Now that you have your mobile website and a solid social media presence, it is time to make sure that you are really getting the most out of your online marketing efforts. One of the best ways to see if your digital reach is going the direction you want it to, is to create an offer that your leads can download in exchange for their information.
This may sound like a simple thing to do, but it requires proper execution to actually make this work in a way that will benefit your overall company.
Step 1: Decide On An Offer Topic
The type of business you run will obviously determine the topics that you are an expert on. But the trick here is to create a topic that not only showcases your company’s strengths, but simultaneously provides educational value to a potential lead.
Think of it this way. Say you’re a company that sells cars. Instead of framing your topic around the “Great Deals You Can Get at My Car Company”, you need to focus on the needs of your lead: “How to Find and Negotiate the Best Deal On a Car”. This topic is actually showing your leads how to do something useful. It may seem counter intuitive to educate your potential customers on what you have to offer as it seems like you’re giving away trade secrets, but ultimately an offer like this builds trust with your company.
Step 2: Decide On an Offer Format
Based on your topic, you may have a whole ebook, a simple guide, a case study, or a white paper. Just remember that length does not always mean that offer is the most valuable. When determining the format consider what will be the best way for someone to consume this information and not lose interest. You never want your leads to feel like they didn’t get a valuable offering.
Step 3: Create the Offer
This will be the most time consuming part on your end. But just remember that you already are the expert on your topic, so writing about it will probably not be as difficult as you think. If you decided to do an ebook, keep in mind there are a lot of free ebook templates you can download and use to help shape your pages.
And remember, once you’ve created the offer to edit and edit again! We all make mistakes when writing. This means typos and unclear portions of text happen. So make sure to go back and ensure that your text reads smoothly, and always have another set of eyes read your content through to make sure it is the best it can be.
Step 4: Create a Page For the Offer
Now that you have an offer to give out, you need a home for it on your website. This will be a page where you describe what your offer is and why it matters, and then request that they fill out a form to retrieve the offer.
This is the most important part of giving away your offer: you want people to trade their information in return for your content. Otherwise, you’ve wasted your efforts and you are not going to capture leads to reach out to.
Once a visitor fills out a form, they should be able to download whatever offer you have promised them. And now you have their name, their email, and whatever other information you have required.
Step 5: Promote, Promote, Promote
Now you could just sit around and wait for someone to download your offer, but the better option is to make your offer as visible as possible. Use social media to promote your offer and have a link leading to the page with the form to download.
Promote your offer on your website. Placing the link to the offer in the sidebar with some eye-catching image and content can direct website users where you want them to go. Be sure to situate your offer at the end of blog posts that have correlating topics, as the people who read those blogs will be the most likely to download the offers.
Marketing online doesn’t have to be complicated. With the right tools you can capture leads that can help your business grow. And don’t be discouraged if its slow going at first. These offers take time, and the more you experiment with what works for your customers, the better you’ll get at creating offers that truly capture the right leads.