We already know the NUMBER ONE thing that’s keeping you from scaling your business.
No, we’re not psychic. We’ve just seen it again and again and again.
Your problem is…
…you don’t know how to generate QUALIFIED leads.
Oh, you know how to get leads. The problem is, very few of them turn into actual customers.
You’ve got a large quantity of low-quality leads.
Unfortunately, all these poor leads result in lost time chasing down a lot of dead ends.
And you can’t afford to waste time on an uncertain prospect or an indecisive buyer. It keeps you from scaling your business, wastes a ton of time and money, and leaves you in constant feast or famine mode.
You need leads that will actually lead somewhere.
Of course, this raises an important question: How do you find that perfect client?
You qualify them.
We’re long past the days when we have to blanket advertise, cold call, or email blast our product pitches out into a vast, unknown void. The days of buying billboard space and hoping the right people see your ad are gone.
These days, we’ve got tools that allow us to specifically, narrowly define our ideal clients and then get our ads DIRECTLY in front of them.
How exactly does this work?
The first step is to understand the value of your company and your products or services. In other words, what’s your Unique Value Proposition? What can you offer that no one else can?
Second, you need to determine the kind of person who will benefit most from your skills. Who is your ideal client? How old are they? How much money do they make? What are their buying habits? Where do they hang out online? What do they like and dislike?
Once you get super specific on your audience, you can build an ad campaign to reach that ideal client. And if you’re wondering, yes, you can get that specific in terms of who sees your online ads.
Facebook has so much data on their users that you can put your ads in front of the narrowest slices of people. Want to reach people in Plano, Texas who are into bodybuilding and like the show “Brooklyn 999”? You can do that.
With the ability to hyper-target your ideal prospects, imagine the time saved and the revenue-generating possibilities that exist.
To get a better idea of what targeting and qualifying can do for your business, let’s create two imaginary scenarios. These same principles apply no matter what business you’re in.
Let’s imagine you own a property rental company, and you’re in the business of leasing urban apartments, and you need to fill some units.
You take the traditional route of creating a generic ad for the masses and post it on various websites where you think renters might be. It turns out your ad was pretty good and you pull in 100 leads that seem somewhat legit.
Unfortunately, you’re the only leasing agent, so you only have time enough each day to sort through five leads, with only one per day proving to be a viable potential renter.
At the end of a month you’ve generated 20 qualified leads, and as a reliable closer, your 75% closing ratio results in a total of 15 leases.
Not bad but not too efficient either.
Now, let’s utilize the Facebook Ad platform to develop something much less generic, and aimed directly at your ideal prospect.
Your ideal renter looks like this:
Single, In A Relationship, Engaged or Married
Between the ages of 25 and 35
Income over $75K
Likely to Move
ONLY the Facebook users who fit that profile will see your ad in their newsfeed. Did you catch that? Only the people who fit your PERFECT customer will actually see your ad.
With your narrower scope, your targeted ad generates 50 fewer clicks then the generic version, but there’s a big difference with this smaller list of leads.
These are real renters, looking to make a real move.
Instead of uncommitted older couples considering a possible downsize, you get motivated newlyweds wanting their first place together.
Instead of college students still a year or two from being out on their own, you get young professionals ready to upgrade their living situation.
Instead of long-term homeowners in-between houses, you get business travelers who are happy with the flexibility of leasing.
In crunching the new numbers, the benefits of a quality lead become clear.
Less is More
With 50 responses, you still address five leads per day, but because you qualified your leads much more, they’re MUCH more interested. This means you qualify two for every five contacts instead of just one.
Now you might be saying that Scenario II still works out to 20 qualified leads and using your 75% closing ratio also nets the same 15 leases as Scenario I.
True, except for the fact you hit those numbers in half the leads, which means you were working FAR more efficiently and with people who were more serious about wanting what you had to offer.
Instead of wasting time calling people who couldn’t rent from you, you were only talking to the people who were your ideal client.
If you look at the raw lead totals you started with, the actual closing ratios came out to 30% in Scenario II versus 15% the first time around.
Also, we were conservative with our numbers.
With your hyper-specific Facebook ad, it wouldn’t be unheard of to qualify three or four leads out of every five resulting in a higher number of leases.
