Lead magnets may offer pieces of digital downloadable content like free ebooks, PDF checklists, widgets, quizzes, live demos, video, or free coupons.
Step #3: Defining the customer journey
A customer journey is basically the complete set of experiences that customers go through while interacting with your brand and company. It encompasses the full experience of being a client.
You can map out the customer journey through diagrams or a list of scenarios that customers may encounter at every stage of their journey.
Think where your customers first come into contact with your business, what are the pivotal points in the journey, how and where they may convert and how you can nurture the relationship with them. You should take into consideration how each stage of the journey affects the relationship and transactions.
The difficulty in defining the customer journey is the fact that it is not linear and may be slightly different for every customer persona.
Nevertheless, it is important to reflect well on the customer journey as it will, more or less, impact on the lead generation funnel.
Step #4: Creating the landing page
An awesome landing page tailored to your business and goal will assist you in boosting conversions. In order to make it visually stunning and powerful, you should take advantage of a high-quality landing page builder like Landingi.
When it comes to landing pages, you should always keep in mind that one landing page = one goal. If you are in the process of creating a lead generation funnel, don’t try to put an attractive offer in the sidebar to try to kill two birds with one stone.
You need to have your visitors focused on one action in order to make your landing page effective and not distract them.
Step #5: Creating a lead generation funnel
As already mentioned, your lead generation funnel will be based upon the customer journey.
Basically, a lead generation funnel consists of 3 stages:
- TOFU – awareness,
- MOFU – consideration,
- BOFU – decision.
In the TOFU phase, you should primarily focus on educational content (meaningful blog articles, compelling social media posts) and using a lead magnet. It will increase the awareness of your offer and make users interested. Since visitors have come across your business for the first time, you need to create a message that helps them understand the value that comes with your solution.
Moving on to the MOFU stage – potential customers are already familiar with your brand or business but not everyone is ready to make a purchasing decision yet. The MOFU serves as a bridge between the initial contact and the final stage.
In many cases, MOFU turns out to be the lengthiest stage as it may require a significant amount of time to build and nurture fresh relationships with customers. The goal is to steer prospects through the customer journey. You can accomplish it by building brand loyalty providing business insights, email marketing campaigns, tailored reports, ebooks, webinars or case studies.
The last stage of the funnel is where you should highlight your value proposition and finally convince your prospect that you are the best choice for them.
In the BOFU, you should primarily center your efforts around acting upon customers’ intent to purchase in order to close the sales. The most effective tools you can take advantage of are demos, free trials, or third-party reviews.
Step #6 Capturing leads
Creating an effective lead generation sales funnel is crucial in order to fully capitalize on the content you have created. In order to generate great results from your capturing efforts, you need to understand the critical components of the product or service you want to sell, the message you are sending out to prospects, and the channel where all engagement will take place.
The idea is to initialize your relationship with leads, gain their trust, gradually familiarize them with your offer, and finally make them your customers.