We’ve all heard the buzz about lead generation, but have you ever wondered what it actually looks like? Do you know how to set one up so that your business is constantly generating leads?
If you’re not sure where to begin with lead generation, read on. We’ll walk you through the basics of how a lead funnel works and give you some expert tips and tricks for getting started.
What is a lead generation funnel?
A lead generation funnel is the process that companies follow to convert leads into customers. First, you attract leads by advertising your product or service. Then you capture your leads by providing your contact information to them. Then you nurture your leads by regularly communicating with them.
Let’s take a look at lead generation from an online sales standpoint and break it down into six stages. Before you set out on your own to create your own online lead grabbing service (or your next lead generation step), this guide will walk you through each step so you have the basics down before you set it up.
1. Do you even have a website?
Your website is likely the second most important piece of real estate that a company will own and control (after their brand). Websites are the gateway to your brand, give your incoming customers a taste of what you have to offer and help them purchase. Developing an online presence with a website is more than just looking for keywords. No, you have to organize and categorize your content. You’re on the hook to provide something of value, and you need to know how to make those keywords sticky.
2. Lead generating, how does this work?
A lead is any customer who contacts you directly who wants something from you — a product, a service or for a price/terms. Anytime your face shows up on a website, your lead is the first to know you exist. So, your first task is to figure out who is calling and how you can work best with them. A company can take three different approaches for generating leads. Depending on where they are in the funnel, they will look at different stages and modify the pitch depending on that stage. To get started, let’s take a closer look at each approach. They are: 1.
Why do you need consider lead generation?
The most important thing when it comes to building an audience is consistency. If you can help people know when to expect new content from you, then they’ll start to build it into their routine and expect new content from you on certain days or at certain times.
Let’s dive in! What is a Lead Funnel?
When you think of a lead generation page, one of the first things that pops into most people’s minds might be an opt-in page. We see opt-in pages all the time on landing pages for all sorts of industries, including information about subscriptions and a question form.
You might picture boxes everywhere, and they look something like this:
However, these are not opt-in pages; instead, these are lead conversion pages. An opt-in box isn’t going to do anything for you. People who click on one of those will still have to take some sort of action (make purchase, sign up, etc.).
Neither is filling out that box going to provide the most value. Making a sale is the goal and the point of an opt-in page, according to HubSpot. These leads need to convert first, though.
Normally, that first step is known as the lead conversion. You need to make sure they’ve actually filled out a purchase form to start your marketing efforts off on the right foot. Throughout your funnel, you want to have different boxes for more/less specific requirements, but the primary point is to make it clear that the lead has answered a question.
If you’re just starting to get your funnel together, it might be a good idea to consolidate those “I’m interested in” though because it is easier to screen out of your target audience.
How to set up your lead generation funnel
Lead Generation 101: The Best Form and Testing Technique for Businesses Let’s get the bad news out of the way first: lead generation is not a set-and-forget kind of strategy.
There are plenty of examples where folks have tried to get a campaign started, but their campaigns never took off. The real problems aren’t with the strategy; they’re with specific people. If you want people to take action, you need to set a clear, detailed path toward your goal.
Even a technique that right here on Moz is a creative way to generate leads; it can’t work without an eventual target audience — let’s add one to the mix. With that in mind, what can lead generation really look like? In this article, we’re going to break down the process into its individual components.
Let’s get started!
Understanding Your Target Audience The biggest decision in lead generation is who you target. Who do you want to take action from?
You don’t just have to work with businesses that are listed on your tech-savvy social media outlet or that you’ve secured a bunch of top-dollar funding. It’s important to know a business’ demographic so you can develop a logical, logical strategy for answering their problem. You a business with a strong focus in video games.
Maybe you’ll create a video about why you like video games or what gives mobile video games their special edge. You know from experience that the more people that like a certain niche have a lot more free time available than the people who don’t. What you’ll need to do is test different iterations of your video content and see which roll out the best to both your audience and target audience.
How to manage your lead generation funnel
A funnel is the path your leads take from the moment you meet them to the moment they make a purchase or become one of your loyal customers. The more leads you get and the more steps you add to your funnel, the better.
To build your funnel, keep these tips in mind:
- Make sure you have a website. Without a website, all leads — good and bad — are lost. The website is one of a series of touch points that make up your lead generation strategy.
- Optimize your page for text content. This is probably the most important step, as 95% of all the leads you will ever see will be online. Make sure your page is clear and easy to read.
- Always be on the lookout for new customers. Never discount your current customers; even if your business is moving, they will be able to return and refer you to others. Keep your lead assets updated.
- Your website should be flagged as a preferred site to contact. Keep your site up to date and have plenty of detailed contact options in place so that people are clearly notified when you’re available to talk.
- Always be marketing. Know what the customer needs and be there to provide it to them. Everything the customer does on your site takes them toward their goal, so be the connector that helps them get there.
- Keep your lead forms to 1–2 questions. This will help keep your lead flow consistent and basic. People want to know what’s up next.
- Ask for consistency. Make requests of your prospects and ask what they’d like to see. Involving your prospects in decision-making keeps them involved and gives them a more intimate relationship with your business. Tell them what’ll make your business better, and then let them choose the actions you want them to take.
- Mislead with pixie dust. If you have the brand name, make sure it’s easy to find. Make sure you don’t overwhelm people with sales and fluff.
How to grow your lead generation funnel
I’ve been spending a lot of time trying to figure out how to grow our lead generation funnel. I’m using tools like auto-responder programs, Facebook lead gen plug-in, and Google status updates to see what works best for our business.
To cut to the chase, this lead generation funnel discussed in this post is one that I have at least tried and worked on. Let me preface the following by saying that every business will look a little different, so some of this may not apply to your business, but I promise all of it will apply to many different businesses. Working smarter ultimately produces more results.
Let’s get started. Basic Steps to a Solid Lead Generation Funnel
- Define Your To-Do List Whether you’re a consulting business or a B2B brand, defining your to-do list is one of the most important things you can do leading up to your next event. More on this shortly, but that’s the first thing you must do ahead of time or else you’ll get nothing done.
- Set Goals When creating your goals, be very clear about what events you are hoping to achieve. Is it generating 10 leads that day? Is it getting 5 of them to commit to a monthly contract? Is it 5 of them to fax you 10 contracts every month?
I would recommend starting out by tracking goals in these ways. After you have a clear idea of how your goal will be achieved, create the documentation and schedule for that goal in a spreadsheet.
Here are a few popular options:
- Weekly goal – Defining the weekly worth of each lead will set you up nicely for goal setting and make it easier to measure the performance of each lead goal.
- Monthly goal – Again, defining the monthly worth of each lead goal will make it simple to set up milestones for each monthly goal.