Trending
Written by: Shelby Jo Long
As a consultant, attracting and converting potential clients is a key focus of your business. One of the most effective ways to do this is by leveraging a well-designed sales funnel. A funnel guides your prospects through a series of steps—from awareness of your services to making a purchase. The key to a successful funnel is the assets you build to nurture and guide leads toward conversion.
In this blog, we’ll explore the different types of funnel assets you need to develop, how to use them effectively, and how they can help you convert more leads into clients for your consultancy.
What Are Funnel Assets?
Funnel assets are the various elements that make up the client acquisition process. They include:
Lead Magnets: These are free, valuable resources that attract potential clients to your funnel. They can take the form of eBooks, whitepapers, webinars, templates, checklists, or guides. Lead magnets are designed to capture the contact details of your ideal clients.
Landing Pages: These are dedicated pages on your website where prospects land after clicking on your lead magnet or ad. A landing page focuses solely on getting visitors to take one action, such as downloading a lead magnet, subscribing to your email list, or booking a consultation.
Email Sequences: After a lead enters your funnel, you need to keep nurturing them with value-based emails. A well-crafted email sequence builds trust, educates your prospects, and moves them closer to booking a call or buying your services.
Thank You Pages: After a prospect takes an action, such as downloading your lead magnet or signing up for your email list, a thank you page confirms their action. This page can include additional calls to action, such as offering a consultation or redirecting them to your social media profiles.
Sales Pages: These are the pages where you offer your services and invite leads to take the next step in your sales process. A compelling sales page outlines the benefits of your consultancy, the services you offer, and a clear call to action.
Why Funnel Assets Matter
Funnel assets help guide prospects through a systematic process of engagement. Each asset serves a different purpose, but they all play a crucial role in building relationships with your leads. The benefits of developing strong funnel assets include:
Streamlining Your Sales Process: Funnel assets help automate and streamline your client acquisition process, so you don’t have to rely solely on one-on-one interactions to convert leads.
Nurturing Relationships: Through lead magnets and email sequences, you can continue to provide value to prospects over time. This builds trust and positions you as an expert in your field.
Increasing Conversion Rates: Funnel assets help you convert more leads into paying clients by providing the right resources at the right time.
How to Develop Funnel Assets for Your Consultancy
To build a successful sales funnel, you need to create effective funnel assets. Here’s a step-by-step guide:
Create a Lead Magnet: The first step in developing a funnel is to create a compelling lead magnet. Think about your ideal client and the problems they are facing. What free resource can you provide that addresses these challenges? For example, if you’re a marketing consultant, you could create a free eBook on “5 Ways to Increase Social Media Engagement.” If you’re a business consultant, a free checklist on “10 Strategies for Streamlining Operations” might be a good lead magnet.
Build a High-Converting Landing Page: Once you have your lead magnet, create a landing page to promote it. The landing page should be simple, focused, and persuasive. It should include:
- A clear headline explaining the value of the lead magnet
- A brief description of what the lead magnet offers
- A simple form where visitors can submit their contact details (email address, name)
- A call to action (CTA) inviting visitors to download the resource
Develop an Email Sequence: After someone signs up for your lead magnet, it’s time to nurture them. A well-designed email sequence helps guide leads toward booking a consultation or purchasing your services. Your email sequence should:
- Introduce yourself and explain what they can expect from your emails
- Provide value, such as helpful tips or insights related to your consultancy services
- Build trust by sharing case studies, testimonials, or success stories
- Include clear CTAs inviting them to book a consultation, download more resources, or explore your services
Create a Thank You Page: After someone downloads your lead magnet, direct them to a thank you page. This page should:
- Thank them for their interest and remind them of the value of the lead magnet
- Offer additional resources or actions, such as booking a consultation or connecting on social media
Design a Compelling Sales Page: Eventually, you’ll want to sell your services. Create a compelling sales page that outlines the benefits of working with you. This page should include:
- A clear description of the services you offer
- Testimonials and case studies showcasing your success
- A strong CTA inviting prospects to take the next step (book a consultation, sign up for a service)
Testing and Optimizing Your Funnel Assets
It’s important to continually test and optimize your funnel assets to ensure they’re performing well. Here are some key metrics to track:
Conversion Rate: How many people who visit your landing page take the desired action (e.g., download the lead magnet, sign up for emails)?
Email Open Rates: How many people are opening your email sequences?
Click-Through Rates (CTR): How many people are clicking on the CTA in your emails or on your sales page?
Test different elements of your funnel, such as subject lines, CTAs, or landing page design, to see what resonates best with your audience.
Conclusion
A well-structured funnel is essential for guiding prospects from awareness to decision, and creating effective funnel assets is a vital step in this process. By strategically developing assets like lead magnets, landing pages, email sequences, and calls to action, you’re setting your consultancy up for continuous growth.
Remember, funnel asset development is not a one-time project—it requires ongoing optimization based on the feedback and data you gather from your audience. As your business grows, so too should your funnel. Keep refining your strategy to ensure that you are effectively capturing leads, nurturing them, and converting them into long-term clients.
With a solid funnel in place, you’re not just attracting leads; you’re building lasting relationships that will help sustain your consultancy's success for years to come.
Related: Multi-Agent AI: The Next Big Leap in Investment Operations