How to create a marketing funnel for your knowledge business

One of the best ways to grow any business, but especially knowledge businesses, is through the use of a marketing funnel. If you’re wondering what to look for in funnel software, the marketing professionals at Kajabi have you covered.

In this article, we’ll be taking a closer look at what exactly marketing funnels are, as well as why you should use one and how to build them. Let’s get started! 

What is a marketing funnel?

A marketing funnel is both a visual representation of the sales process and a technical solution that engages interested prospects and converts them into customers. It starts by casting a wide net to capture as many interested leads as possible, then, much like its namesake, nurturing them over time, so those who are most likely to take action do take action. 

Of course, in an ideal world, all prospects would convert into customers, but since that’s neither possible nor realistic, it’s your job, as a course creator, to make sure as many prospects as possible convert through your funnel.

Different funnels have different stages and are divided in different ways. What that means is that there’s no one “right” way to create a funnel. That said, most of them follow this general order:

• Awareness - This is the “lead generation” stage of the funnel, where users become aware of your brand.
  
  
• Interest - This is the start of the “nurturing” part of the funnel, where they have some interest in what you have to say and sell.
  
  
• Consideration - This is the point at which they begin to consider your offer as a serious solution to the results they want.
  
  
• Intent - At this stage the user is interested and has a strong intention to buy, but they may want to read reviews or try it out first.
  
  
• Evaluation - At this final step in the nurturing stage, it’s your job not to convince them to buy, but rather to reassure them that they’re making the right choice

After moving through these stages, the customer makes a purchase. Now, they’re a course customer. 

However, oftentimes the marketing funnel isn’t a straight line. Sometimes a prospect can go back and forth between awareness and interest, or interest and consideration, as they research their options and narrow their choices.

Why should I build a marketing funnel?

A marketing funnel helps you segment the buyer’s journey into different stages. That allows you to plan your marketing strategies around each stage. Rather than throwing a bunch of marketing and promotion at the wall and hoping some of it sticks, a funnel lets you tailor your message to the user no matter what stage of the funnel they’re in.

Plus, a marketing funnel is a great way to organize your marketing efforts in a way that’s straightforward and simple. They work, plain and simple. 

The real question is, how do you build one? Although they look complicated, you can build a marketing funnel in just five easy steps. 

5 steps to build a funnel for your course

In building your lead magnet, it’s important to put yourself in the shoes of a prospect as they go through each step. You know they want to learn what you have to share. What’s the best way to get them to take that next step? 

Step 1: Create a lead magnet

The first step in the customer journey is getting the lead, and the way to do that is to create a lead magnet: something enticing that encourages the user to take that first step. 

For course creators, this could be a free first lesson, a trial, or even a simple guide with the materials or tools needed in order to get started. Essentially this lead magnet is a freebie that’s interesting and attractive enough to encourage them to want to learn more.

Step 2: Build a landing page

The next step is to create a landing page advertising your lead magnet. Fortunately, if you’re using Kajabi, we have a flexible and user-friendly landing page builder. Simply choose your theme, customize it, and publish it in just a few clicks. 

Here are just a few of the many effective landing pages that our users have created!

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Videographer Kevin Anson's 5 Day Video Challenge:

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InHer Beauty Aesthetics webinar landing page:

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As you can see, these landing pages are designed to generate curiosity and excitement about downloading the lead magnet. This is essentially the prospect’s first introduction to you and you to them, by way of the freebie you’ve created. 

Step 3: Embed a lead capture form 

Nothing is truly free, and with your marketing funnel, you’re not simply giving away a video or a guide. You’re doing it in exchange for the user’s name and email address. This will allow you to email them about your course and tell them why they should join.

You’ve encouraged them to try a free sample and a lead capture form is what gets them to take that first bite. Kajabi is fully integrated with email marketing forms. You only need to add the form to the landing page. Everything is taken care of on the back end to drive qualified leads into your funnel.

Step 4: Build an email marketing campaign

The next step in the funnel is to nurture that lead. Give them every reason to consider your course or membership for what they want to learn. 

Nurture these prospects by letting them know what they have to look forward to, what they’ll learn, and especially what other people are saying about your course. 

Make sure you share other people’s testimonials. There’s nothing more motivating than hearing other students’ opinions of your course. They can be a powerful tool in helping you market your course! 

Keep in mind that not every email should be a blatant promotion. Instead, remind them of the reason they signed up. 

They wanted to learn a skill or something to help them and they’ve gotten this far. Now, encourage them to take the next step by showcasing your expertise in a way that builds a professional relationship with them, while positioning yourself as the expert and the authority. 

Step 5: Promote your lead magnet

If you’re wondering how to even spread the word that you’re offering this free lead magnet, there are two main ways to do that: 

1. Paid advertisements - This is the most effective way to start generating instant interest in what you have to offer and sell.
2. Blog and social media content - Mentioning your freebie on your blog and social media posts is slower but can again pique the interest of your readers.
   
   

The challenge with funnels

With most marketing funnels, there are two challenges: 

• Getting your prospects interested in what you have to offer
• Getting them to take each step through the different stages of the funnel 
  

Fortunately, we’ve already done much of the heavy lifting for you. Kajabi Pipelines are click-and-drag elements that work like building blocks to help you create your funnel. 

These pipelines contain all the elements you need to create powerful, effective marketing funnels: email marketing forms, follow-ups, landing pages, and more. So you don’t need to worry about clunky, cumbersome plugins, coding conflicts, and other hassles that keep you from delivering the best possible experience to your customers.

What’s holding you back? 

Marketing funnels are being used strategically by top course creators to quickly attract and convert their students. And once you’ve built a pipeline funnel, you can continue to use it for months and years to drive growth in your business.

And it’s easy with Kajabi. Our intuitive platform includes everything you need to help you build, launch and promote your course in a way that’s both professional and easy-to-use. Check out our free webinars available Monday through Friday or get started with your free trial today!