Word-of-mouth advertising from satisfied customers is often the best kind of marketing. It’s free and trustworthy, and it happens organically with good service. But that doesn’t mean it happens all on its own. There are steps that businesses can take to grow their brand by amplifying customer voices. In online marketing, one of the keys to this strategy is a lead capture funnel.

Capture funnels are strategic processes through which brands can attract prospective customers and convert those prospects into sales. Want to learn more? Here is a basic overview of the structure behind successful lead capture funnel systems.

What is a Lead Capture Funnel?

Lead capture begins with the first moment a potential customer becomes aware of your brand or product. Compelling, unique, or engaging digital content can set a strong tone for your brand and help to capture attention across many channels. This stage is not simply about visibility, but also about making sure that your target audience will be interested in what you have to say.

Once somebody becomes aware of your brand, the next step is cultivating their interest. During this stage, they will explore your brand or your product in more detail. Providing effective linking opportunities to enable your prospects to research your brand further is very important during this stage.

After interest is established, prospective customers will make a decision and take action. If your lead capture funnel is successful, they will decide to give you their business. The earlier stages in the funnel can do a lot of the heavy lifting. But a smooth process with easy website navigation and checkout process can put the finishing touch on a solid lead capture funnel.

How to Optimize Capture Funnels

Want to know how to maximize the success rate of your online lead capture funnels? Here are a few keys to making sure more of your leads turn into satisfied paying customers.

Compelling Marketing Content

Attracting attention starts with strong content, shared on the right channels to be seen by the right users. For online marketing, understanding where your target audience browses, and what kind of content they prefer, is the first step to building a solid capture funnel.

Effective Landing Page

First impressions matter, and your landing page is often a prospective customer’s first impression of your business. Having an eye-catching and informative landing page matters in that regard. But, for your lead capture funnel, having an easily navigable landing page is equally important. Users should be able to proceed to relevant secondary pages beyond a landing page to learn more or make a purchase.

Nurture Prospect Relationships

Interested users might not always be ready to make a purchase right away. But you can still capitalize on their interest by nurturing those relationships. Provide channels for users to stay connected and informed about your brand. A simple and direct way to do this is by setting up a space on your website for users to join an email list. This allows them to receive periodic updates from your brand about new deals, offers, and products.

Solicit Feedback

The best case scenario for online lead capture funnel systems is a satisfied customer who leaves a positive review for your company. User reviews are among the most highly trusted resources for other prospective customers. You can garner more reviews by soliciting user feedback during the action, or checkout, phase of their experience.

Users who have decided to give you their business are likely to have nice things to say about you. Give them an opportunity to voice their opinions, and allow the capture funnel process to start all over again for future prospects.

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