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#5 – Creating Expert Authority
If your marketing isn’t yielding the results you expect, then it is failing you. Perhaps you have tried investing significant resources into building marketing funnels and learning complicated software. You may have also tried relying solely on referrals. Nothing is working. Why? It is because your marketing is not optimized for your business, your niche, and/or your target market. If you want to scale your business to seven figures, you need a solid marketing strategy and that will include a well built marketing machine.
What is a marketing machine? It is a systematic process that involves raising awareness, capturing attention, nurturing your audience, and generating qualified leads for your coaching or consulting business. Don’t shy away from automation. It is essential to a successful marketing machine, and a marketing funnel is the foundation of that automation.
Having a marketing funnel is not enough; you also need to drive traffic to the funnel and have a way to continue nurturing anyone who comes into the funnel.
The first step in creating a marketing machine is to identify your target audience and their needs. You need to know who your ideal client is, what their pain points are, and how your coaching or consulting services can help solve their most urgent problems. Once you have identified your target audience, you can create a lead magnet or free offer that will attract them to your marketing funnel.
When someone enters your marketing funnel, they will receive a series of automated emails designed to nurture and build trust. Your content should provide value to help the prospect understand how your coaching or consulting services can help solve their problems. Don’t forget to include a call-to-action in each email that encourages the prospect to take the next step in the sales process.
The goal of your marketing machine is to generate highly qualified leads for your coaching or consulting business. Once you have a steady stream of leads coming into your funnel, you can focus on converting them into paying customers or clients. Having a solid marketing strategy in place is essential to scaling your coaching or consulting business to seven figures.
Let’s explore the five essential elements of a marketing machine.
#1 – A Funnel
A funnel is an essential component of any marketing strategy, especially for coaches and consultants looking to grow their businesses. It is a systematic process of guiding potential customers through a specific journey with the ultimate goal of converting them into paying customers.
One of the primary benefits of a funnel is that it allows you to focus on a specific goal, unlike a website that has multiple options and can lose a potential customer. A funnel, on the other hand, is designed to guide the visitor towards a specific call to action, such as signing up for a free trial, subscribing to an opt in, or making a purchase. This makes it easier to track and optimize your marketing efforts.
Building a funnel can be overwhelming, but it’s not as complicated as it may seem. To create an effective funnel, you need to understand your audience and their needs. This means identifying their pain points, desires, and goals. Once you know what they want, you can create a lead magnet that offers a solution to their problem.
A lead magnet is a valuable resource or incentive that you offer to your potential customers in exchange for their contact information.
#2 – Email Automation
Email automation is a powerful tool for coaching or consulting businesses, as it allows you to stay in touch with your audience and provide valuable content on a regular basis. However, it’s important to note that email automation should be done in a strategic way. Sending too many emails or not providing enough value can lead to unsubscribes or even worse, people marking your emails as spam.
To ensure that your email automation is effective, you should have a clear strategy in place. This strategy should include your goals, your audience’s pain points and desires, and the types of content you will provide in your emails. Your email automation should be personalized and relevant to your audience, as this will increase the chances of them taking action.
It’s also important to segment your email list and create targeted campaigns. For example, you might have different email campaigns for people who have opted in for a webinar versus those who have expressed interest in a course.
Segmenting your list and creating targeted campaigns can help you provide more personalized content and increase the chances of conversions.
Overall, email automation is an essential component of a marketing machine for coaching or consulting businesses. By providing value and nurturing the relationship with your audience, you can build trust and encourage them to take the next step, whether that’s booking a call or making a purchase.
#3 – Traffic
Generating traffic is a crucial step in your marketing strategy as it is what brings potential clients to your funnel. Understanding your audience is key as it allows you to identify where they spend their time and how you can reach them effectively.
Here are some ways to generate each type of traffic:
Paid Traffic:
Using this to drive traffic to your funnel can be an effective way to generate leads, however, it requires a lot of testing and optimization to ensure that your ads are converting. To start, you can use platforms like Google Ads, Facebook Ads, or LinkedIn Ads to target your ideal audience. It is essential to have a compelling offer that aligns with the ad copy and landing page to maximize your conversion rate. So before you start with paid traffic, build your free traffic first.
