Marketing Funnel Case Study: Content Conversations Conversion
Marketing Funnel Case Study: 9 Lessons in Selling Consulting Services
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This article is a case study of a marketing funnel I’ve used in my own business. I’m going to walk you through the exact content I used, the conversations that were created, and the resulting conversions.
This article is for you if…
-You are a consultant offering free consultations (formally or informally).
-Your marketing funnel requires you to be on the phone with the client walking them through the buying process.
-You want to attract better leads and create higher quality conversations…even faster.
-You want your free consultations to feel like time well spent for you AND your prospective client.
-You want a step-by-step blueprint that allowed me to sell even more expensive consulting offerings later
What I’m going to reveal to you now are the results from my first legitimate attempt at trying to create a marketing funnel of my own. As a marketing consultant, I am VERY clear on how important it is for OTHER businesses to have a clear, well understood marketing funnel for their services…but when I took an honest look at my own business I realized that I did NOT have one of my own!
GOALS FOR THE CAMPAIGN
Any good campaign has set goals to accomplish. Here were mine:
Goal #1 Get clients. Specifically, I wanted to get “product launch” clients. I am formally trained in a specific specific type of marketing campaign invented (and made famous) by a gentleman named Jeff Walker. It’s called Product Launch Formula and it is a beautiful blend of content and direct response marketing. If you aren’t aware of it, your should study the strategies. It’s you to your advantage.
Goal #2 Use free consultations as the main sales tool. For what I wanted to charge I knew that I wasn’t gonna be able to charge that simply by sending people emails. I was going to have to get on the phone and engage. I was prepared to do that.
Goal #3 I needed a scalable solution. I had already tried “networking”, “blogging”, and “asking for referrals“, but those don’t generate clients at a predictable clip. I needed a certain number consultations to come through at one time so I could schedule them, choose my clients, and get to work.
Goal #4 I wanted to talk to qualified prospects. If I was going to spend such focused time on the phone converting (and working with) clients I wanted it to be worth my time. It doesn’t do me (or the prospective client) any good when consecutive phone calls don’t lead to a clear decision. The funnel’s content needed to prepare clients for a focused conversation with me where they will make a decision about services.
Goal #5 Keep the funnel simple. Any good funnel involves a series of steps with each step “converting” the prospect to the next. I drew a quick map for myself so I knew what the funnel would look like.
Final thoughts…drum roll please…
Could I have charged more? Sure.
Could I have closed more clients? Maybe.
Could I have made more money from this campaign? Looking back, I think so.
BUT
I would not have learned ANY of this if I hadn’t run the campaign. (You can’t be afraid to test.)
I wasn’t going to earn one extra dollar or WOW one extra client until I decided to create even better CONTENT for my marketing funnel. (It’s the content, not my skill, that does the converting.)
Coveted Positioning Note: It’s the content, not your skill, that does the converting.
In fact the lessons learned here allowed me to package and sell a $25,000 consulting offer later on.
Now what are YOU going to do about it?
I am giving you everything I used to create this funnel (including all of the improvements mentioned in this article). All you have to do is download the material, fill out the templates, and put it into play. I expect you will do much better than I did.
Click to Download:
PDF transcript of this ENTIRE article
Full mindmap of this article in multiple formats – MindMeister, Freemind, Mindmanager, and image file
Improved templates for EACH step so you can instanly apply them to your client attracting marketing funnel
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