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How does pipeline marketing work?
Welcome to episode 33 of Digital Marketing Made Easy with myself, Dawn McGruer. Digital marketing author, speaker, and trainer. And of course, podcaster.
Now in this episode, we’re going to talk about something really important, which centers around lead generation. Now, if you think about the biggest challenge in business, often it’s not converting sales, but it’s actually getting the leads into the business in the first place. And this episode is going to focus on how pipeline marketing has changed the world of sales and marketing. Now, with pipeline marketing, this involves aligning sales and marketing goals to ensure marketers can establish their critical role in generating revenue, not just leads. It involves all marketing campaigns and channels, so that we are focusing on the ultimate goal being conversion.
Now, what does this mean? Well, if you think about traditional marketing, we talk about funnels. We hear this word and terminology banded around all of the of time. That looks at leads coming into the business and assuming that we’re piping them through to the bottom. Now we’ll lose some and if not many along the way, because people who are downloading guides, signing up for your free lead magnets are not necessarily ready to buy. So they’re not a lead at the up point. And quite often, I hear people talking about marketing activities, such as ads or Facebook ads, and they say, my advertising’s not working. I’ve generated a 100 leads, 100 people have downloaded my guide. Well, they’re not a lead at that point. And I think this is where a lot of errors occur.
And the problem starts when we start thinking about when people engage in a piece of content, they’re not saying, I’m ready to buy. They’re not saying, I want to inquire. They’re just saying, I’m interested in this particular topic. So getting transfixed on lead magnets in terms of, someone could sign up for things never to do on Google for instance, it doesn’t mean to say that they’re ready to buy a course on Google. It just means that they’re interested in that topic. So how does pipeline work and how does it evolve the world that we live in, in terms of how we market to the consumer? Well, what we’re trying to do, is we’re trying to break down the silos between sales and marketing, so that we see this as an end to end process, right the way through from targeting and nurturing the people who are signing up for free things, all the way through to actual paying customers.
You have to establish what you’re trying to achieve
Now, we use a variety of digital marketing tactics nowadays from social media, blogging, email marketing, content creation, the list goes on and I see so many marketers that are frustrated with the sheer amount of tasks that they have to do in a day to day basis. But the key is, is to be successful and sustainable, if we can get a pipeline of leads coming into the business who we’re daily attracting in the right people, who we are nurturing through to paying customers, then that solves a lot of problems. Because the four components or the success factors that we’re looking to drive people through every single day, and to look at whether our activities are successful, we’re looking at increasing web visitors. We’re looking at growing our social media audiences. We’re looking at how do we get more prospects turning into leads, and how do we get more leads turning into customers.
The Money Marketing Map
Now, if you think about these touch points from followers, to visitors, to leads to customer, then if we were increasing these every day, the world would be a very happy place, but how do we do this? Well, the first thing is, is you have to establish what it is that you’re trying to achieve. It sounds silly, doesn’t it? But having a clear goal of what your marketing is about and how to achieve that, because I go into businesses day in, day out, running strategy days, and we’re looking at our marketing money map. Now this was formed as a basis of looking at how we open the flood gates throughout a business, so that the money is flowing through. Because, quite often there is a block in terms of leads coming in. There could be not enough coming into the business, or it could be that there is lots of leads, but they’re not converting at the rate they should be.
So once you get to that point where you have a steady flow of leads coming into the business, you have an abundance of leads then that are converting into customers, it is very difficult not to be a sustainable and profitable business. But what happens? Well, it’s just looking at the stages of the pipeline. And when I created the money marketing map, it was all about looking at bringing in people or leads into the business, not just at the entry level or the free resources, but at the different stages. Because if you constantly push people through from low ticket to the higher ticket services, there’s a period of time, there’s a life cycle that it will take for that person to move through the different stages.
Now, that can be a very lonely and very hard slog to get to. So how do we switch this up? How do we drive leads into the different stages? Well, we have look at who our ideal client is and where they are in their journey, because the marketing is fundamentally different for those people. We can’t expect to market the same content and pull in an audience at different stages of that sales cycle. Why? Because they have different needs, wants pains and challenges. So what we have to do is, we have to gear up our marketing so that we’re looking at our ideal client for each stage.
Now, the difference is, is when we unlock these blockages and we look at how the money is flowing through a business, often a business that’s finding it hard to function due to maybe cash flow restraints and issues, is because there’s not enough money coming in. Now it could be, they have lots and lots of customers, but if you are selling something at say 27 pounds to a thousand people, there’s a lot of work that goes in there. Yes, you can utilize ads and great way of obviously liquidating ad budget, but you can’t just survive on that alone. What we need to do is build in, leads coming into the higher ticket types of products and services that you offer.
And this is the magic of the money marketing map, because it looks at the stages of that person’s journey and how you actually pull them through. So you create different customer avatars or personas for each stage. You create different funnels or pipelines into your marketing for those people, based on their specific pains, challenges, needs and wants. And then, you start to see that you have people at different stages of the business following through and converting.
Now, the difference here is then, is that you start to see higher amounts of money come into the business. You don’t need to have huge amounts of this happening, but to give you an example, we had a client two weeks ago, we did a VIP day, went through the strategy, did the money marketing map. Looked at where all the money and the leads came into the business, looked at all the current marketing resources and activities. What was successful. What wasn’t working so well. Decluttered that, so that we came up with a definitive idea of what the marketing plan was going to be and how we were going to market. Now, not only did that person save money, this started to bring in more money. And the change of cashflow was as little as 10 days, because if you put all your efforts into getting people into free things, it could be like podcasts, it could be lead magnets, it could be workshops, trying to convert that level, it takes a lot of energy.
