So how can you start getting potential clients into your funnel?
This is what I am going to go through in Step #4. Step #4 is all about getting people to your funnel and you do this by getting a proof of concept first and then scaling up.
Let me explain what I mean by this.
One of the biggest mistakes I see people make is that they spend thousands of dollars a month on Facebook Ads or Google AdWords, without actually having a proof of concept. And you might as well just burn or throw your money away because that’s literally what you’re doing anyway if you don’t have a proof of concept. You need to have a proof of concept first before you spend a lot of money on paid adverting.
So you might be wondering, what is a proof of concept?
A proof of concept is simply proof that you have a marketing funnel that converts strangers into leads, sales appointments, and paying clients. With your video presentation and marketing messages, you hypothesize what you think is going to work best based on what you already know about your clients and potential clients and then you go to your target market and test it.
So you might be wondering, what do you need to test to get a proof of concept?
If you look at your funnel, two of the most important things to test are your landing page and your video page. On the landing page, you want to have the right messages and the right things to say to get people to watch your free video, and then on the video page, you want to have the right information structure in the right way so when people watch the video, then they are motivated to schedule an appointment with you. Those are the two most important things to test to get a proof of concept.
So, what is the best way to get a proof of concept?
There are two ways that you can do this. You can use organic traffic and client attraction strategies, or you can use paid traffic and client attraction strategies.
Organic client attraction strategies are free or low-cost ways to generate leads and that’s what I recommend to most people who are just getting started on their own to generate leads and get a proof of concept. The pros of using organic client attraction strategies are that they are free or low cost to start generating leads and appointments and they are perfect for people who are just getting started or people that have a small budget. The cons though is that it usually takes more time to get results. There is a little bit more manual work involved and it’s a little more difficult to scale up.
Paid client attraction strategies on the other hand are ways to generate leads using paid advertising on platforms such as Facebook Ads, Google AdWords, and so on. The pros to these are that it’s a lot more scalable, it has a lot more potential and it’s also a lot more automated. The cons are obviously you have to spend money to run ads, so that’s the real con with this.
First of all, let’s talk about generating leads and getting a proof of concept using organic client attraction strategies. So the primary way that I do this for myself and my clients is using LinkedIn and Google. Now, on LinkedIn and Google, you can generate anywhere from 5 to 30 sales appointments every month without spending a penny on paid advertising.
On LinkedIn and Google, you simply send your potential clients to your marketing funnel to test how it works. If it doesn’t, then you need to figure out why, where are people not taking the next step in your marketing funnel?
So for example…
If you send people to your landing page and then they don’t go to the video page, what is it on your landing page that you can change or tweak to get more people to go to the video page.
Or if you are getting people to go to your video page and they don’t schedule a call with you, what is it in the video that you can change to actually motivate people to get them to schedule a call with you.
Now, after a few people go through your funnel and it all works… Congratulations! You now have a successful proof of concept.