I drew three different versions of this diagram last week.
Each time I got out my Sharpie Fine Point because my client was feeling stuck spinning their wheels in the mud.
Making endless tweaks to their website or boosting a social post in hopes of getting in front of new people, fast.
Their actions weren’t about strategy, they were about anxiety.
Feeling overwhelmed by the magnitude of “marketing” and everything they want to, could – or worse, should – do.
As a result, they were committing random acts of marketing – focusing on specific tactics looking for that one SURE THING.
And maybe it wasn’t generating sales, but at least they felt better albeit temporarily.
But that’s not really how marketing works.
It's not just any single one Instagram post or page on your website or email newsletter or podcast ad that makes marketing effective.
It’s about the big picture and how it all works together to create a cohesive marketing ecosystem that guides potential clients from hi to buy.
I know that when you’re feeling stuck, the big picture feels… well, just a little too big at times.
So where do you start?
Start in the middle at your website and work your way down the funnel
With your website - your digital home base and the place where potential customers start to trust your business, discern and decide if your product/offer/service meets their needs/fulfills a desire/solves a problem.
Sitting right in the middle of the funnel, it’s also where your marketing connects with sales.
Which is why we’re then going to think about what you want visitors to do NEXT after they land on your website.
What is the next step you want visitors to take after they visit your website: make a purchase, book a call or subscribe to an email list?
You need a clear and compelling call for visitors to take the next step in their journey to becoming your client.
Depending on your business model that might be:
→ Make a purchase → Subscribe to an email list or download a freebie → Book a call or demo
Once you're clear on what people will do AFTER visiting your website, go back to the top of the funnel and decide how to drive traffic to the site
And then – once you know what comes after a visit to the website – you can go back to the top of the funnel and create a plan for driving traffic to your website.
The possibilities here are endless, both online and off.
Now you have a simple, sustainable marketing plan that goes all the way down the funnel.
Your website doesn’t have to be fancy – it could be a Google doc or a Notion page that provides all the info your buyer needs before a purchase and a clear next step (buy/book/subscribe).
You can also apply this strategy to content marketing – how are you driving traffic to that podcast episode or blog post and where do you want people to go next?
If you’re using email marketing as a strategy, then the final piece of your puzzle is nurturing subscribers - using your emails to drive traffic to your website and generate sales.
What marketing all the way down the funnel looks like! Awareness, connection and conversion. Email marketing strategies can help nurture subscribers to drive salesi.
🗺️ Create your own marketing map + get free feedback! Use this framework to create a mini-audit of your marketing strategy - and if you share it with me here I'll reply with a short feedback video!
✔️ Does your website have the necessary information potential clients need to know?
✔️ What happens after visitors come to your website?
✔️ How are you driving traffic to your website?
I can't wait to see the results of your own mini-audit.
A Strategy Roadmap includes a comprehensive audit of your current marketing stack plus a 90-day marketing plan and customer journey map that actually reflects your values.
Currently booking summer clients now.
Let’s get to work making hay while the sunshines so you're set for Q4!