Greg Hickman

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We kind of created this this mentality of no leads left behind and that’s both on the front end and on the back end, so obviously on the back end you need to have follow-up for all the people that don’t buy. But the concept of no leads left behind really needs to kind of be brought to the forefront of how we even market to people in the first place right.

We’ve all heard of the the client journey or the customer journey. You know there’s a hundred different variations of that and really what  it comes down to is there are different types of leads. Not all leads are created equal so we need to have marketing and entry points that talk to each lead based on where they’re at in their journey as it relates to the problem that we’re trying to solve so or help them solve right.

So, there’s gonna be people we kind of got the language from actually Derek Halpern, but the three types of customers are the oblivious the afflicted and the informed right. So, the oblivious they’re not really sure they’re not really have really identified what their problem is yet whereas the afflicted you know they understand they have a problem they’re starting to research solutions and then the informed they know exactly what the problem is they know that there’s a solution out there and they’re already researching you know.

They’re like deciding between what solution they want so as you go through these stages the level of engagement that you need to have kind of changes the conversation changes the conversation gets more specific and we what we’re talking about modular funnels is there’s essentially a funnel for each conversation each type of lead and obviously the conversation  is meant to advance one lead from one from one level of awareness to the next, all the way to becoming a customer but the fact the reason I say modular is that they all really need to work independently of themselves and when I see the title this is called modular marketing funnels built backwards and what we find a lot is that people are trying to build all of these things, all at once like they’re trying to create all their lead magnets and they actually, a lot of them create their lead magnets first and then they try to figure out how to have a conversation with those folks to eventually sell a product well.

What we’ve seen work the best is to start with those informed customers and you build a funnel that’s for them which you know these are the people that are on your email list if you have a podcast or you’re doing YouTube.

These are the people that know you these are the people that know what you do and what you offer and how you help people and it’s really just a matter of them deciding if they want to work with you or not so this is your best opportunity to convert, so the informed funnel should be kind of your your go for the go for the sale go big.

That’s where you you aim for conversion but again that’s not everybody so we want to be able to put people directly into that funnel and talk to them but when we kind of go into colder traffic right and we see this time and time again you know we have a really converting webinar and they people start driving traffic right into that webinar and it doesn’t work right away because the people that they’re communicating to and that they’re driving into this webinar have never heard of them.

Now we’re asking them to spend you know 60 to 90 minutes with us so they don’t really trust us yet. So, there needs to be a separate funnel that starts to nurture those people to warm them up so that they’re even ready and willing to join us on a webinar, so each type of customer has its own funnel and they all need to work independently of themselves so that’s why I say modular…