Read time: 4 minutes
Once dubbed ‘the best content marketing speakers on the planet’, in this webinar, the founders of Atomic, Andrew & Pete, shared how you can take the guesswork out of creating your marketing funnel. The session was full of energy, with so many of you lighting up the chat feature to tell us you felt the vibes too. Watch the full presentation back below, or read on for the key takeaways.
🕰️ Guesstimating and automating is bad for business.
All too often, marketing funnels are built on hope, guesswork, and techniques that have worked for other people in different settings. Because we’re so close to the product or service, we can often project our ideas of what our customer needs onto the strategy. It’s understandable – we just want to get the goods into the arms of our target customers. The problem with this approach is that when you rely on guesswork, most of the time, you won’t achieve what you need to. Guesstimating what your customer wants, and automating a funnel built upon that guesswork is not the way to win.
😨 Fear the confidence plateau
When our marketing activity doesn’t work, it not only wastes time and budget, but it knocks our confidence and has us questioning our skills. This can result in a ‘confidence plateau’, where we don’t have the confidence to do what we need to do in our business to sell more. Andrew and Pete explain how important it is to push through that fear of rejection and failure and instead, move towards the biggest, most impactful (and probably the scariest!) thing that you can do for your business.
📱 It’s time to pick up the phone
Andrew and Pete suggest viewing building your funnel as an experiment. Pick up the phone or hop on a zoom and start talking to people you’d like to be your customers. You want to sell more/acquire new clients, so move the business forwards by finding out why your prospects currently don’t want to buy from you, and then try to convince them.
Pete shares how you have to be prepared for rejection and a lot of no’s, but over time and the more customers you talk to and learn from, you will begin to understand what it is that your prospective customer actually really wants. You’ll start to get yes’s and you’ll have learned valuable insights from your conversations that you can then build into your messaging and funnel to ensure repeat success.
🙋 Give the people what they want
With a bucket load of customer conversations in your back pocket, you will now have new insights into who your audience are and what they want in their own words. Use these words to validate your product or service and solve the problems that your prospective customer is having. These insights should form the basis of your content and comms strategy.
🎖️ Get ahead of your customers’ objections
With every phone call that you do, you will discover more underlying reasons why historically your customers might not have bought from you. With the right questions, you’ll discover their objections. Look for patterns in these objections and then figure out ways to overcome them. Over time, you’ll be able to preempt what a prospective customer might say when you ask them the all-important sales question, and you can tackle their objection before it even comes up. The more you practise, the more you’ll know, the more you’ll sell. If you’d put out a generic survey, you wouldn’t have this deeper layer of information. Use it to inform your comms and content strategy further.
🤝 Focus on selling to 1 person consistently
It’s human nature to want to be quicker and grow faster but you’ll never sell to 1,000 people if you can’t sell to one person consistently. By slowing down, investing the time in talking to your audience, validating their wants, and building their objections into your content plan, you can sell to one person over and over again. Take the time to get your funnel right and root it in truthful, real-world insights from your customers.
If you want to know how Andrew & Pete got 100 people onto a sales call in three months, and get access to the strategy, templates and processes they used to do that, take a look here.
Find out more about Andrew & Pete’s upcoming conference, Atomicon, on 13th June 2023.