About My Work
If your marketing is reaching for the stars but your audience funnel can't keep up, you're setting up your organization for an epic fail. Streamline both arms—marketing and content—to operate in perfect sync, and watch as your engagement soars and audience loyalty goes through the roof.
Ignoring bottlenecks in your audience funnel while pumping up your marketing? That's like flexing one arm and ignoring the other—you won't lift anything heavy.
Streamline your funnel and harmonize it with your marketing, and you'll not only smash your growth targets, but you'll also create an audience likely to stay for life.
January 1, 2024
Picture your organization as a well-tuned body, just like a NFL coach would see a high-performance human machine. Your marketing is the right arm, reaching out and grabbing opportunities. Content, the left arm, pulls those audience opportunities in and secures them. Now, what happens if one arm is weaker than the other? The whole body suffers. Marketing lays the foundation—cultivating the audience—and content brings home the win, closing the deal. Both need to be in peak condition, especially your audience funnel.
If you are all about optimizing systems, whether it's your diet, your workout, or your workweek, your audience funnel deserves the same meticulous attention. Any bottleneck in this "bloodstream" of your ministry can cause the lifeblood—audience—to clot. A jammed funnel is like a choked artery; it compromises the whole system. Brent would argue that to truly serve your audience—your people—you need to ensure the audience acquisition process is as smooth as the marketing journey. You can't offer value if the path to it is obstructed.
What gets measured gets managed. Similarly, you should have KPIs (Key Performance Indicators) in place to monitor the health of your audience funnel. Brent would no doubt remind you to focus on metrics that really matter to your audience—like time-to-response or solution-fit. Monitoring these can tell you exactly where the bottlenecks are so you can eliminate them. After all, a healthy audience funnel is the backbone of robust growth.
At the end of the day, experts would agree on one thing: it's all about the customer. Your marketing might be a beacon attracting ships from miles away, but if your audience funnel—the harbor—isn't ready to safely guide them in, you'll crash and sink. The audience should not just be a metric or a target; they should be your North Star. Align your audience funnel to serve them, and watch how it not only increases engagement but also turns one-time visitors into lifelong members.
If one arm is flexing while the other is flailing, you won't lift your organization off the ground. Scrutinize, optimize, and harmonize your marketing and content arms. Get that funnel flowing smoothly and be prepared to scale like you've never scaled before. It's not just a strategy; it's your roadmap to unprecedented growth and access to new groups of people you couldn't reach before.
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