We build a lead funnel for your business
To have a business you first need customers. To get customers you need solid leads to prospects that are willing to pay for your product or service. Plenty of businesses focus too deeply on generating new leads without reflecting on their lead funnel. We not only focus on developing new leads for your business but we also examine your lead funnel to make sure that you do not have any leaks. You can’t afford to have any customers slipping through the cracks.
A lead funnel is the term we use to describe the pathway a person takes with your business. From first becoming brand aware until they become a paying client. It’s important to shed light on your lead funnel to ensure that all your efforts generating new leads are not slipping away unnoticed.
We build you a lead funnel that works for your unique business.
Stages of the funnel
We’ve divided the funnel into two stages. The first stage is Marketing where the customer first discovers our brand and becomes a cold lead, all the way through becoming a warm lead. The second stage is the selling phase. This is where our lead is warm and we need to convert them into a hot lead to seal the deal and close the sale. The point of Marketing is to get your brand out there so people know who you are and what you do. Selling begins after the potential customer is aware of your business and is interested in what you are selling but they may require more information to commit to the purchase. Taking a good step back and looking at your funnel is a good place to start to see if you have a leak somewhere along in the funnel.
The first job for Marketers is to make sure that your potential customers know who you are and what you sell. If your lead is unaware that your business exists then they can’t move forward through your funnel. Depending on your industry and budget there are a range of different options available. Having a strong online presence can be one of the best things you can do for your business. This means making sure you have claimed your free listing Google listing, ensuring your website is up-to-date and being continuously added to, and potentially sharing your business on social media if it is appropriate to do so.
Optimising your online presence will help customers find you when they search online. Once this has been done we can look at advertising to reach our target audience. This could be in the form of Facebook advertising, networking, adwords, adrolls, radio ads, newspapers, billboards, pamphlet delivery, events, the list goes on and on.
In this step we will be greeting our customer for the first time, and impressions count. We also need to remember that attention spans are short. So our Marketing needs to be very clear and concise and gets to the point quickly.
Who are you?
What do you do/sell?
How do you add value for your customer/why should they choose you rather than going to your competitor?
You can see in this add, you know the name of the company, what they are selling and they have put the shopping link in twice, plus the link to their website to ease customer experience so they can be directed to the right page without wasting any time.
Once our potential lead has become aware of who we are and what we do, we now want to try and capture them so that we can put them through our automated nurture sequence to curate them down to our sales process. If a customer is interested in what you are selling, they will be willing to give you their personal details, the more information they provide the more interested they are in your business. Most brands capture these details through the use of a contact page on their website. Another effective way to capture these details is to integrate landing pages in your online marketing campaigns. All platforms such as LinkedIn, AdWords and Facebook gives you the option for your audience to submit a form with your lead’s details.
Below you can see a marketing campaign we have done for Simmons Livingstone & Associates. First you have the post or the ad to reach out to our audience. The typeform link directs the customer to fill out a quick 10 question quiz about how well the participants know their super. At the end, to get their score they need to fill in their email address. When they hit “ok” we also get an email about their answers from the quiz and their email address. From this information we can see if it is worth us reaching out and offering our financial services and help them with their super.
Okay, so you have captured this information form your potential lead, but what do you do next? This is where we add them to our automated nurture sequence. Usually we will set this up via email, because that way you can keep in contact with your prospect at any hour of the day, when it is convenient to them rather than what’s convenient to you. In this sequence you normally need to draft up 5-6 emails that will guide your prospect through the channel. These emails will consist of:
Introduction email: welcoming your prospect and give them something for free, a little free advice or information, a discount, $10 off voucher, a free consultation or quote etc.
How you can help: do a little bio, what sets you apart from your competitor? Why should the customer choose your business?
Testimonial: add a little verification to what you do, it’s one thing for you to say how you do things but you should back this up with what your customers say about you.
Give them another reason to love you: You have offered them free information/discount, you have let them know why you? You have backed up what you are saying with testimonials now what’s that little extra thing they will not get anywhere else. You business is unique, your customer’s needs are unique - how can you marry these 2 up? Do you offer after hour services? Are you 24 hours? Do you bill things differently to others, charge a fixed fee? Let them know what you do that no one else in your industry does, them them know your unique business can meet their unique needs.
Feed them a blog or marketing content: you could send through a brochure, a menu, a lookbook into what you provide. You could send through a link to your blog article. This person has completed a your super quiz so send them a blog about on 3 easy ways to boost their super.
Keep touching base with them. Depending on your database, clientele and industry some emails you may want a little closer together, and the others you may wish to space out so you don’t become annoying but remain as a gentle nurturing reminder. If they want to leave and unsubscribe, don’t be disheartened, it’s better they leave throughout the automated responses then you spending many valuable hours trying to convert them into a sale when they weren’t really ready to buy yet or were never truly interested.
Marketing qualified lead
This is the last step in the Marketing stage of our lead funnel. The Marketer has made potential customers aware of your brand and your business, then they have gained information and contact details from the customer and fed them through a nurturing email sequence, the next step is for the Marketing team is to offer the prospect a conversion action. This means getting the lead to commit to a consultation, quote, free demo or signing up to a trial. If the lead commits to this offer then the lead has been qualified to be passed to the sales team.
Sales Qualified Lead
Even though Marketing has given the sales team a feasible lead it’s not necessarily a quality lead. But you don’t know if the lead will be of quality until the sales team approaches the prospect and start offering the service and seeing out their requirements.
It’s up to the sales team to identify the opportunities with the new leads and match what the business sells to what the customer is looking for. This process can be a lot of going back and forth from the customer and the sales representative. Once they have identify the right opportunity the sales team can implement discount coupons and negotiating with the prospect to see if the team can seal the deal.
The final stage is when our lead turns into a customer when they purchase something from your business. This is the last stage in the funnel, but to really profit from all the hard work you have done in generating this lead and turning them into a paying customer you need to invest in your after service care. This means further nurturing emails to keep in contact with your lead and to have the opportunity to offer them further services that they may be interested in. Just like in a high end restaurant where the waitress comes over to check on your meal and if you would like any other beverages, you want to touch base with your customer to see if you can generate more sales and listen to see if the customer has any other needs that are not being met that you could solve.
We are experts in analysing lead funnels and identifying where cracks might be lying. Contact us today to see how we can help you generate new leads and keep the ones you already have!