The 2-Step Facebook Lead Gen Funnel For Local Businesses

What if you could consistently and predictably generate more business?

You flip a switch and BOOM, a flood of new leads and customers flow into your business.

That would be pretty cool, wouldn't it?

As a local business, you're at a unique advantage to make this happen because you're only competing against your local competition ... who likely aren't here reading this article.

This leaves you wide open to really crush it!

The Big Idea

You're going to send traffic from Facebook ads to a simple, 2-step sales funnel that offers a voucher/coupon for something of incredible value (we call it an "initial offer") in exchange for contact information (name, email, phone).

You'll try to get the new lead to follow up with you first by offering a bonus if they call you right away; however, if they don't call you - you'll follow up with them via phone and/or email and/or retargeting and/or text.

The end goal is to get the person into your business, provide them with a great experience, and up-sell more offers.

Pretty simple, right?

Who This 2-Step Lead Gen Funnel Is For...

This funnel is specifically designed for small, local businesses. Brick & mortar types ... where you get to actually see your customers and clients.

It will help you generate leads and customers.

Here is just a handful of businesses this works amazingly well for. (If you have questions or wonder if it will work for your business, just shoot me an email.)

  • Gyms / Health Centers
  • Dentists
  • Chiropractors
  • Masseuses
  • Barbers / Hair Stylists
  • Real Estate Agents
  • Restaurants
  • Retail
  • Live Events
  • And beyond!

The 2-Step Lead Gen Funnel

Here's "The 2-Step Lead Gen Funnel" in all its glory!

2-Step Lead Gen Sales Funnel For Facebook

>> Get This Sales Funnel For FREE! <<

It should go without saying, but the images and wording need to change to fit your offer; however, the overall structure and strategy remains the same.

As you've noticed from above, I am giving this funnel away for free ... all you need is a ClickFunnels account to use it. They offer a 14 day free trial, so you might as well try it out. What's the worst that could happen? You get a few leads and customers?!

The Initial Offer

On page 1, offer a voucher/coupon to claim your initial offer.

In the above example, the initial offer is 1 month, free access to the Crazy Eye Marketing Gym.

Your initial offer is important.

It's more important than what both your ads and pages look like.

If your offer sucks and no one wants it ... you're not going to get anywhere.

And, yes! I've seen free offers bomb. Just because you slap the word "free" on it, doesn't mean people will want it.

Put some thought into your initial offer. Do some research. See what your competition is doing.

Make it better.

Make it juicy.

You want people to salivate over your initial offer!

Side Note: Your image(s) should reflect a customer receiving the benefit of the initial offer. For example, if you're a gym offering a free membership, show people working out. If you're a masseuse offering a free 15 minute massage, show someone receiving a massage. If you're a dentist and offering a free teeth whitening, show someone with a brilliant smile.

Side Note #2: Don't use stock images. Whip out your phone and snap some photos of customers receiving the benefit you're offering. The "amateur" look from taking your own photos is REAL ... and people appreciate REAL.

How Much Should The Initial Offer Cost?

The initial offer should be between $0 and $19.

Free is ideal; however, under $20 is the goal.

Keep your end goal in mind ... get the person into your business, provide them with a great experience, and up-sell more offers.

If you have to "lose" a little money up front to make lots of money on the back end, why wouldn't you?

Initial Offer Idea Generation: Google/Yelp and Groupon

I created a short video to guide you through the idea generation phase for your initial offer:

Thank You / Success Page

Page 2 of the 2-step funnel is the "Thank You" or "Success" page. It's the page they see after giving you their contact information.

The first thing you need to do on this page is confirm you're sending them the voucher/coupon they originally asked for. THIS IS CRITICAL! If you don't tell them how to get what they originally requested, it causes a lot of confusion and confusion is bad.

The next thing you want to do on this page is try to motivate the individual to call you!

It's so much nicer to have people call you rather than you having to call them and follow up with emails.

To help motivate people, I recommend offering another incentive or bonus.

What's one more thing you could offer that someone would want to grab? ...

  • Gyms: 1-on-1, personal training session; $10 gift card for the snack bar
  • Dentists: x-rays
  • Masseuse: 15 extra minutes
  • Barbers/Stylists: a deep cleansing shampoo
  • Restaurants/Retail: an extra 10% off
  • etc., etc., etc.

Just remember, it's sooooooo nice having people call you! So, make it worth their time.

