A sales funnel is technically an automated system to attract ideal clients and bring them into your creative endeavor’s orbit. Sales funnels are comprised of online presence, through content and distribution, and offers that entice consumers to work with you. Truthfully, a sales funnel in a competitive, service-based business like singing is a much more elusive enterprise. But, that’s not gonna stop us from considering it and applying it to our field like bosses though, is it?
Your Day 9 Challenge is to Consider Your “Diva Enterprises Sales Funnel.”
Today’s post is getting some serious help from the brilliance that Lisa Jacobs has shared over on her fantastic blog “Marketing Creativity.” I hope you’ll check it out (after reading through this, of course.) Her post on sales funnels for creative businesses really inspired me to write this one focused on singers. Lisa uses the following graphic to illustrate the ideal sales funnel for a creative business:
This is a great starting place for us to talk about your Diva Enterprises Sales Funnel.
Step 1: Experience + Expertise + Attracting Your Intended Audience
During yesterday’s challenge we discussed lead magnets. In that conversation, we covered the need for really focusing on the audience that you are serving. Let’s be clear. The audience to which you are trying to gain access are people who have the ability to hire you for gigs. Their one issue? They need a singer who will be the best fit for their project. Funny enough, you just happen to be that singer. Let’s make a match.
It is somewhat discouraging to see so many singer websites put together like a memory box as a gift for their grandmothers. They’re on the right track – just stuck at the first step. We need to show our experience and expertise. Where this method is breaking down is the intended audience. Unless your grandmother is hobnobbing with the maestro on the audition panel, you need to rethink your audience.
Are all of your public-facing online sources of information sending out the message that you are a singer-for-hire that wants to work more? Your website and social media platforms should work as a self-motivating cycle keeping your audience thinking of you, as a singer, first. Do the major players in your musical orbit know who you are and how to contact you? Remember that your lead magnet is that first step in bringing them closer to you when they visit your website.
Step 2: The Grind Activity
Think back to our “grind activities” from Day 3. Delivering outstanding performances is your most important grind activity in our Diva Enterprises Sales Funnel. In previous seasons of 29 Days to Diva/28 Days to Diva, we talked about “upping your averages” which means we need to audition, perform, and just all around sing MORE to make sure we get in front of the right people. There is nothing more important in this business than building your reputation as an excellent singer and good colleague. Every performance opportunity is a chance to meet the person who will give you your next gig. This includes outreach performances, church/synagogue gigs, and weddings, friends. You need to show up and do your best even when you think no one is listening.
Make sure you are saying “yes” to the right gigs and not just every gig. If you are overwhelmed and will not be able to give a good performance, don’t damage your reputation. It will stay with you much longer than you think. That is to say, look ahead and judge how much time you will need to prepare to do your best and do not double/triple book yourself.
Step 3: Social Proof
Inexperienced people in every profession lament the fact that humans love social proof. You need to be a socially proven diva to really see your star begin to rise. That’s where step two and step three intersect. If you can get people to vouch for your reputation in every corner, on every platform, in every medium, then you will find more of your intended audience beating a path to your virtual door. Again, let’s be clear: this doesn’t happen without ‘the goods’. You have to do the work and let people sing your praises genuinely. This does not mean that you should not ask influencers for their recommendation or for testimonials from trusted sources. Just be aware that real social proof builds over time.
Step 4: Your First Gig Together
When you accept any gig, think of it as the beginning of a long musical relationship. You will not be able to work with them every time they plan a gig. But, you certainly want to be the first singer they think of whenever they’ve got something on the calendar. When you are not able to take a gig, recommend someone good and do not spend time worrying about never getting them back as a “client”. You are a trusted advisor; not just a fantastic singer. They will come back to you because you continue bringing them good things.
Step 5: Repeat Musical Success
Stay connected to the people with whom you have had amazing musical experiences! Wouldn’t you like to recreate the feelings you had there? Wouldn’t it be a shame if a director thought you “stopped singing” just because they haven’t seen your name pop up on Facebook recently? This is a huge reason for wanting people on your email list! You do not have to write sleazy emails begging for gigs. Just stay connected. Thank them for taking a chance on you when you were building your reputation. Propose a project to them that you think would be perfect for their audience. Ask them how you can support them.
That’s it. The Diva Enterprises Sales Funnel. Do I wish that it could be an automated process? Maybe. But, now that I think about it, I don’t think I would automate it. I would miss all the fun. The elements of our sales funnel are the really good parts about this as a business. Now, on to conquer the world!
Are you on Instagram?
Well, I am! And, I want your opinions. Find me over there and tell me who to follow, what hashtags you like, and whatever else you think is cool about the platform. Like everywhere else, I’m @mezzoihnen.