Building Your Basic Sales Funnel for Your Event Business

This week, I tackle the topic of using your online network to build a solid base of clients. Heather is a planner in the Event Planner Mastermind group and asks:

Hi #eventrepreneuer’s, can we talk email lists? I just started one up and have a small gathering now. What are some tips/tricks you have on this topic? What types of freebies/incentives have you used or created? Lastly, how do you differentiate your blog post vs email list content if it’s in the same theme? Thanks all ?

Hey Heather!

This is an amazing question and such a deep topic for all eventrepreneurs.

Before you think about tips and tricks, review your sales funnel strategy.

Reflect on the following questions

– How do I interact with my ideal clients online?

– Where do most of my clicks happen on social media? (can be tracked in analytics)

– Where am I sending my clients once they click?

– Does this pattern of clicks make sense, or do they get lost,too many choices, etc.?

Once you have answered these questions, it will really help you to laser focus your time on what type of incentive you want to provide to your potential client.

The biggest question you will need to answer is:

What is the end goal of the funnel, awareness, interest, decision or action?

Let’s review the basic stages of a sales funnel and a few examples in each stage.

Awareness – at this stage, the potential client learns about your service. He/she might also become aware of their problem that they needs to solve and the possible ways to deal with it (Hire you!). This is when they visit your website for the first time, which they may have found from a post shared on social media.

Interest – at this stage, the potential client is actively looking for solutions to their problems and ways to achieve their goals. They search for solutions on the internet or Facebook. This is when you can attract them with some great content. Now is the time when they expresses interest in your service. They follow you on social media and subscribes to your list.

Decision – at this stage, the potential client is making the decision that they want to take advantage of your solution (service). They are paying more attention to what you offer, including different packages and options, so they can make the final decision to purchase. This is when sales offers are made by using sales pages, webinars, calls, meetings, etc.

Action – at this stage, the potential client is becoming a customer by finalizing the deal with you. They are signing the contract and clicking the purchase button.

It’s important to note that there might be additional stages to your sales funnel.

Your customers might become brand advocates and bring more business to you through referrals. At the same time, they might buy again from you and become loyal customers.

But, to avoid complications and keep things simple, we’re going to skip that part of the sales funnel. Still, it’s important to be aware these stages exist, and I talk about them quite a bit in the Event Planner Mastermind group.

One of the biggest mistakes marketers make is that they don’t align their content marketing efforts with their sales funnel stages so they can close more deals.

That’s why we have decided to explain how you can use different content for each stage of your sales funnel:

Blogging (awareness and interest) – by blogging, you will generate awareness and interest for your solution.

Lead magnets (interest) – any type of lead magnet is used as a tool to generate interest toward your product.

Webinars (decision and action) – even though webinars can be used as lead magnets, they’re more focused on the decision stage and convincing people to take action and invest in your service.

Videos (awareness, interest, decision, action) – they can be used in pretty much all the stages of the sales funnel.

Pro tip: Make sure to follow through on what you promise to send, offer and keep the follow up consistent. There is noting worse than a cold email list.

Can’t wait for next week’s topic!

Founder, The Planner Collective


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