Are you starting to see the picture? No matter what your business, hyper-qualified leads is the way to go. It saves you time, increases your conversion rate, allows you to scale, and ultimately, generates far more revenue.
Three Steps to Qualifications
The technology is there for you take advantage of and start building a potential client list that no longer represents a shot in the dark, but a massive shot in the arm for your business.
Just remember these three steps to successfully qualifying your leads:
Understand Your Brand and Ideal Client
Knowing the value of your service will ensure you know who stands to benefit the most from it. This is a valuable piece of knowledge that immediately helps steer you away from wasting time and resources on worthless leads.
Don’t Just Target, Hyper-Target
You have an idea of the individual who wants what you’re selling, and this is the step where you create and send out that campaign that pulls them in. With Facebook ads, you can be as specific as necessary to generate leads that will quickly convert to customers.
Qualify, and then Qualify Some More
Imagine it now. More time to educate and pitch to the highly interested instead of the moderately amused. From this point you can zero in on the quality leads even further, focusing more time on the ones who are ready to buy, saving those who are not quite sure for another day.
To generate revenue, you need to be working with and selling to a list of potential clients who are equally as serious about working with you.
The qualification process not only makes finding that perfect prospect easier, but it also saves you time and resources to focus on converting those leads into the perfect customer. Of course, by perfect, we mean the customers that pay you.
That sales approach that’s equal parts immediate and aggressive. The used car salesman. The timeshare guy. They box you in and want you to buy now. Immediately. Right away. No thought allowed.
And while forceful sales tactics can have their place, it can be a pretty unpleasant experience for the customer.
Plus, it makes them not like you, which is never good for sales.
Selling is about trust. About building relationships. About truly helping a person.
The overly aggressive hard sell makes it tough to develop a long-term level of trust with a potential client and ensure repeat business.
There’s a much better way that doesn’t involve arm-twisting.
A way to build trust and appeal to those most likely to purchase your product and create confidence that keeps them coming back.
It also helps you build a network of loyal fans eager to buy into your philosophy.
Oh, and did we mention that you can build this relationship automatically?
Funnel Your Fans
If you’ve ever struggled with generating quality leads and consistently growing your consumer base, don’t worry. You’re in very good company.
In fact, every client we work with has a lead problem. They’re always in feast or famine mode, with too many or too few leads. This means their cash flow is all over the place.
Why is this?
Most slow growth and lackluster sales are due to very little understanding of how to appeal to the right individual. They try to sell to everybody instead of their ideal client. That perfect client that will ALWAYS be interested in what they’re selling.
This often leads to the mistaken belief that if you bring in a big volume of leads, you can hard sell enough of them to generate viable sales totals.
That is absolutely not true. And it ends up costing businesses a TON of money.
The reality is the larger your volume of leads, the bigger the headaches you’ll face, especially when you realize you’re trying to sell people on a product or service they have no intention of purchasing.
These unqualified leads are a waste of your time and money.
Instead, you need a system that can target the most viable leads, and then build trust with them to the point that the final sale is much easier.
You need an Automated Marketing Funnel
Well with an automated funnel, you can:
Target only those potential clients whose needs align most closely with what you or your firm offers.
Qualify that initial group of prospects to hone in on the most qualified leads (i.e., the ones most likely to make a purchase).
Build a rapport and trust with your targets by providing them the information they require to make an informed decision.
Spend more time on the actual closing of a sale by allowing the three automated steps above to funnel you the most viable would-be customers.
The brilliance of an automated funnel is that it helps you attract those most interested in what you have to offer and then nurture that initial spark of interest into a sale.
In other words, with your targeted advertising, you’re attracting those buyers who are already inclined to like what you’re selling.
You’re starting out ahead of the game, instead of struggling to convince the disinterested and uncommitted volume prospects.
Qualifying is Key
The primary advantage to the automated funnel is that it ATTRACTS the right prospects – those people who are legitimately interested in what you’re offering. This then allows you to massively simplify your sales pitch and improve the efficiency of your marketing pipeline.
The first step is to clearly define your perfect customer. Who do you want to work with? Who is your dream client? How old are they? What is their disposable income? What do they like and dislike? What are their problems and challenges?