Side Note: No matter how juicy your thank you page offer is ... most people will NOT pick up the phone and call right away. You're going to have to do some work! (more on this in a minute...)

Side Note #2: I recommend using a call tracking platform like CallRail to help track inbound calls generated by your thank you page.

Side Note #3: Sometimes there's nothing to offer here. That's fine. You can try to get people to call you anyway without any incentive.

Your Leads List Tracker

There are many ways you can track your leads.

You can get fancy with a CRM tool or keep it simple with a Google Sheet ...

Here's a blank lead tracker sheet you can use: Click here to open the Google Sheet. (You will need to click "File" and "Make A Copy" on your Google Drive to be able to use it.)

Then, all you have to do is connect your 2-Step Lead Gen Funnel, that's built in ClickFunnels, to the Google Sheet with a tool called Zapier.

Here's a video on how to make the connection:

Here's the code I mentioned in the video that generates the Date Stamp: {{zap_meta_human_now}}

The Money Is Made In The Follow Up

I'm going to get real with you for a minute ...

Most of your leads are going to sign up for your offer while they're on the crapper or at work ...

They're typically not going to be able to call you right away ...

They're going to finish their business and by the time they're done ...

They'll have forgotten about you ...

It's the nature of the game ...

Don't take it personally.

You simply gotta play the game! And know ...

The money is made in the follow up!

You HAVE to follow up with these people.

If you're not willing to do the follow up, don't even start.

Now, I'm going to show you a way to outsource it in just a minute ... but, you need to understand that following up is something you will have to do.

Follow Up Strategies

1) Have Them Call You

We've discussed this one already. In an ideal world, everyone that becomes a lead will take the initiative and come to your business.

We try to make this happen by offering another bonus on the thank you page ... but, most people still won't take any action ... so ...

2) You Call Them

You're going to have to call these leads or, at the very least, hire a call center to do it (more on this in a minute).

After an individual opts-in to claim the initial offer and they're greeted with the thank you page, they have 10 minutes to call in and claim the extra bonus ... so, you give them 10 minutes to do it on their own.

If you don't hear from them within 10-15 minutes, pick up the phone and call them.

It has to be that soon! 

Every minute you wait, the lead gets colder and colder. You want them when they're hot!

What Do You Say To Them?

What you say to your new lead is simple ...

"Hi {lead name}, this is {your name} with {your business name}. I see you just requested our {initial offer} and wanted to follow up with your real quick to {action}."

Actions:

  • "See when you'll be coming by to take advantage of it!"
    • If you don't schedule appointments, it might not matter when they come in; HOWEVER, by asking them this question they're making a verbal commitment to you and they'll be much more inclined to actually follow through and show up!
    • Ie. if you're a retailer ... you probably don't really care when they show up; however, if they make an "appointment" to be at your store by telling you they'll be there, they will likely show.
  • "Schedule a 15 minute call with our staff so we can answer any questions you may have."
    • This is ideal for businesses that require a bit more "selling" before someone walks through the door, ie. a plastic surgeon. Scheduling a 15 minute follow up call is a logical step for people to take and they'll be more inclined to go through with scheduling the call.
    • Of course, when you're on the call with them, you'll "sell them" on your offering.
  • "Schedule an appointment."
    • Go straight for the jugular!

Of course, you can have your own "actions" and try different ones to see which produce better results. I simply wanted to present a few frameworks to get you headed in the right direction!

3) Email Follow Up

You'll use email automation to follow up with leads to, at the very least, send them the voucher/coupon for the initial offer.

The goal of these emails isto have them call you and/or to have them use the voucher/coupon to claim the initial offer, if they haven't already.

If the person calls or visits your business, stop sending them the emails.

Keep these emails short and to the point. For example:

Hi {lead name}!

Congratulations on being one of the lucky ones to grab a 1 month free gym membership!

To claim your slot, please give us a call at (123)456-7890 or just show up!

We're able to hold your slot for 3 days. If we don't hear from you by then, your slot will go to the next person on our list.

Thanks!

Nathan

Send another follow up email ...

Hey {lead name},

It looks like you haven't claimed your 1 month free gym membership yet ...

And, I wanted to let you know your slot is still available for 2 more days.

Please call (123)456-7890 or just show up!

Thanks,

Nathan

PS. If you already claimed your slot, please disregard this email. Our systems sometimes take a day or two to catch up!

And a "last chance" email ...

Hi {lead name},

This is the last chance to claim your 1 month free gym membership.

