A short instructional YouTube video by Phil Risher explaining the three-stage customer funnel (Awareness, Consideration, Conversion) and how local service businesses—illustrated with a law firm example—should use content/SEO, local listings/ads/reviews, and website conversion tools (scheduling, calls, chat) to turn searches into leads. The video emphasizes creating educational content to build trust (“know, like, trust”) that guides users down the funnel toward a conversion.
Chapters
Today we're going to discuss the customer funnel. And typically it's broken down into these three. Awareness, consideration and conversion. So the first one we're going to discuss is a content piece centered around building awareness or top of the funnel, it's commonly referred to. So this is brand awareness. First time visitors generate interest and educate. So from a law firm's perspective, or really any industry you can think of your industry, you want to think about the questions that people are asking. So for example, the company that we work with, how long does divorce take in Virginia? This is a question that people are asking to Google. And so if you notice, it gives you responses. And Graham Law firm, this is the company that we work with, how long does it take to finalize a divorce in Virginia? Is ranking number two on this keyword. And so what this allows us to do is these top of the funnel people searching for us online by a service that we offer just educational pieces, we're able to have them come onto our website. And what that allows us to do is first build awareness of our brand by we are helping to educate and then we're going to go down to the consideration stage. So they got the answer that they were looking for and now they're actually going to evaluate a brand or a product and try and we're going to try and create something that speaks directly to the customer. So from a local business perspective, the way this looks is someone goes to Google and they say, okay, we want to search for family law firm near me. They're going to ask Google, hey, who's the best family law firm near me? So if you notice, we have an ad running here that they're showing up for. These are all ads. And then we have our local service pack, which is our organic SEO strategy. And if you see they're ranking number one now one of their competitors does have more reviews, but hopefully they're going to go to our website on this question. Oh, this is Graham law firm. Oh, I just was on their website answering. They answer that question. Great. And now, oh, they're ranked number one on Google and they have 44 reviews. Looks like their reviews are pretty good. Okay, now they're working themselves through the funnel and then it goes down to conversion. So product descriptions, value propositions and transactions. So ultimately all these places are leading to their website. So when they get to the website, how is this converting? So we have an online scheduling option. If someone wants to schedule an appointment right now, they can schedule, can they call us, can they maybe send us a quick message or a chat, and ultimately converting them into a lead. So these different strategies can be utilized over and over and over from an awareness perspective, building education. And. And we created a video on a simple content strategy. I'll put that up here, or you can go check out our channel and watch that video. But basically, we want to create awareness around our brand that then flows down through the funnel and ultimately gets to a conversion. Because people want to do business with people that they know like and trust. And so if we can help build those three things from your digital presence, then it's a home run. So we grow local service businesses. If you're interested in learning more about this, be sure to like and subscribe to our YouTube channel and we'll see you all in the next video.
