Sprintmarketing.com SLP71#SprintMarketing shows how to design a #WebLeadsFunnel.

A web leads funnel is the process through which a lead should go in order to reach a sale. You can use it to dramatically strengthen the relationship between your sales team and customers, and in the process, significantly improve lead-to-sale conversion rates.

Creating Your Web Leads Funnel

Every business should have a structured web leads funnel in order to confirm that the customer’s needs are anticipated and met at each step of the process—from lead generation to the final sale. Web leads funnels will look different for each company, but here is a basic template to follow when outlining your funnel:

  1. Analysis. Before you can funnel leads toward your sales team, you must first pinpoint your ideal client and analyze the market in which you will be working. This is part of your lead generation marketing strategy. It includes learning about your competition within the industry (seeing what works for them), and analyzing the resources and marketing strategies you already have in place.

 

  1. Promotion. Use the content marketing tools at your fingertips to attract web leads to your company’s products or services as part of your lead generation process. Whether you blog, use SEO, or post on social media networks like Google+ or LinkedIn, it is important to use marketing strategies to draw in leads. And when it comes to services or product promotion, content is king. Studies show 90 percent of consumers find custom content useful and 78 percent believe that organizations providing custom content are interested in building good relationships with them.1 At the same time, 87 percent of B2B marketers are using social media to distribute content and 82 percent of marketers who blog see positive ROI (Return On Investment) for their inbound marketing.2 Promotion of solid and interesting content—whether you are drawing SEO leads, attracting landing page leads, or focusing on video lead generation—will bring in leads that may convert to sales down the line.

 

  1. Optimize your website. Once you’ve gotten your prospects interested, draw them to your website to become leads. This is where website optimization is important. An attractive, easy-to-use website with visible contact information and forms (on every page) will encourage users to stay on your page. Those forms are an important part of any lead generation plan. Your website is the perfect place to offer incentives for prospects to sign up for further communication. This could be a “Contact Us” form, a phone call, or a request form to enable the customer to receive more information; it could be a free trial offer, a coupon, or access to educational content.

The key is to convince your prospective customers to interact with the site, and give you their information and contact details in exchange for what you are offering. Any information provided will allow your sales team to get to know a little bit about the lead. It’s also important to optimize your website for mobile use; Global smartphone use will reach 2 billion by 2015 and 62 percent of emails are opened on mobile.3 Lead generation can be extended beyond the desktop computer.

 

  1. Market to qualified leads. This is where your sales team can begin to separate the run-of-the-mill leads from the qualified leads—leads who have shown real interest. By analyzing the lead data you’ve collected at the top of the sales funnel, you can target those leads who are the most likely to purchase your product or service. Nearly half (45 percent) of companies report that their sales reps need help figuring out which accounts to prioritize.4Improving lead quality results is better use of your marketing budget and sales time, which delivers greater web leads ROI.

 

  1. Use lead intelligence to contact leads. At this point in the web leads funnel, the sales team takes over. After identifying a marketing qualified lead from a hefty stack of web leads, it’s time to make contact, initiating the final steps toward a sale. A sales accepted lead is determined as willing and able to purchase the product, making him or her a sales qualified lead and providing a solid opportunity for a sale.

But how do you close the deal? The key is using lead intelligence garnered from your leads analysis. If a lead noted that he preferred an email response, don’t give him a phone call. If another lead said that evenings were best for a phone call, don’t respond in the morning. Did a lead say she was interested in more information about a specific product you offer? Focus on that product when delivering the sales pitch. Listen to your leads in order to make informed sales decisions in the lead nurturing phase.

 

  1. Nurture lead relationships for additional future sales. Did you know that 79 percent of marketing leads never convert into sales?5 After all that effort put into developing qualified leads, the common cause of poor performance is a lack of lead nurturing. In fact, Companies that excel at lead nurturing generate 50 percent more sales-ready leads at 33 percent lower cost.6

 

In digital marketing, lead generation isn’t the end game—sales conversion is. Respond quickly and often to web leads. Even if the lead isn’t ready to pull the purchasing trigger now, you can build a relationship for future sales. 50 percent of leads are qualified but not yet ready to buy,7 and nurtured leads make 47 percent larger purchases than non-nurtured leads.8

Using Your Web Leads Funnel

A strong web leads funnel channels web-users into prospects, prospects into interested leads, and finally qualified leads into paying customers. It relies on your digital marketing strategies, careful data and industry intelligence, an optimized website, leads strategy, and diligence on the part of your sales team.

Sprint Marketing Can Help You Develop Your Web Leads Funnel

If your business is in need of its own web leads funnel but you don’t know where to begin, contact Sprint Marketing. Sprint Marketing can help your business align digital marketing and sales performances using marketing intelligence technology. We use analytics to track and increase web leads and convert them into sales. We are experts at increasing SEO leads and landing page leads. For a free leads analysis, contact us at www.sprintmarketing.com.

 

Resources:

  1. Kapost http://kapost.com/content-marketing-facts/
  2. Kapost http://kapost.com/content-marketing-facts/
  3. Kapost http://kapost.com/content-marketing-facts/
  4. Sales Staff http://info.salesstaff.com/blog/bid/147687/30-B2B-Sales-Marketing-and-Lead-Generation-Stats-that-Will-Blow-Your-Mind
  5. Marketing Sherpa via Sales Staff http://info.salesstaff.com/blog/bid/147687/30-B2B-Sales-Marketing-and-Lead-Generation-Stats-that-Will-Blow-Your-Mind
  6. Kapost http://kapost.com/content-marketing-facts/
  7. HubSpot http://blog.hubspot.com/blog/tabid/6307/bid/30901/30-Thought-Provoking-Lead-Nurturing-Stats-You-Can-t-Ignore.aspx
  8. Trew Marketing http://www.trewmarketing.com/smartmarketingblog/marketing-trends/thursday-trends-stats-show-why-lead-nurturing-is-a-critical-element-in-your-marketing-funnel/#sthash.TKa3EvWr.omUIzrMB.dpuf