If you aren’t using a lead generation funnel to help convert your online audience into leads, keep reading.
A lead generation funnel can help you give value to your audience before asking for the sale.
I’m going to share with you a dead simple funnel, plus offer step-by-step instructions to get it working like a well-oiled machine.
Use This Lead Generation Funnel Map
Ian Cleary recently wrote a piece for Curata entitled, “Make Sales From Stories With a Content Conversion Funnel.”
And let me tell you, this lead generation funnel map is incredibly simple to use!
Here’s the map:
If you’re new to lead generation, then this may look a little scary. But don’t worry.
I’m going to lay out the steps for launching this lead generation funnel for you below.
Let’s start with inbound traffic.
Inbound traffic is one way of saying that you’re pulling visitors to your website.
It encompasses the pull versus push methodology.
Places businesses use content to pull visitors to their website include:
- Social media sites
- Email Marketing
- Curated, sponsored or co-authored content
- Event marketing
With the above tactics, there is paid, owned and earned media.
Each of the above traffic types can be seen under ‘Inbound Traffic’ in blue in the lead generation funnel map.Use this fun infographic to understand paid, owned, and earned media. Click To Tweet
Your Sales Funnel Content (Orange)
Now let’s break the above lead generation funnel map into the content you’ll need for success.
Let’s start with the orange boxes on the map:
You’re going to need the following pieces of content for your orange sales funnel:
- A lead magnet: A lead magnet is just a fancy way of saying you need a give to get. Your website visitors can use this as a place to exchange a piece of information for a “free” piece of content. Once they download this piece of content or lead magnet, they are added to your email list.
- “Retarget”: One way to retarget users who don’t take you up on your lead magnet is by placing a Facebook retargeting pixel on your website. Then you can run retargeting ads to those website visitors.
- Retargeting + an email nurture sequence: For people who DO join your mailing list by downloading the lead magnet, you can still send them Facebook retargeting ads. Use your email list and upload it to Facebook as a “custom audience”. Then, you can send targeted ads to people who are already familiar with your brand (now try and close them!). As for the email, try nurturing new email subscribers by segmenting them based on their preferences or interests.
- A landing page: The reason you want to send your retargeted audience (using the pixel) to a landing page versus a website is because you want them to convert or complete an action versus search for information. If you need more reasoning, read this from Unbounce.
- A thank you email or thank you landing page: A simple thank you page can let a user know that they’ve successfully completed an action, as well as offer them access to other goodies. You can also point them to your blog to spend some time there.
Your Sales Funnel Content (Gray)
The gray part is also stupid simple.
What are you trying to sell? That’s the “offer” listed in the map!
And your upsell is an add-on or something that will make the offer more expensive/profitable.
If we were talking about my company, my offer may be a free consultation. Even though that’s a free offer it’s extremely helpful when qualifying sales leads.
After the free consultation, I may offer an audience analysis or Facebook page audit as an upsell.
Every business can utilize a simple and smart lead generation funnel.
What types of funnels do you find convert most leads? Let me know in the comments section below!
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