How much time do you spend on “top of funnel” marketing activity?
Because I bet it’s actually too much.
The funnel is a false and misleading metaphor, because it implies gravity.
It tells you that if you stuff enough prospects in at the top, sales will plummet out the bottom.
And what happens is you do a bunch of advertising, you spend a bunch of money on attracting attention, and none of it converts into anything but bills to pay and disappointment.
Because there’s no force of gravity, nothing actually pulling those prospects through the funnel. So they fill up the top and bounce off and waste resources.
The whole problem is that your next best customers aren’t actually that far away.
They’re not somewhere far off in the market that you need to spend a fortune to find and attract.
They’re right next to you.
They already know you, they just haven’t said anything to you yet.
And it’s they who will lead you toward further off and more ideal prospects over time.
One step at a time.
Your best prospects are the ones already following you on LinkedIn. Already subscribed to your newsletter.
Already aware of your business, already recognizing you at networking events.
The question is how do you get them to take one step closer?
And the answer is: By revealing what you don’t do, which they don’t need, so they know you can prioritize what they care about most.
Me, I don’t tell my clients they need to spend a fortune on ads, or bombard them with lists of to-dos and tactics and trends to follow.
I help them chart their own path forward by showing them the way to always knowing what to say to attract their next best clients.
The prospects who already know what the business is, they just need to know how it works.
So they can see themselves and their values in it.
That’s what I think great marketing does, and it’s how we do great marketing for our clients.
Forget the top of the funnel, and start thinking in distance.
And how you can get your prospects to take one more step closer.
Kelford Inc. are content marketers for expert advisors. If you’re struggling with what to say and where to say it to attract your ideal clients, we’ll show you the way.