“Where should I invest my marketing energy to see results?” 

I get asked this question a LOT. While the answer will be nuanced for your particular business, here’s a rough guide for how much marketing energy to devote to different parts of your funnel: 

50% – Attention | Let people know you exist

30% – Connection | Build up the “know, like and trust” bank

20% – Conversion | Call them to action to engage your services

There are two really clear mishaps I see business owners make when it comes to this:

1. Jumping immediately to “CONVERSION” and asking for the sale without building up the “know, like and trust” bank first. (If they’re a hot lead, that’s a different story. We’re talking about cold leads here who are not yet familiar with your brand.)
2. Spending eternity building up ONNECTION but never actually asking for the sale! Asking for the sale is IMPORTANT. In the same way you need to be called to action to join someone’s online program or buy a hot pink sequined outfit for Disco Club (#guiltyascharged ), your ideal client is no different. 

I encourage you to do a little audit of your last 10 or so social media posts and see if you can identify which part of the funnel they fall into: ATTENTION, CONNECTION or CONVERSION. 

What I typically find is that we favour one part of the funnel (usually the one we find easiest) and give it a disproportionate amount of our focus. Once you’ve identified this, use it as a little exercise to see if you can’t start giving a little more love to the parts of the funnel you mind tend to ignore. 
If you need help, reach out!