Online Business Development
Different products and services require different funnel strategies, but one element is universal: When a customer lands on your website or landing page, a clear call-to-action is mission critical. What do you want them to do? Normally, you want to capture contact information to open up a communication channel. This is easily done by enticing the visitor to give at least an email address in exchange for something useful, like a download, limited-time discount, or free trial; or by making it easy for them to schedule a call by offering an initial consult.
With this "lead capture" method done early in the customer journey, you learn who was on your website that was interested enough in what you're offering to give contact information. From there, you automate moving them into and through the marketing funnel.
the customer journey
lead generation:
developing audience to generate awareness
lead capture:
capturing contact information from leads
lead nurture:
communicating with leads
lead close:
creating urgency. closing the sale
- Clearly identifying target audience.
- Content creation and lead generation magnets which target the interest or pain point of targets. This also assesses the target's degree of interest and match for the product.
- Organic and paid social media to target ideal audience.
- SEO and google ads to target ideal audience.
- The goal here is to reach as large an audience as possible through every means and marketing channel available. This is generating "Awareness."
- The desired action is for the target to click from the ad or promotion to a landing page specifically designed to direct the target toward the next desired action.
- The Landing page further screens targets by assessing interest level and drives toward the singular action of lead capture.
- A free trial, useful download, webinar, discount or consultation are examples of something given in exchange for contact information.
- Those who have interest will take this next step.
- Automate this data collection, delivery of free offer, and include tagging systems for next stage.
- This target has just moved from awareness to interest and is now a lead.
- Automated Email Sequences with useful content. Keep the lead engaged.
- Retargeting: Online tracking of these leads to deliver ad repetition.
- Furthering the "Know, Like, Trust" journey focusing on the product's key benefits.
- Include testimonials.
- The goal in this stage can be for an interested target to schedule a sales or discovery call for higher priced sales, or move closer to direct purchase for lower priced sales.
- The targets still engaged but haven't yet purchased may still be in the decision stage.
- Create urgency with a limited-time offer like bonuses, discount, or payment terms.
- Focus on benefits, ROI, and alleviation of pain point.
- Close the sale and make it easy for customer to buy and pay online.
minimum, must-have tools:
