You've heard of a sales funnel. But have you heard of the marketing funnel comprised of lead generation tactics to get you to that sales funnel?
Before you can sell your products/services, you need leads (warm and cold) to sell to.
But how do you get those leads? How do you contact people who are interested in your offerings? And how do you slowly sell to them by proving your worth without scaring them off right away? And when they ARE ready to buy, how do you make it so easy that they can't possibly get lost along the way?
And with all of that said... how do you do it without spending every waking hour of the day marketing?
Are you manually doing outreach and searching for the next sale?
Lead generation is the solution to your marketing woes.
By designing a marketing funnel and automating it to drop warm leads right into your inbox (or email marketing program) you are able to sell to people when THEY are looking for you, without actually having to be present (because let's be honest... people research at weird times of the day).
Lead generation funnels are set up to get in front of the people who are already interest in your products/services, collect their emails, and sell them your best and more relevant offerings. Not only are these targeted sales initiatives, but they happen automatically and in a very specific and customized process that result in more qualified leads and a higher close rate.
But what the heck is lead generation anyway?
Lead generation is the second tier of your marketing funnel (it can certainly be your first if people frequently visit your website... but usually more organic steps make up tier 1 (blogs, social media posts, ads, etc).
There are an infinite number of ways to set up a lead generation funnel, and most have to do with 2 key foundational elements. (1) giving people something free that is relevant to their need of your offering, (2) collecting their email address in return for that free gift.
In short, lead generation is collecting emails from warm leads using the following tools:
The biggest regret of most business owners is that they did not start growing their email list sooner. Whether you are ready to invest in a full blown marketing funnel or realize the importance of collecting emails in the meantime, these key elements are your start to a hugely successful sales year.
The Converting Landing Page
You have 3 clicks to make a sale.
When someone shows interest in your product/service by clicking a link, you want to make sure that that sale is 'only a click away' and that they do not get lost on the way.
Creating a landing page that is made specifically to accompany any sale, promo, ad, or feature ensures that people landing on it feel they are in the right place, see the breadcrumb, and are more comfortable buying. Plus! People don't want to have to WORK to give you money, so make sure they're able to make a purchase in 3 clicks or less!
Earn Their Email With a Lead Magnet (Freebie)
People are not just going to give you their email because you say "subscribe to my newsletter." You need to earn their trust and give them something in return. Why not use this as an opportunity to give them a sample of what they can expect if they were to work with you - or an instant #win like a cart discount!
Lead magnets are one of the most effective ways to earn an email. When paired with an opt-in form (see 'lead generation forms' below) they are THE way to grow your email list. They also serve as a reputation and brand strengthening machine with a side of 'I want more - I'll hire you'.
Collect Emails with Lead Generation Forms
When people are not coming from a specific link and are instead browsing your website, lead generation forms are the best way to capture their emails. These are predominantly used as newsletter subscription boxes, but with a little bit of strategy lead forms can be far more effective than that with greater payoff. Paired with a solid lead magnet (see above), lead generation forms are the vehicle that gets their email to your list seamlessly and automatically.
Get Set Up For Ongoing Success
All of that stuff there above? It works best when it is connected to an email management program (like active campaign, mailchimp, convertkit, etc.). These programs are powerhouses for lead generation, but they need to be set up properly so your funnels go off without a hitch, everything is connected and collected and tagged perfectly for email marketing use.
And when you are ready to start taking your email list a step further and converting those interested parties into clients/customers, you can check out our email marketing options.