we would create content through social media or search to get new people into your audience.
• 14:29
  SPEAKER_00: We get them onto your email list, we build trust and credibility for your brand through email marketing, consistent touch points in their inbox, and then we try and convert those people by creating offers and promos that use scarcity and urgency in order to convert them into sales.
• 14:49
  SPEAKER_00: That is the most simple marketing strategy that I can give you.
• 14:55
  SPEAKER_00: It is the best way that you can simplify and not overcomplicate your marketing in 2024.
• 15:02
  SPEAKER_00: I will be doing another episode on extending this beyond just that initial funnel strategy because there are some missing pieces that a lot of people forget about after a client becomes a client, so after a sale is made.
• 15:19
  SPEAKER_00: We've seen such good results in the agency from focusing on not just the marketing funnel but what happens after that to make sure that you're delivering, retaining, and getting referrals from existing clients if you want to grow your business in a sustainable way.
• 15:36
  SPEAKER_00: I see a lot of people making the mistake of marketing really effectively and getting a lot of people into their business, but they're not delivering and retaining them correctly, which means they're on this never-ending cycle of trying to get new business in.
• 15:51
  SPEAKER_00: When if they just made sure that they delivered and retained clients effectively by creating an amazing experience and getting them the results that they've paid for and then upselling them to the right thing, they would find that they don't have to be so marketing heavy and end up with a business that doesn't have referrals, it doesn't have different streams of incoming leads and clients because they're so focused on getting new business in rather than serving the ones that they do have.
• 16:24
  SPEAKER_00: I definitely don't want you to make that mistake.
• 16:27
  SPEAKER_00: Each part of this system within your business is important.
• 16:31
  SPEAKER_00: We really just covered marketing funnels today, which is to get new business in through that marketing system, but never forget about what happens after.
• 16:41
  SPEAKER_00: And if you want to grow your business, you really have to have both, but I'll cover that in another episode because it's something that I think is the missing piece for a lot of businesses and can make a huge difference in how you grow your business.
• 16:54
  SPEAKER_00: If you can get more people retained or upsold, get more referrals, and of course deliver an amazing experience.
• 17:03
  SPEAKER_00: Like who wouldn't want that?
• 17:05
  SPEAKER_00: You'll get more referrals, you'll get more reviews, you'll get more retention, and you'll ultimately build and grow a sustainable business.
• 17:13
  SPEAKER_00: So I hope this episode has helped you really simplify marketing into a system.
• 17:20
  SPEAKER_00: Just remember that it doesn't have to be overcomplicated to create a marketing funnel.
• 17:25
  SPEAKER_00: Every business should have a marketing funnel.
• 17:28
  SPEAKER_00: You can always optimize it to make it better, but it really just comes down to those three steps in the customer journey of attracting, engaging, and converting people into your business.
• 17:40
  SPEAKER_00: The more people you can get into this system and the more effective you can be at converting them, the better results you're going to get because it's ultimately going to lead you to more clients, customers, and sales in your business.