No matter what industry or where they are in the world, all businesses are reliant on leads. A high-quality leads strategy will bring new customers to your business, encourage existing customers to purchase again, and help raise brand awareness.
When you are looking to gather leads for your business, one of the best ways you can do this is through an opt-in funnel.
In this article, we will look at what an opt-in funnel is, and five things you need to include to ensure you receive as many high-quality leads as possible for your sales and marketing team.
What is an opt-in funnel?
An opt-in funnel consists of a landing page that you drive prospective customers to, either through social media, pay-per-click advertising, or a pop-up on your site. The landing page is followed by a thank you page or a confirmation page.
When prospects are on your page, they can exchange their contact details in exchange for something of value (a lead magnet). This can be anything from access to a webinar, a white paper or an eBook.
Think of your opt-in funnel as the first stage of your sales funnel. You can take the contact details you receive and add them to your email marketing list.
Once there, your marketing team can nurture the leads and keep them warm until they express an interest in your product or service.
According to Leadpages, a good conversion rate for an opt-in funnel is between 20% and 25%. That means that at least one out of every five page visitors is giving you their email address.
To increase the odds of people exchanging their contact details with you, here are five things you need to consider when creating your opt-in funnel.
1. Give your customer a worthwhile lead magnet
The lead magnet you offer can make or break your opt-in page. If your prospects see it as low value or not worth their email address, they will not sign up.
What is a good lead magnet? Here are some ideas:
- A free trial of your product or service
- Money off vouchers or discount codes
- An eBook
- Access to a workshop or webinar
- A white paper or industry report
- A training course or email sequence
To help you choose which lead magnet is best, identify your target audience and their pain points. How will your lead magnet help them?
Once you’ve decided which lead magnet you want to use and how it will benefit your prospect, it’s time to get creative. If you have the skills to do this in-house that’s great; otherwise get an agency or freelancer to create it for you.
You want your lead magnet to be as high-quality as possible.
2. Create a page that leads to conversions
You want your opt-in funnel to be easy to use, easy to understand, and most importantly… easy to complete.
Here are some of the things you need to consider when creating your opt-in page.
- Have a clear page title
- Describe what you are offering and how it will benefit the customer
- Don’t give customers an easy out. The more links you have to other pages, the more likely they are to click on them and exit your opt-in funnel
- Have a clear call to action, and don’t use more than one
A/B testing can be an excellent way to see what works and what doesn’t. Create two different opt-in funnels and channel prospects through both pages. You can then see which one gets the most conversions.
3. Ask for the right data
Asking for the correct amount of data is a tricky balancing act. You want to ask for enough data to see if a potential lead is right for your business. However, you don’t want to ask for so much information that you discourage prospective customers.
Think about the bare minimum information you need to qualify your prospect. For example, do you really need to know when their birthday is, or how many people work in their company?
According to HubSpot, the threshold for form fields is about five. Use more than that, and you see a significant drop off in the number of visitors that pass through your funnel.
4. Create enticing emails to keep them hooked
Your prospect has given you their details and has downloaded the lead magnet. There’s nothing to stop them from unsubscribing now they’ve got what they want… right?
This is where the first email you send after they sign up is so important. By wording it just right, you can encourage them to stay on your mailing list, increasing the odds of them becoming a customer and advocate of your brand.
You can set up an automatic responder email to your prospect after they give you their details. Use this email to introduce your business and what they can expect from you.
As tempting as it may be, don’t use your emails to sell to them – at least not straight away. Instead, provide them with valuable information that will inform, educate and entertain.
5. Promote your opt-in funnel everywhere you can
You’ve created your lead magnet and set up a page that nobody can resist. What next?
You need to promote your opt-in funnel to encourage people to visit. If you don’t, prospective customers aren’t going to be able to find it!
Here are some examples of places you can promote your opt-in funnel. The good news is that there are several places you can showcase your opt-in funnel, no matter your budget.
- Social media – this can be through your own channels or by paying for advertising
- Pay per click advertising (for example, Google Ads, Microsoft Advertising)
- In your email signature
- On your website – either on your home page or a pop-up on other pages
- During podcasts or live streams
- Influencer marketing – encouraging people in your niche to promote your lead magnet on their websites or social media profiles
Take your target audience into consideration when you promote your opt-in funnel. For example, if your lead magnet is targeted at retirees, then TikTok might not be the best place to go!
We hope this guide has encouraged you to create a brand new opt-in funnel and start filling your sales funnel with leads!
If you are not sure how to use funnels to grow your business, we offer a free funnel consultation. Our experts will review your existing setup and suggest how you can turn your website into a lead generating machine!
Contact us today to find out more.