Building an Effective Lead Generation Funnel Through Research to Help Create Well-Crafted Messaging
Lead generation funnels are a sustainable way to grow your business. Rather than just accepting the customers that walk through your doors, you are working to cultivate new and loyal customers that expands your client base. This nurturing is what generates high-converting leads, helping you increase your profits exponentially.
Last month, we looked at the basics of building an effective lead generation funnel. We touched on the three basic phases of an effective funnel, including attracting customers, nurturing conversions, and building customer loyalty. We also looked at the 3 offers your lead generation funnel needs to make to customers. This month, we are going to expound on all of that a little more.
You can’t make an effective offer to potential customers without knowing who your target audience is. In order to do that, you’ll need to dig into some research. You’ll need a bit more work than just looking at the insights you get from your current ad buys and organic posts. So let’s dig into this fascinating topic of customer psyche.
Getting to Know Your Target Audience
Research is the first, and perhaps most important, step in the process of developing an effective lead generation funnel. This means conducting good research into your target customer’s psychology, helping you understand what actually motivates them. Understanding your target audience on this level will help you clarify your offer, using language that directly speaks to their unique needs.
In other words, this well-crafted messaging is like a mirror that you hold up to potential customers. It should use less industry jargon and more plain language that resonates with your target customer.
While research can feel tedious, it is used by some of the most successful brands extensively. So let’s take a look at three easy (and free) research methods you can use to improve your own brand.
3 Ways to Conduct Research
1 | Surveys
Surveys are a great way to hear directly from the consumer about what they want and need. A well-designed survey can help you learn why they make a purchase, what else they’ve tried, and what outcomes they seek. It can even help you uncover how they view your company. These insights can help you develop ad angle ideas, A/B testing ideas, and landing page headlines that grab attention fast and easily.
Using surveys to understand your existing customer base and their experience can help you capture quantitative data. But it can even garner your reviews. If you have customers who rate your company highly, invite them to provide a testimonial that you can use to win new customers.
Remember, how you frame questions matters, so ask your questions in a way that makes people want to give their opinions. Combining an incentive along with thoughtful framing can result in quality feedback you can act upon.
2 | Third-Party Research
Yes, good research still includes insights from social platforms. It’s still important to take the data and insights you learn from your own ad buys and organic posts, but in this case, we are talking about looking for sentiment across the board. Mine sources like YouTube, Amazon, and other social channels for posts and comments that give you buyer insights, using keywords and content analysis.
You’d be surprised at the details someone may leave in reviews of a product on Amazon that gives you insight into what people are dealing with and what they are looking for. This type of information gives you a raw and unfiltered look into your target customers’ struggles and desired outcomes. By analyzing multiple sources, patterns can begin to emerge around customer pain points and goals.
3 | Internal Feedback Loops
Your own team often has valuable insights into customer psychology from being on the frontlines. Creating a system to collect that information will allow you to use these insights in your company’s marketing materials.
Consider scheduling regular meetings with your team to go over customer’s common questions and needs. This valuable insight, when gone over regularly, can help you identify shifting behaviors and needs, helping you create more agile marketing that adjusts to match current customer sentiment. It even allows you to craft your messaging in a way that describes their problems accurately in their own words!
Key Takeaways
Developing messaging or an offer that truly speaks to the needs and pain points of your customers will more effectively optimize your lead generation funnel. With curated messaging and a deeper understanding of your target demographic, you can win hearts and minds, leading to more conversions and higher profits!
Need assistance doing the research or crafting the perfect message? Tintero Creative is here to help you grow your brand in sustainable and proven ways. Schedule a free consultation or social media audit today to get started.