Your student journey funnel 🚀

So in this section, we are going to be going through your student journey, something that is also known as a marketing funnel. So you might have heard the same funnel being used in the industry, or maybe in the marketing industry, or maybe you've come across it in certain trainings or maybe actually you've never heard of it ever. Either one is totally fine. And that's why you're here with me today. So I'm going to be teaching you how to create sales through your marketing for. For your courses. So essentially what a marketing funnel actually is, or more importantly, what it means to you and your nail business and how you can best use it. So I'm not going to use a load of jargon. I'm going to make this as simple and as easy for you to understand as possible. And I'm not going to include anything that you don't need to know at this stage. Okay? Right now, it's just about you wrapping your head around what a marketing funnel is and essentially what journey your student is taking from the moment they find you to the moment they book your course. Because booking a course is slightly different to booking an appointment, right? And when somebody is booking one of your courses, number one, it's a higher ticket offer, so it costs them more. So when they're going to part with more money, think about that. Fair exchange, what are they going to want? They're going to want a little bit more trust, a little bit more understanding of what's included, a little bit more knowledge and confirmation that you are the person that's going to help them. And also there's emotion tied to this because you are essentially giving them something that gives a different outcome. This outcome could change, change their life, could change their income, could make things feel totally different to them. So because you are essentially changing them or even bringing them a new career, there's emotion attached to that. So it might take them a little bit longer to actually move through that sale process and click Book now, which is totally fine. And what it is as our job as the educator, as the person in the position of providing that offer or that sale, it's our job to nurture the customer through that sales process. So it feels like an easier thing for them to do to click Book now and purchase your course now before we dive into the training, I just want to play a little game and I want to play a game of Would you rather. So I'm going to present you with three different options and I want you to choose which option you would choose right now. So let's imagine I could give you one of these three things immediately, which one would you choose? So I can either give you 1 million new Instagram followers, so you could go to your Instagram account right now and you would see 1 million in your follow account when you refreshed and that's because I've given them to you today for yours to keep. Or would you rather I give you £100,000 cash, that's £100,000 that I'm going to deposit into your bank account right now and you'd be able to see it if you logged into your mobile banking or last option, would you like a marketing funnel that generates 10,000 pounds per day or on autopilot, which one would you choose right now? So one of the most asked questions inside our members club is, Amy, how do I get more followers? And you know what? I get it because I have been there many times, I have chased followers, I have wanted to grow my account, I have strategically grown my account. I have done things that I know is going to get me more followers and I imagine so have you, right? And I get it because getting more followers, it feels tangible and it feels immediate. So there is a number in your follower count that you can see going up every single day. And for a lot of us, more followers equals more success. So as we see that number going up, we see us getting closer to our goals, we see more people being able to see what we're doing, we see our brand growing as a result. But whilst followers are great for visibility, they are great for credibility and they are great for brand growth. They actually don't automatically equate to sales. So they don't bring us more income, more revenue or sell more courses for you, it just means there's more people in the space. And that is exactly where the disconnect happens. And that's where a lot of people get it wrong. Because followers can give you validation, but they don't necessarily build you sustainable revenue. They don't bring you automatically automatic core sales. Now people know this and we know this instinctively, and that might be why you maybe chose a market and funnel and over 1 million new Instagram followers. And if you did, then great, that tells me that your instincts are working. So when you're given the choice, you would still choose the funnel, but what you don't know is how to actually get there and how to create that. So in a nutshell, having a large audience definitely is powerful and can help you as a nail business owner, as an academy owner, but it will Only help if you know how to turn that audience into paying customers. So I want you to imagine this. I want you to imagine that we're going to create a really strong funnel, also known as a system, a sales system in your business. And at the same time, we're going to grow your following. So whilst you've got new followers coming in, not only are they just landing on your page and saying, oh wow, she does great courses, they're actually getting nurtured through your sales system, which will then lead to consistent scalable income. Now that is the sweet spot. And that's what I mean when I talk about a marketing funnel. It's not only growing your following and growing your visibility, but it's actually combining that with a system that is designed to convert those people, convert those followers into paying clients and students. Because if they're not doing that, then what are they doing for you and your business? So what I'd like to go through now are the five stages of a sale. So this is essentially what a marketing funnel is. It's the, the stages that your student will move through before they click buy. Now. Now I'm going to go through these in finer detail and give you examples of each stage. But for now, I just want to touch base on each one. So first of all, over here you've got the very first stage, which is the find stage. So this is the stage where your customer stumbles across you. This could be social media, words of mouth, it could be a recommendation, it could be that they walk past your academy or your salon, but at this point they are finding you. Then they're gonna move across here and they're gonna learn something from you, they're gonna take