Week 18: Lead Funnels

In the previous article, we defined marketing funnels, discussed their importance and briefly explained the variety of ones out there. Over the following few articles, I thought it would be best to break down each one I mentioned, in greater detail: lead funnels, sales funnels, event funnels and home page funnels. The lead funnel will be first up since this is what lies at the root of the other funnels.

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Lead funnels, as the name suggests, are designed to turn your reader/audience into a lead (i.e. someone who will subscribe or maintain interest in your content or idea and become a prospective customer down the line). These leads will leave some sort of contact information (e.g. phone number, email address) to provide you with more content and inevitably a product or service to sell.

The lead funnel often goes through different stages, starting with gaining attention and traffic to your page, all the way up to where they intend to make a purchase. Here is an outline of the phases a lead funnel might follow:

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Traffic:

At the top of the funnel, the focus is on creating awareness among a wide audience. This involves reaching out to potential customers who may not be familiar with your product or service. Common methods include content marketing, social media posts, blog articles, videos, and advertising. The goal is to capture the attention of as many people as possible and introduce them to your brand and offerings.

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Resources/opt-in:

In this stage, you want to engage those who have shown interest after becoming aware of your brand. This could involve offering valuable content such as eBooks, webinars, or free resources in exchange for their contact information. By obtaining their contact details, you can continue to communicate with them and provide more targeted information about your products or services.

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Consideration:

At this point, you're dealing with leads who have demonstrated a deeper interest in your offerings. You can provide them with more detailed information about how your products or services can address their specific needs or problems. This might involve sending them case studies, product demonstrations, comparison guides, and other resources that showcase the value of what you're offering.

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Intention:

In this stage, leads are showing clear signs of intending to make a purchase. They might be requesting price quotes, inquiring about product specifications, or engaging in direct communication with your sales team. It's crucial to provide timely and relevant information to help them make an informed decision.