If you don't call (123)456-7890 or visit us today, your slot will go to the next person.

Sorry to "put pressure" on you, but we only have a few slots available and want to make sure they're given to those who really want them.

Thanks,

Nathan

PS. If you already claimed your slot, please disregard this email. Our systems sometimes take a day or two to catch up!

That's all there is to it. Short, sweet, to the point.

4) Retargeting

Retargeting is a type of paid advertising where you can present specific ads to a specific group of people.

For example, if someone opts-in for the voucher/coupon, you can retarget them with ads that remind them to claim their voucher/coupon by calling and/or visiting your business in the next few days.

Or, if you're hosting an open house or event, you can retarget everyone with ads that remind them of the date, time, and location of the open house or event.

You can do a lot with retargeting and it's certainly worth digging deeper into its functionality!

5ish) Text Messages

You can automate text messages for follow up; however, they tend to be more trouble than they're worth.

Typically, when someone receives a text, they reply via text. So, unless you want to text back and forth all day - I do not recommend this option.

If you decide you still want to throw it into the mix, just remember to keep it short (less than 160 characters) and have the Call-To-Action be to call you.

For example, "Hey, it's The Crazy Eye Gym! Your 1 month free gym membership is waiting! Please call (123)456-7890 to claim your slot!"

Running Facebook Ads To Your Funnel

All that's left to do now is send traffic to your 2-step funnel!

Fortunately, there's a pretty simple formula for doing this ...

  • Ad Text: {Call out your audience}! {Tell them what you're giving them}! {Tell them how many you're offering}, {give them a Call-To-Action}!
  • Image: Use the same exact image as your squeeze page background. Add text to it that says "Want {whatever you're offering}?" (If you need help adding text to an image, check out Canva)
  • Headline: {DISCOUNT AMOUNT}! {What you're offering}
  • News Feed Link Description: Want {what you're offering}?

Example:

Lead Gen Facebook Ad Example

Simple enough, right?

There are a few other things I'd like to point out with regard to launching your ad campaign:

  • Campaign Objective should be set to conversions. This means you need to have a properly installed tracking pixel and are tracking leads correctly!
  • Ad Set Settings:
    • Edit Placements: Only show on Facebook News Feed and possible Instagram if it makes sense to do so. You may split test desktop vs. mobile.
    • Conversions: Set this to Lead (again, this assumes you have your pixel and tracking setup correctly)
    • Budget: Start at $20-$30 a day
    • Audience: Make sure you target your ideal audience and the correct location(s)

Beyond that, you can get fancy with custom audiences, lookalike audiences, retargeting, and split testing more ads and offers. But, all that's a bit beyond the scope of this post ...

What you see above will yield you 80%+ of the results. All that extra "stuff" can get you that extra 20% or so; however, with what I've shown you, you should have no issues creating a profitable 2-Step Facebook Lead Gen Sales Funnel!

BONUS: How To Setup A Call Center

Picking up the phone to call a new lead can be terrifying.

I hate it.

Even if you call within 15 minutes of them opting in for the voucher/coupon ... they may have already changed their mind and become irrationally irate at the fact you have the nerve to call them.

Yes, people will give you their name, email, and phone number and then yell at you for calling them.

People are crazy.

I personally like to avoid crazy as much as possible. It's just not something I like to deal with.

Beyond having to deal with the crazy factor, all these initial phone calls take time. And, you need to stay on top of them too ... remember, you need to call withing 15 minutes of them opting in. (obviously, do this within business hours. If someone opts-in at 2am, call them at 11am.) 

If you have employees, you can obviously task them with this role ... or, you can outsource these initial calls to a professional call center!

Jill's Office

A Google search will reveal hundreds of call centers you can outsource these initial calls to. Or, you can hire a friend, neighbor, or independent freelancer.

Do whatever makes sense for you; however, I wanted to let you know who I use and trust ... Jill's Office.

I have no affiliation with them whatsoever. I don't earn a commission or anything by referring you. Nothing like that. They just do good work and I recommend them.

To be honest, I haven't tried any other call centers because Jill's Office was the first one I came across that was US based and quick to reply. I've stuck with them ever since.

So, there may be better options out there, I just haven't needed to look.

Join The Course!

Want to learn how to do everything outlined in the post above?

Click here to check out our new course: How To Drive Leads And Customers To Brick & Mortar Businesses With Facebook Ads!

2017-03-29T20:59:00+00:00