When our audience consumes our content, this is only the first step. 

It helps build credibility and trust, but we still need to take the next step: Actively nurture them into leads. 

The Bridge Funnel is the place you’re going to send your followers, your audience to so that they become leads. And I define a lead as someone who you can have a meaningful conversation with.

So a lot of times that will be by them opting in for your emails OR it can also be by having a meaningful conversation with them in the DM’s (on any social media platform).

But let's be real -turning your audience into leads is not as simple as throwing together a quick PDF and calling it a day.

I've spent years tinkering with every imaginable type of bridge funnel, from webinars to challenges to virtual summits. And through all that trial and error, I've developed a framework I call the "Bridge Funnel Matrix" to help you choose the right approach for your business.

Let's break down the key components of this matrix and explore how you can use it to create lead magnets that actually convert:

1. Evergreen Lead Magnets: The Always-On Option

Evergreen lead magnets are those trusty guides, cheat sheets, or quizzes that live on your website or in your social media bios. They're always available for people to access, which is great! But here's the catch - they're not as easy to create as you might think.

The most effective evergreen lead magnets are incredibly specific to an acute symptom or problem your audience is experiencing. It's not enough to say, "Hey, do you want to grow your business?" You need to drill down to something like, "Is your dog suddenly barking at other dogs on walks?"

Creating these targeted lead magnets takes more thought and effort than you might expect. But when done right, they can be a powerful tool for growing your list.

2. Event Lead Magnets: The Relationship Builders

Event lead magnets, like virtual summits or giveaways, are fantastic for two reasons:

• They help you deepen relationships with potential collaboration partners

• They can bring in a significant number of new subscribers in a short time

I love running an annual virtual summit, and we've seen great results. Our last one brought in close to 2,000 new subscribers! But I won't sugarcoat it - these events are a lot of work. Coordinating speakers, setting up the tech, and promoting the event all take significant time and energy.

3. Calls: The High-Touch Approach

Offering a direct call with you or your team can be an incredibly effective bridge funnel, especially if you're targeting people who are already solution-aware. It's a high-touch approach that works well for pre-qualified leads.

The downside? You won't get huge volume through this method. But for those looking to connect directly with highly interested prospects, it's hard to beat.

4. Live Conversion Events: The Quick Path to Solution Awareness

Live conversion events, like webinars or challenges, are probably the fastest way to move someone from being symptom-aware to solution-aware. You can take someone who barely knows you and guide them to the point of wanting to buy from you by the end of the event.

These events do require significant effort to plan, promote, and execute. But they're incredibly powerful when done well.

5. Automated Extended Training: The Scalable Solution

Automated extended training, like email courses or video series, can be a great way to provide value at scale. In theory, they're lower effort because you create the content once and then automate the delivery.

However, don't fall into the trap of thinking you can just set it and forget it. To create an automated training that actually converts, you need to stay on top of it, monitoring where people might be dropping off and continually optimizing the process.

So, Which Bridge Funnel Should You Choose?

The answer depends on your goals, resources, and where your ideal clients are in their buyer journey. Here's my recommendation:

• If you're just starting out and don't have an offer yet, consider running a virtual summit. It's a great way to build relationships and grow your list while you're developing your offer.

• If you have an established offer, focus on one live conversion event (like a webinar or challenge) and run it regularly. Alongside this, create one or two targeted evergreen lead magnets.

• Once you've dialed in your live event, consider automating it for a more scalable approach.

Remember, the key is to choose a strategy and stick with it long enough to optimize and see results. Don't try to do everything at once!

Creating effective lead magnets is a journey, not a destination. It takes time, effort, and a willingness to experiment and refine your approach. But with the right strategy, you can create a bridge funnel that not only grows your list but also nurtures leads into paying clients.