How to create outstanding opportunities for lead generation, inbound marketing campaign
As mentioned in one of my previous articles on the inbound marketing campaign management, development of outstanding offers is a very important step for lead generation and maintenance of these to the conversion on your website.
By cons, by dint of working as a consultant to several companies engaged in inbound marketing, I notice that develop these deals is not something as easily said than done. The latter will often try to put any kind of content behind a form when he needs to be a real value and a confirmed interest on the part of the user that it is ready to deliver personal information or business in exchange for an offer.
In this article, I will introduce the elements to take into account to create offers that will challenge your visitors and turn them into leads and clients.
What is an offer in the context of inbound marketing?
First of all, I think it is necessary to define an offer in the context of inbound marketing. An offer, it can be nearly anything useful by some way to your target audience. His only goal should be to please your potential customers (that, and also you generate leads).
By cons, by dint of working as a consultant to several companies engaged in inbound marketing, I notice that develop these deals is not something as easily said than done. The latter will often try to put any kind of content behind a form when he needs to be a real value and a confirmed interest on the part of the user that it is ready to deliver personal information or business in exchange for an offer.
In this article, I will introduce the elements to take into account to create offers that will challenge your visitors and turn them into leads and clients.
What is an offer in the context of inbound marketing?
First of all, I think it is necessary to define an offer in the context of inbound marketing. An offer, it can be nearly anything useful by some way to your target audience. His only goal should be to please your potential customers (that, and also you generate leads).
These offers are used as a bargaining chip to get people to give you their information through forms that are on your landing pages in prospect generation process that you need to implement on your website.
Here are some ideas to tender you may develop:
Guide recommendation
Evaluation Guide
Procedures Guide (how to)
Maintenance Guide (how to)
White paper on a topic related to your industry
Electronic book (e-book)
Free trial of your product
Free consultation for your services
Help Grille decision
Evaluation Grid
Planning tool
Data sheet of the product
Discount (in $ or %)
Free sample
‘’Webinar’’
Event (forum, conference, 5-7, demonstration, visit, lounge, etc.)
Free consultation call
Free audit
Toolbox
Physical book (you deliver)
Competition
Budget Calculator
Calculator goals
ROI Calculator
Contact your personas
First of all, the first step when you want to produce an offer of who is being addressed. For this it is necessary to develop personas. A persona is a fictional character that represents your ideal customer. In the context of developing offers, such as for creating any type of content you need to identify the needs, intentions and motivations of your persona to produce a remarkable offer that will arrest him.
Determine your goals
Each offer should have specific goals. These objectives can be at two levels. First, each offer must have a purpose to the one who will claim and a purpose for your business. For example, your goal from the Internet can be among the following:
Educate about a specific topic
Help with a task
save
Make a decision
Improve its assessment of your brand
For your business, the goals you are trying to accomplish more in the following order
Changing the user in the purchasing process
Encourage the user to buy
Deepen your relationship with the user
In both cases, you must determine SMART objectives if you want to succeed with your offers!
Align the buying cycle
Once you know who you are talking, you must create offers for each stage of the procurement process. Indeed, each bid must be used to change the user through the following steps, which represent the evolutionary process of the surfer relationship with your company and its website:
Visitor -> Leads
Leads -> Customers
Customers -> Ambassadors
In this connection, it should produce offers for each stage of the buying process conventional marketing. This aspect of the creation of offers is quite fundamental since companies often have difficulty with their web marketing because of it.
In fact, if you only create process early deals you will generate a lot of leads, but will be less skilled as they will not be ready to buy right away. Thus, without process medium offer you will not be able to maintain your leads to purchase.
Conversely, if you create only end process offers you deprive yourself of lead into a large amount of visitors are on your site since you will contact only those who are ready to buy short-term trè . This would be a serious mistake, because you miss the opportunity to capture the attention of people who will be willing to buy in some time and which may be on the site of a competitor when they are ready to move to the act.
Meet real issues and needs
Then you need to ensure that your offers address real problems and needs of your personas. Otherwise, your offer will not be charged and you do not output any leads. For example, write a downloadable guide on a subject that does not interest anyone or give a discount that has not seen a good value (eg $ 10 on a product at $ 10,000) will not give you good results.
There are 3 ways to find out what offers created:
1. Experiences with current customers
Every day you deal with your customers, you know their concerns, needs, topics of interest, the problems they face ... Why not create an offer that would help them overcome their problems? Likely that your potential customers have the same problems and that you could capture by writing a guide, or organizing an event on these topics!
2. Survey
What better than to ask your customers (or potential customers) which would make them happy? You can conduct a survey in store, online, by email, ask your social media, etc. This type of exercise can be done on the measure of your ways and give you rich information to improve the performance of your offers.
Your consumers have something to say if you listen to know!
3. Search Volume
Finally, there is a website or a majority of the world population raises thousands of questions every day to solve its problems. This website is Google. Analyze research volumes on it you can learn a lot about the needs of your personas.
For example, for the following searches, there would certainly be an advantage for the corporate financial field to write a comprehensive guide to saving:
Generate value
Furthermore, your offer must have a value. If the user needs to complete a form to the content that is freely available elsewhere on your website (or your competitor) it may be that your offer is not so remarkable. There must be a certain exclusivity and also a utility give information in exchange for your offer.
Having an attractive and explanatory title
The title of your offer plays a huge role in his success. If you develop the best deal in the industry, but its title is not asking for your persona, the latter will not be charged. The title must include two important elements:
Describe the offer explicitly and unambiguously
Contain an adjective that makes it desirable
Examples of title
The complete guide to make your sushi at home
Free phone call with an expert in personal finance
The ultimate video courses to service your bike
Ask for feedback
If you want to create good deals, you should also always looking to improve. So, why not send an email to all the people who have called your offers to see what they have to say about it.
