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There’s a bridge in Capetown, South Africa that stops dead. It snakes off the freeway, curving round to the right, and then there’s simply no more road. Your car is sitting on the tarmac, floating high above a parking lot, with nowhere to go but back the way you came.
The Foreshore Freeway bridge was started in the late 60's as part of a massive infrastructure project. But red tape, local complaints, and a bunch of other setbacks hit it over the years.
And now it’s used as a movie set, or to host fashion shows. Or, you know, as a giant metaphor.
All that care, energy, planning, manhours, and money put into creating this first part of a route. Only for it to end in disappointment - going nowhere.
What if I was to tell you that your marketing is essentially the Foreshore Freeway Bridge?
That you were putting all your efforts into the beginning of the journey your leads go on (your social media posts or your website) - curving gracefully up into the sky…
Only to stop dead when they get there, leaving them with nowhere to go.
Which means, much like Capetown’s infrastructure planners, you’ve wasted all your time and energy for nothing.
I know, it sounds harsh. But you’re on my list because you want me to tell you the truth.
And the truth is - there are 3 different stages your leads find themselves in, 3 parts of the journey. And, in order to move them to the next stage (up over the bridge and heading toward their destination), they each need different things.
Let’s break them down:
Stage 1: The browser
I’m pretty sure this is where most of you are spending 90% of your marketing time. This is when your lead is scrolling through social media and they see your wonderful, educational posts.
To move them to the next stage they need to check some things off the list
- Are you credible? - does what you’re saying make sense?
- Do you have a track record? - can they see social proof/testimonials?
- Are you their kind of people? - do they get your vibe?
But to move them to the next stage there also needs to be somewhere to go. The bridge can’t just stop.
Is there a way they can find out more? - do you have a lead magnet so you can grab their email address?
Stage 2: The sampler
These are the people who’ve ended up on your email list. They’re newbies - to you, maybe new to getting financial advice at all. And what do all newbies need?
TLC and guidance.
To get them to the next stage (becoming actual clients) they need:
- To find out more about who you are
- To discover what you offer
- To believe that you can deliver
- To decide whether those offers are right for them
And to do this, you need a series of welcome emails - an introduction to you, your business, and how you can help them.
So that they want to stick around.
Stage 3: The buyer
Once people have gone through your welcome emails, they’re all clued in to who you are and what you say you can do for them.
They liked it enough not to click “unsubscribe” - yay!
But the bridge can’t stop here either. You need to nurture these leads. To show them:
- What is truly possible with your offer
- How others have been transformed by it
- How easy it is to work with you
They need to be led all the way to that discovery call.
Because, if you don’t give your clients exactly what they need in each stage of their journey with you…
Well, then you’ve just left them staring at the road dropping off in front of them. Before they turn around and head home.
Ok, so that feels pretty pessimistic.
But, the good news?
This is exactly what our Marketing Foundations Package does for you.
In 6 weeks we build everything you need to speak to your leads at each stage of their journey, guiding them from social media browsers all the way to new clients.
We create your lead magnet and list-building funnel.
We craft the perfect nurture email sequence.
And we deal with automation, segmentation, and the first month of campaign management.
So you don’t have to get your head around the tech.
All for only $6k.