That could be something as simple as a quiz or a free trial of your services. Sticking with our previous example – your quiz could be “test your bandwidth speed with our free tool.”
Now you’re capturing peoples attention and giving them value – things that everyone likes.
If they take your quiz, they’re expressing interest in your services or at least in your tool. You can use marketing on your tool pages to show how your service outranks what they’re using now.
As the oldest form of awareness techniques out there, you shouldn’t take credit away from referrals. After all, 84% of people trust other peers more than they trust the official word of a business.
If you have a happy client, create some sort of incentive for them to bring you a new customer. Now you have new eyes on your company that you wouldn’t have had before, and this lead is warm.
Stage 2: The Interest Stage
Okay, so you’ve got a potential leads attention and gotten them to click through the ad/tool/referral link. What’s next?
You have to keep them interested in your product or service. How do you do that? With a high-value landing page.
Each landing page that brings step-1 leads in should have three things.
An obvious action
A description of the value
A short description of who you are
Your landing pages don’t have to be complex. You need them to tell the person what your company can do (why they need you), why they should trust you, and what action to take next.
One mistake we see on a lot of “Interest” landing pages is too many calls to action. You don’t want to confuse this new lead – don’t give them too many options.
Encourage them to take one – maybe two actions. If they take either of those actions, they’ve moved on to the decision stage.
If they don’t, then they won’t continue through the funnel. This is a good thing. Your services won’t be the perfect fit for everyone who comes to your landing page.
You want high-quality leads – not random ones. Trust that the sales funnel process works and know that fewer and fewer people participate in each step.
Step 3: The Decision Stage
When someone gets to the decision page, they’ve already passed through two steps of your funnel. That means they’re interested in how you can help them and they’re a warm lead.
It’s your job to turn them into a conversion, with what you offer in this step.
Some people offer freebies on their decision page. That may be a white paper, a printable, or a free consultation.
Other people skip straight to the sales offer and give the person different options.
Often you’ll see persuasive language on these pages, like “If you want faster internet speeds, click here to schedule a consultation”.
More aggressive pages even have popups when they try to leave the page like “are you sure you don’t want to give faster services to your clients?”
The key to a converting decision page is to know your audience. If your audience doesn’t like being told what to do (The Baby Boomers) – then aggressive tactics aren’t going to work.
Older generations need to be convinced that your service is worth their investment. Younger generations want you to make their lives easier with a service – and if you can do that, they don’t mind paying for it.
The Final Stage: Action
The minute that someone takes the action you wanted them to, be it buying a product, giving you their email, or scheduling a consultation – you’ve won.
They’ve gotten all the way through your funnel and you not only have a lead – you have a conversion.
But the funnel doesn’t end there. You need to nurture that conversion so that they convert again and again – then hopefully bring you more leads.
That’s called nurturing leads – and it’s a whole different subject.
The Benefits of a Sales Funnel
After reading the description above, you’ve probably figured out that setting up and maintaining lead funnels are a lot of work.
Why should you spend the time and the resources to set one up? Here are a few reasons.
1. They Get You Better Leads
If you’ve ever paid for leads, you know that you don’t necessarily get what you pay for. They may be someone who has googled your service, but they had no intention of buying.
When you set up a sales funnel, you filter those people out. In fact, a multi-stage filter is a better visual of what a sales funnel does.
If you’re not using a sales funnel and trying to nurture all the leads that come to your website, you’re wasting your money.
Save your money and only nurture the ones that matter – the ones that will convert.
2. They Give You a Chance to Remarket
Let’s say that someone gets to the decision page of your funnel and they don’t convert. Bummer – but hopefully you got their email before they click out (in the second step).
That means that you can keep marketing to them (not excessively) until they’re ready to buy. Maybe they don’t have the budget for your services now, but they will in six months.
You have their attention and their information – so you can be ready to help them when they need you.
3. They’re Customizable
Most businesses offer multiple types of products or services, right?
You can create a funnel for each type of service or product you offer. That’s another way to make sure you’re only getting worthwhile clicks and leads in your funnel.
For example – maybe one business doesn’t need a hosted server, but they could use your managed IT services (example).
You can set up your funnel to target those people differently. Or you can make that one of your two (max!) actions on your landing page.
4. It Gives Your Content a Purpose
You spend time and money (or you pay someone to spend time and money) creating content for you.
Why do you have them do that? Because you need to have a social media presence for your reputation? Yes – but it’s also to collect leads.
If you can put a specific call to action that gets someone into your funnel on your content, it’s going to be a lot more efficient than something vague.
Like a blog post about what lead funnels are and why you need them would create some sort of call to action that will help you create your own funnel.
You’re spending the money on the content creation anyways, use funnels to get some of that spent money back.
5. It Gives People Value
Let’s say that you decided to create some sort of tool as a part of your lead funnel. People use and get value from your tool. Now they not only know that you can improve whatever they were searching for – but they appreciate you.
They know that you didn’t have to spend time and money creating this free resource. So if they’re the right lead, they’ll be more likely to give you their business than someone who didn’t give them something first.
And tools aren’t the only thing you can use to deliver value. Many businesses do free e-books, printables, or even coupons on their landing pages.
Be creative and test different options out. No one gets it right on the first try (unless they’re really lucky).
6. It Works By Itself
Finally, and let’s face it – the most important benefit of lead funnels is that they maintain themselves. You can automate every single step – which means you can create passive income.
That’s what we’re all working towards, right? Imagine going on vacation and coming home to 12 new leads that you didn’t have to lift one finger on your time off for.
Yes – you still have to nurture them afterward and follow up, but the day-to-day process is work free.
You can even have someone set up your sales funnel for you, in fact, we’d suggest it. Sales funnels can be finicky things, and you need someone who understands the importance of each step.
If you don’t hire a professional to help you, you risk wasting money on the wrong CTA’s and landing pages.
Creating Your Lead Funnel
Are you feeling a little overwhelmed? That’s okay – a lead funnel is a large concept to wrap your head around. But you’ve probably already been doing the steps – just not together.
Need to read a little bit more about the concept before you commit? That’s fine – here’s another helpful blog post.
Got a handle on the concept and want to take action, now? Convert here.