To convert prospects to buyers, ideally you want more qualified leads, and less disengaged contacts. How can you do that? With targeted lead generation.
Qualified leads are prospects that need your product, and if you do your job well, they are more likely to convert to buyers.
To make this happen, you need to identify the quality leads, target them, and keep them engaged until they buy (and after the sale, too).
The thing is, there is no one-size-fits-all plan for targeted lead generation.
That’s how the TOFU/MOFU/BOFU (Top Of Funnel/Middle Of Funnel/Bottom Of Funnel) approach comes into play. If you do it right, you will guide your leads through the different stages, qualify them, retarget them, and make them buy your product.
What should you do with the leads in each of these stages?
Capturing the Leads
Once you’ve identified your target leads, your next step is capturing them. The goal is to send them to your website.
Hopefully, you have some useful information on your site, or have launched a blog with a couple dozens of posts, so you can give your leads enough data to continue their path along the funnel. Include a call-to-action on your landing pages such as:
- ‘Sign Up for Our Mailing List’,
- ‘View Catalog’, or
- ‘Shop Now’.
This way, you can keep your leads engaged and collect their personal info, such as an email address.
Qualifying the Leads
Just because you have plenty of leads doesn’t mean that they will all convert into buyers. This is where lead qualification comes in.
You have to segment your leads, ask them the right questions about what they need or what are they interested in, so that you’ll know how your business can help them.
Nurturing the Leads
If a lead didn’t qualify, you don’t have to throw it away immediately. After you’ve separated them from the qualified ones, you can begin reaching out to them with a re-engagement email, or a series of emails, maybe a free webinar, so that you may have a chance to convert them to qualified leads, or buyers. They might not need your product right away but when they are ready to buy, they will remember you.
Let’s see how can you do that with content:
The top of the funnel is content that generate awareness off a problem or product. You attract a wide range of prospects, because you target people who have never heard about you or your products.
They certainly aren’t ready to make a purchase, they’re just trying to gather the basic information they need to get started.
The most common forms of TOFU content would include blog posts, infographics, social media updates, tip sheets, or eBooks. Basically a quick lead magnet.
Short and sweet content wins here, because these prospects have just started to learn about a particular subject, and haven’t built trust in you yet.
The goal of TOFU content should be to
- Educate your audience on a specific question
- Help solve their specific problem
- Build trust, but without a sales tie-in
Information may be more generalized, or if more detailed information is provided, it doesn’t point directly to a specific product or service.
Once a prospect converts at the top of the funnel, they’ll progress into the MOFU (middle of the funnel) stage, where they’ll start searching for more specific information that answers their questions, or provides a solution to their problem.
MOFU offers are the most critical part of the sales funnel because they turn visitors into leads and separates good leads from bad.
The focus during this stage is to convert your website visitors into real leads by familiarizing them with your product and brand, and build your authority, showing them why should they trust you.
Once a prospect has moved through the middle of the funnel, you should know whether they are planning to make a purchase or not.
Examples of MOFU content:
- Case studies
- White papers
- Video tutorials
In the bottom of the funnel, prospects are just about ready to make a final decision and purchase, they just need a last little nudge to convince them why your option is the best.
The right BOFU offer can be very effective in helping you to speed up the rate with which you close deals.
Examples for BOFU content are:
- Free trials or assessments,
- Free consultations,
- Discount codes,
- Customer testimonials and success stories, and
- Competitive comparisons that show your potential customers why they should choose you.
The right combination of TOFU, MOFU and BOFU strategies truly is the secret recipe to targeted lead generation success. Attract the right leads. Move them down the funnel. And close deals! This is a marketing strategy that is going to yield real and measurable ROI.