Designing a Funnel for Lead Generation - 5 Steps to Getting More Leads
Andrew Johnston Friday, August 24, 2018
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Your leads aka ‘potential customers’ are the lifeblood of your business. Once you have created a funnel, then the only thing you should be asking yourself is “How do I get more leads?”.
Because more leads = more customers, and more customers = more profit. Simple as that.
Now, I’m not going to tell you a ‘perfect’ traffic source to use, because there’s a ton out there (social media, paid traffic, organic traffic, etc), and they’re all good if used correctly. However, you can have the best traffic source in the world, but if you’re leading them to a funnel that isn’t relevant or isn’t properly designed for them, it’s not going to convert.
You might even have a life-changing product, and a million followers on Instagram, however, if you’re guiding all those followers from Instagram to a funnel that doesn’t match your message, isn’t mobile optimized, and is off-brand, then most likely, you won’t be making very many sales.
If you want to make sure your traffic is converting into leads, then you need to follow these 5 steps to designing a funnel for an optimal lead generation.
Step 1: Create a Consistent Message
Your message needs to be consistent across all traffic platforms and your funnel.
For example: Pretend you’re a dentist, and you’re posting content around the benefits of flossing and telling people to click on your link to learn more. When someone clicks on your funnel, you don’t want the headline to read “7 reasons why you should invest in getting your child braces”.
Instead, it could read “7 reasons why flossing is crucial to your health.”
In your message, you had been talking about the benefits of flossing, and now you’re offering them a complete guide or report, on the why flossing is so important. The message is consistent.
Whoever your target audience is, make sure you are continuously giving them relevant information based on what your message is stating or teaching.
Step 2) Optimize Your Branding
Now that we have a consistent message, we want to make sure that when your potential customer goes from the traffic source to your funnel, it’s a seamless transition.
In other words, we want them focused on your message and your offer. They should know they’re still on your site and no one else’s even if you’re about to lead them somewhere else after collecting their information.
For example, if the colors of your website are dark blue and white, and your customer clicks off your website, into your funnel, then the colors shouldn’t be pink and lime green. That would most likely cause them to question if they’re still on your website or someone else’s and all the pre-framing and consistent messaging would go right out the window.
If you have a logo, add it onto your funnel pages, however, don’t let your ego get involved. Your logo shouldn’t be the most eye-catching item on your opt-in page.
Step 3: Call to Action (CTA)
I talk to clients every day who say, “I don’t want to come off salesy”.
A call to action doesn’t have to come off as a sales pitch, however, without a call to action, no one is going to click on the link to your funnel.
Just because you put it on your website, or under your IG profile, or in a Facebook post, doesn’t mean people are going to suddenly click on it. Sure, 1 or 2 people may click on it out of curiosity, but they’re most likely not going to be your target audience.
Give your audience value, build up curiosity, and give a call to action. If you give value first then you can give a subtle, yet powerful call to action such as “check out the link in my bio for more tips” or “if you want to learn more, click the link here”.
By giving value, you have eliminated the idea of being “salesy” in your leads’ eyes, plus you have built enough interest around the subject, that if a person reads your call to action, they’re sure to click on your link.
Step 4: Quality vs Quantity
Be strategic when it comes to placing your link. Don’t drop it anywhere.
One of the worst things you can do it to constantly drop your link in front of people who aren’t in your target audience and who will see it as spam.
You don’t want to be known for being a ‘spammy’ marketer, especially to your audience.
For example, I’ve seen people drop their funnel links under other people’s Facebook ads, in the comments on a YouTube channel, or messaging them in Facebook messenger.
Doing that is a sure way to failure.
When you share value with your ideal audience, you build authority. You build trust. And they see you as a relevant choice in your niche.
When you drop links before building rapport, before identifying someone’s pains and desires, before giving value, then you are wasting yours and their time, because people don’t buy from people they don’t trust.
And the way to build that trust, is to take the time to get to know your audience and build a quality relationship with them. I guarantee you’ll have more leads after doing that, rather than high jacking someone else’s post or spamming your link to as many people as you can a day.
Step 5: Test and Edit.
No one creates the perfect funnel the very first time. That’s why it’s so important to split test (A/B test) your opt-in page.
This way, your audience will tell you if your headline sucks if the colors you chose don’t work, and where you need to make the necessary changes.
Building a funnel can be a humbling experience. I’ve spent hours designing what I thought was the ‘perfect’ funnel, just to see it convert at 20% or less.
However, I didn’t scrap it. I tweaked it. Then I tweaked it some more until I got that funnel to convert over 90%!
It ended up being one of my most successful funnels, but if I had never chosen to pay attention to what my audience was telling me, and had never edited it, then it would’ve been one of my least successful funnels.
As you get to know your audience, you’ll learn more about them, and it’ll be easier and faster when it comes to getting things right, however, never assume you know what your audience wants or likes. Let them tell you.
Having a successful funnel that brings in more qualified leads isn’t always easy to create; however, it can be simple when following these 5 steps.
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