some information from you and potentially whether you really wow them with that information that you give them or whether they feel like it was something they already know, you would then want them to move on to the purchase because they've already learned that you are the person to help them with what you've already been able to help them with at this stage. And I'll come on to that more in a minute. So at that stage they've learned, therefore they trust that you're the person to help them. Therefore they purchase your course once they have purchased your course. That is not the end of the funnel. Because what we have an opportunity to do is whilst they are now your customer, they don't just need to be a one time customer. So let's say they have purchased from you a beginner's course. Well, maybe we could Then upsell the builder gel course to them or the E file course to them a couple of months later. Or let's say they have purchased a one to one from you, maybe they would like to go on to purchase an accredited builder gel course from you now that they know what you're able to offer them here. Right. So after the purchase can come another purchase which is what we call an upsell. It's where the customer has already bought from you, they already trust you and you just offer them the next thing that they need in their journey, the next thing that covers a pain point or a struggle that they're having at the perfect time because we now know this customer and then they buy from us and then they become, become an advocate, which means they go away and they tell other people about who we are and what we offer. And as a result that leads to more people finding us and entering this sales system. So can you see now that there are five stages of a sale and actually it's quite simple. All we need to do is focus on each of these five stages as people are coming through the door and finding us. And eventually it should lead to this purchase for, for the right people who are in our funnel. So it's called a funnel because it is positioned like this. So see how it's like in a nice V shape and then it's got the bottom part like the spout of the funnel and that almost goes out again as well because we're leaving people back up here. But it is in the shape of a funnel because this is exactly the process that your customers are going to follow when they find you, when they build that new like and trust factor and when they hopefully eventually click purchase. So I'm going to go through each of these stages with you now. I want you to take as many notes as you possibly can and I want you to start using each of these stages to get ideas on how you can build out your own market and funnel using all of the tools that you have available to start making sales repeatedly. So first of all we have got find. So where can people find you? Well, this is where you need to be really clear on your ideal client's avatar, on who that potential student is, what problems they're currently facing and where they are currently hanging out. And that's when you can place yourself where they are most likely to find you. So if you are offering, let's say beginners courses, who would you be offering them to? Well, you would have a couple of ideal student avatars, maybe one of those ideal students is somebody who is a maybe a young person who finished college, went straight into a job that they don't love, that they're not passionate about, that they don't jump out of bed to get to every morning. They feel like they don't really know what they want to do with their life, but they just want to enjoy their everyday. They've got no creative outlet, they've found themselves in this office job when that was never really the plan, but they're not sure what the root out of it is. They don't know which way to turn. They don't enjoy the fact that they've got to answer to someone else, that they've got to ask for holidays, all of those things. So that is one person. Okay, then maybe you've got another client avatar who is somebody who is a new mum, they're currently on maternity leave, they've got a young one and they're wondering how they are gonna build a life now that they've got this new priority of a new baby. So they want to build a life and maybe a business around them so that they can spend more time at home, so that they can be more of a hands on mum, so that they can be more present for the upbringing of the children, so that they can maybe do school runs or create work for them and not for somebody else, so that they can take holidays when they want to, so they can be there when the children and their family need them. And maybe they can do it more on a part time basis on hours that fit them rather than hours that fit a 9 to 5 office job that they were used to. And then maybe you've got another client avatar of somebody else. Right? So once you know exactly who your course is built for and you've got clear avatars of each of those people in a couple of different examples, you can start to think where would those people be? So maybe those people, maybe those stay at home mums right now who are on mat leave would be on social media because they've got more time on their hands. Maybe they're scrolling a lot more on Instagram, maybe they're also googling things like, you know, careers for mums or jobs that work around children and things like that. So think about what they would maybe be searching at this point and all of that is going to help you to position yourself in the right place for this person to find you. So if it's Instagram they're on get on Instagram. If it's Tick Tock, they're on, get on Tick Tock. If it's Pinterest, get on Pinterest. Wherever these people are, you want to be there. If it's Facebook, then it's Facebook. And there isn't just social media as well. They could be searching on Google, which would mean you need to really look at your SEO optimization and also which is the keywords that people are typing in and make sure those keywords are on your website. So if people are typing in careers for mums, make sure your website somewhere says careers for mums so it will be picked up on that search engine. Maybe you could create some blogs, maybe you could do a weekly blog post and that would include keywords like careers for mums or jobs that work around children and stuff like that. And you could even create blogs around that. Maybe it's in a podcast, maybe it's in certain ads. Maybe it's Google my business and you want to set yourself up on Google for business so that you show in local searches, but it's around if, maybe your ideal client avatar is people in your local area and providing more opportunities for people there. So if, if that's the case, then you definitely want