You can’t target your marketing until you know who you want to target.
Once you’ve defined your ideal client, then you can get your marketing message in front of them, and only them.
An excellent place to start is with Facebook Ads.
Their platform allows you to dig deep into the micro level of not just baseline demographics, but people’s personal tastes, behaviors, and interests or hobbies.
Need to reach households with two college degrees, making over $100K, who like to travel and do yoga, and plan on having kids one day?
Yeah, you can build an ad to reach those folks. That’s how hyper-targeted you can get.
When they click on the ad, they’ll be sent them to a landing page where you give away a free resource (checklist, webinar, training, etc.) that gets you their contact info in return.
If you go the route of a landing page, be sure to keep it on point to maintain a narrow funnel for your lead to follow.
The advantage to this is pretty clear.
By understanding the demo you best serve, creating a focused ad that zeros in on this group that sees a similar benefit, and then offering a small reward in exchange for their contact information, you build a list of really well-qualified leads.
You’ve also done so in the most efficient way possible.
Build Their Trust
Your relationship building doesn’t stop once you’ve gotten their contact info. You need to continue to qualify them, as well as help them know and trust you.
The great thing about the funnel is that at each step, you’re further ensuring that these are your ideal clients. Yes, some people will drop off, but that’s okay. They wouldn’t buy from you anyway.
Those that don’t drop off will be systematically educated and informed as they move down the funnel. They’ll understand their pain points more, as well as how you can help solve them.
They’ll begin to see you as the expert and realize that only you can help them get past their hurdles.
You’ve identified their pain, and now it’s time to cure it.
Depending on your business, you can tailor this step in a way that works best for your company and goals.
You can send out an application or questionnaire to better know your customer and customize their experience (ex. homebuyer looking to work with a real-estate agent).
You follow-up with a webinar that expands upon the information you’ve already given them.
You can schedule a phone call where the client can ask questions and you can dive deeper into how you can help them.
The world is your oyster.
The goal here is to increase confidence and emphasize the advantages that you have over your competitors.
Close the Sale
Thanks to your automated marketing funnel, by the time you’re ready to close the deal, you’re done with the heavy lifting. The prospect already knows you. If you’ve educated them properly, they trust you and view you as the expert. They know you can solve their problem.
Instead of a hard sales pitch, it’s more of an agreement. You offer to help, they accept.
In fact, with some marketing funnels, the deal can be made in the midst of developing the relationship. After all, your sales process began with the finely tuned ad to reach those who may benefit the most.
That’s the beauty of the automated sales funnel. From the start, your “selling”, and by creating a powerful, automatic system to advertise, qualify, and educate, you allow yourself more time and energy to focus on what’s most important.
Turning what was once a hard sell into something far easier.
Why should you, as a business owner, worry about building your personal brand?
After all, your business is your brand, right?
Why bother building your personal brand when you’ve got so much to do to keep your business going?
Because it’s not the 1950’s anymore, that’s why.
Today, the personal and business brand are becoming increasingly intertwined, and the success of one leads to the success of the other, and vice versa.
Elon Musk is a great example. His companies – Tesla, SpaceX, anything else he’s founded in the last twenty minutes – are shaped and informed by Musk’s personal brand, which is ambitious, dreaming, technological, and future-oriented.
Gary Vaynerchuk is another prime example. His personal brand of being transparent, aggressive, and digitally savvy has profoundly influenced the way his company, Vayner Media, operates.
With Musk, Vaynerchuk, and countless others, their personal and professional brands have worked together symbiotically, each helping the other grow.
Bottom Line: If you want your business to be successful, you should work hard to develop your personal brand.
Of course, that raises the question: How do you build a personal brand?
You could hire one of the many companies that specialize in brand building, but you’re going to spend loads of cash if you go that route.
There are easier, far less expensive ways.
Here are 4 powerful ways you can build your personal brand without spending a dime.
Step #1: Define Your Personal Brand
Let’s start with the obvious. If you’re going to build a personal brand, you need to define it first.
You need to answer the question: What am I all about?
You can’t make any progress building your personal brand if you can’t answer that question.
Here are some questions to help you define your personal brand:
What matters most to me, both personally and professionally?
What can I offer the world that no one else can?
What things get me fired up and excited?