Here are some questions you might ask them:
How this offer she helped you?
What would you improve about this offer
Please note this offer from 1 (poor) to 10 (excellent)
Do you recommend this offer to a colleague / friend?
To test!
Often marketers are trying to find the best deal the first blow. The web is a test environment and great optimization that allows you to gradually identify the elements that work and those that work less.
Do tests on your website, you can determine what offers work best. For example, if you hesitate between two offers for the same persona or the same stage of the procurement process or if you hesitate between two titles. These are all elements that can be determined with A / B testing implantable easily on your website.
Here are some ideas to tender you may develop:
Guide recommendation
Evaluation Guide
Procedures Guide (how to)
Maintenance Guide (how to)
White paper on a topic related to your industry
Electronic book (e-book)
Free trial of your product
Free consultation for your services
Help Grille decision
Evaluation Grid
Planning tool
Data sheet of the product
Discount (in $ or %)
Free sample
‘’Webinar’’
Event (forum, conference, 5-7, demonstration, visit, lounge, etc.)
Free consultation call
Free audit
Toolbox
Physical book (you deliver)
Competition
Budget Calculator
Calculator goals
ROI Calculator
Contact your personas
First of all, the first step when you want to produce an offer of who is being addressed. For this it is necessary to develop personas. A persona is a fictional character that represents your ideal customer. In the context of developing offers, such as for creating any type of content you need to identify the needs, intentions and motivations of your persona to produce a remarkable offer that will arrest him.
Determine your goals
Each offer should have specific goals. These objectives can be at two levels. First, each offer must have a purpose to the one who will claim and a purpose for your business. For example, your goal from the Internet can be among the following:
Educate about a specific topic
Help with a task
save
Make a decision
Improve its assessment of your brand
For your business, the goals you are trying to accomplish more in the following order
Changing the user in the purchasing process
Encourage the user to buy
Deepen your relationship with the user
In both cases, you must determine SMART objectives if you want to succeed with your offers!
Align the buying cycle
Once you know who you are talking, you must create offers for each stage of the procurement process. Indeed, each bid must be used to change the user through the following steps, which represent the evolutionary process of the surfer relationship with your company and its website:
Visitor -> Leads
Leads -> Customers
Customers -> Ambassadors
In this connection, it should produce offers for each stage of the buying process conventional marketing. This aspect of the creation of offers is quite fundamental since companies often have difficulty with their web marketing because of it.
In fact, if you only create process early deals you will generate a lot of leads, but will be less skilled as they will not be ready to buy right away. Thus, without process medium offer you will not be able to maintain your leads to purchase.
Conversely, if you create only end process offers you deprive yourself of lead into a large amount of visitors are on your site since you will contact only those who are ready to buy short-term trè . This would be a serious mistake, because you miss the opportunity to capture the attention of people who will be willing to buy in some time and which may be on the site of a competitor when they are ready to move to the act.
Meet real issues and needs
Then you need to ensure that your offers address real problems and needs of your personas. Otherwise, your offer will not be charged and you do not output any leads. For example, write a downloadable guide on a subject that does not interest anyone or give a discount that has not seen a good value (eg $ 10 on a product at $ 10,000) will not give you good results.
There are 3 ways to find out what offers created:
1. Experiences with current customers
Every day you deal with your customers, you know their concerns, needs, topics of interest, the problems they face ... Why not create an offer that would help them overcome their problems? Likely that your potential customers have the same problems and that you could capture by writing a guide, or organizing an event on these topics!
2. Survey
What better than to ask your customers (or potential customers) which would make them happy? You can conduct a survey in store, online, by email, ask your social media, etc. This type of exercise can be done on the measure of your ways and give you rich information to improve the performance of your offers.
Your consumers have something to say if you listen to know!
3. Search Volume
Finally, there is a website or a majority of the world population raises thousands of questions every day to solve its problems. This website is Google. Analyze research volumes on it you can learn a lot about the needs of your personas.
For example, for the following searches, there would certainly be an advantage for the corporate financial field to write a comprehensive guide to saving:
Generate value
Furthermore, your offer must have a value. If the user needs to complete a form to the content that is freely available elsewhere on your website (or your competitor) it may be that your offer is not so remarkable. There must be a certain exclusivity and also a utility give information in exchange for your offer.
Having an attractive and explanatory title
The title of your offer plays a huge role in his success. If you develop the best deal in the industry, but its title is not asking for your persona, the latter will not be charged. The title must include two important elements:
Describe the offer explicitly and unambiguously
Contain an adjective that makes it desirable
Examples of title
The complete guide to make your sushi at home
Free phone call with an expert in personal finance
The ultimate video courses to service your bike
Ask for feedback
If you want to create good deals, you should also always looking to improve. So, why not send an email to all the people who have called your offers to see what they have to say about it.
Here are some questions you might ask them:
How this offer she helped you?
What would you improve about this offer
Please note this offer from 1 (poor) to 10 (excellent)
Do you recommend this offer to a colleague / friend?
To test!
Often marketers are trying to find the best deal the first blow. The web is a test environment and great optimization that allows you to gradually identify the elements that work and those that work less.
Do tests on your website, you can determine what offers work best. For example, if you hesitate between two offers for the same persona or the same stage of the procurement process or if you hesitate between two titles. These are all elements that can be determined with A / B testing implantable easily on your website.
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