To get sales, you need leads!

To get leads, you need traffic! 

So, how do you get it? 

What’s working now? 

The truth is, times have changed. 

The landscape is crowded. 

Ads are costly. 

And getting attention feels about as easy as screaming to a band to pull you up on stage in the middle of a rock concert. 

So let me lift the lid on how I do it, and what’s working right now.

Listen On: Apple Podcasts | Spotify

Define Your Talkaboutable Edge

There’s no use in getting in front of potential traffic if what you present to them is yawn-worthy. 

You’ll spend time, energy and effort to “market”, but your MESSAGE will fall flat. 

There is a BIG difference between: 

a) Commodity Content: Same as everyone else; easily capable of being created by AI,
“how to” content. 

b) Thought Leadership Content: Content that sets you apart by LEADING the THOUGHT in your industry and specifically, sharing your unique perspective.

To STAND OUT, you need to lead the thought. 

They key to doing that is to ensure that your message is talkaboutable. 

You take a stand, differentiate yourself from everyone else and lead a movement. 

(Want more on this? Check out this podcast). 

Build Your Funnel Backwards

Let’s talk about marketing funnels. 

To sell anything, there are three “ingredients”. 

A top of funnel strategy: This is how you get in front of new eyeballs.

A middle of funnel strategy: This is how you build know, like and trust with those new eyeballs. 

And, a bottom of funnel strategy: This is how you convert those eyeballs into sales. 

The trick?

To start at the end. 

Namely, what’s your offer? 

And, who is it specifically for.

Once you are clear on that, you can create a lead magnet that is closely aligned and appealing to that person. 

This ensures that you are bringing in the PERFECT lead for your offers. 

For more on how to create an epic lead magnet and design yours in under 60 minutes, check out this podcast episode. 

Ideally, you will also have an entry offer available for those that sign up for the lead magnet. 

This is a low cost offer that is closely related to the lead magnet, and that prime your audience for your core offer. 

The bonus? 

It can offset any marketing spend you invest to get leads. 

By building out these assets FIRST, you are well placed to start generating leads and make sales. 

Excitingly, this is the stage I am currently at in my business. 

I have just finished creating 8 courses over the course of a year. 

I have lead magnets, and an entry offer. 

And now this “build it backwards” approach is complete, I can start pouring fuel on the fire!

Here’s how I intend to do it.

Step One: Top of Funnel 

Top of funnel is how you generate NEW eyeballs. 

Importantly – it’s not a podcast. It’s not social media. They are middle of funnel activities. 

It’s a strategy for attracting new eyeballs. 

Here’s how I am doing it: 

1. Ensuring that I have clarity on who I serve
   
2. Making a list of 100 of the people, places, publications and platforms that serve the same person but solve a different problem.
   
3. Paying or partnering with the people, places, publications and platforms on the list one by one.

It’s that simple. 

In Traffic Playbook in Lifestyle Business School, we give you a step-by-step strategy for doing this.

I intend to this in two ways: 

1. With ads: I will use my own Paid to Grow strategy to run ads to a lead magnet with a low cost offer on the back end. I will ensure that the messaging appeals to current and aspiring course creators.
   
2. With pitches: I will strategically pitch the people on my list of 100. I will come up with a winning concept. There needs to be a clear intersection and angle to make it a clean win/win.

I will track two key metrics: 

ROI; and email list growth. 

Step Two: Middle of Funnel

Middle of funnel is how you nurture and build know, like and trust with the new eyeballs you attract. 

I do this with my podcast. 

And, with my weekly emails. 

I also have remarketing ads that go out with my best social content on autopilot. 

Here’s the important key: 

You can’t just have a top of funnel activity. 

And, you can’t just have a middle of funnel activity. 

You need both. 

Step Three: Bottom of Funnel 

When I launch, I need to drive those new eyeballs to my offer. 

To do this, my first focus will be deploying my warm audience to the offer.

There are three metrics here – traffic, leads and conversion. 

I will run warm traffic remarketing ads. 

I will send email invitations to my list. 

And, I will post on social media. 

Later, once I have a strong and proven conversion rate, I will start using affiliates and driving ads direct to the launch. 

That comes (way) later, though. 

—

And so, there you have it. 

How I intend to bring leads in, and what’s working now. 

It’s simple – but not easy.

If you want a roadmap, swipes and templates for:

• Building an offer;
• Creating a lead magnet; 
• Creating an entry offer; 
• Defining your talkaboutable edge; 
• Driving traffic with top of funnel marketing activities; and
• Nurturing them with a middle of funnel system. 

Come and join us in Lifestyle Business School.

Keep Listening!

Listen On: Apple Podcasts | Spotify