Without a fine tuned marketing engine, your brand may look the part, but it will never place on the podium.
New leads are the lifeblood of any business – and capturing a lead is a hundred times easier than trying to convince someone to buy your product on their first visit. Especially if your product is a high ticket item.
In fact, using your marketing spend to send traffic to your website without a lead capture campaign, will result in frustration and wasted resources.
Remember, not everyone is ready for the sale, but this doesn’t mean to say they are not a potential customer. Often, they are in an earlier stage of their buying process, but still intend to make a purchase.
We’ve already talked about 4 compelling reasons why you need a conversion funnel. So, in this article, we will focus on how to fill your conversion funnel, by converting more of your website visitors to leads.
Marketing warm-up lap; who, when, what, how
Before parting with any of your marketing budget, start with knowing who your ideal customer is, and have a clear conversion goal and objective.
A deeper understanding of your ideal customer will mean you can speak to their needs, wants, and interests. The better you can identify with their ‘pain points’, the more you can create a buyer journey to suit their requirements.
Without this as your starting point, all that comes next won’t be as effective. A clear picture of your target audience will enable you to craft more effective:
- Paid ads and social messaging
- Landing page copy
- Lead magnet offers
- Follow-up drip email campaigns
- Purchase incentives
A lead magnet is a free piece of (valuable) content that your audience can use in exchange for their contact information.
If you know the questions your target audience is asking, you have a good head start in creating a lead magnet that they will want to engage with.
Crafting a lead magnet that’s too good to pass up
Okay, you have identified your target audience and so we’re off and running. Now that you know your target client’s needs, wants and desires, you can prepare the kind of freebie that will incentivise them to engage a little further with your brand.
Nothing peaks our interest more than a freebie, right? Especially if the freebie helps us get a step closer to achieving our goals. It’s almost a no-brainer.
The crafting comes in creating a lead magnet that appeals to your target audience. Think about what would make their work (or life) better, or will help them achieve their goals faster.
A digital download or recorded online event makes an ideal lead magnet, as they have one production cost and can then be shared multiple times without additional expense.
Here’s a few lead magnet ideas to get your creative juices flowing:
- Free report (like our Discover Your Brand Marketing Score)
- Product comparison report
- Video tutorial(s), live or on demand webinars
- Free downloadable resources (guide/checklist/cheat sheet/playbook)
- eBook or white paper
- Free tools or document templates
- Free product sample(s)
- Content templates or swipe file
- A resource list
- An email course
- Free trial
- Early Bird Discount
- Free quote
- Email newsletter
Done right, your lead magnet also provides an opportunity to build trust with your new contacts. If you’re giving away something like a cheat sheet or a checklist for example, make sure it provides valuable insights that demonstrate your expertise.
Landing your landing pages
Now, let’s talk about using the right landing page tools and tactics. While your landing page is a part of your website, it is designed to drive action in a specific way.
Your landing page content should direct visitors to take one specific action. In our case, to download your lead magnet. This means removing any content from the page that might distract visitors from your goal.
So, what content should you include to put together the perfect landing page? Here’s some pointers::
This includes an attention grabbing headline, persuasive copy and imagery to support your lead magnet offer. Your copy should be long enough to cast your hook, but not too much to put people off (think Goldilocks).
Knowing who your target audience is, will really pay dividends when preparing your landing page copy. This is where you make your pitch to motivate visitors to opt-in to your free download.
A useful tip is to use a bullet list to help keep your copy concise and highlight the relevant details. Customer testimonials are also useful to build trust and encourage action.
A clear and compelling call to action (CTA in marketing land)
The CTA is a key part of your marketing campaign. It’s the mechanism by which you move prospects through each stage of your client attraction and client nurture activities.
Your CTA should be placed in a prominent position on your landing page, so it is easy to see. Use simple, direct language, using as little words as possible – no more than three words would be the ideal scenario.
Creating a sense of urgency can strengthen your CTA. Consider using scarcity tactics if appropriate. A time sensitive offer can be a great way to tip the balance.
A form to collect lead contact information
You can reduce any barriers to capturing prospects’ emails by making sure your form is as simple as possible. Usually, the shorter, the better. However, the more value your lead magnet has attached to it, the more data you can expect to collect.
Any data in addition to name and email address is a bonus. Customer data such as, company size, subscriber’s role, greatest challenge can be used to include more personalisation in subsequent messaging.
Lead successfully captured – but now what?
Okay, lead magnet nailed, landing page crafted – but wait, you’re still not ready to start driving traffic to your lead capture offer. The next stage of the buyer journey you’re constructing is crucial for turning your new prospects into paying clients.
We’re now on the final bend, where your landing page passes the baton to your conversion funnel. The goal of your conversion funnel is to continue to lead visitors towards completing each step of your buyer journey.
Your lead magnet will help guide prospects to make the sale, but the marketing opportunity doesn’t stop there. By using automated email campaigns, you can continue to warm your leads towards making the purchase.
Your email drip campaigns are designed to make sure your prospects have all the information they need so they feel ready to move through the following buying cycle:
Using lead scoring, email and website activity triggers, your automated marketing funnel messaging can turn leads into paying customers on autopilot.
This doesn’t mean to say your pipeline doesn’t need monitoring. You should continually be A/B testing messaging, triggers and incentives to make sure you get the best return.
Start shouting about your lead magnets
We’re in the home straight now and we’re beginning to motor. Because now you have a process; a cohesive visitor to lead, and lead to client conversion funnel. Here it is step-by-step.
- Promote your lead magnet
- Send traffic directly to your landing page(s)
- Convert visitors to leads
- Engage those leads with great content (on autopilot)
- Convert leads to paying customers
If you have a sales team, they should be fully involved from stage four. Your sales and marketing team can work together to hone your messaging and to identify the best point to approach warm leads.
With all the above in place, you are ready to spend some of your valuable marketing budget to drive some activity. Safe in the knowledge that your conversion funnel means you can measure your success along the way.
As you start to see your pipeline working, you can collect statistics to identify your client acquisition cost, from start to finish.
You can use various online marketing activities to drive traffic to your lead magnet. The time you invested to get a good handle on your ideal client will bear fruit here too, because you will know what messaging and which platforms will perform best in attracting your intended audience.
Each of the following attraction activities deserve an article all of their own (we’re getting to it). The good thing with all these marketing campaigns is that they can be tracked, and can therefore be easily measured for their cost effectiveness.
- Organic and paid Google listings
- Social media paid ads
- Social profiles
- Blog marketing
- Email marketing
- Joint partners
And the winner is… you!
In conclusion, there are many things that influence the effectiveness of your conversion funnel, but key to your success is remembering that your customers want and need to be engaged with your brand if they are going to progress to buy your product or service.
So, taking the time to develop your brand strategy from the get-go will give you a clear head start (and who doesn’t want a head start). By learning how to create content that engages your customers, you will be ready to fill your conversion funnels, again and again.