What do I want my legacy to be?
These questions can help you hone in on exactly who you want to be and what your personal brand should look like.
For example, you may be passionate about helping people achieve financial freedom through smart financial decisions. That’s the Dave Ramsey brand.
Or maybe you get excited about helping people operate at max capacity in all areas of life. That’s the Tim Ferriss brand.
Defining your brand will determine how you run your business, how you present yourself on social media, the types of clients you go after, and dozens of other things.
Take time to carefully think through this. Don’t rush it. It’s like buttoning a shirt. Mess this step up and everything else will be out of alignment.
Step #2: Create Content That Is In Alignment With Your Brand
How have Tim Ferriss, Tony Robbins, Oprah, Dave Ramsey, Daymond John, and other powerhouse entrepreneurs created personal brands?
One word: content.
Lots and lots of content.
Each of these people has created dozens, if not hundreds of pieces of content that promotes, sharpens, and enhances their brand.
They’ve all written books. They regularly share insights on social media. They create videos and podcasts and blog posts.
The point is, they’re all working hard to create content AND all that content ties directly into their personal brand. Everything they write, Tweet, say on YouTube, share at conferences, and live stream is intended to push their personal brand forward.
And while you can occasionally succeed in using just a single platform (see: DJ Khaled on Snapchat), the best personal brand builders are everywhere.
In his book Crushing It, Gary Vaynerchuk puts it this way:
For those of you new to this, that means [creating] content that is specifically and perfectly designed to suit the platform you’re using to disseminate it. The audience on Twitter isn’t looking for the same kind of content as Instagram followers. A Facebook post will have greater impact if it’s not just a cut-and-paste job from your blog or a ten-minute video that should actually be living on YouTube. Even if your audience overlaps among the platforms, people are in a completely different mindset when they’re visiting one platform than when visiting another.
In other words, your audience doesn’t only hang out on a single platform. They’re everywhere. In light of this, you need to create content on all these platforms.
One critical thing to note: Your content can’t be fluff like you find on Buzzfeed or other viral sites. Nobody is interested in your “Which Movie From the 90’s Are You?” quiz.
In order to build a powerful personal brand, you need to constantly give value to your audience. You should be regularly communicating things that will help your audience solve their hardest problems and achieve the success they desire.
This is how Brian Dean of Backlinko became a demi-god of sorts in the search engine optimization (SEO) world. Using what he calls the “Skyscraper” technique, Brian creates massive, in-depth, incredibly valuable blog posts about SEO techniques. As a result, people now look to him as an authority when it comes to SEO.
If you want to build your personal brand, you should be doing the same kind of thing. Write amazing blog posts. Do Q&As on Facebook Live. Use the popular Reddit AMA technique.
All these things cost zero dollars and yet they significantly increase your personal and business brands.
Step #3: Be Your Crazy Reserved Smart Hilarious Self
This is important. In order to build a strong personal brand, you need to be 100% yourself.
If you’re not high-energy like Vaynerchuk, don’t try to imitate him. You’ll look stupid and everyone will see through it.
Remember, your personal brand is about what you can uniquely offer the world. We don’t need a clone of Tim Ferriss or Tony Robbins. If your thing is being smart, analytical, and slightly reserved, be that way.
You won’t appeal to the bro-preneurs who are always showing off their Lambos and talking about how much they’re rocking things, but you will appeal to guys like Nate Silver, who created the powerhouse, stats-heavy website FiveThirtyEight.
Here’s the thing: when you try to be someone else, you come off as a poor imitation of them and everybody can see it.
Do you really think you can be a better Sophia Amoruso? Forget about it.
But, and I realize this sounds like something you’d hear in grade school, no one can be a better you. In other words, no one has the exact blends of talents that you do.
Capitalize on that when you build your personal brand.
Step #4: Get Your Digital Network Hustle On
If you’re building your personal brand from scratch, you’re going to need to start doing some networking.
No, I’m not talking about awful meetup events where you pass out a bunch of business cards and drink stale coffee.
I’m talking about digital networking. In other words, appearing on other people’s more-established platforms.
How can you do this without appearing like a fame-monger trying to take advantage of people?
It’s pretty easy actually.