to be optimizing Google for business, making sure that you show up top in your area when people search for courses. And then maybe you could incorporate some ads within that. But it's making sure that at this first stage of the sale, when your ideal customer finds you, you're in the per perfect position for them to go, oh, what's this? And actually click into it. Okay, so it could be your social media, could be your website, could be any of those things. But I want you to start thinking, where do most of my students find me? Or based on my ideal client avatars, where do I need to be in order for those ideal students to find me? Okay. And that is the first stage find. So it's positioning yourself on the platform that you are best to be found by your ideal student. The next thing you want to think about is the learn. So how can you teach your people something? Or teach the people that come into your space, these people who have found you on your website so that stay at home mom or that person who's fresh in college, just come out of college, sorry, in that office, job, hating it, once they have found you, how are you going to teach them something? So this is about thinking, what could I teach that person right now that they don't already know that they would want to give me their email for? Because you can give them this off the back of they give you their email, you email them this whatever it is. So it could be an email, it could be an ebook, it could be a guide. I'll go into more information on this now. It could be a masterclass, a brochure, a newsletter or a webinar. But how can you allow these people to opt into something that gives them a piece of value? So I'll give you an example. If you had those two client avatars as your ideal students, you could create an ebook called how to create a career as a New Mum or five side hustles that you can start now alongside your full time job. Could be the one for the first client avatar or and this could be an ebook or a guide that you create on Canva, or it could even be an email, you could create another one, a step by step guide, five steps on how you can become a nail tech in the next 12 weeks. So these are all things that people who are your ideal clients could stumble across you and then see that you have this free thing that answers one of the questions that they have got. So you want to start thinking what are these people thinking about? What is this mom, this new mom right now thinking that she wants to learn? And it might not be directly linked to what it is that you're selling, but it's still filling a gap of something they would click on because they want to learn it. It could also be a masterclass. Doesn't always work as well for beginners, but let's say if it is for other nail technicians, let's say you'll do, you're selling a masterclass in builder gel. Then you could do a free ebook on 5 Ways to get your builder gel to last longer and then you could sell your course off the back of it, or you could do the math class as the learn. So you could do a free masterclass on how to shape builder gel and then they join the masterclass and while you're there you say I've just taught you how to do shaping. I also have a full course that comes with a qualification. So the whole purpose of this learn section here is that you teach your ideal customers something that number one, they want to know and number two, they want, they really don't know how else to get this information. They need to know it. Okay? And if you can do that, if you can give these people value and do not hold back, by the way, teach them everything you know about that topic that you are teaching them. Because the more value you can give them, the more value you give them at that moment, the more trust they are going to have with you. And if they trust you, then they are more likely to buy anything that you are selling because they believe you are the person to help them them. Now I'll give you an example of this. I use marketing funnels in my business and I often use master classes to sell my courses and things. I do this because I started my business through live math classes. That's how I built the nail tech org accidentally I created 10 pound math classes that people loved that I then turned into a membership. Okay, so because my audience, my ideal clients like watching things live, which I know because that's how I created nto, I now create live master classes for free that help my ideal audience with problems that they need the answer to. So I will do a live math class on something like marketing your business. Maybe that's even how you became a member. You join one of my free master classes and you decided I was the person to help mentor you in your business. That is because you were a part of my marketing funnel. And the great thing about it is when you really know your audience, it's so authentic to you. I love teaching free math classes number one. Because if the person decides they don't want to buy my course at the end of it, that does not matter because I have still lived my purpose and brought the impact that I am here to bring. I have still helped nail techs achieve something in that master class. And if I can do that, then I am so happy because that's what I believe I was put on this earth to do. So if you can teach someone something with your free ebook or your free guide or your free boucher, your free newsletter, your free tutorial, whatever it is that you're given. And how amazing is that that you've been able to help someone on their journey. Even if they don't buy from you, they will still value and respect what they what you do. And if there comes a day when they are ready to buy, you will be the person that they buy from. Or if they meet somebody else on their journey who was ready to buy, they will recommend you and then the other person will come and buy from you. Or in contrary to that they might watch your masterclass or read your ebook or take your free guide and decide there and then you are the person to help me. And if that's the case, then that will lead them straight onto this purchase. And that is exactly what we aim to do in this learn stage here. We have to show our audience that we are the person to help them. The main way we can do that is by teaching them something. Because if we teach them something, we change something in their mind. And if we can change something, something in their mind that allows them to believe that we are an expert, that we know the information that they don't know, that we have what they don't have and what they want. That is the second stage of a marketing funnel and I would say it is the most important. The other way you can do this is also through your social