Marketing Funnel for Integrated Hustle’s 2020 Pivot to Virtual Events

To help Integrated Hustle successfully pivot to virtual events and grow its client list, this marketing funnel focuses on building awareness, nurturing potential clients, and converting them into paying customers through a structured flow of engagement. Here’s a breakdown of each funnel stage, key actions, and strategies for moving potential clients through the funnel:

1. Awareness Stage: “Top of Funnel” (TOFU)

Goal: Build brand visibility and generate interest in Integrated Hustle’s virtual events and business consulting services.

Key Strategies:

  • Social Media Ads & Content: Create targeted Facebook, Instagram, and LinkedIn ads promoting virtual events and offering valuable business insights. Develop engaging organic content (behind-the-scenes, event previews, expert tips) to build a social media following.

  • Thought Leadership Articles & Blog Posts: Publish blog posts on topics such as “How to Pivot Your Business Online” and “Strategies for Leading Remote Teams.” Post guest articles on LinkedIn and Medium to position Integrated Hustle as a thought leader in virtual business consulting.

  • Video Content & Webinars: Share educational videos, snippets of past events, and teaser trailers for upcoming virtual workshops on YouTube, Instagram Stories, and LinkedIn. Offer free introductory webinars to showcase expertise.

  • Influencer Collaborations: Partner with influencers or other business coaches to co-host virtual events, webinars, or podcast episodes, leveraging their audience to drive awareness.

Content Examples:

  • Paid social ads showcasing testimonials from previous in-person events, promoting the new virtual format.

  • Engaging video teasers with Integrated Hustle coaches sharing “quick tips” for navigating 2020’s business challenges.

2. Consideration Stage: “Middle of Funnel” (MOFU)

Goal: Nurture leads and engage potential clients with valuable content that demonstrates Integrated Hustle’s expertise and builds trust.

Key Strategies:

  • Email Marketing Campaigns: Offer a free downloadable resource (e.g., a “Business Pivot Playbook” or “Virtual Team Leadership Guide”) in exchange for email sign-ups. Send personalized email sequences with content that leads toward event registration or consulting services.

  • Exclusive Free Webinars: Host free, value-packed webinars on specific business challenges (e.g., “Scaling Your Business in a Virtual World”) to engage potential clients and encourage deeper involvement with the brand.

  • Case Studies & Client Success Stories: Share detailed case studies on social media, via email, and on the website to highlight the impact Integrated Hustle has had on past clients.

  • Retargeting Ads: Use retargeting ads to reach people who have engaged with the website or social media pages, encouraging them to register for upcoming events or book a consultation.

Content Examples:

  • “Virtual Leadership Success” email series: A nurturing sequence that shares tips for building strong virtual teams, ending with a call-to-action for a paid workshop or consultation.

  • Case study posts on LinkedIn featuring a small business that successfully pivoted with Integrated Hustle’s help.

3. Conversion Stage: “Bottom of Funnel” (BOFU)

Goal: Convert leads into paying clients by offering tailored virtual events, consultations, and personalized services.

Key Strategies:

  • Virtual Event Invitations with Limited-Time Offers: Promote paid virtual events and workshops with limited-time discounts or special offers (e.g., “Save 20% if you register this week!”). Highlight the immediate value of attending.

  • Personalized Consultations: Offer free 15-minute consultations to potential clients, giving them a taste of Integrated Hustle’s expertise and providing tailored solutions to their business challenges.

  • Success Story Follow-Ups: Send follow-up emails to webinar attendees featuring success stories, testimonials, and calls-to-action for booking full coaching packages or attending advanced virtual workshops.

  • Tailored Pricing Packages: Provide clear pricing tiers for different service levels, emphasizing the benefits of each option (e.g., “Founders’ Workshop Package” vs. “Team Development Coaching”).

Content Examples:

  • Retargeting ads that promote a free consultation or virtual workshop discount for those who previously attended free events or engaged with the website.

  • Follow-up email from a past webinar offering a personal consultation with a coach and a limited-time discount on a virtual event.

4. Loyalty Stage: “Post-Purchase Engagement”

Goal: Retain new clients and convert them into loyal, repeat customers through ongoing support, value-added services, and relationship-building.

Key Strategies:

  • Exclusive Client Content: Offer exclusive content, such as advanced webinars, workshops, or downloadable resources, to clients who have previously purchased services.

  • Customer Loyalty Emails: Send regular “client-only” email newsletters with premium insights, updates, and invitations to special events. Include discount codes for future services.

  • Client Feedback & Testimonial Requests: Engage clients post-event by requesting feedback, encouraging them to share testimonials, and providing incentives for referrals (e.g., “Refer a friend and get a free 1-hour consultation!”).

  • Upsell Opportunities: Based on their participation in virtual events or consultations, offer clients customized packages for ongoing coaching services, advanced workshops, or team development programs.

Content Examples:

  • “VIP Client Workshop” email invitation: An exclusive virtual event for previous clients offering deeper insights into business growth strategies.

  • Follow-up email offering a free resource or discount code in exchange for a referral or testimonial.

5. Advocacy Stage: “Turning Clients into Ambassadors”

Goal: Encourage clients to become brand advocates who refer new customers and share their positive experiences with Integrated Hustle.

Key Strategies:

  • Referral Program: Develop a referral program that rewards clients for bringing in new business. Offer discounts, free consultations, or VIP access to virtual events for successful referrals.

  • Social Media Client Features: Share client success stories on social media, tagging clients and showcasing the impact Integrated Hustle has had on their business. Encourage them to share their experience with their network.

  • Affiliate Partnerships: Create an affiliate program for influencers or business partners, allowing them to earn a commission for bringing new clients or attendees to Integrated Hustle’s virtual events.

Content Examples:

  • Social media posts featuring quotes or short video testimonials from satisfied clients, with a referral link for their followers.

  • Email invitation for a referral program: “Invite a friend to one of our virtual events and get a free one-hour consultation!”

Metrics to Track

  • TOFU Metrics: Social media engagement, ad impressions, website traffic, video views, and email sign-ups.

  • MOFU Metrics: Email open rates, webinar registrations, content downloads, case study views, and retargeting ad clicks.

  • BOFU Metrics: Event registrations, client consultation bookings, conversion rates, and paid service sign-ups.

  • Loyalty & Advocacy Metrics: Client retention rate, repeat purchases, referral rates, and testimonials collected.

This marketing funnel is designed to guide prospects from initial awareness of Integrated Hustle’s services to becoming loyal clients, using a combination of digital marketing, content strategy, and personalized engagement.