I’m going to let you in on a secret: most people with platforms are desperate for more content.
Producing content takes a lot of work, and if you alleviate that problem for someone, you’re suddenly their best friend.
Here are some simple ways you can leverage other people’s platforms in ways that helps both them and you:
Guest Blogging – There are dozens, if not hundreds of blogs in your industry that need new content every day. If you can provide them with a high-value post that speaks directly to their readers, both of you benefit. You increase your personal brand and they get more traffic.
Podcasting – As with guest blogging, there are numerous opportunities to be on podcasts. Typically, getting invited to be on a podcast is a little more time consuming, but if you’re willing to do it, it can massively propel your personal brand forward.
Creating Expert Roundups – This is the backdoor into using someone else’s platform. An expert roundup is typically a lengthy blog post in which numerous experts are quoted on a particular subject. Sometimes these quotes are collected directly via email, while other times they’re collected from what has already been written by the expert.
Once you’ve created the roundup, you then do an outreach campaign in which you personally contact all those mentioned in the article. You inform them that you mentioned them, thank them for their work, and politely ask if they’d be willing to possibly share what you’ve written on social media.
There’s a bit more to it than this (read this article for more) but that’s the gist of it. Putting the time into doing this can generate a huge amount of traffic for you if you do it right.
This might all seem like a lot of work. And you’re right, it is. But if you want to build a powerful personal brand from the ground up, you have to be willing to put in the time.
You Are Your Business and Your Brand
Ultimately, you are both your business and your brand. Would Apple have ever reached such massive success without Steve Jobs driving the company? Not in a million years.
Would Jen Sincero, who wrote You Are A Badass, have been able to build a seven-figure business apart from her snarky, funny, insightful personal brand? Nope.
The same goes for Richard Branson, Arianna Huffington, Warren Buffet (yes he has a personal brand), and every other successful entrepreneur.
So what are you waiting for? It’s time to start building your brand.
Okay, maybe there are a few other advancements that rate a bit higher than those last two.
Though from a business perspective, it’s hard to argue with the incredible power the Facebook ad platform has brought to reaching your ideal customer.
And it goes way beyond just putting ads in front of people. Using the power of “retargeting”, you can create ads that show up again and again and again.
Targeting The Perfect Lead
With a seemingly endless array of data points to choose from, Facebook’s ad platform allows you to tailor your advertising to a specific set of individuals most likely to show interest in what you’re selling.
Just how specific can your targeting get?
Married men between ages 28 and 42 that are frequent travelers with Master degrees.
Single females over the age of 30 that enjoy Yoga and are self-employed.
Newly engaged couples that make over $100,000 who enjoy college football and are recent homebuyers.
Yeah, that specific. And those are just three random examples.
You can really dial it in with countless data points.
This can give you an amazingly high ROI for your ad dollars, AND it also produces quality leads and client targets that possess a built-in interest in your business.
Gone are the days of chasing down empty leads and the barely interested buyer.
When you’re selling fancy blue widgets, and you can direct all of your advertising towards consumers who need and want to buy fancy blue widgets.
In other words, you can put the perfect ad in front of the perfect audience to generate highly qualified leads. Does it get any more powerful than that?
Don’t Let a Good Lead Get Away
Unfortunately, even with the hyper-specific advertising that Facebook offers, you won’t close every single prospect on the first try. As much as we want to believe in a 100% closing ratio, it remains the unicorn of marketing and sales.
But even if you can’t capture a sale from a prime lead the first time around, that doesn’t mean they won’t eventually come to their senses and become a paying customer. However, they’ll need some extra help from you.
After all, advertising is not a one and done proposition.
To truly maximize your sales potential and continue to drive your company revenue upward, you need to be everywhere a potential client will be.
The best way to accomplish that is through remarketing.
Even if you don’t know exactly what this is...you know what it is.
Have you ever looked at a product on Amazon and suddenly begun seeing ads for that product EVERYWHERE?
Congratulations, you’ve been the target of remarketing.
Also referred to as retargeting, this is a fantastic way to recapture that quality lead who went to your site but wasn’t quite ready to pull the trigger.
For example, let’s say you sell high-ticket consulting services. Someone clicks on a Facebook ad and that brings them to your site. They eventually leave without taking further action.
