The first step to building your funnel is getting clear on the most important person in your business: your customer.
At its core, business is pretty simple.
We get paid to move our customers from an undesirable “before state” to a desirable “after state.”
In the before state, the customer is discontent in some way. They might be in pain, bored, frightened, or unhappy for any number of reasons.
In the after state, life is better. They are free of pain, entertained, or unafraid of what previously plagued them.
So as a marketer, it’s your job to effectively explain to your customer how your product or service moves them from their before state to their desired after state.
Determining and understanding your customers’ before and after states is the first step to knowing the degree to which your product/service satisfies market demand, AKA your product/market fit.
But before you can determine their before and after states, you have to know who they are. You have to know who you’re selling to.
So if you haven’t already, go through our Customer Avatar Playbook first. It’ll help you hone in on your buyer persona (AKA target audience).
After you’ve completed that training you’ll have a better understanding of your product/market fit, what you can charge, and a clear understanding of your customers.
Product/market fit may be the single most important part of building your marketing funnel. Simply because every other part of the process is dependent upon having a group of willing and able buyers.
Once you have that group of buyers, the next step is to find a way to bring those people to your website. Which brings us to Step 2: choose a traffic source.