How to: funnels and lead generation strategies.

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Having a solid lead generation strategy sets you ready to be in control. Having control over lead generation means having control over the amount of incoming work. Also, it puts you in control as to which ideal customer you are looking to attract and convert.

I will take you into the wonderful world of marketing technology. I will introduce you to simple tools and software that can help you to improve your workflow and, of course, results. In this article, you will learn everything you need to know about the technical setup of an automated lead campaign. If you have any questions, or would like to outsource the set-up for an automated lead campaign and lead nurturing, please feel free to contact me.

In 90% of cases, leads are not immediately ready for a deal at that specific time. Both for B2C and B2B markets, it is key to remain relevant without losing your prospect due to poorly timed communication. Especially within a business where lead times, depending on the industry, can take between 3 months up to 18 months. It is equally important to take these factors into account, when concerning your sales funnel. The good news: this can be largely automated. In this article, I will explain how to achieve this in a single day, by using 4 easy steps.

The benefits of an automated lead funnel

A day only has 24 hours. If you are an entrepreneur, the bigger part of your day is probably spent on your business. If you are working as a marketing manager or digital marketeer, big chance that there is always more work than there is actual time. Relatable? That is where automated lead funnels come in.

1. Getting started on your lead generation strategy

When it comes to bringing in new leads, we tend to think: the sooner, the better. However, a good preparation is key. As the saying goes, ‘a job well begun, is a job half done’. Below, you will find a list of platforms that you will need to start generating leads. In this case, I opted for Facebook Ads as an acquisition channel. Please note, you can also use YouTube, Google Display Ads, or exposure through (paid) partnerships for this.

  • Landing page
  • Mailchimp
  • Typeform
  • Facebook Business Manager

2. Set up the landingpage

A landing page with an appealing design and clear lay-out can significantly increase your campaign’s conversion rate. Usually, website pages have an inspiring or informative character. Landing pages, however, are different. The ideal landing page is designed to direct your visitor to a specific place or action. For example, a page where your visitor can fill in a lead form.

3. Determine your strategy and setting goals

Far too often, marketing tools are used with a lack of strategy. If you have already established some reach and website traffic with your business, this will probably have some results. However, for a truly successful lead campaign, a clear and defined goal is important. You can use previous results as a reference, but optimization starts with your campaign.

Example:
Goal : generating leads to expand the customer base
Target : 5000 email addresses
Cost per lead : € 8,00*

*The cost per lead is unique for each business. It depends on the internal cost structure and turnover

For example, if you own a stable business and already have available data that shows the following: 1000 leads = 150 appointments = 100 contracts of € 350 = € 35,000,-, then it is relatively easy to set KPIs based on reverse engineering.

If you have no available data, you can start from the gross margin based on an expected customer lifecycle value, from which you subtract the overhead. If so, creating and adjusting your campaigns as you go is the most practical thing to do. After all, you only learn how a campaign performs when results start showing. From this moment on, you can start optimizing.

4. Set up Typeform

In Typeform, you can generate online questionnaires, also referred to as ‘lead forms’. When registering in Typeform, opt for the professional package. This package enables you to use redirect URLs and to implement Google Tag Manager. This will also allow direct integrations with Facebook and Mailchimp. In Facebook, the start and submit events are displayed, so you can easily adjust your campaign if needed. In Mailchimp, you can process legal matters, such as opt-ins, directly from the lead form. You can also assign tags or segments to a contact, based on specific answers. This allows for segmented communication or email flows.

Let’s move on to setting up our lead form. Pay close attention to creating clear and concise questions. Although you are trying to get to know your prospects and gain information, that does not mean that the feeling is mutual on their end. Be relevant, and direct. Make sure you have something valuable to offer to their current or future situation, with minimum effort for your prospects. Some examples are: offering lease test drives on location, health advice based on personal data, free intakes, personal training classes, or free day-at-the-office try-outs for owners of flexible workplaces. The aim is to generate leads based on an offer or content that meets the need for information.

