These three concepts all revolve around one big idea—probably the most important theory in marketing: the marketing funnel. It’s divided into three parts: 1. Awareness, 2. Interest/Consideration, and 3. Action/Purchase. Let’s dive in!
Action/Purchase
This is the smallest, but most crucial part of the funnel—often called bottom-of-the-funnel marketing. As a brand-new business owner, your priority is to generate cash flow, and that starts with getting customers to take action—whether that’s booking an appointment or making a purchase.
At this stage, your website is your most essential tool. It’s often the first point of contact between you and your future clients. Whether someone finds you through Google Ads, social media, or word-of-mouth, a well-designed website is key. Your site needs to be fast, easy to navigate, and create a great first impression.
Another valuable tool is a chatbot. A chatbot can interact with visitors, answer basic questions, and collect their information, even when you’re not available. This can make it easier for potential clients to book an appointment.
Google Ads are also a fantastic way to reach people who are actively searching for practitioners like you. Imagine someone typing “naturopathic doctor for PCOS” into Google—if you have a well-optimized ad campaign, your ad could appear at the top of the search results. This directs the user to your website, where they can book a free discovery consult, keeping that cash flow positive.
At this stage, the goal is to convert visitors into paying clients and build your business.
Consideration/Interest
Once someone lands on your site, they might not be ready to book right away. They’re likely in the “consideration” phase, doing some research to see if you’re the right fit for their needs. During this phase, it’s all about nurturing those leads.
Lead magnets like offering a free resource, checklist, or newsletter sign-up are a great way to keep in touch. Even if they’re not ready to book a consult, you’ll have their email, which allows you to build a relationship over time. When they are ready to take action, you’ll be top of mind.
Here’s what one of our clients had to say:
” Using ScaleUp42 has been one of the best business decisions as an ND that I’ve ever made. Ameya and his team are so meticulous, hard-working, and offer individualized services that are tailored to your needs. They are always available to work through your business needs and come up with solutions best suited to you. I’ve been using them for years now and have seen such a huge increase in my success. I’m so glad I was referred to them years ago and can not thank them enough!”
– Dr. Sophia Chacula, ND
Social media campaigns can also play a huge role here. By targeting specific audiences with your content, you can drive traffic to your site. And if they’re not ready to book yet, they may still follow you on social media or sign up for your email list, keeping the relationship alive until they are ready.
(Side note: While some argue that social media can drive direct revenue, this is only true if you put in significant effort to create content. If you enjoy creating content, social media can also work as a bottom-of-the-funnel tool to convert clients directly.)
Awareness
Finally, we have the awareness stage. When I first started Scaleup42, no one knew we existed. We had to create awareness, and the same goes for you! This is where you let the world know you’re here and ready to help.
Awareness campaigns are designed to get your name in front of potential customers who might not be ready to book yet, but will be soon. You can use tools like social media ads, Google Display Ads, or SEO to make sure people see you when they’re browsing online or searching for services.
At this stage, the focus is on making sure your audience knows you exist. Whether it’s through paid ads, content marketing, or email newsletters, awareness campaigns are all about planting the seed.
By focusing on these three stages—awareness, interest/consideration, and action/purchase—you’ll be able to effectively guide potential clients through the marketing funnel and grow your practice from the ground up.
If you’re ready to take the next step, feel free to reach out to me at ameya@scaleup42.com.
You can also check out some of the websites we’ve built for other practitioners, like Dr. Sophia Chachula (https://www.drsophiachachula.com), 8 Wellness (https://8wellness.ca), and Dr. Viktoriya (https://www.drviktoriya.com).
Let’s connect and get your practice thriving!