purpose / OBJECTIVE

Now that you are clearer on what you need as part of your workflows, it’s time to dive deeper into the content you include as part of each step.

Purpose of Forms

  • Generate leads to drive sales for your business, product or service.
  • Drive leads into your marketing funnel to help get more conversions.
  • Find and engage people interested in your business, product or service.
  • Qualify people to make sure you are attracting the right customers
  • Kick-off automation

Type of Lead Generation Forms

1 – Lead forms for list building / registering interest

A lead form works by providing some type of incentive to capture the attention of your visitors and entice them to opt-in and provide their contact information so that you can provide value, and continue to nurture that lead until they are ready to enter your sales funnel.

For the purposes of your website, we will be using them on your sales / landing pages to attract people who are interested in your offers but aren’t entirely ready to commit. 

Incentives might include:

  • A freebie
  • A discount on purchases
  • An exclusive offer
  • Exclusive access

Depending on the value of what the lead gets, will determine how many questions you should add. Ultimately we want to take this opportunity to gather data about your leads and what they are interested in to be able to use that info for future marketing and to reach out to certain leads based on what offers may be suitable to them. To many questions and it will deter them froim completing the form. Too few and you aren’t able to get any info about your leads.

2 – Lead forms built for lead qualification (aka Application Form)

These lead capture forms are typically used to capture high intent / hot leads that want to apply for / enrol in something, and will be followed-up with via sales or segmented in your CRM to determine their suitability. 

In some cases these leads may already be customers and the questions are more focused on gathering specific information related to requirements for enrolment in a program or offer to make sure they are aligned. 

Lead application forms are optional as you can include a questionnaire as part of your general workflow, however as a general rule we want to limit the amount of forms people have to complete so if and when an application form can be used to register insterest in a program and kick off the onboarding for an enrollment process it is better to just have this instead of a basic lead form. 

Purpose of Automation Workflows

  • Establishes a customer relationship and ensures the lead/client that your team will carry out the promises it made during the sales process
  • Providing the necessary resources for clients to be able to work with you

Type of Automation Workflows

1 – Welcome / thank you / nurture

A standard welcome / thank you / nurture workflow will include

  • Email series
  • Questionnaires
  • Tasks
  • Scheduling 

2 – Client onboarding / delivery

The first impression you make on a new client significantly impacts how they perceive you and can even determine how long they stay with you as a client if their expectations aren’t met. The faster (and smoother) you can provide what is needed so you can help your client, the more professional you appear. 

A typical Client onboarding workflow will include

  • Quote / Invoice
  • Contract
  • Email series
  • Questionnaires
  • Tasks
  • Scheduling 

Form Process

Below are examples of questions to go in a basic lead form (r = required for them to complete / o = optional for them to complete)

Lead Form – Register Interest

  • First Name (so you can use a name tag to customise your emails) – R
  • Surname (helps to tell people apart) – R
  • Email (needed to send them emails) – R
  • Phone number (is handy to have but often deters people from completing a form cos they might not want you to call them) – O
  • State/Territory (really helpful to generate info about the location of your leads and where potential events should take place) – O
  • How did you hear about me? – O
  • What do you struggle with the most? – O
  • What do you need the most support with? – O
  • Which of my products/services/these areas are you most interested in (provide a list)? – O

Lead Form – Application

Used to qualify leads to determine whether they are suitable for your program or not. Depending on if there is a previous “lead form” to get to this point in the application process or not will determine what questions you include as you don’t want to double up on q’s.

  • First Name (so you can use a name tag to customise your emails) – R
  • Surname (helps to tell people apart) – R
  • Email (needed to send them emails) – R
  • Phone number (is hand to have but often deters people from completing a form cos they might not want you to call them) – O
  • State/Territory (really helpful to generate info about the location of your leads and where potential events should take place) – R
  • All questions that relate to the program (i.e. if the event is run via FB then you can ask for their SM handle so that you can add them to the group etc.)
  • What are you looking to get out of this program? R
  • Are you ready to invest your time, money and energy in yourself (Y/N)? – R
  • How did you hear about me? – O
  • What area(s) do you struggle with the most? – O
  • What do you need the most support with? – O
  • Which of my products/services/these areas are you most interested in (provide a list)? – O

Workflow Process

Below are examples of steps to put in an automation workflow. Depending on what CRM software you are using you should be able to set up triggers that determine if/when the steps are actioned and whether it is automatic or something you have to approve. 

STANDARD AUTOMATION WORKFLOW FOR FREEBIE – these should be customised based on what the lead form process is (i.e. what they are opting in for)

  1. Lead Form

  2. On submit, redirect to x link where they can access freebie

  3. Trigger email series

  4. Change status to cold prospect, hot lead or client based on their engagement

STANDARD AUTOMATION WORKFLOW FOR NEW CLIENT – these should be customised based on what the inclusions are in the program/offer and whether they need to pay, sign a contract and complete a questionnair etc.

  1. Send Quote (if required)

  2. Send Contract (if required)

  3. Send Invoice (after contract signed)

  4. Send Questionnaire (optional)

  5. Trigger email series

  6. Set reminder to check up in x months

Email Process

Below are examples of emails to send to ensure you are nurting your leads/clients and maximising your potential for them to move through your entire funnel (r = required for them to complete / o = optional for them to complete)

STANDARD AUTOMATION SERIES FOR FREEBIE
These will need to be customised based on what the lead form process is (i.e. what they are opting in for)

  1. Thank you email (immediately)- thank them for downloading freebie and add the link/attach it so they can acccess it again

  2. Follow up how they went with no CTA (3-7 days later) – check in to see how they went with the freebie they got and if they are seeing improvements etc. This email is a gentle nurture. (optional – provide an link to schedule a call with you to discuss working together)

  3. CTA upsell (7-10 days later) – offer them an opportunity ti increase their skills/learnings by signing up to something

  4. Reminder (12-15 days later) – a final check in to see if you can help them with anything / a final chance to secure the sale by offering a discounted rate to get the previous CTA.

STANDARD AUTOMATION SERIES FOR NEW CLIENT
These should be customised based on what the inclusions are in the program/offer 

  1. Welcome email (after Invoice paid) which includes any key info they need to know, links to schedule calls, links to access content etc (optionally attach a questionnaire if you need to get any more client info from them or other info needed for the program)

  2. Reminder email

  3. Any ongoing timed emails to be sent to match purchase (i.e., recap of weekly learnings from a course, or links to member portal content available)

  4. Thank you email on program end with an upsell CTA for next program

  5. Check up email to see how they are going post program & request for testimonial / feedback form (7 days later)

  6. Final check-up email / reminder for upsell (discount optional)

It's time for you to create your Automation content.

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CRM STRUCTURE

Determining your predefined business processes (lead generation & customer onboarding) to automatically trigger certain actions to complete a particular activity without you needing to manually do it. 

CRM CONTENT

The copy that will be used in your forms, emails and other content used in your autoamtion workflows to help qualify and nurting your leads/clients to maximise your potential for them to move through your entire funnel.

CRM Automation Lessons

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