These undecided prospects are your remarketing targets.
With retargeting, you can create ads that will show up in front of those prospects who leave without taking action. You can make sure that they can’t escape seeing your ads!
They fit your initial profile and thought enough to take a look, so the lead is clearly a qualified one. It’s just up to you to help push them along.
Think about it. This is a tactic that Amazon has employed en masse for some time, and they seem to be pretty good at making money.
There’s no reason you can’t deploy a similar strategy to increase your profits. The more they see your ads, the more they’ll begin to know and trust you, which will eventually lead to more sales.
Be Where Your Lead Will Be, And Be Meaningful About It
A successful remarketing campaign can be as simple as two essential elements - be where your prospect is and appeal to their emotions, both materially and financially.
First, your ads need to stay front and center to your undecided lead. With Facebook, this means carving out space in their newsfeed for your pitch and keeping it there.
The more they are reminded of a product or service they had a prior interest in, the sooner they will come to realize, “This is something I need, and I need now.”
Second, make sure your remarketing ads provide that little extra push mentioned earlier.
You want to craft the ad so that it speaks directly to those who may not have been fully convinced the first time.
Beyond that, be sure to hit them in the feels and appeal to their emotions and why they need your product or service.
You’ll also benefit by understanding what action a prospective lead took on your site.
Did they merely click a link or two, then bounce?
Did they navigate through several links within a particular product page?
Did they put something in their cart and then abandon it?
You can create retargeting ads that speak to EACH scenario.
Just as necessary as your primary sales and marketing strategy, you must also develop your approach and budget for remarketing efforts. It’s an often overlooked expense that will quickly pay for itself and then some.
A Lucrative Second Impression
In a highly competitive business environment, great leads can many times prove a challenge to acquire. So when it's become clear you’ve captured someone that has shown interest in you and your company, don’t let go of them.
When you’ve put in the time and effort to hone in on your perfect prospect, remarketing allows you the opportunity to make a second impression and close the deal.
Make sure you have a clearly defined remarketing strategy that keeps you top of mind with those potential clients that require a little more attention. Appeal to what initially grabbed their interest and the needs they have for what you offer.
With the right remarketing approach you’ll soon enough find a lucrative revenue stream with the customers that almost got away.
Let’s be honest. Acquiring good, qualified leads is a struggle.
You’ve got a great product or service, and you know that it could help thousands of people. But your efforts to connect with your ideal client…let’s just say they haven’t been so successful.
Sure, you can generate leads, but they’re not very good. You end up spending buckets of money on ads, only to get leads from people who don’t really want to work with you or can’t afford you.
But it doesn’t have to be this way.
What you need is an automated marketing funnel.
Qualified Versus Unqualified
On its own, generating leads isn’t that difficult. A couple of well-placed ads and maybe some selective outreach marketing will do the trick in pulling people through the door.
But being able to generate leads doesn’t mean you’ll make any money. We learned this the hard way.
You need a way to connect with your ideal customer – the people who WANT what you offer AND are willing to pay for it.
In other words, you need to generate qualified leads. And, you need to be able to generate these leads automatically, 24/7, 365 days per year.
But how do you do this?
The Automated Marketing Funnel
The solution to your lead problem is a marketing funnel that automatically attracts leads, thoroughly qualifies the leads, develops a relationship with them, and finally positions you to make the sale.
At its core, the automated marketing funnel consists of four fundamental elements:
The Highly Targeted Ad
The Entry Point
Education and Relationship Building
The Highly Targeted Ad
To attract leads automatically, you need to advertise. But instead of a generic ad that tries to appeal to a huge number of people, you want to develop a highly targeted ad that hones in on the type of client most likely to be interested in what you have to offer.
Like we said, your issue probably isn’t pulling in leads. It’s finding the right ones.
That’s where the powerful Facebook ad platform comes in.
Don’t mistake the world’s most popular social media site as merely a way to stay connected to friends and family.
Their power ad platform lets you create very specific micro-campaigns that target potential consumers who REALLY want to work with you.
And when we say, “specific,” we mean really, really specific. You can target ads by age, income, gender, interests, buying habits, location, language, and hundreds of other data points.
