Marketing Funnel Example: How Content Converts More Clients

1. Lead Source: Where is Your Best Client?

1.1. Buy (Paid)

1.1.1. PPC

1.1.2. Newsletter Ads

1.2. Borrow (Earned)

1.2.1. Webinars

1.2.2. Live Trainings

1.3. Build (Owned)

1.3.1. Direct outreach

1.3.2. Blogging

2. Follow Up: Nurture to a Sale

2.1. Explain the major transformation

2.1.1. YES: How to Get Your High School Senior A Scholarship to a Top Tier College

2.1.2. NO: Scholarship Consulting

2.2. Explain step 1

2.2.1. YES: Select the best schools that "fit" your high school senior

2.2.2. NO: Grade audit and eliminating schools

2.3. Explain step 2

2.3.1. YES: Select the scholarships that "fit" your high school senior

2.3.2. NO: Grade audit and eliminating scholarships

2.4. Explain step 3

2.4.1. YES: Standing out from the competition in the admissions and scholarship race

2.4.2. NO: Essay writing and interview prep

2.5. Explain step 4

2.5.1. YES: Responding to the results

2.5.2. NO: Waitlists, second opinions, and rejections

3. Intro:

3.1. Why are we doing this?

3.1.1. BEST client expects to see content

3.1.2. It's the content that differentiates

3.1.3. You want the client to be prepared before you talk

3.2. Ingredients

3.2.1. Lead source

3.2.2. Follow-up series

3.2.3. Productized service

4. Conclusion: Welcome Your New Strategic Advantage

4.1. BEST client wants to "know what they are getting in to" and expects to see content

4.2. Your content does the qualifying and vetting

4.3. Your BEST client is less interested in your "work". They are much more interested in their "result".

5. Productized Service: One Problem, One Solution

5.1. What is the major transformation?

5.1.1. What your CLIENT needs to HEAR

5.1.1.1. How to Get Your High School Senior A Scholarship to a Top Tier College

5.1.2. The work YOU need to DO

5.2. Step 1

5.2.1. What your CLIENT needs to HEAR

5.2.1.1. First, we are going to select the best schools that "fit" your high school senior

5.2.2. The work YOU need to DO

5.2.2.1. Interview the student (where do they want to go?)

5.2.2.2. Look at their transcript (classes, grades)

5.2.2.3. Discuss extracurriculars (what other interests do they have?)

5.3. Step 2

5.3.1. What your CLIENT needs to HEAR

5.3.1.1. Second, we will select the scholarships that "fit" your high school senior

5.3.2. The work YOU need to DO

5.3.2.1. Select the appropriate databases to search

5.3.2.2. Make a list of all the possible scholarships

5.3.2.3. Review and eliminate the scholarships where student doesn't fit criteria

5.4. Step 3

5.4.1. What your CLIENT needs to HEAR

5.4.1.1. Third, we will develop a strategy so your high school senior will stand out amongst the competition

5.4.2. The work YOU need to DO

5.4.2.1. Develop the student's core "pitch"

5.4.2.2. Essay writing and review sessions

5.4.2.3. Interview preparation sessions

5.5. Step 4

5.5.1. What your CLIENT needs to HEAR

5.5.1.1. Fourth, we will work together in response to all of the results

5.5.2. The work YOU need to DO

5.5.2.1. How to respond if scholarship is awarded

5.5.2.2. How to respond if waitlisted

5.5.2.3. How to respond if rejected