Let’s say you’ve connected with your ideal customer through an effective ad, and they’ve clicked through to your landing page.
Good start, but you need to qualify them even more. You still don’t know if these are the people you want to work with.
The second level of lead qualification involves taking your prospect through your marketing funnel. The first stop is your landing page, which serves two purposes.
First, it clearly spells out who you are and how you can solve the problems the potential lead is facing. Your landing page should be so specific that it appeals to the people you want to work with and turns away those who aren’t a good fit.
The second purpose of your page is to move the lead into your marketing funnel. Usually they give you their email address and you give them something free in return.
This allows you to start talking to your leads, ensuring that they know who you are, what you offer, and whether you’ll be a good fit.
Maybe they get to download a free report. Maybe the get access to a webinar. We’re big fans of webinars and have used one for years.
The point is that only SOME people – the people who are genuinely interested – will opt-in here. Those who aren’t quality leads will drop off, which is exactly what you want.
Once they’re in your funnel, it’s time for the final level of qualification, the last step before you can successfully make the sale.