Getting the attention of people, in general, is one thing.
Getting the attention (and trust) of the right people is another thing entirely — something that your business must learn to do over and over again in order to thrive.
And so in this guide, we’re going to explain the difference (and more importantly, how to tell the difference) between high-quality and low-quality leads. Then we’re going to show you how to identify and attract your dream customers like clockwork using sales funnels.
By the end, you’ll know everything you need to create systems that generate high-quality leads consistently and predictably for your business.
Let’s dive in!
Or click the link below to get a headstart 😉
High Quality Leads Vs. Low Quality Leads
Obviously, there’s a difference between high-quality leads and low-quality leads — one that you are probably hyperaware of right now.
Because no matter how many leads you generate, if a healthy portion of those leads don’t turn into paying customers (say, at least 5% over the life of your first email sales sequence), then those leads are just contributing to a vanity metric — one that has no influence on the longterm success of your business.
You need high-quality leads, not just any old leads.
In fact, that’s what the majority of salespeople are focused on — 48%, to be specific.
So how do you increase the quality of leads that you generate?
Well, it’s not quite as simple as that.
When we talk about low-quality leads, we’re talking about opt-ins that don’t become paying customers down the road.
Why is that?
It could be for a lot of different reasons. For instance…Your lead magnet is attracting the wrong people.
- Your lead magnet is attracting the wrong people.
- Your sales pages aren’t converting well.
- Your follow-up process isn’t compelling.
… or one of many other reasons. Maybe your lead magnet is attracting the right people, but your sales process isn’t compelling enough. Or maybe your sales process is excellent, but your lead magnet is attracting the wrong people.
You’ve got to look at the entire marketing funnel to figure out where (if you’re struggling with low quality leads) it’s broken.
In this article, we’re talking about low-quality leads — and the “How To” section below will talk about defining your target market, finding your dream customers, and driving them to your sales funnel.
But before you dive into that, it’s important to identify where your problem actually lies.
Is your lead-gen process broken?
Is your sales funnel not compelling enough?
Is there inconsistency between your lead magnet and your sales funnel that is turning people off?
If you’re unsure, the first few steps below are a great place to start.
How to Identify & Attract High-Quality Leads
Now, this is where the rubber meets the road.
We’re going to talk about how to identify and attract high-quality leads for your business. These are the steps that ClickFunnels took (now a $400 million business!) at its conception — none of them are rocket science, and all of them are practical and doable.
Here they are!
1. Define Your Target Market
Before you can attract high-quality leads, you need to define what high-quality leads look like for your business.
Think of your target market like your dream customers — these are the ideal people that you most want to serve, the people who will be excited to buy what you’re offering.
Define that person like you’re about to write a fiction book.
Try to fill out the following graphic below…
Treat this customer avatar like they’re an individual — you might even add a pretend picture and give this “person” a name to make it feel more real.
The better that you understand who you serve, the easier it’ll be to find and attract your dream customers.
2. Understand Your Value Ladder
Every business, including your own, represents an entire suite of products and services.
At ClickFunnels, for instance, we have our primary software and subscription for building sales funnels, but we also have Funnel Hacking Live, as well as tons of books and courses for helping our members accomplish their business goals.
But which product should you offer your leads first — when they’re just getting to know your business? And which products should you offer them after they’ve been with you for a few years?
After all, the pay-off of your lead-gen depends on offering people the right stuff at the right time.
That’s why we created the value ladder — check out the video below.
Here’s what the value ladder looks like…
Each step contains an offer and the goal is to ascend new leads and new customers up that staircase (or “ladder”), from the your cheapest and lowest-value offer (the bait) to your most expensive and most valuable offer (the big dollar sign).
Here, for example, is what a value ladder might look like for a dentist’s office…
What does your value ladder look like?
Identifying this will help you understand how you’re going to draw your dream customers into your ecosystem, which products you’re going to offer first, and what end-goal you’ve got to keep in mind throughout their entire journey.
That, in turn, means attracting and converting high-quality leads.
So grab a piece of paper and create your own value ladder — if you’re missing a crucial step (like the bait or middle-tier steps), then that’s a sign you need to create new offers to fill in the gaps (and it might be the reason your lead-gen efforts are suffering!).
