Marketing Funnel 101
Are you ready to take your studio’s marketing to the next level? Today, we’re talking about marketing funnels—a powerful tool to guide potential members through a journey from discovery to enthusiastic advocates. I learned this framework during a business retreat, and implementing it has been a game-changer for my studio. Let me walk you through the steps and lessons I’ve adapted for a pole dancing studio so you can set up a funnel that works for you!
What’s a Marketing Funnel?
A marketing funnel maps out the journey people take with your business, from discovering you to becoming loyal advocates. Think of it as a funnel that starts wide, with many people finding you, and narrows down as only the most interested stay. To make it effective, you must know your ideal customer and what they’re seeking.
The Funnel Stages: Find, Learn, Sell, Upsell, Advocate
Here’s the simplified, five-step funnel I use and how it works for a pole studio like mine:
1. Find: Getting Your Studio in Front of New Eyes 👀
This is the top of the funnel where people discover your studio for the first time. You might think social media is the best way to go, but that isn’t always the case. After working through this with my mentor, I discovered that Google was my most effective “Find” source. Why? Because my studio is location-based. A viral post can attract people from anywhere, but for my business, I need to reach people searching for “pole dancing studio near me.”
Tip: Ask your new students how they found you, or check your analytics. You might find that an SEO strategy or local listings bring you more leads than social media alone.
2. Learn: Offering Information and Building Trust 🧠
Once someone has found you, it’s time for them to learn more about your studio. Potential members want details—class options, scheduling, pricing, and benefits. I keep this stage focused on my website and trial classes, giving visitors enough information to feel confident booking a session.
Options for the Learn Stage:
Website with FAQs and class details
Email follow-up sequence
Introductory class or downloadable guide on what to expect
3. Sell: The Purchase Step 🛒
The sell stage is when someone moves from curious to committed. For my studio, I’ve found that a trial class is the ideal setting to facilitate that decision. Here, they can experience pole dancing firsthand and see what we’re all about. We follow up after each trial class with a nurturing sequence if they don’t immediately sign up.
Options for the Sell Stage:
Trial or intro class
Membership sales pitch
Follow-up sequence for those who don’t convert immediately
4. Upsell: Adding Value with Extras 🎉
Once they’ve joined, the upsell stage is your chance to offer extras that enhance their experience, like private sessions, merch, or special workshops. For example, we might suggest a birthday pole party for members looking to celebrate. It’s a chance to increase revenue while providing more value to your members.
Options for the Upsell Stage:
Private lessons or party packages
Merchandise like branded apparel or pole accessories
Workshops or advanced classes
5. Advocate: Turning Members Into Raving Fans 💖
This is the final and arguably most rewarding stage of your funnel. When members are thrilled with their experience, they’ll naturally tell others about it! Word of mouth is a powerful tool, and you can encourage it with a referral program, special events, or review incentives.
Options for the Advocate Stage:
Referral programs with discounts or rewards
Competitions for Google reviews
“Bring a Friend” classes or events
Building Your Own Funnel: Keep It Simple
Your marketing funnel doesn’t have to be complex to be effective. For my studio, I focus on one main channel at each stage. Here’s what it looks like:
Find: Google search
Learn: Trial class information on the website
Sell: Trial class with a follow-up sequence
Upsell: Private pole parties
Advocate: Referral program
Once I have each of these steps refined, I can expand further—adding more sources or strategies as we grow. Starting with one primary focus in each area allows you to give each step the attention and quality it deserves without spreading yourself too thin.
Next Steps for Your Studio’s Marketing Funnel
Now, it’s time to apply this framework to your own studio:
Where do new leads find you? Check the data and see if social media, SEO, or local listings bring in the most leads.
How do people learn about you? Make sure there’s an easy way for them to get answers to their questions.
What’s your main selling point? Trial classes, intro offers, or consultations are all great ways to convert leads into members.
Where can you upsell? Think about what other offerings would enrich their experience.
How do you create advocates? Consider implementing a referral program or incentivising reviews.
Final Thoughts: Keep Improving
I started building my funnel over a year ago, and I’m still refining it. Some stages are fully developed, while others are a work in progress. The key is to start simple and continually adjust. Once you have a solid foundation, you’ll find that not only are you attracting more members, but you’re also building a strong, lasting relationship with them.
A marketing funnel can do wonders for your studio by helping you reach new clients, build trust, and create lifelong advocates for your business. Happy funnel-building!
