Getting your leads into your sales funnel
After people see your brand for the first time, your primary objective is to get them into your sales funnel.
A sales funnel is a depiction of how your leads moved through various stages to become paying customers. The better you can categorize this journey, the better you understand how and why people buy from you.
How is CRM software traces the Journey of a lead from initial contact to becoming a client?
Each phase of the journey can be seen from lending on the demo request page, to getting a demo, to getting a trial, to becoming a client.
When you think about the story arc of bringing your leads toward becoming clients, start with a reason, a purpose. Getting people interested in whatever you’re selling, requires you to step into their minds and see things from their points of view.
Put yourself in your lead’s shoes.
Think about your buyers and imagine them clicking an ad, finding you in search results, hearing about you from someone they know or reading about you in an informational article. The person ends up on your website, and then what?
Maybe they land on your homepage, maybe they land on an inner page, or maybe they land on a dedicated landing page. think about what that person is there for. Usually, the first inquiry is about gathering information. Afterwards, they’re going to want to know more. Your ability to create the desire for more information is what will conceive that potential client to progress on by your journey.
Most of the pages where you control content need a call to action.
This call to action is usually in the form of a button that clearly tells the visitor what you do.
Common call to action are :
- Click here to learn more;
- Click here to get a free white paper;
- Email us to get demo;
- Other action related phrases;
Capturing data with effective forms
With digital marketing, the use of forms is the key to capturing information and feeling your funnel with qualified leads. Use these forms together with information in exchange for offering the lead some tangible incentives.
As your lead progresses through your funnel, your relationship with them evolves. New leads are looking for high-level information so they can make the decision to investigate your products or services further. As they learn more about you and what you offer, the relationship becomes one of building trust and confidence that you can deliver on what you promise. Accordingly, your messaging needs to change.
If you have a complex product, it may make sense to provide long-form educational content to leads. Detailed e-books or blogs may be more relevant, particularly if you sell something technical, where product performance is important to your leads.
When you build forms, be mindful of who your webpage visitor is and what that visitor is looking for. Always ask for the minimum amount of information, to make it as easy as possible for someone to fill out the form.
Make sure that when you have a landing page, the landing page’s content matches the corresponding ad. If someone clicks an ad because you offer a special product, information about that product should be on your landing page. Coordinate the ad and landing page with your website manager and people who manage your ad campaigns.
Some people like using pop-up ads, and other intrusive methods of encouraging people to fill out forms. While some data suggests a higher rate of people filling out forms, there is a corresponding increase in the annoyance factor of your webpage visitors.
This risk may be acceptable to you, depending on your overall strategy. be sure to test to see whether lead quality goes up or down, depending on the kind of forms you use.