You just started a food truck business, so how do you get people to buy your product? Welcome to the magical worlds of sales funnels.
Every business has a sales funnel to convert a “stranger” into a “customer.” They then want that customer to become a repeat buyer and spread the news via word-of-mouth advertising.
Today, I will discuss how to grab someone from the “street” or “online” and turn them into a customer. You can also say turning them from a cold lead to a warm lead. Let’s start from the top.
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The top of the funnel. I first read about sales funnels in the book “Sold” which discusses selling homes. Everyone you talk to is at the top of the sales funnel as a real estate agent.
That person may not be buying a home, but they may know someone who will soon. Treat everyone as a potential customer, and you’ll do fine.
After reading this book, and another 40 business books, I understood everything is a sales funnel. Even when dating, you slowly travel down a funnel until you find that special someone.
Grabbing someone’s attention. You have two particular concerns at the very top: traffic and engagement. Where are your potential customers, and how do you get their attention?
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Who is your target audience? If you say everyone, you may as well say no one. Trying to grab everyone’s attention will help you grab no one’s attention. You’ll have to niche down a bit. Let’s do a little exercise to explain my point.
The importance of niching down. Let’s say you have a friend who is looking for a girlfriend (or boyfriend). You ask what they are looking for, and they say, “anyone will do.” Do you know someone like this for your friend?
What if your friend says, “I want a woman under 40 who likes to go to the movies.” Now, you can narrow your search. You may not know someone with this criteria, but you’ll be able to keep an eye out for this person.
When finding your audience, you’ll have to know where they spend their time. For example, you may want to reach the video game crowd if you sell energy drinks.
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You can also pitch your energy drink to the college crowd, but you’ll need different advertising and marketing.
Speaking of advertising. Now that you found the traffic, you’ll need to grab their attention. I wrote an article on the difference between advertising and content marketing.
Going back to our food truck, let’s try advertising first. We determine our audience to be office workers in the downtown San Diego area who like Mexican food at medium price points.
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We go to Facebook and start using targeted Facebook ads to this demographic. Not only do we have to compete with other businesses with the same demographics, but we must also spend a ton of money doing it.
We must find the perfect marketing campaign consisting of “hip” adverts that instantly convert this demographic. It’s tough to catch someone on “the street” and convert them into a customer. Remember, you probably only have a few seconds to make the conversion online.
Let’s try content marketing. You know that I am a massive fan of content marketing. Not only can you get the word out for free, but your content can spread much further than your desired demographics.
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This allows your audience to convert to customers over time. You may reach people in Arizona that are six hours from San Diego. However, they will seek out your truck when they travel to San Diego.
Instead of advertising on Facebook, you open a Facebook group. Inside the group, you give recipes for all your menu items. You create blog posts and videos of how to make your various items.
It may seem counterintuitive to give away all your “secrets,” but that’s the power of human psychology. If someone takes the time to make your California carne asada burrito, eventually, they want to try your version.
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Even better, you’ll drive organic search traffic and word-of-mouth advertising to your blog, YouTube, and Facebook group.
The magic of warm leads. Slowly your food truck business gains traction in the world. This all takes time, but it removes you from the grind of finding people on the street.
Your media presence covers the entire top of the sales funnel. Not only are you driving traffic to online and physical locations, but you are also building a brand.
Moving down the funnel. Starting a content-first business opens many doors to the actual exchange of money and value.
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Instead of only focusing on selling food, you have many more options for creating multiple income streams.
Of course, you have the food truck business. But, you also have blog posts and recipes you can convert to books to sell worldwide. You have recipe videos you can combine into compilations for people’s kitchen Amazon Alexa devices.
Because people will begin to know, like, and trust your brand, you can sell merchandise, T-shirts, and perhaps your own line of hot sauce (or other food products).
Taking it one step further. Once you have a successful food truck business and online media presence, you can resell the magic you created.
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People will want to follow in your footsteps, so you can now sell online courses, coaching, and consulting packages. Better yet, you already have a pre-built audience ready to consume this content.
Conclusion. It’s essential to consider the entire sales funnel BEFORE starting your business. How is your target audience, and where do they spend their time?
How will I grab their attention, turn them from a cold lead to a warm one, and eventually get them to purchase something from me?
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I’ll be honest, the top 80% of your funnel needs to be free information or products. It’s tough to get someone to convert without some kind of “freebie” or “mega-sale.”
That’s why creating meaningful content is so vital to your business. It’s something people can access for free, on their time. You are not in their Facebook timeline trying to sell Mexican food after they just ate.
I am using free Amazon book promotions, pdfs, and SEO searches from my blog to drive traffic to my paid books and paperbacks slowly. There is no pressure for anyone to purchase anything because everything I write is free.
Eventually, in maybe 3-4 years, I can release an online course on how to write a book in a week. At that time, I can leverage all the value and goodwill I created over the years. Good Luck!
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Disclosure: I am not a financial advisor or money manager, and any knowledge is given as guidance and not direct actionable investment advice. I am an Amazon Affiliate. Please research any investment vehicles that are being considered. I wrote this article myself, and it expresses my own opinions. I am not receiving compensation for it. I have no business relationship with any company whose stock is mentioned in this article. All Right Reserved Military Family Investing
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