Want to sell your business consulting services to small business owners who read Entrepreneur.com, regularly purchase online, and are located in Austin, Texas? With Facebook’s ad platform, you can do exactly that.
The Entry Point
The entry point of a marketing funnel is often the most misunderstood part of the process.
The entry point (aka your landing page) is the first place you qualify your leads. It’s where you speak to the pain points of your ideal client, as well as spell out exactly how you can help them. It’s also where you intentionally repel every person who isn’t your ideal client. In other words, using specific copywriting techniques, you ensure that only your perfect customer moves from your entry point down into your marketing funnel.
You can’t afford to skimp on your landing page.
Because the entry point serves as a secondary level of qualification.
It’s where you provide a clear and straightforward message of your product or service, while at the same inviting the prospect to learn more.
They can learn more through any number of things, including:
A free download (like an eBook or similar material)
A webinar (our personal favorite)
A free trial
Anything else that can induce your lead to provide their contact information
Once they’ve signed up to receive more information, you begin automatically moving them through your marketing funnel.
Education and Relationship Building
Now we get to the good stuff: educating and developing the relationship between you and your potential client.
Depending on the product or service you provide, this area of the marketing funnel can vary greatly.
Ultimately though, this is the set up to the sale.
After a potential lead opts into your funnel, you can begin giving them more information that will prepare them to buy from you. This helps the prospect begin to know and trust you.
We like to use automated webinars as our main method of education and nurturing. On a webinar, we can speak directly to the pain points of the prospect, show them the solutions available, and then move them toward a sale.
We know that a percentage of those who attend the webinar will be even more interested after they watch it and will be ready to schedule a call with our team. However, before they get on a call, we have them fill out an application.
Why? Because it furthers qualifies the lead.
It’s important to note that up to this point, everything is happening automatically. Once the system is set in place, leads are attracted and qualified automatically.
The only point we step in is when it comes to actually closing the sale.
Regardless of the form your relationship building takes, it all leads to here.
The close or final sale.
The culmination of the automated marketing funnel, this is where you make your final pitch.
Much like the relationship building process, the final sales strategy should be tailored specifically to your business and may even occur at some point in the education process.
For example, we prefer the old school method of getting on the phone and actually talking to prospects. We’ve found that this method converts much higher than other ways we’ve tried. There’s just something about talking to a person that’s different than other forms of communication.
And here’s the good news. Because of all the pre-qualification we’ve done, we know that we’ll ONLY be talking to hot leads on the phone. That’s the power of the automated marketing funnel. It ensures that when it’s finally time to make the sale, you’re only talking to your ideal client.
Trust the Process
With an automated marketing funnel, you don’t have to worry about constantly trying to hunt down new business. The leads come directly to you. And by the time you talk to them in person, they’re ready to buy.
By automating three-quarters of your sales process – the advertising, entry, and relationship building – you free up more time to engage with those that are really interested in what you’re selling (and can pay for it).
Though it can help any business of any size, the marketing funnel is a massive benefit to those that are growing. You can never overstate the importance of scaling your operations to meet increased demand.
So you’re not just giving yourself more time to focus on customers who genuinely want to do business with you, you’re giving yourself more time to focus on your business.
You know that Facebook advertising is key to generating leads for your business.
And you’ve created some ads that have generated leads.
So what’s the problem? The leads are terrible. Just downright awful. They’re not your ideal customer, they can’t pay what you’re worth, and you waste precious time sorting through these terrible leads.
The result is that you feel stuck. You’re forced to constantly hunt for new business because you can’t generate quality leads.
The good news is that there is a solution. Initially, it’s going to sound counterintuitive but trust us on this one. We’ve spent more than $1 million generating leads through Facebook ads and we’ve learned exactly what works and what doesn’t.
To generate more revenue, you need to spend MORE money acquiring leads.
Initially, that sounds crazy, but the reality is that when you spend more per lead, you can qualify them much more thoroughly. In other words, you can be sure you only have the BEST leads coming to you. These are the people who WANT to work with you.
And in terms of the numbers, it’s far better to spend $12 per lead if those leads generate $5,000 each than to spend $1 per lead and have none of those leads work out.
So how do you qualify your leads more effectively? Follow these simple steps.
Target Your Customer
If you’re going to zero in on the people that will take your business to the next level, you’re going to need to get specific.
