Greg Hickman

Expert session

Tactic that has had the biggest impact on Greg’s success

Result if you follow the steps in Greg’s session

Full session with video, notes, audio and discussion inside EHQ Club. Learn more

Expert session snapshot

Transcript

We’ve all heard of the client journey or the customer journey, you know, there’s 100 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 or help them solve, right? So there’s going to 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, haven’t 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 process. They know that there’s a solution out there, and they’re already researching, you know, multi, 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 were talking about modular funnels is there’s essentially a funnel for each conversation of each type of lead.

And obviously, the conversation is meant to advance one lead 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 mentioned the title of 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 go for that, go for the sale, go big, and that’s where 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 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. And 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.