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If you are starting your online business, or just trying to generate leads online, you would probably have heard of the Lead Funnels.
In this article I will explain what Lead Funnels are, and how you can create one!
A Lead Funnel, also known as “Lead Generation Funnel” or ‘Lead Capture Funnel”, is a two-step sales funnel that is used to collect a potential lead’s email address.
The first step is a landing page that presents the lead magnet to the visitor. This page will also contain a form, so that the visitor can enter their email address in exchange for the lead magnet.
Some marketers also collect the visitor’s name and other personal information. However, it is advisable to collect as little data as possible, as the introduction of more field will usually reduce conversion rate.
The second step is a thank you page. This page will contain information on what the lead should expect next, such as checking their email (and their junk folder) for the lead magnet.
Some marketers also include a video in the thank you page, in an attempt to start building rapport and a relationship with the lead, which will warm the lead up for future interactions.
The sole purpose of a Lead Funnel is to collect the potential lead’s email address.
You are not supposed to sell anything at this stage. It is purely to provide value for free through your lead magnet. Any form of sales will come after the potential lead have received and benefited from the information you have provided in the lead magnet.
The first step to create your Lead Funnels is to create a Lead Magnet.
A lead magnet is a simple step-by-step guide that solves a very specific problem that your target audience have. This can be a simple pdf, blog post or even a video recording. It does not need to be lengthy, as it tend to reduce the retention rate and also value of your lead magnet.
The quicker you can solve the problem for your target audience, the better. If you can help your target audience solve their problem in 2 sentences, no point creating a 50 page pdf. It will be a waste of both yours and their time.
Once you have created a Lead Magnet. The next step is to create a simple landing page.
If you already have a website, the landing page can just be another page on your website. If you do not have a website, you can use a dedicated sales funnel builder such as ClickFunnels, which comes with a 14 days free trial.
There are 3 main component of a high converting lead funnel landing page:
The headline is the most important part of the landing page. It needs to convey accurately, what problem you promise to solve with your lead magnet. The bigger the promise, the better the conversion rate.
A typical formula to create a high converting result driven headline is as follows:
Discover how you can solve [Problem A], without doing [Objection B], so that you can enjoy [Results C], in just [Timeframe D].
Not every industry need to have the core elements above, but based on previous experience, the more of these elements you can include, the better.
The second most important thing to have is the Lead Magnet Mock Up.
This may not seem important, but it will increase the perceived value of your lead magnet, which will then increase your conversion rate.
When a visitor can see what they are getting, especially when it looks high value or professionally made, they are more likely to give you their email address.
If you are delivering a blog post, pdf or video recording, you can easily get your mock up done in free softwares like Canva, or you can simply outsource to a freelancer on Fiverr.
The last part would be a contact form to collects the lead’s email address.
The secret here is to collect as little detail as possible. Most of the time, their name and email address would suffice. If your business really requires it, you may collect their phone number. However, a phone number is highly personal, and will sometimes lead to fake numbers and reduced conversion rate.
Some businesses with no marketing experience tend to ask unnecessary questions (usually comes from sales team). All these questions should not be included here, and can come in the later stage during future interactions.
The ONLY goal here is to collect their email address so you can contact them again in future.
Once you have your landing page created, you should create a thank you page so guide the lead through the next step in the process, such as to check their email and junk folder for your lead magnet.
This can be a simple text based page, or one with a thank you video included.
The reason why we are sending them the lead magnet through their email, and not link them directly to the resource, is to filter out fake email addresses. This is also the perfect excuse for us to send them the first email, and more emails to come to continue the sales process.
On the thank you page, some marketers also include certain call to actions, such as to schedule a call, or to visit a certain resource, to further warm the lead up with to our potential services and offerings.
Now that you have the 2 core steps set up, you will need a way to deliver the lead magnet, and to send them your email nurture sequence in future.
An email nurture sequence is a series of email you send to your potential lead, to both build a relationship, and also to offer them your services to solve their other problems in the later part of the email sequence.
With an email marketing provider, this can be done completely automatically. If you do not already have one, you can use platforms like ActiveCampaign to deliver your lead magnet. ActiveCampaign integrates with all popular platforms like WordPress and ClickFunnels.
Another tip for new marketers is to use a branded email that includes your brand or domain, and not to use your personal gmail address.
Now that you have an email marketing platform, all you need to do is to set up an email automation and deliver your lead magnet in a simple email. The integration should be straight forward and well documented by your platform of choice.
Do not worry about what you write in your first email, all you need to do is to introduce yourself, acknowledge their request and deliver your lead magnet and sign off.
Now that your lead got their lead magnet, you are encouraged to further follow up with your lead, and send them emails as often as possible.
At the start, you can and should send them an email every day, this is usually automated and is part of your email nurture sequence. The main idea behind these email would be to check in on their progress, and offer them your services and help if they need them.
After the first week, you should send them an email at least once a week to keep your email list warm.
The number one way to kill your email list, is to suddenly send them an email out of the blue. More often than not, they already forgotten who you are and will click the unsubscribe button immediately.
These are all the steps to create your first lead funnel, and what you do next to these email, is up to you and your business strategy.
Lead Funnels are important because they are the easiest way to collect email addresses and generate potential leads. A Lead Funnel is the main way digital marketer build their email list in the online world.
It is effective because it solves the problem for the lead very quickly with very little commitment on their end. It is also effective for the marketer, because it is very easy to create new lead magnets with different angles to target different segments of the market.
If the cost per lead is high for one lead funnel, it’s easy to set up another lead magnet and target a completely different target audience with a difference problem.
That should be all you need to know to create a high converting lead funnel. If you have any questions, feel free to comment below and I will both reply to the message and update this article.
All the best generating your leads!