From Traffic to Loyal Clients in 9 Steps

Are you ready to start converting traffic into leads and leads into loyal clients? In this first part of our three-part lead generation guide, we'll cover the initial 3 of 9 steps to set up an effective lead generation funnel. In the series we’ll show you how to generate traffic, capture leads, and engage with them through nurturing strategies step by step.

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What are your 9-step goals?

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Let's begin by focusing on your objectives and goals. The numbers can vary significantly from one business to another, but the overall calculation remains consistent. In this case, we’ll use a specific set of numbers as a base, and in the last part of our lead gen guide we’ll break them down further with additional variations and examples to make it easier to apply to your own business. The 9 goals are:

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Goal 1: 4000 clicks/visits

Goal 2: 50% sign up = 2000

Goal 3: 80% engage in content = 1600

Goal 4: 50% of sign ups attend event = 1000

Goal 5: 50% visit sales page = 500

Goal 6: Non-Buyer nurturing [additional step]

Goal 7: 50% of attendees = 250

Goal 8: 30% of buyers = 75 [part 1]

Goal 9: 20% of buyers = 50 [part 2]

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Where do I start?

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"Turning leads into raving fans through Awareness, Consideration, and Decision content”

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Let's first talk about Awareness, Consideration, and Decision content. What does that mean?

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These are the key stages in a customer’s journey. Awareness content grabs attention - it’s about getting your brand on the radar of potential customers. Consideration content dives deeper, offering valuable information that helps prospects weigh their options. Finally, Decision content is all about sealing the deal, guiding them towards choosing your product or service. Each stage plays a crucial role in moving your audience from first discovering your brand to becoming loyal customers.

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Awareness Stage:

Blog Posts: Write articles that address common problems or questions in your industry. For example, “Top 5 Challenges Small Businesses Face with Social Media Marketing.”

Social Media Posts: Share engaging content like infographics, memes, or short videos that highlight industry trends or introduce your brand.

Free eBooks/Guides: Offer a downloadable resource, such as “The Ultimate Guide to Effective Online Marketing for SMBs,” to attract leads.

Webinars: Host a free webinar on a relevant topic, like “How to Increase Your Local Visibility Online.”

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Consideration Stage:

Product Tutorials: For a software company, create step-by-step tutorials or how-to videos demonstrating how to use specific features. For example, a project management software company might create a video on “How to Set Up Your First Project in Our Tool.”

Expert Advice Blog Posts: Share deeper insights into your industry, offering guidance or advice. For a bakery, this could be a blog post like, “How to Choose the Best Flour for Different Types of Baked Goods.”

Workshops/Events: Host an in-person or online workshop, like a local mechanic shop offering a free car maintenance workshop titled, “Essential Car Maintenance Tips to Keep Your Vehicle Running Smoothly.”

Product Samples/Trials: If you’re a beauty brand, offer free samples to potential customers to let them try your products before committing to a purchase.

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Decision Stage:

Testimonials from Clients: For a professional services business (e.g., an accountant or lawyer), share written or video testimonials from clients who’ve benefited from your services, such as, “How XYZ Accounting Helped Us Save 20% on Taxes Last Year.”

Comparative Analysis: For a tech company, provide a detailed comparison sheet that shows how your hardware product is more efficient or cost-effective compared to competitors.

Live Q&A Sessions: A fitness trainer could offer a live Q&A session where potential clients can ask questions about their services, training style, or specific goals.

Warranties and Guarantees: For a furniture store, highlight guarantees like “10-Year Warranty on All Products,” giving customers peace of mind and encouraging them to make a purchase.

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Now let's dive into The Nine Step Lead Gen Funnel...

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Step 1: Traffic Generation

To kickstart your lead generation, focus on driving traffic to your website through specific channels:

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Leverage strategic partnerships: Collaborate with other businesses to expand your reach.

Promote via social media: Utilise platforms such as LinkedIn, Facebook, and Instagram.

Utilise organic traffic and Word of Mouth [WOM]: Enhance your SEO and encourage word-of-mouth referrals.

Encourage client referrals: Implement a referral program to incentivise existing customers.

Use personalised direct mail: Old-school methods can still be very effective.

Participate in events: Engage with potential leads at expos, networking events, and Chambers of Commerce gatherings.

Implement email marketing campaigns: Use tools like Hubspot or MailChimp for targeted email outreach.

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The goal of Step 1 is to reach 4,000 clicks or visits. By carefully planning and executing these strategies, you can drive significant traffic to your website. Here’s an example on how you can execute the above:

A local dental clinic can increase website traffic by partnering with nearby cafés to offer joint promotions, sharing oral health tips on social media, and optimising their website for local SEO. Implementing a referral program for existing patients, sending personalised direct mail with discount offers to nearby residents, participating in local community events, and running targeted email campaigns can also drive engagement.

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Step 2: Lead Generation

Once you have traffic, convert visitors into leads:

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Offer a compelling lead magnet: Provide valuable content or offers that encourage sign-ups.

Engage social media followers: Use Facebook and Instagram to interact and connect with potential leads.

Connect with LinkedIn followers: Build professional relationships that can turn into business opportunities.

Tap into partner member networks: Leverage the networks of your strategic partners.

Encourage waitlist subscriptions: Create urgency and exclusivity to entice sign-ups.

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The goal of Step 2 is to aim for a 50% sign-up rate, resulting in 2,000 leads. Here’s an example on how you can execute the above:

A local tech startup can convert website visitors into leads by offering an exclusive eBook on emerging tech trends as a lead magnet, encouraging sign-ups. They can engage with followers on social media through interactive polls or Q&A sessions, and connect with LinkedIn followers by sharing industry insights. The startup can also leverage the networks of strategic partners to promote their offerings and create a waitlist for an upcoming product launch to drive urgency.

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Step 3: Lead Nurture

Now, nurture your leads to keep them engaged:

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Provide value-add content: Share informative and relevant content that addresses their needs.

Execute email sequences: Use email marketing platforms like Hubspot or MailChimp to send targeted emails.

Use direct messaging and SMS: Personalise your communication to build stronger relationships.

Implement retargeting strategies: Use ads to re-engage visitors who haven't converted yet.

Foster community engagement on social media: Create a community around your brand on platforms like Facebook and Instagram.

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The goal in Step 3 is to have 80% of your leads engage with your content, resulting in 1,600 engaged leads. Here’s an example on how you can execute the above:

A boutique finance firm can nurture its leads by sharing personalised financial tips and insights that address specific client needs. They can execute targeted email sequences using platforms like HubSpot, offering valuable resources like budgeting templates or investment guides. Direct messaging and SMS can be used for personalised check-ins, while retargeting ads can re-engage potential clients who have shown interest but haven’t converted yet. Additionally, fostering a community on social media platforms like LinkedIn can encourage discussions around financial planning and investment strategies.

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Conclusion:

By following these first 3 steps, you can effectively start generating traffic, capture leads, and nurture them through the early stages of your lead generation funnel. Stay tuned for the next part, where we will dive into how to convert these nurtured leads into "event" attendees and, eventually, loyal customers.

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Here's an extra pro tip...

If you're like me and love to read/listen to business growth books then try this - simultaneously listen to and read the following books to help expand your marketing/sales and business skills in general. And in case you’re wondering, reading and listening simultaneously enhances learning by engaging multiple sensory modalities (visual and auditory), which reinforces comprehension and retention of the information:

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They Ask You Answer: Book by Marcus Sheridan

Oversubscribed: Book by Daniel Priestley

$100M Offers: Book by Alex Hormozi

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