And even if you had the biggest marketing team, you might even think that you are failing, because the amount of work that’s involved in pushing 1000 clients through versus 10 is huge. So there needs to be a balance, an ecosystem within the business that your money marketing map is literally looking at the strategic ways of optimizing and capitalizing on what you are already doing now. What is already working. And as I say, once you start to unlock and unleash, or open these floodgates, you start to see the money flowing through at different stages of the business. Now, once you get your lead generation pipeline working for each of these stages, your job as a marketer changes, and you start to focus on optimizing rather than pushing day to day, and trying to drive leads into the business.
This is really the most exciting point, that when I see a client move to this, I know that their businesses is changed. It is very difficult not to scale and grow, once you have different channels, different streams coming into the business and different levels of clients. Now, if you’re an e-commerce business, whether you’re a service business, it doesn’t matter, marketing and looking at the money flow in the business, which is all to do with the amount of leads, the cost that has, or is attributed to, accruing or attracting that lead. And then looking at quite simply, how do you speed up the sales cycle? How do you liquidate any spend that you put out there and how do you turn your advertising into a profit?
Now, our ads that we run, we generate a lead every eight minutes through Facebook. And we have all of these ads running continuously with automated sequences, such as email, nurtures, and follows, so that each person is going on their own dedicated journey based on where they are in their own specific needs and wants for career or for their business.
The four key points we look at in business
Now let’s take that back a notch and simplify it. In business, if we look at these four key points, as I said, growing your audience, getting more of a web visitors, getting more leads, getting more customers, then looking at the different tactics we know that there are proven strategies that work using digital marketing and online marketing. And that’s a very, very powerful way, and very cost effective and efficient way of attracting new customers into your world. But then when we look at the fact that customers that you currently have would on average spend 33% more with your business, because they already know you, they trust you, they’ve seen what you can do, then are you actually unlocking and unleashing the potential there for your current customers?
Many marketers, and this may be true for you, focus on their day to day marketing, based on channels. So it could be, I’m going to do my social media today, I’m going to do my SEO today. Coming at it from this point of view is always going to be the most laborious, most exhausting attitude to marketing, and we just need to change it subtly so that we’re looking at it in terms of, if we have leads within the business today, how do we get those to turn into paying customers? And we look at our marketing from a sales first prospect. And when we start looking at the sales first, we start to then declutter some of the digital activities and start to really understand the powerful lead attraction in the business, where they’re coming from, how they’re converting and what the persuasive pieces of content are.
Now, the marketing money map as I say, was created by me because so many times I went into businesses and saw marketing teams who were just burnt out, to the point that they didn’t really know what was working and didn’t know how to change that factor and start looking at ways of being successful. Once you have clarity, once you have confidence behind your marketing, once you can see that map, that one page plan, it makes all the difference. Now, I want to give you a couple of tips in this podcast and I’d love you to reach out and tell me isn’t moving the needle for you right now in your business.
So, if we look at the lead generation point of view, what is going to absolutely change the way that you work? Well, let’s look at it from our point of view. I know that 70% of our time is automated and those are the tasks that are driving lead leads into the business. And 30% of the time we have to be involved in it. So if you have to automate 70% of the tasks as a digital marketer, just imagine how much time that frees up, okay? Well, things that you could do, you could look at ads because this is a quick, easy cost effective way if done properly, of reaching the right audience, the right level audience, driving prospects and leads into the business. And as long as you’ve got, which is stage two, an email marketing nurture series in place, then you have a really, really strong chance of obviously creating that desire around the products and services, overcoming any sales objections, and driving that person through to becoming a paying customer.
Now often with social media, which is number three for lead generation, clients of mine and many people I’ve spoken to at conferences, et cetera have said that it’s difficult to understand whether their efforts are actually turning connections into clients. Now, what can you do to change that? Well, my biggest piece of advice for lead generation is, to story tell. I did a series of posts telling my story over five days, charting back to when I was 21, right the way thrown now to 42, but many people hadn’t understood some of the accolades and the awards that I’d won and the things that I’d achieved in my business, but also truly understanding what I do for my clients and how I can help potential new clients too.
So how does that draw in leads? Well, by seeding what you do, is social selling and it’s often far more effective than overtly selling, because people are not ready to buy. And just by going in and touting to people, that I do this, this is my product, my service, buy me, buy me, buy me, is often too soon. It’s like going in for the jugular. People do not respond well to that. And we have to build relationships and connections on social media that ultimately will then maybe turn into paying clients. So by putting the content out there, so people really understand what you are in terms of a consultant, or a coach, or what your business does is number one, but seeing how you help people.
Share content that motivates people to enquire
So my last tip is, to construct your content in a way that you are sharing your content through the things that it actually resonate, that motivate people to inquire. And that is focusing on things like challenges. It could be your challenges in the business or a client. Your wins. Again, your accolades or acclaims. And then looking at your focus, what you are working on at the moment, seeding, what you’re going to be launching. That’s a very effective way of planting that idea in someone’s head, of what you’re going to be doing.
And then, also looking at what you’ve learned. This is a very authentic way of marketing the business and it’s storytelling every part of the journey. And if there’s any piece of advice I can give you, is showing up online and really posting with purpose. So, I hope this episode helped. I hope you can see the difference between driving leads in and automating some of those tasks, and where the areas of your digital marketing or to-do list need to be decluttered. So join me on the next episode. And by all means, follow me at Dawn McGruer and at Business Consort, and keep in touch. And Let me know how you are getting on with mastering the magical world of online marketing and social media.
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