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Building Client Relationships Over Funnels for Mission-Driven Success

ideal client joey ragona marketing Jun 03, 2024
 

Building Strong Relationships for Successful Online Course Creation: Ditching Traditional Marketing Funnels

 

Hello, and welcome to the Scaling Therapy Practice Podcast! I’m James Marland and today, we're diving into marketing funnels and their alternatives. If you’re a therapist, coach, faith worker, or anyone with a mission to help others, this episode is for you. Let’s explore how to create meaningful connections that drive your mission forward.

Understanding Marketing Funnels

So, what exactly is a marketing funnel? It’s a model representing the journey a potential customer takes from first learning about a product to making a purchase. Picture it as a pyramid: at the top, many people become aware of your product, and as they move down the funnel, fewer people remain until the final step where they buy.

Key Benefits of Marketing Funnels

  1. Strategic Resource Distributing: Funnels help you understand where to focus your efforts—whether it’s raising awareness, building trust, or closing sales.
  2.  Streamlined Actions: Identifying bottlenecks in the funnel can help you address specific issues, like improving product awareness or addressing customer needs better.
  3.   Customer Journey Insight: Funnels guide you through the customer’s buying process, from awareness to purchase.

However, funnels often get a bad rap. They can be manipulative, focusing more on quick sales than building lasting relationships. Traditional marketing funnels emphasize urgency, pushing customers to buy within a short timeframe, which can lead to buyer’s remorse and a lack of genuine connection.

The Power of Relationships Over Funnels

Instead of traditional funnels, I advocate for relationship-based marketing. This approach respects the customer’s timeline and allows them to decide if your product is right for them. Relationships are more authentic, lead to long-term loyalty, and ensure customers are truly engaged and committed.

Example: Joey Regona’s Atlas Course

Joey Regona’s course on creating cohort programs is a perfect example of relationship-based marketing. Joey used a relationship-driven approach, moving me through different commitment levels without pressure. He invited me to webinars, workshops, and community groups, always adding value and respecting my pace. This method led to a deeper commitment and loyalty to his program.

Building Relationships in Your Course Creation Journey

  1.   Start with Value: Provide free, valuable content to attract your ideal audience. This could be through webinars, blog posts, or free workshops.
  2.  Engage Authentically: Build a community where you interact with your audience. Respond to their questions, provide support, and create a sense of belonging.
  3.  Respect Their Timeline: Allow potential customers to move at their own pace. Offer additional resources and invitations without pressuring them.
  4.  Focus on Transformation: Ensure your product truly helps your audience. A satisfied customer will become a loyal advocate for your brand.

Three Levels of Engagement:

  1.  Information Seekers: These are individuals looking for free information to solve a problem. Engage them with high-value, free content.
  2.  Qualified Leads: These individuals are willing to pay for structured support and solutions. Offer them more detailed resources or low-cost courses.
  3.  Committed Customers: These are highly engaged individuals ready to invest significantly in your premium offerings.

Build Relationships, Not Funnels for Your Online Course Marketing Strategy 

In summary, while marketing funnels can help clarify tasks and strategies, they often lack the personal touch needed for mission-driven helpers. A relationship-based approach, on the other hand, builds trust, loyalty, and genuine connections. Remember, you don’t need complicated funnels to make a great impact. Respect your audience’s timeline, demonstrate consistent value, and build strong relationships. This way, your mission will truly be in motion.

Resources for Course Creators:

 

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