media content. So this is where your educational connection based content comes in. Once they find you on social media, you want to be giving them as much educational content as you physically can. You want to be teaching your followers as much as possible. Do not hold back with the value that you give on social media. The more value you can give in your Instagram posts, the more people are going to trust you, the more people are going to buy from you. So don't hold back, don't feel like, oh, I can't give that because it's in my course. It's going to be bite sized content. So don't worry about that. You can't give away everything that's inside your course because it's all short form content. Teach people as much as you possibly can in your content and lead the purchase as the call to action. This stage here, the land stage is so important for your sale. If you want someone to invest in you as an educator, educate them first and then they will invest in you. So the next stage is purchase. So we would hope that once they've learned something from you, they would then purchase purchase from you. And once they have purchased that will include that will amount to a sales conversion. So you've converted that person from a follower to a paying customer once they have purchased, that is when you want to naturally upsell to your customer. Because we don't want them to go, we don't want them to just buy this one course and then never speak to us again. We want to be a part of their journey for as long as we possibly can. If they are going to need to know know other things throughout their journey, why wouldn't we be the person to provide them with that if we do offer that? So for example, if someone's bought your beginners course, why would you not be the person to also teach them? Builder gel and E file if you offer that, but you need to make sure that you keep that customer in your funnel. So once they are purchased you need to make sure that you set up nurture email sequences so that one month later we check in with how they're getting on. Two months later we talk to them about the build gel course. Three months later we check in again. Four months later we talk to them about the E file course. So we have the these emails set up strategically as automation so they go out to these people and they will naturally buy more from us. That is called an upsell and that's where you can generate even more sales inside your courses. So by selling to your existing students. So this can mean the sale add ons as well. So maybe they buy your beginner course, but they also buy your merch bundle as well that you can add a profit to. Or you can sell a masterclass, but they could also purchase a bundle of 10 online master classes as well that they get access to for an extra 30 quid or something like that. So you can do a sale add on something like you know when you're in the till at a shop and it's got all little things that you can buy, they're like add ons or what you can also call order bumps. So things that people will just grab at as they're at the checkout because they think, oh yeah, that'll do, yeah, I'll have one of them as well. So I'll give you an example of an add on or an order bump that we do at the Nail tech Org. So if you've ever been a part of one of our events like Manifest or your wings already exist, then you might have added an order bump or an add on on to your cart at checkout. So that could have been like the NTO merch hoodie that we offer or the NCO planner that we do as an exclusive one off for our events. Or it could be a 30 day content plan that I've added onto a masterclass before. This is just an order from something that people might also want at the checkout that means more sales but also helps them with something else that they want in the journey. So this is just the natural journey progression for that customer. But you're making sure that you're a stream strategic part of that. And like I said, this is where you would have an email sequence in place to upsell all of these things to your students. And lastly you would want them to be an advocate. So in order for them to be an advocate, one thing you want to do is get testimonials from your people. So if you've ever for example, done our Educators course, you will know that at the end I ask you for a testimonial. If you've done one of our other courses, we always put a review box box at the end and ask you to let us know how you found the course. You can then use that information as long as they give you permission to. You can use that paragraph as testimonials for your social media, as social proof that what you do works and it does transform people's lives because you've got living proof of that with the students you've already dealt with, then you've also got referrals. So what you can do is give people an incentive to refer. So if you refer someone else to do this course, I will give you half price off the next course that you do with me or I will give you a merch bundle or I will do half a day with you at £100 instead of £400, whatever you want to do. Or you can also create affiliates for your academy so you can set it up so that if people do recommend you to their clients or their students themselves, then they get a percentage of that course because they have recommended you, which is great for you because you wouldn't have that sale without that person, but also great for them because they get to benefit and earn from your courses too, which is an amazing scheme. So they are the five stages of a sale and essentially that is a marketing funnel. So these are the things that I want you to start now thinking about as you are using your social media to market. And can you see how if you constantly focus on creating this system in your business, that when followers come in, they're not just followers for follow and seek, they're followers who are there for you to strategically start teaching them things for them to then purchase from, yet purchase more things and become an advocate for your brand and leave more people to finding you. This is a market funnel. These are the five stages of a sale and these are what you want to focus on if you want to start making sales on autopilot in your nail academy or training academy. I know that you are so, so capable of creating regular sales. You just need to get your head around this part. So take a screenshot, share with me the work that you do on the newsfeed. Ask if you've got any questions and I will be here to answer them. Join the Monday morning Calls if you need any coaching or support. If you're setting up a market marketing funnel and do not be a stranger, reach out for whatever you need. Good luck and I will see you in the next modules.