As in finding the people who already want to buy what your selling. We’re talking about finding your IDEAL customer. The kind of people who want to work with you.
How can you do this?
First, you need to understand who your ideal client truly is. And not just on a macro level either.
You need to know EXACTLY who you want to work with.
We see too many entrepreneurs wasting time and energy are often trying to reach a wide swath of consumers. This is a big mistake.
When working to generate leads, generic ads just don’t cut it. If your business is a lifestyle brand aimed at Millennials, you need to know what they like, the language they speak, the other brands they like, their pain points, and even their hopes and aspirations.
The Facebook advertising platform is incredibly powerful and lets you hyper-target ads directly at your ideal clients.
For example, let’s say you’re a strength coach selling a course specifically geared toward basketball players, runners, and football players. On the surface, this may not seem that distinctive, but with Facebook Ads you can create a highly defined approach that will promote your shoes to the people that are most likely to buy them.
Using Facebook’s platform, not only can you narrow your ad reach by location, gender, and age, you can go even deeper. Income, interests, relationship status, education, and even specific page likes can all be used to create your perfect ad campaign.
With the example above, you can easily target men between the ages of 18-25 who are fans of basketball, running, and athletic shoes, which are all characteristics of your audience. If you know that your ideal client also likes to read articles on ESPN, you can add that into the mix.
The point is that you can get hyper-specific in terms of who sees your ads. Will this increase your cost per lead? Probably, but you’ll be getting the RIGHT leads.
Instead of spending precious dollars on generic ads targeted at the wrong people, you can create a direct appeal to the people that will genuinely benefit from your product or service.
Let Them Know You
Let’s say you’ve connected with your ideal customer through an effective ad, and they’ve clicked through to your landing page.
Good start, but you need to qualify them even more. You still don’t know if these are the people you want to work with.
The second level of lead qualification involves taking your prospect through your marketing funnel. The first stop is your landing page, which serves two purposes.
First, it clearly spells out who you are and how you can solve the problems the potential lead is facing. Your landing page should be so specific that it appeals to the people you want to work with and turns away those who aren’t a good fit.
The second purpose of your page is to move the lead into your marketing funnel. Usually they give you their email address and you give them something free in return.
This allows you to start talking to your leads, ensuring that they know who you are, what you offer, and whether you’ll be a good fit.
Maybe they get to download a free report. Maybe the get access to a webinar. We’re big fans of webinars and have used one for years.
The point is that only SOME people – the people who are genuinely interested – will opt-in here. Those who aren’t quality leads will drop off, which is exactly what you want.
Once they’re in your funnel, it’s time for the final level of qualification, the last step before you can successfully make the sale.
Make Them Commit
Up to this point, you’ve created a Facebook ad that singles out prospects most likely to show interest in your product or service. Then you further sold them on the benefits via a concise landing page and webinar.
Now that you’ve drawn them in, its time for the final level of qualification.
This is the step that will ultimately lead to a direct sale.
After the prospect has viewed your webinar, have them fill out a form or application that seeks to further engage the relationship either by phone, in-person, or some other method.
Back to the health coach example. You can invite them to apply for a free consultation to see if you are a good fit for working together. Only the MOST interested people will want to do this.
This final step ensures that by the time you’re actually talking to a lead, they are super interested in what you have to sell. They aren’t tire kickers or merely curious. You’ve qualified them to the point where you know they’re the type of person you want to work with.
Qualification is Key
Conventional wisdom says that sales are a volume business, where the more leads you have, the more deals you’ll make.
While at the most basic levels of business this may be accurate, the real truth lies in the type of leads you can generate.
The more qualified your leads are up front, the more efficient you’ll be in closing them and the more revenue you’re likely to create. So take time to set up a qualification process that yields more than just window shoppers.
Develop ads that appeal to those that will reap the most benefit in doing business with you and your company.
Draw them in with a pitch that is to the point and details a solution to their need.
Make them commit with a call to action that either closes the sale or further nurtures the relationship.
There’s little argument that closing the deal is about hard work and perseverance. However, with a better understanding of who your client should be and than qualifying that lead into a highly viable prospect, you will place yourself in a position that yields plenty of success.