What are marketing funnels?
Anyone beginning to establish their Kajabi course site should be aware of adequately creating and utilizing marketing funnels. Marketing funnels are designed to keep in line with your comprehensive marketing strategy. With them, you can free up tons of time you would be spending on marketing processes. Marketing funnels do this by automatically keeping track of results and automates your email and social media marketing actions.
While online marketing can be a complicated and time-consuming process, marketing funnels are easy to understand. Here is a breakdown infographic from Ahrefs:
The stages of marketing funnels are as follows:
Awareness is the first stage of a great marketing funnel. Basically, awareness is when your customer first sees your course or products. You can increase awareness of your product by doing any of the following:
- Writing a guest article on a popular website among your audience
- Getting a promotion or shout out on a podcast
- Promoting your course and content on Facebook
- Attending a conference that would be of interest to your audience
- Creating a video ad about your course on YouTube and paying to advertise it
Whichever you choose, you are likely to get some increased awareness. The only goal for this first step is to make sure that your audience can become familiar with your product. Even if they are not in the market for your course or product currently, by planting the seed in their head, they will be more likely to interact with your products if they need it in the future.
If any of these awareness strategies are not feasible, check out this guide from Taboola for even more, or try coming up with your own! At the very least, you will want to have accounts and be present in the most popular platforms among your target audience.
The second and most crucial stage of the funnel is interest. At this stage, you will want your potential customers and visitors to be interested and want to dig deeper into your niche.
Likely, they will be beginning to refine their searches at this stage, and you will want to optimize your content for search intent. If you want to learn more, you can read more about search intent optimization from Ahrefs here. They will also likely be looking for experts and influencers on your subject and niche to learn more.
That being said, you will want to address these with your pipeline and marketing strategy. You will want to rank for those specific queries and optimize for search intent, and you will also want to be the expert they want to learn more about your subject from.
The third stage of the funnel is potential customer consideration.
At this third stage, your potential customers will know their problem, and they know of the solution you offer. There is just one catch here, though.
At this point, you will want to appeal your course and products to your potential customers, as they likely have many options for learning about your subject and niche other than you. This is why you will want to offer something unique that customers can learn or gain from your course.
You can do this in a couple different ways.
- Attempt to optimize for intent, but this time, for comparison intent
Try to rank your keywords and articles for keywords like “best,” “x versus y,” and “top.” Make sure that your products and courses are showing up in comparison and review sites and forums.
- Design a nurture sequence to nudge your potential customers the right way
A nurture sequence is a typically email-based series designed to explain to potential customers what is special and unique about your course/products versus your competition. By using a nurture sequence, you are creating a narrative about your brand to plant a seed of brand loyalty and create a gold standard for your products. To learn more about creating an advertising narrative and brand story for your Kajabi course, check out our guide, Creating your Brand Story: 5 Great Tips!
The final step of your marketing funnel is, as you have probably guessed, conversion! In online marketing terms, conversion is all about converting a visitor into a customer using your course site and marketing resources.
All you really have to do in this stage is give your potential customer one more nudge in the right direction. You can do this by offering a time-sensitive deal for a product, such as if you order in the next 10 minutes, your shipping is free.
If you are only selling a course, you can offer a 7 day free trial for a particular discount! You will also want to make sure your checkout process is smooth for the customer, so they won’t get discouraged. At this point, you can also add in last-minute upsells.
If you don’t have a marketing funnel for your Kajabi site yet, you will want to establish one very soon. Focus on making a rough outline of your marketing funnel, and then you can fine-tune each stage of it as your course and product selections expand. After you establish your funnel and fine-tune it to your liking, you can begin developing your branding and marketing, and you can look beyond the traditional marketing funnel by focusing on Retention and Advocacy opportunities.
Remember this, out of anything else. Your goal with a marketing funnel is not only to gain new customers but also to encourage loyalty to your brand among your existing customers.
When you are ready to set up a marketing funnel for your Kajabi site, contact TKD Design!