[Guide] How to successfully map your Lead Funnel

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Lead funnel mapping filters out those who are interested in your products or services from the mass of users. Convert initial contacts into purchase intentions - this is how you generate sales. We explain how to optimize your lead funnel mapping.

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What is a lead funnel?

"Leads" are people or companies who have a serious interest in buying your products or services, respectively. The term "funnel" can be translated as "funnel", but represents more of a filter: A large number of initial contacts come together, from which relevant prospects are filtered. Crucial, Generate as many leads as possible from the initial contacts. The goal is reached when contact initiations have arisen or when the potential customers have deposited their contact information - which indicates an intention to buy. We explain how you can improve your Lead Funnel Optimize.

Think holistically and in the long term

Prospects arrive at your website through different channels and for different motivations. Targeted marketing measures guide the interested parties to the target. The commonality of all customers is the search for information.

The marketing measures must be structured in a versatile, but target group-specific manner.

You need to target the very people who might be potentially inclined to buy your products, or who have a benefit or interest in the products.

At the same time, you need to take into account the heterogeneity of this target group. You need strategies that focus on the individual subgroups. From the lead funnel, you develop a campaign that Targets long-term success. The strategy for the lead funnel and for the campaign derived from it should be goal-oriented and to the Initial situation related be

Lead Funnel Mapping in the form of the AIDA principle

The lead funnel consists of four steps known as the AIDA principle:

A = Attention
I = Interest
D = Desire
A = Action (plot)

In the first step, you attract the attention of potential customers. In the second step, interest develops in your product or service. This interest gives rise to the desire to have the product or service. The last step is the action of the potential buyer: for example, contact or direct purchase.

The lead funnel mapping described can be illustrated in this way.
The lead funnel mapping described can be illustrated in this way. (Image: adesso.com)

Implement the individual lead funnel mapping

The AIDA principle is the basic framework for lead funnel mapping. Originating in classic offline marketing, the AIDA principle is often supplemented by a fifth level in the online sector: Qualification. In this phase, you check whether you have actually succeeded in generating a sufficient number of leads from the mass of initial contacts. Various analysis tools - for example from Google Analytics - are available for this purpose.

For lead funnel mapping as a complete blueprint, tools are also offered online that you can use. The tools handle the technical execution, not the strategic considerations. When creating your strategy, consider first and foremost which users you want to target and how your Target group responds to marketing measures. A central component of online lead funnel mapping are landing pages that catch prospects of a certain topic on specific subpages of your website.

The landing page as an effective tool

You design one or more landing pages for your website. Each landing page is focused on a specific topic - for example, a particular article or product in combination with a location. The optimization of the landing page is done with respect to your content and search engine relevant criteria. You choose for each landing page Keywords according to which you optimize the landing page. This will bring exactly those users to your landing page who are looking for the specific content presented there. From the landing page, you redirect the visitors to subpages of your website, where the purchase can be made.

The Online Lead Generation Funnel

  • Traffic
  • Lead Magnet
  • Landing page
  • Opt-in
  • Thank you Page
  • Nurture Sequence

Design the lead funnel as a "journey" - as a "journey". Meet the user where they are and arouse their interest. Show users that you offer exactly the product that meets their needs.

Design the online lead generation funnel as a "journey" with engaging content.
Design the online lead generation funnel as a "journey" with engaging content. (Image: sellingsignals.com)

The lead funnel filters out your target group from the mass of users. In the qualification phase, you check the success of your strategy and make adjustments if necessary.

Keep in mind that user preferences can change over time.

While lead funnel mapping is planned as a long-term strategy, it must adapt to external conditions.


Strategically align your lead funnel to increase the number of leads. Filter out those visitors who have a potential interest in your offer. The classic AIDA principle also holds true in online marketing.

The Latest Digital Marketing Insights - Get Exclusive Access to Valuable Marketing Knwo-how



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