Free Traffic:
This involves creating valuable content that your audience finds relevant and useful. You can use social media platforms like Facebook, Twitter, Instagram, or LinkedIn to create and share content that attracts your audience. Linkedin is a gold mine if you know how to utilize it the right way. Additionally, having a search engine optimized blog or podcast can also help drive free traffic. It is important to note that creating valuable content takes time and effort, and it may take a while to see results.
Other People Traffic:
This involves finding other people’s platforms to promote your knowledge and drive people to your funnel. For instance, you can guest post on other people’s blogs, appear as a guest on podcasts, or contribute to online magazines. The key is to find platforms where your ideal audience spends their time and offer valuable content that showcases your expertise and drives people to your funnel.
#4 – Audience building
Audience building is a critical component of your marketing strategy because it determines who sees your content and who is interested in your offers. If you are using paid advertising, you are paying to build an audience of people who are likely to be interested in your business. You can target specific demographics, interests, behaviors, and locations to ensure that your advertising is shown to the right people.
If you are focusing on free or earned traffic, you need to be actively building your audience on platforms where your ideal clients spend their time. This means creating valuable content, engaging with your audience, and building a community around your business. You can use social media, blogs, podcasts, or other platforms to build your audience and establish your expertise.
Once you have an audience, it’s important to keep them engaged and interested in your business. You can do this by providing consistent value, sharing behind-the-scenes glimpses of your business, and encouraging interaction and feedback from your audience. This will help build trust and loyalty, which will ultimately lead to more opt-ins and sales.
It’s important to have a funnel because it allows you to capture the contact information of your audience and continue to market to them even if they don’t buy from you immediately. Social media accounts can be shut down or algorithms can change, which can limit your reach and access to your audience. By building your own email list, you own the real estate and can communicate with your audience directly. This is why having a funnel and email automation in place is crucial for long-term success.
#5 – Creating Expert Authority
Many coaches and consultants neglect to focus on building expert authority which is a very crucial part of converting leads in your successful coaching or consulting business. To establish yourself as an expert in your field, you need to create high-quality content that showcases your knowledge and expertise. This content can come in the form of videos, articles, podcasts, social media posts, or any other medium that your audience engages with.
The key to creating expert authority is to provide valuable and relevant content that addresses your audience’s pain points and offers solutions to their problems. Your content should showcase your knowledge and experience, positioning you as an expert in your field. By consistently providing high-quality content, you can build trust and credibility with your audience, making it easier for them to convert into paying clients.
One effective strategy for creating expert authority is to share client results or success stories. When you demonstrate that you have helped others achieve their desired results, you establish yourself as a credible and trustworthy source of information. Sharing client testimonials and case studies can be a powerful way to showcase your expertise and demonstrate the effectiveness of your coaching or consulting services.
Another important aspect of creating expert authority is to engage with your audience and build relationships. Responding to comments and messages, engaging with your audience on social media, and providing personalized support can go a long way in establishing trust and credibility with your audience.
Overall, creating expert authority requires a combination of high-quality content, a focus on your audience’s pain points and solutions, and engagement and relationship-building with your audience. By doing this, you can establish yourself as an expert in your field and build a successful coaching or consulting business.
Building a marketing machine is crucial for the success of any coaching or consulting business. It involves growing your audience, creating expert authority, and pushing traffic to a funnel where you can capture their information and nurture them until they become paying clients. It is essential to have a well-designed funnel, email automation, and a strategy to drive traffic to your funnel.
By building a marketing machine, you can have a system in place that will consistently generate leads and sales. If your current machine is not working, it is essential to stop leaving money on the table and pour energy into fixing it. Finally, it is essential to focus on building a powerful marketing machine that you can control to scale up your business.
I want to hear from you! Which one (or more) is missing from your business and what did you try to do in the past to remedy that? Comment below or message me in Linkedin so I can send you resources on how you can upgrade your marketing machine.
And when you’re ready to take your coaching or consulting business to the next level, let’s chat! Book a call and let’s discuss how you can grow your audience, establish your expert authority, and drive traffic to your funnel.
