Guest post by Julieanne van Zyl.
Awhile ago I posted an article here at this community, outlining How to Design Your Marketing Funnel. A marketing funnel is a series of processes you guide your prospects and customers through, to direct them towards solutions they’re seeking, and to move them toward making a purchase of your products or services (if that’s what they want).
Following are the 4 systems that all businesses require to get leads and customers, and to follow up with those customers:
- Lead Generation,
- Lead Qualification,
- Lead Conversion and
- Lead Nurturing.
Now I’ll go into more depth on each of the systems, to give you a better understanding of how they work.
What to Plan For Your Lead Generation System
Your Lead Generation System is the “Front End” of your Marketing Funnel. Your plan of this system in your business, will describe the kinds of websites you’re going to create, to capture the contact details of people who might be interested in what you’re selling.
For example, you could have an application Tab on your Facebook page, with some copywriting and an Opt-in form for visitors to fill out – this is known as a “Lead Capture Page” or a Squeeze page.
Or, you may have an Opt-in form on your blog, either in the heading, just below, on the top right hand side bar, or somewhere else that’s prominent. There are lots of other types of web pages where you can make it easy for your target audience to fill out this form.
The type of web page used depends mostly on how your visitors have found your website. If they’re coming from a Social Media site and already know you, then the page will be different from one where visitors are coming from Google Pay Per Click advertising.
So, write all these details down on your mindmap or your worksheet, because it will make your job much easier once you start setting up your system. Having a plan gives you the “big picture” and enables you to see what needs to be done next.
Planning Your Lead Qualification System
In this system, you decide how you’re going to qualify your leads, as they move through the funnel. Once a visitor Opts-in (gives you their contact details) and becomes a lead, they have qualified themselves as someone who is interested in your offer.
For this system, you should decide and write down on your worksheet:
- Exactly WHAT you will offer for free, to visitors at your website, so they’ll be inspired to give you their contact details and therefore become your lead.
- Exactly HOW you will offer visitors your free gift, and
- Exactly WHAT your prospects will be directed to do, after becoming your lead.
What you offer to visitors depends entirely on your niche and your target market. Before choosing an offer, you’ll need to look closely at WHO your target market is, research what problems they have, and work out what solutions you’re going to provide to them.
Your offer should provide a solution to a problem your target market has, or give your target market something that is really valuable to them. You can sell something of low cost to the lead right after they’ve opted in too, which will give them more value and qualify them even more. Those people who make it furthest down your funnel are the MOST qualified and are your most loyal customers, have paid you the most and received the most value from you.
What is a Lead Conversion System?
Your lead conversion system consists of the strategies you will implement, to encourage your prospects to buy from you. This system will consist of any or some or all of these activities:
- auto-responder messages,
- phone conversation,
- and even “physical” meetings or gatherings in some cases.
Lead conversion ALSO forms part of your funnel, because ideally you will sell to people while they are following you. Usually, the sale occurs as a result of email messages you send you’re your lead after they’ve subscribed to your list.
All your activities here, should move towards selling products, services or your business opportunity. These could be your affiliate programs, business opportunity or products, your high value products and services, or they might be joint venture or some other kind of profits.
Again, do a “brain dump” of all the activities you’re considering, and write them on your mind-map. Then, come back after your initial writing and consider these activities in more detail.
Your Lead Nurturing System
The fourth system is “Lead Nurturing”, and consists of the processes employed to follow up and build a relationship with:
- Your leads (those who haven’t purchased anything).
- Your customers (so they become lifetime customers).
- If you’re a distributor in Network Marketing, you will also nurture your downline team.
You can choose to follow up and build relationships by using email auto-responders, blog posts, video, consultations, webinars, Facebook groups, Facebook pages, phone calls, and other tools. You should be nurturing (building a relationship) with your leads and customers, otherwise they will most likely go elsewhere.
Each of these Systems Overlap
As you can see, each of these 4 systems overlap and they all form part of your marketing funnel. However, if you look at each of them separately, it’s easier to define the processes and tools required to get these systems working to an optimum level.
It’s always easier if you break systems down as small as you can – that’s how programmers are able to develop large applications.
What I love most about the Internet for Entrepreneurs is that no-one needs to build their business alone. There are teams and membership programs you can join, which provide step by step training and teach you exactly what to do. Some of these programs provide you with a Lead Conversion system so you can leverage off other leaders to help you convert your leads to sales. And, some programs will provide a Nurturing system for your customers and/or your down line team, which makes it MUCH easier for you to provide training and support. Of course, you should also follow up, but it’s so much easier when all the training is there for everyone.
Do you have each of these four systems in place for your business? You probably do have them, but may not have planned them out in detail as described here. Hopefully this post gives you some ideas!