Introduction to Lead Generation
Lead generation is the process of attracting and converting your audience into leads, or potential customers. It's a crucial part of the sales process, and it can be done through a variety of channels, including search engines, social media, marketing, public relations, and even word-of-mouth.
Following these tips, you'll be well on your way to generating leads for your business.
There's no one-size-fits-all approach to lead generation, but there are some best practices that all businesses should follow. Here are a few tips:
Define your target audience
Create compelling content
Create an attractive offer
Use effective lead capture forms
Utilize lead nurturing strategies
Measure your results
Defining Your Audience
Your target audience is your sphere of influence and those who have been identified as likely consumers of your products or services. Marketing audiences can be segmented (or targeted) by factors such as occupation, income, location, and interests.
When you are getting started with audiences, you should first define a list of criteria. If you are running a gym, for example, you should target people who are interested in "weight loss" or "nutrition". These are examples of interests that would be common in the fitness niche.
Another example is the B2B model. For this model, you might target things like "business owners" or "entrepreneurs". These are examples of occupations that you might use for the B2B niche.
Tip: Try to think of at least 5 criteria for your niche and write them down. You will need these later when you set up targeted ads.
The content that you post to your blog or social media will set the pace for your traffic. It's recommended that you post to social media no more than 6 times per day. While you might think that's a lot, not all of these posts need to be a full 300+ -word blog post. Have fun with it (try using meme marketing)! Use our Social Planner to help you schedule posts ahead of time and stay ahead of the curve!
Tip: If you, like most people, don't have time to write a full blog post on your products or services, just post a simple image with a few sentences to capture the viewer's attention. Then, follow up with a comment on the post directing the viewer's attention to your offer.
- A Gift (or a coupon for a % off)
- A Free Consultation
- An e-Book
- An Affiliate Program
- White Paper**
- A Webinar
- A Free Trial
- Product samples
- A Training Video
- Case Studies
- Quizzes, Surveys, or Polls
What is a Lead Magnet?
A lead magnet is an offer that you extend to your audience in exchange for their contact information.
What is a White Paper?
A white paper is a report or guide that informs readers about a complex issue and presents the issuing body's philosophy on the matter.
Tip: Use multiple lead magnets and split test* them to see what works best. Keep your Cost per Lead (or CPL) as low as possible. Run your ads only while you are in-office to prevent "catching up" with leads overnight. A great target CPL is less than $1! If your CPL is above $10, it may be time to rethink your offer —try a new or better lead magnet—or ad creatives (such as copy or design).
What is Split Testing?
Split testing is the act of measuring results on multiple creatives—be it content, copy, or design—to help you determine a winning strategy.
Lead Capture Forms
Lead capture forms are where you collect contact information from your audience. Typically, you would see a simple 3-part form containing the following information:
You may also see qualifying questions. For example, in the real estate niche, you may see a multiple choice question asking the prospective lead whether they want to "Buy, Sell, or Rent". Often, in this example, prospects whose only intent is to "Rent" real estate will either be tossed out or referred to a third party—as they do not qualify.
- Contact info
- Phone nymber
- Company name (optional)
- Physical address (optional)
- Preferred Method of Contact
- Message (optional)
Tip: Use Instant Forms to lower your CPL and increase conversion rates. The faster the form loads, the more likely you are to capture the lead.
Nurturing Your Leads
Lead nurture is the act of following up with your leads via automations (Workflows) or by contacting the lead directly via SMS, e-Mail, or Phone. You've probably heard "The fortune is in the follow-up" and this cannot be any more true. One of the best ways to achieve guaranteed results is to focus on your Workflows and continually build upon them, as they are central to the buyer's journey.
Tip: In 50% of use cases, your Workflow Trigger should be either an Instant Form or a contact form on your website. The other 50% of Workflows will either use Trigger Links or they will not have a Trigger at all.
Tip: You can use Workflows to build guidelines for your employees by using the Task events.
Measuring Your Results
To use Ad Reporting in ImgFunnels, go to the Reporting tab from inside your dashboard. Here, you can view Google Ads, Facebook Ads, track attribution, view reports on calls and even appointments.
Tip: You can also use the Reporting tab to help you monitor performance on Calls and Appointments.
Tip: Remember, your target CPL should be less than $10.