What is a marketing ladder?
Let us talk about a marketing concept that blows people's minds when they don't
realize that it exists.
Maybe on some level, they knew that it existed, but they didn't actually apply it to
their business. And then once they learned about it, and they started applying it, it's CRAZY how quickly their business can change RE: growth!
Okay, so the concept that we're going to talk about is (are?!) marketing ladders!
A marketing ladder is set up to sell things in your business. It's essentially a ladder of the products and the services that you offer. Starting at free and going all the way up to that highest priced.
What happens for a lot of online business owners and especially those who are first starting out is that they don't utilize the concept of a marketing ladder. Maybe they'll have something free. You can give them your email address in exchange for signing up for a newsletter or a downloadable PDF or a free meditation or something like that.
But then if you like THAT and you go to their product page, the first thing on there is priced at $100. Or $200 or $500 or $1,000.
It goes from free to the super high priced thing.
People when they are first coming in to your business, when they're first getting to know you...they don't they don't trust you! They have no relationship with you. They have no connection to you outside of what they see of you either on your website, or maybe if you do videos, if you have a blog, all of those things, social media is a great way to really showcase your personality online.
And all of those things are free and all of those things are accessible to people. But that's really the only opportunity that they have to get to know you and get to trust you.
That said, most people even once they start to gain trust aren't going to spend $2,000 on mentoring from someone they recently "met" in the online space.
So what do you do? How do you get people up to that big shiny thing so that you can sell more for your business?
A marketing ladder! Here's what that might look like:
Free > Instagram, blog, newsletter, lead magnet
$9.99 >> Ebook
$25 >> Mediation bundle
$49 >> Meditation course
$99 >> Meditation course #2
$250 >> Meditation course #3
$1,000 >> 1:1 Meditation mentoring
You can see how this becomes much easier in terms of selling your stuff.
The people who can purchase a small taste of what you offer (and like it) are more likely to move up the rungs and become rabid followers. And they can do that at their own pace.
With the marketing ladder concept, people have gotten enough of you that they know who you are, they know what you're about. They feel like they have a connection with you they trust you and they are more willing to give you their money.
But without that marketing ladder if you are just trying to get people to go from free to $100, it's really difficult.
Go take a look at your sales page and be honest: Do you have a solid marketing ladder set up?
If not, what are some ways to get yourself there? You may already have things in your head or even created that would fit perfectly in those middle rungs!
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