What's In Your Marketing Funnel?: Coaching Business Builder

What's in your marketing funnel? What do you have in place to appeal to the different needs of potential clients and customers?

The concept of a marketing funnel is important when you think about your business at the macro, or 30,000 foot, view. What are all the different products and services you are offering? What are the different strategies you have to engage, connect and interact with people who are looking for at each level.

Many of you may be familiar with the idea of marketing funnel. You can see a picture of it to the right. At the top, or widest level, consider what you have to offer that is free or low cost.  As the funnel narrows, your services become more expensive.

So what is in each part of the process:
At the top - Free or no fee: This may include blog posts, white papers, audios, videos, pro bono speaking engagements. Notice how the top of the funnel is wider. A key to leveraging this for your business is to consider how wide your funnel is, and how wide you want it to be. What do you offer at the free or no fee level? Do people know how this connects to other offerings you have? Enhancing your visibility with your client group is a benefit of services/offerings at this level. It is often here that they get to "know, like and trust you".

Next level - Low cost: This may include e-books or other lower cost services. Some coaches may in fact put some of their group coaching offerings here. What do you want to include in this low cost band? What does "low cost" mean for you and your clients?

Third level - slightly higher cost. This again main be e-books, services, or programs at a slightly higher cost. You may consider this the mid range. What would you include in this level?

Highest Cost - This may be your one-on-one coaching, or services where people work intensively with you (in person or other). What would you include in this level? How does it link to other levels?

Questions to consider:

• As you take a look at your marketing funnel from the 30,000 foot view, what do you notice? 
• Are there any gaps? 
• What's the connection between the different levels? 
• Where do your current clients gravitate to? What are they asking for? Where would you position that?
• What are your next steps around the marketing funnel for you?

You can read a little more about the marketing funnel in my chapter on Marketing in Effective Group Coaching. 

Have a wonderful weekend.

Warm regards,
Jennifer

Jennifer Britton, PCC, CPCC
Author of Effective Group Coaching (Wiley, 2010)
Join us for an upcoming program - Group Coaching Essentials (6.75 CCEs starting Aug. 9) or the Mentor Coaching Group for ACC renewals (starting Aug 10) or the BizSuccess Virtual Business Planning Retreat (Aug 10 & 17)