The Attract Funnel
Generate new leads
for your business
The Attract Funnel
A fine-tuned Attract funnel can be a major lead source for your business. The goal of the Attract phase is to initiate a relationship with new prospects by making them aware of your brand. This begins with you offering them something of value at no cost in exchange for their contact information — email or SMS number. This establishes trust while opening a lasting line of communication with them.
To illustrate this, let’s follow your hypothetical lead, Monica, through the Attract phase of the customer lifecycle. Below is a side-by-side view of what each step of the process looks like in Ontraport and what Monica sees on her end.
What your leads see
After spotting a gripping Facebook ad for your business, your prospect, Monica, clicks through to your landing page, where she sees an offer for a lead magnet — a discount on your products or a free ebook for instance — intended to attract a narrow audience of people who fit her profile. Intrigued, she submits her email address to receive the good.
What you see
A landing page is an entryway into your Attract funnel. Create a landing page using the Ontraport Pages editor (pictured), and add an opt-in form that, once published, drops new leads into your contact database.
What your leads see
Immediately after opting in, Monica is dropped onto a page thanking her for downloading your content and prompting her to check her inbox to redeem her free item (your lead magnet).
What you see
The opt-in form Monica filled out is the trigger that adds her to your Attract campaign in Ontraport. Her first stop is the “Submits Form” step. She’s now enlisted to receive your marketing content and progress to the next step: receiving the email containing the free item she just opted in for.
What your leads see
Your welcome email arrives in Monica’s inbox. She eagerly opens it. The email notifies her of the bonus content she’ll receive over the coming weeks for registering for your mailing list. Most importantly, it directs her to your download link to redeem her item.
What you see
Monica arrives at the “Send an Email” step, where she receives the delivery email containing your lead magnet, as promised. From here, she progresses onto a “Wait” element where she will remain for up to three days until she downloads your lead magnet.
What your leads see
Moments after opening your email, Monica clicks the download link within.
What you see
Monica’s action on your email prompts her to be moved onto a “Goal” element that tracks the number of leads who click the download link in your delivery email.
What your leads see
It’s here! The free content Monica’s been seeking is now in Monica’s hands for her to consume at her leisure. She’ll soon be delighted by your bonus emails. With full access to your content in all its glory, Monica’s interest in your brand grows.
What you see
Immediately after hitting your campaign “Goal,” Monica once again advances to a “Wait” element for two days, after which she’ll receive the bonus content in your Attract funnel.
What your leads see
What’s this? Oh, right! Monica looks to her inbox to find a new message from you with an eye-catching subject line about a piece of bonus content you’re providing. She opens it without hesitation. The wait was well worth it because you’ve fostered her trust in your brand by providing informative content in your prior interaction.
What you see
Monica arrives at the second “Send an Email.” This is the next step in your Attract funnel and the last lead touchpoint until the next campaign: the Convert funnel. You might choose to send multiple pieces of bonus content prior to moving your contacts along to the final step.
What your leads see
Monica’s journey as your new lead is just beginning. Her fondness for your brand has blossomed out of curiosity into intrigue as a result of your generosity. She looks forward to her next interaction with you and may even visit your website or read your content in the meantime.
What you see
Behind the scenes, Monica’s contact record moves to the final step of your Attract campaign: the “Add to Campaign” step where she’s diverted to your Convert funnel. There, you’ll nurture her from a hot lead into a first-time customer and beyond.
Next: The Convert Funnel