Landing Pages & Lead Funnels
What happens AFTER someone responds to your promotions? What is the next step after someone clicks on a link or scans a QR code?
They go to a landing page where contact information is collected.
And then the follow-up sequence kicks in – the lead funnel – where your new leads are qualified, nurtured and encouraged to engage.
We provide the marketing support to create, execute and manage your landing pages and lead funnels.
Landing Pages
You’re probably familiar with the so-called Opt-In landing page where you simply provide your name, email and maybe a phone number in exchange for some type of informational download (an ebook, guide, report, white paper – aka, a lead magnet).
These Opt-In pages (also known as Squeeze Pages) are typically followed by a Thank You page.
But what if instead of simply saying “thank you” you use that page to promote your business more fully.
What if instead you presented your new prospects with an opportunity to:
- Watch a video
- Sit in on a webinar
- Read a longer sales page
- Listen to customer testimonials
- Take a survey
- Book an appointment
- Schedule a demonstration
A simple “thank you” is nice, but it’s a missed opportunity if that’s all you offer – because otherwise, your new prospects will be leaving your landing page and getting on with their day.
We strongly recommend a 3-Step Landing Page Sequence
Every business is different, but we often recommend a 3-step landing page sequence to convert your Thank You page into some form of Sales/Video/Webinar/Testimonial page, followed by an opportunity to Book an Appointment of Schedule a Demonstration.
Here’s an example of how this would work:
Lead Funnels
Your new lead is in the house. You’ve spent some money or spent some time, and now you’re ready for that next step?
What do you do with it now?
Your CRM
When your lead was captured with the landing page, it should automatically be added to your CRM (aka, your Customer Relations Management tool).
This is where you should be tracking and managing all your leads. You can do this manually or with a spreadsheet, but not with any volume.
(Btw, if your lead came in by phone, you will need to add their contact information manually.)
Within your CRM, you will want to attach your lead to the first step in your sales process, also known as your pipeline.
Your pipeline allows you to see visually where each lead stands in your multi-step sales process.
Lead qualification
When you start getting leads for the first time, you are more than happy to follow up and meet with each and every one of them.
But over time, you will begin to see that some or even many of those leads were not good leads for you – for various reasons.
They may have responded to your promotion, but after a conversation, you could see some of those leads never really had a need for your product or service, or would never be able to afford it, or had no role or influence in buying decision.
This is when you realize that you might need to add a step to your sales process where you can qualify your leads before you spend too much time or money on the relationship.
If lead qualification is important to you, the best way to do it is with a phone call and a short list of questions.
Although not quite as effective as a phone call, you can also ask qualifying questions on your landing page. This could depress your overall response – especially if you make it a requirement on the opt-in page. A better option would be to ask your questions after they submit the opt-in form.
Lead follow-up
As soon as your lead comes into your system, you need to respond right away with a Welcome email.
Better yet, create a Welcome series – maybe four introductory emails spread out over a two week period – and all delivered on auto-pilot.
This introductory email sequence should be designed to cement the relationship with answers to the most common questions new prospects have about your business.
To create a more lasting impression, consider sending out a direct mail Welcome package. It’s not done very often anymore – so you will stand apart with this approach.
Lead nurturing
After the Welcome series, you want to stay in touch with a range of follow-up emails designed to educate the prospect, build your own credibility and introduce the prospect to new opportunities in the lead process.
Opportunities like:
- Watch a webinar or a video
- Book an appointment
- Schedule a demonstration
- Request a quote
Then as your prospects take you up on these opportunities, create a different sequence of emails for reaching that new stage in the lead process.
We call these triggered emails – that is, emails that are sent out after the prospect has triggered an activity.
Other forms of lead nurturing emails may include:
- Birthday or anniversary emails
- Holiday emails
Long-term branding
For even the most comprehensive lead nurturing programs, at some point, the lead is no longer engaged, and your various email sequences are no longer in place.
This is where your corporate email program will come into play.
You might have an email newsletter will help you stay in touch with these people over the long haul. Or you might simply send out a periodic update on what is happening in the company.
What we often recommend is building a series of branded emails – evergreen emails meaning that are not dated. We create these emails (often 4 or 6 emails) in advance, and then we schedule them out over time – over many months or even years.
This way, you always have something going out – no matter how busy you are.
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Do you have any questions? Would you like to know more?
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