3. List Your Dream 100
The “Dream 100” is a process that Russell Brunson created — one that he uses constantly — to find and attract his dream customers.
You can use this process, too — regardless of your budget or your bandwidth. Check out the video below!
Here’s the gist…
You make a list of places where your dream customers congregate online (which is why it’s so important to know who your dream customers are!). We try to aim for 100 different places… but you can start with 20, 30, or 70… whatever works.
Try to find…
- 10 top websites and forums where they spend time.
- 15 active Facebook groups they participate in.
- 50 influencers they follow on Facebook and Instagram.
- 30 podcasts they listen to.
- 40 email newsletters they subscribe to
- 20 blogs that they actively read.
- 20 YouTube channels they subscribe to.
Make a list!
These are the places where your target market already hangs out and by infiltrating these places — see #5 — you’ll be able to drive them to your sales funnel.
This brings us to the next step.
4. Create a Compelling (and Relevant) Sales Funnel
Reaching your target market is one thing — getting their contact information is quite another.
You can’t just go to your Dream 100 locations and ask people nicely to give you their email address or phone number. Just like in real-life relationships, you’ve got to give them something that they want in order to build rapport… and then you can ask them for their email address, name, or phone number.
And that’s what a lead-gen sales funnel is for.
We use tons of these at ClickFunnels. We’ve got an exit-intent popup…
We’ve also got this…
And we have lots of other lead magnets for lots of variations of people within our target market (some people need help with driving traffic, some need help with generating leads, and some need help with making sales, finding their niche, or creating products).
These sales funnels turn traffic into leads… and we use other sales funnels for turning those leads into paying customers.
(You can start building your first sales funnel for free by clicking here)
The most important question to ask when you’re creating a lead magnet — a “bribe to subscribe” — is: will this lead magnet attract my dream customers?
If it will, you’ve got a winner.
If it won’t, create something else.
Then build a sales funnel to systematically turn those visitors into high-quality leads. From there, it’s just a matter of driving high-quality traffic to the sales funnel.
That’s the next step!
5. Infiltrate The Dream 100
By this point you should have a list of places where your dream customers congregate online — blogs, podcasts, YouTube channels, forums, and so on.
You should also have a sales funnel (and lead magnet) that’s built to attract the right people and systematically capture their contact information.
Now it’s time to infiltrate the Dream 100 and get those people on your email list (where you can follow-up as often as you want).
As you can see in the graphic above, you basically have two options for driving people from various places on your Dream 100 list to your sales funnel — you can buy your way in or work your way in.
- Work Your Way In — This usually means cold calling, text messaging, emailing, and even direct mailing your influencers to try and build a relationship with them and “bribe” them into some sort of collaboration. For example, you might send a free version of your product to influencers and ask them for an honest review.
- Buy Your Way In — If you want to cut to the chase, then you might consider just paying influencers to get in front of their audience. This might include getting a banner ad on their website, putting your YouTube ads at the beginning of their videos, or contacting them and asking what other paid promotional opportunities they offer.
That’s how you drive high-quality traffic that turns into high-quality leads.
To learn more about this process, get yourself a free copy of Russell Brunson’s bestselling book, Traffic Secrets.
6. Leverage Follow-Up Funnels
Let’s do a quick recap.
You’ve identified your target market, figured out where they congregate online, built a compelling sales funnel, and driven people (either through budget or bandwidth) to that sales funnel.
You’ve even generated some high-quality leads!
But those leads are only high quality if they become paying customers — so now it’s time to create a follow-up funnel that attempts to systematically turn your new leads into paying customers.
You can use what we call the Soap Opera Sequence — this is a 5-7 part email sequence that’s crafted to build rapport and get new leads to make their first purchase within just 7 days.
Check out the video below to learn how this works…
The success of your business depends on a consistent flow of high-quality leads.
And now you’ve got all the knowledge you need to identify and attract your dream customers like clockwork — define your target market and your value ladder, list and infiltrate your Dream 100, create a compelling sales funnel, build an email list, and leverage follow-up funnels.
All that’s left is action.
If you’re ready for the next step, click the link below to start building your first sales funnel for free!