Checklist:

  • Provide information about the duration of the questionnaire or online intake. For example, with a funnel analysis. In this way, the prospect will know exactly what to expect
  • Avoid open answers and use multiple-choice options as much as possible
  • End with a thank-you, and share the indicated period in which the prospect can expect feedback
  • Limit your questions to those that will contribute to improve your product or service
  • Keep it as simple as possible: only ask for a zipcode, instead of address details. A zipcode will help you to keep an overview of your campaign’s distribution
  • Ask for an opt-in to receive (relevant) news. This way, acquired leads are subscribed to specific campaign mailings, but also to your periodic newsletter

Important: > 50% of all website traffic comes from mobile devices. So, it is essential to ensure a mobile-friendly display and operation of your lead form

5. Create email flows

Let leads know what they can expect. Many businesses stop doing this as soon as the prospect subscribes to the newsletter or participates in a lead campaign. Always keep looking at it from the perspective of the person who just made an effort to join your campaign.

Good content for a thank-you email

Thank-you emails can be quite short and simple. However, it is important to show new potential customers that you are happy with their presence.

  • Send automated thank-you emails
  • Repeat call-to-actions in your email
  • Optional: add a discount code to your thank-you email

Follow-ups: the heat is on!

Research has shown that 90% of leads are not ready for a purchase or deal at that specific time. Nonetheless, it is valuable to know that these leads are interested. Therefore, their personal situation is open to your product or service to offer a solution. Do not just include leads in the standard periodic newsletter. Instead, act on this knowledge, and create an automation flow specifically for this target group.

Example:

A lead campaign for electric driving in a Tesla 3 has resulted in 5.000 leads. Rather than keeping these leads specifically up to date with news around the Tesla 3, they receive periodic newsletters about the new Ford Kuga, Opel Insignia, or Hyundai Iconic. If those leads receive irrelevant newsletters regularly, the number of unsubscribes will increase.

You can prevent this with onboarding emails. Recently I ran a test (N=2500) where emails with segmented titles resulted in an 84% open rate. This rate is in contrast to regular titles, which only resulted in 27%. Did your lead come in via a Tesla lead campaign? Then feed this lead with similar content that fits the profile of the lead. More specifically, work on bonding with potential customers by providing them with relevant content.

Checklist for setting up your Mailchimp account for automation emails

  • Use Typeform to insert specific questions as a tag within Mailchimp through the integration
  • Trigger email automation in Mailchimp based on “tags added to a contact”
  • Expand your automation flow for new leads with an “Introduction Weekly Digest” 
  • Provide leads with an opt-in option for your regular newsletter
  • Always give the option to easily unsubscribe with just one click

6. Get traffic through Facebook Ads

There are plenty of channels to reach your audience. For example, Linkedin for B2B, Facebook & Instagram posts and stories, Google Display Network, YouTube pre-rolls, and SEA. Still, Facebook Advertising is one of the most used B2C advertising platforms. With more than 7.1 million daily users and extensive target options, it enables you to tailor your message(s) very precisely to specific target groups. In this way, you can significantly increase the chance of conversion.

Once you have integrated Facebook and Typeform, you have the option to create a custom conversion based on the TypeformStart and TypeformSubmit events. If this is your goal, your Facebook campaign’s success will be measurable based on the number of started and sent lead-forms.

Conclusion: Based on these steps, you set up an automated lead campaign

  • Set up your Facebook Ads and Mailchimp integrations in Typeform
  • Prepare your lead-form questions within Typeform
  • Link the correct Typeform fields to Mailchimp attributes
  • Set up an automation flow within Mailchimp
  • Generate website traffic with social channels such as Facebook Ads

Do you have any questions about this article, or could you use some help setting up an automated lead campaign for your business? Please do not hesitate to contact me. I would be happy to answer any questions.