In the previous lesson, we talked about lead generation funnels and why they are important to filter out the high quality leads from the low-quality ones.
Filtering high-quality leads is important because when you are doing high-end B2C sales or low-end B2B sales you will have more leads and a good mix of low quality leads in it.
When you are generating leads via digital marketing a good mix of untargeted and uninterested leads will come into your system.
When you are prospecting for B2B leads and reaching out to businesses, you are generating very high-quality leads.
For example, Clever.com is software for schools for delivering education online. Their minimum pricing starts at $5000 per year. Most of their customers are enterprise customers.
In such cases, they will just reach out to their target customers via a sales force and start converting the leads.
If you are towards the middle of the pricing spectrum you might not have that luxury. That's why we need lead generation funnels.
Before we dive deep into lead generation funnels and how they work, in today's lesson I want to give you an example of my lead generation funnel.
To create a lead generation funnel, you need a lead magnet. The lead magnet is the first part of the entire funnel. Without a lead magnet, you will not be able to generate a lot of leads through inbound marketing.
My lead magnet is my free digital marketing course with 25 videos. For people who want to learn digital marketing, I give away this course for free. But to sign up, people need to give me their name and email ID.
Once they give me their name and email ID, they become my lead. I created this lead magnet a few years back. Once my lead magnet was ready, I went ahead and started driving traffic to it.
First, I used search traffic to get the leads. I used to get more than 5000 visitors a month via the search engines to my blog.
I converted the visitors into leads using this lead magnet. Then I started driving traffic to the lead magnet using Facebook Ads. And then I started using Google Ads to drive the traffic. (Hire Digital Marketing Company to Generate Leads for you)
Once they enter their name and email ID, their course will start. I deliver one lesson every day for 25 days. Until 25 days I do not sell anything. The videos are designed to provide value and build trust with the audience.
Trust building is an important part of sales. Without trust, sales cannot happen. In an offline sales model, trust is usually built via personal relationships.
If a salesman is good at his craft, he would build trust with his prospects and he would close the deals. But when you are generating 100s or 1000s of leads, you cannot have individual conversations with each person who is in your funnel. That's why marketing automation helps in lead generation funnels.
An automated sequence of emails builds trust with your audience on automation. You don't need to lift a finger. Setup the email sequence, get the leads and the trust-building happens automatically. But as we all know, without sales the funnel is not going to sustain itself.
"Sales" is the power source of the funnel. Sales give us transactions and transactions will give us profits.
When we make profits, we can reinvest the money back into the creation of lead magnets, back into traffic driving mechanisms like SEO, SEM, and Display Ads, and back into CRM and Marketing Automation tools that help us build trust with the audience.
So how do we sell in B2C when there is a funnel?
As we have discussed in the previous lesson, we need to pick out the high quality leads from the low-quality ones to engage them in a sales process.
That's where the concept of lead scoring comes in.
I score the leads based on their behavior. For example, let's take 2 leads. 1 lead is highly interested and there is a high chance she will buy. One lead is not so interested and has a very low chance of buying.
The highly interesting lead will open all my emails and read through all the lessons. The less interested lead will hardly open any emails. If I give 1 point for every email open and 3 points for every click inside the email then I can find out who are the highly interested leads and who is not so warmed up to my offer. (Learn Digital Marketing to Generate Leads for your Business)
I would end up calling the highly interested leads and engage them in a sales process.
"Sales" is a separate topic in itself and deserves a series of lessons on its own but you get the idea.
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