From Prospect to Lead to Customer - Marketing Funnel Explained

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From Prospect to Lead to Customer - Marketing Funnel Explained

Let’s talk about lead funnels.  What the heck is a lead funnel? What is a lead magnet? What is a sale cycle? Truth be told these are all just marketing jargon that we toss around that may sound a little funny to the average business person. However, let me tell you the magic is in the funnel and in this blog post I plan to break it all down for you and show you exactly the path that a person will take from prospect to lead and converted into your next customers. And not just any customer but a raving fans tell their friends about it and post on Yelp customer.


So let's start with the basics. First and foremost a lead funnel is basically just a path that someone takes from prospect to sold.  I have included here my lead funnel road map to break it down in a more visual way. 




So what is a lead magnet? This is a question that I see a lot. Basically a lead magnet is something that you give for free in exchange for your prospect’s contact information, thereby turning a prospect into a lead. Lead magnets are incredibly effective when utilized correctly and when targeting the right type of prospect.


A lead magnet helps you to better segment your email marketing lists so that you can personalize your email messages, thereby increasing your open rates, your click-through rates and of course your conversions. As far as I'm concerned your email list is pure gold. But only if you build it right! So let's break down a couple of ideas when it comes to lead magnets AKA free offers.


Before you even start to build your lead magnet you need to make sure that you are building the right lead magnet. But how do you know? Well, you start with asking yourself who is your ideal client? What do they need help with?


The easiest way to find out what your ideal client needs and how you can help serve them in that need is to simply ask. Jump on to Facebook or shoot out an email and ask them “what are you struggling with in your business right now”  This will open the doors for your current customers, prospects, current subscribers, and social media followers to give you the information you need to build the right lead magnet to meet their needs.


Another fantastic way to figure out what type of lead magnet you should build is to jump into some Facebook groups where your ideal client hangs out. You're not in those groups to pitch or sell. No no! you are there to listen.  Go in and scan the feed to see what people are struggling with. What are they asking about? Is there some kind of theme that seems to keep popping up. If you see something that you know the answer to pop up time and time again than that my friend is the next topic for your next lead magnet.


Once you have the idea for your lead magnet or offer, it's time to figure out what format fits best for delivering your message. Below are just some of the examples of what you can create and turn into lead magnets:


  • Checklist
  • Guide books
  • Resource guide
  • Email Course Series
  • Video Course Series
  • Live Webinars and Recorded Trainings
  • Case Studies
  • White Papers
  • Templates
  • Blueprints
  • Step by Step Instructions
  • Audio Books  
  • Samples
  • Coupons
  • Free Services


I have found that a lot of the time I already have the content created in my content library that is perfect for repurposing into a lead magnet. For example I have a ton of webinars I've done over the years. I also have a ton of live broadcast that I have done, as well as video trainings. It would be very easy for me to create a video lead magnet or mini-course that addresses the needs of my ideal client using this content. So the first place to look for your next lead magnet is with the content you already have. Do you have something in your content Arsenal right now that addresses the questions that are being asked in the Facebook groups or being answered by your question you posed? There you go! However, if you don't have a current library of content at least you have a jumping off point and you know what you need in order to address the concerns of your ideal client.


Here is just a word to the wise, keep it simple. Or in the famous words of many a marketing professor back in my college days KISS Keep It Simple Stupid. In other words don't, overthink this. The checklist and one page guides tend to do far better than the white papers. Of course this is very much dependent on your ideal client.


Once you have a lead magnet created, the next step is creating a landing page. Otherwise known as a one-page website. This is where you will capture your lead’s contact information and this is also where you will showcase your lead magnet and the benefits it will bring to the people who sign up.


Once you have obtained your lead’s contact information they should then go into your email marketing service account where they will be segmented into a specific list having to do with the topic that you are presenting. You want to make sure that you're always segmenting your contacts and leads so that in the future, when you are sharing information, you can share it to the right people, at the right time and your conversion rate will be much higher because of the personalization that you're going to give in your content delivery.


Once your lead gets into your email system you'll immediately send them your lead magnet that they signed up for. This is typically where most marketers stop, but not you. No, you are going to take it a couple steps further and that is going to be the difference in your success. A couple of days after the initial email you should have a follow-up email to request that your lead connect with you in other ways and see what questions they may have about the lead magnet they download.


About a week after that send one more email asking them if they wouldn't mind filling out a very short survey so that you can learn more about them and make sure that you deliver customized and timely content that benefits them the most. This is a great way of learning more about the people on your email marketing list. Following that, you can throw them into your regular correspondence and continue to nurture your lead with value-added content that is customized and personalized to them. At the end of the day they will learn how to know, like and trust you, thereby making it a cakewalk to sell to them and  increase in your conversion rate. Cha-ching!


If all this sounds a little confusing, or if you want to learn how to build this exact system and then some I want to invite you to come and join me for my free 5 day email marketing bootcamp where I will teach you how to create this very process. This very strategy. This very lead funnel.  over the course of the five days you will be given a daily assignment and access to a daily live  webinar (which will also be recorded so you can access it at your convenience).


As far as I'm concerned your success is my success so I will be available to not only help you with in my private Facebook group but I will also have several opportunities the following week after the boot camp to join live Q&A sessions and pop on with me so that we can walk through any concerns or questions that you have after the boot camp. No marketer left behind! Click here to sign up for the free boot camp which starts February 20th but feel free to join us anytime during the boot camp.

Kelly Mirabella
Social Media consultant, trainer and speaker
Stellar Media Marketing
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